Management for Media Organization

(Fall, 2009)

Meeting time: Thursday, 8:00am-11:00am Classroom: Da-Yong 210401

Instructors: Dr. Michael Kwan (2938-7430; Journalism Building #213)
Dr. Maria William-Hawkins (TCOM, CCIM, BSU)
E-mail: kwanoffice@mail2000.com.tw

A. Course Goals and Content Description

The goal of this course is to teach the concept, theory, knowledge and skills
needed for managing contemporary electronic media. The strategic management
concept guides the development of this course. From positioning strategy, to human
resource management, to marketing and program promotion, to market analysis and
audience study is covered. The influence and adoption of digital technology and
technology convergence in electronic media will be also discussed. Basic
management topics as positioning, operational philosophy and policy making,
organizational structure and manpower, programming strategy, production models,
audience study and analysis and other critical topics will be included. Therefore
learners can extend their media knowledge and professional skills on the content
production basis to a higher level of media management. Besides, learners know how
to sustain the quality of media content under scientifically and systematically
management to make the mass communication performance with effectiveness and
with efficiency.

B. Instructional Methods and Pattern

This course takes “Real-time Internet Distance Instruction” as the main tool. It is
a “co-teaching” course offered by faculty from Dept. of TCOM (CCIM, BSU) and
Dept. of RTV (CC, NCCU). English is the main language for this course. Real-time
interaction is counted as the facilitator for class and cross-country participation. To
assure the progress of the class meeting, a fixed instructional pattern is applied as
follow.

Instrument Topic Show Comment

Setting Presentation Q&A & &
& Test Tell Announcement
(30’-50’) (60’-90’) (10’-15’) (45’-60’) (10’-15’)
7:20-8:10 8:10-9:50 9:50-10:00 10:00-10:50 10:50-11:00

To enhance the effectiveness of this course, each learner will select a

contemporary topic or a critical issue in the scope of media management to develop
his/her “Show and Tell”. At the end of each course meeting, one learner from each
side will be asked to carry out his/her “Show and Tell”. The presenter will have 10 to
12 minutes for the content presentation, and 10 to 15 minutes to answer questions
from the participants. Multi-media are suggested for enriching the presentation, as
well as giving serious considerations to the cross culture difference.

To elevate the effectiveness of this course, learners are asked to develop cross-
country teams for the final reports and presentations. Each team must be composed of
learners from both countries. Teleconference hours may be provided by this course as
aids for learners’ communication. E-mail, SKYPE, MSN, YouTube and other
economic and efficient means of communication are encouraged for distance
discussions among team members. The final report needs to meet the required format
announced by teachers. The presentation of final report will be held in the form of
teleconference. Each team will have 20 to 30 minutes to present and 10 to 15 minutes
to answer questions from participants. All members must have a role in the final
presentation to show team collaboration. Audio-visual media or multi-media should
be employed as aids to enrich the presentation.

C. Course Contents
No. Date Topic Reading Assignment
1 Warming-up session
1. Students Self-introduction
2. Introduction of the course, assignments and
requirements
2 Introduction of Management Pringle Chap.1
1. Basic concepts and definition of management
2. Managerial functions
3. Core management theories
4. The basics of media management
3 From Management to Media Management Pringle Chap.1
(The uniqueness of media management)
1. Dual product market
2. Social responsibility of media
3. Ethic Challenges
4 System Theory Robbins Chap. 2
1. System theory and contingency theory
2. System thinking
5 Strategic Management and Positioning Robbins Chap.2 & 8
1. Basics of strategic management
2. Competitive strategies from Porter
3. Developing strategic management for media
organization
4. STP for positioning
5. Niche market strategy
6 Mission Statement and MBO Content organization and
 1. Developing mission statement PPT development by
2. Management by Objectives (MBO) instructor
7 Media Manager Pringle Chap. 1 &3;
1. Roles, functions, and responsibilities of media Robbins Chap. 1;
manager Druker
2. Characteristic, leadership styles and charisma
of media managers
3. Situational leadership for media managers
8 Leadership, motivation and communication of Robbins Chap. 11, 16 &
media managers 17
1. Leadership and style
2. Managing power of a leader
3. Motivation and cross-cultural challenges in
motivation
4. Using communication as managerial strategy
5. Challenges and issues in media leaders
9 Programming as Marketing Pringle Chap.4
1. From positioning to program strategies
2. Media programming system
10 Programming as Scheduling Pringle Chap.4,
1. Programming sources and factors Robbins Chap. 9
2. Television and radio programming strategy and
techniques
3. Scheduling factors and basics
4. Day-parts scheduling
5. Audience flow scheduling
6. Format station scheduling techniques
11 Production Strategy and Management
1. Production management and core competence
development of media
2. Production systems by Druker
3. Media production models and procedures
4. Digital production models and techniques
5. Cumulating core competences from program
production
12 Promotion, Sales and Selling Pringle Chap.6,
1. Marketing strategies and models Kotler Chap.21
2. Sales
3. Selling
4. Program promotion
5. Public relationship (PR)
13 Brand Management
1. Branding basics
 2. Brand management in media
3. Branding procedures for media organization
4. Challenges and issues in media branding
14 Integrated Marketing Communication (IMC) Kotler Chap.20
1. IMC basics
2. IMC as a strategy and implementation in media
management
3. Challenges and issues for media IMC

