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Name of Course: Issues in Broadcast Management Course Code: BRMJ311 Name(s) of academic staff: Rationale for the inclusion of the course / module in the programme: 1. To explore those very special issues associated with management of media properties in the context of confounding change in the broadcasting industry 2. To expose students to the professional business practice. T Semester and Year offered: Total Student Learning Time (SLT) L = Lecture T = Tutorial P = Practical O = Others Face to Face Total Guided and Independent Learning P O 78

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Lecture = 42 hours Others = 78hours Total = 120 hours Details of Total Guided and Independent Learning: Learning Activities SLT ( in hours) 1 Lectures (70) a Lecture Hours (Attending Lectures) (14 * 3 hrs) 42 b Pre and Post preparation (14 weeks * 2 hrs) 28 2. Assessments (50) a Assignment 1 & 2 29 b Test (1 hour + 4 hours preparation) 5 c Final Examination (2 hours + 14 hours preparation) 16 Total 120 Subject Credit ( 120 / 40 = 3 ) 3 Credit Value: 3 Prerequisite (if any): Learning outcomes: At the end of the course, students should be able to: 1. Summarize main elements of management and leadership skills in the broadcasting industry. (C2) 2. Demonstrate an awareness of the interaction between management decisions, programming, and audience (P3) 3. Read articles/materials regarding management issues in broadcasting. (A2) 4. Practice management skills of scheduling, planning and controlling resources and people in broadcasting projects/assignments. (S)

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Transferable Skills: Skills and how they are developed and assessed, Project and practical experience and Internship Type of Skill Skills development Method of assessment Entrepreneurship skills Group discussion, Assignment lecture, face-to-face consultation. Management skills Lecture, self-directed Assignment learning, group discussion Professionalism, values, Lecture, self-directed Assignment, test and attitudes and ethics learning exam Teaching-learning and assessment strategy: Assignment, test and exam

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Synopsis: This course is a study of business problems, strategies and practices of the broadcast industry. Mode of Delivery: Lecture, problem-based learning, lecture, self-directed learning, group discussion, faceto-face consultation. Assessment Methods and Types: Test (10%) Case study.. (30%) Individual assignment (20%) Final exam. (40%) Total: 100% Mapping of the course / module to the Programme aims:
Course Aims (CA) Programme Aims (PA)

CA1. To explore those very special issues associated with management of media properties in the context of confounding change in the broadcasting industry CA2. To expose students to the professional business practice.

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Mapping of the course / module to the Programme Learning Outcomes:


Course Objective (CO) Programme Outcomes (PO) 1 2 3 4 5 6 7 8

Summarize main elements of management and leadership skills in the broadcasting industry. (C2)
CO1. CO2.. Demonstrate an awareness of the interaction between management decisions, programming, and audience (P3) CO3. Read articles/materials regarding

management issues in broadcasting. (A2)


CO4. Practice management skills of scheduling, planning and controlling resources and people in broadcasting projects/assignments. (S)

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Content Outline of the course / module and the SLT per topic

S O (S (Pr elf- ep lea ara rni tio ng) n)

A (Assessment)

1 Introduction Course overview and expectation Overview of broadcasting society in Malaysia Management in the broadcasting industry 2 Media organization Defining an organization Economic, social and political impact on broadcast media industry 3 Leadership in broadcasting industry Leadership and management Motivation 4 Managing HR Different levels of workers Legal issues with personnel 5. Financial management Strategic planning and budgeting Financial growth 6 Media consumers Audiences and programming Research and content 7 Managing the Production Process Digital and traditional production Media asset management, digital asset

management and content management 8. Strategies for Content marketing Marketing management Defining the market 9. Packaging, Repackaging and Marketing Content Content product Pricing strategy 10. Content distribution Content management Digital rights management 11 Changing media value chain Disruptive innovations Digital value change 12 Business models Content models Distribution models Marketing models 13. Legal and regulatory matters Legal issues in Malaysia International media regulations 14 Ethical issues in broadcast management Ethics in marketing Controversies over content Assignment 1 & 2 Test Final Examination Sub-Total Total Credit 18. Main references supporting the course:

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1. Albarran, A. B. (2013). Management of electronic and digital media (5th ed). Boston, MA: Wadsworth/Cengage Learning. 2. Van, T. J. M., & Poe-Howfield, L. (2010). Managing electronic media: Making, marketing, and moving digital content. Burlington, MA: Focal Press/Elsevier. Additional references supporting the course 1. Kinicki, A., & Williams, B. K. (2013). Management: A practical introduction (6th ed). New York, NY : McGraw-Hill/Irwin 2. Aziz, R. A., Muhammad, M., & Abu-Jarad, I. (2012, May). Management communication styles: Conceptualization and scale development. In Innovation Management and Technology Research (ICIMTR), 2012 International Conference on (pp. 28-32). IEEE. 3. Warner, C. (2012). Media Management Review. Hoboken: Taylor and Francis.

4. Deuze, M. (2011). Managing media work. Los Angeles (Calif.) [etc.: SAGE. 5. Ismail, A., Abdullah, A., Munna, D. N., Wahid, N., Shariff, M., & Noor, M. (2010). Kesan amalan komunikasi dalam sistem ganjaran dan keadilan prosedur terhadap prestasi kerja. International Journal of Management Studies (IJMS), 17(1), 203-223.

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