D. Text Books and Reference Books

A. Text Books:
(A) Pringle, Starr & McCaritt (2002). Electronic Media Management (5th
ed.). Focal Press.
(B) Robbins, Stephen P. & M. Coulter (2005). Management (8th ed.). NJ:
Prentice Hall.
B. Reference Books:
(A) Carroll, Raymond L. & Donald M. Davis (1993) Electronic Media
Programming: Strategies and Decision Making. New York: McGraw-
(B) Damian, R. & Jones, C. (2009). Understanding Digital Marketing :
Marketing
(C) Strategies for Engaging the Digital Generation. London.
Philadelphia : Kogan Page.
(D) Keith, Michael C. (1995). Radio Programming: Consultancy and
Formatics. London: Focal Press
(E) Albarran, Alan (1997). Management of Electronic Media. San
Francisco: Wadsworth Publishing Company.
(F) Duane E. Knapp (1999). The Brand Mindset: Five Essential
Strategies for Building Brand Advantage Throughout Your Company.
McGraw-Hill.
(G) Kotler, Philip (1997). Marketing Management: Analysis, Planning,
Implementation, and Control (9th ed.). New Jersey: Prentice Hall.
(H) Lacy, Stephen & Ardyth B. Sohn & Jan Leblanc Wicks (2002). Media
Management: A Casebook Approach (2nd ed.). Hillsdale, New Jersey:
Lawrence Erlbaum Association.
(I) O'Connor, Joseph & McDermott, Ian (1997). The Art of Systems
Thinking: Essential Skills for Creativity and Problem Solving. Thorsons.
(J) Peter F. Drucker & Peter M. Senge et.al. (1996). The Leader of The
Future: New Visions, Strategies and Practices for the Next Era. New York.
(K) Peter F. Drucker (2002). Management: Tasks, Responsibilities,
Practices. Collins.
(L) Peter M. Senge et. al. (1994). The Fifth Discipline Fieldbook:
Strategies and Tools for Building a Learning Organization. Doubleday
Business.
 (M) Peter M. Senge et. al. (1994). The Fifth Discipline: The Art &
Practice of the Learning Organization. Doubleday Business.
(N) Peter M. Senge et. al. (1999). The Dance of Change: The Challenges
to Sustaining Momentum in Learning Organizations. Doubleday Business.
(O) Sherman, Barry L. (1995). Telecommunications Management (2nd
ed.). McGraw-Hill Book Co.
(P) Bennis W.,& Nanus B. (1997). Leaders: Strategies for Taking Charge
(2nd ed.). Harper Business.

E. Assignments
A. “Mission Statement, Goals, and Managerial Philosophy”
Review and analyze the mission statement of a specific media organization.
Identify the market segmentation, targeting and positioning strategy and related
goals, value system, core competences, and the managerial philosophy. You
may also apply the system thinking to rewrite the mission statement, goals
managerial philosophy, and value system, so to reveal a clear strategic position,
market segmentation, target audience, and strategies for developing competing
advantages.
B. “Job Description and Challenge for a News/Program/Sales Manager”
Study the jobs and tasks of a news/program/sales manager in the
news/program/marketing department in a specific media organization. Identify
the job descriptions, requirements, routine tasks and unique challenges.
C. “Analysis of Scheduling Tactics”
Record and analyze the weekday prime-time programs of a specific TV or radio
station or cable. Discuss the station’s or the cable’s scheduling techniques based
on “positioning”, ”market competition”, “day-parts” and “audience flow”
theories and concepts to explore the positives or negatives of such
performances. Provide your scheduling suggestions after the discussion.
D. “Show and Tell”
Select a contemporary topic or a critical issue in the scope of media
management to develop your “Show and Tell” which matches the schedule
topic. At the end of each course meeting, one learner from each side will be
asked to “Show and Tell”. The presenter will have 12 to 15 minutes for the
content presentation, and 10 to 15 minutes to answer questions from the
participants. Multi-media are suggested for enriching the presentation, as well
as giving serious considerations to the cross culture difference. “Show and Tell”
should be presented with powerpoint slide and handed in outline paper.
E. “Final Report and Presentation”
For the final report and presentation, each team must be composed of learners
from both countries. The final report should be presented with powerpoint slide
and needs to meet the Academic Paper Standard Format. The presentation of
final report will be held in the form of teleconference. Each team will have 20
to 25 minutes to present and 10 to 15 minutes to response questions. All
members must have a role in the final presentation to show team collaboration.
 Audio-visual media or multi-media should be employed as aids for effective
communication.
F. Grading
A. “Mission Statement, Goals, and Managerial Philosophy” 6th week class
meeting, 15%
B. “Job Description and Challenge for a News/Program/Sales Manager” 7th
week class meeting, 15%
C. “Analysis of Scheduling Tactics” 8th week class meeting, 15%
D. “Show and Tell” 4th week to 12th week class meeting, 15%
E. “Final Report and Presentation”13th and 14th class meeting, 30%
F. “Active Involvement & Participation In Class”, 10%

I. Attentions:
The success of Internet Distance Instruction relies on real-time two-way
communications. The following suggestions are provided to learners for effective
learning:
A. Taking active attitude in preparing and participating yourself for the class
instruction.
B. Taking every opportunity to communicate with instructors, teaching assistant
and your teammates.
C. Use the internet setting to communicate with tour counter partners in Ball State
University or National Chengchi University.
D. Classroom performances will be recorded for developing instruction materials.
Smile, concentrate, and showing your active attitude.
E. Please notice that proper citation and reference list are required in all the
assignments and project. No plagiarism for intrusion of copyright.