COMM7240 Media Markets (3 units)
This course introduces basic concepts, theories and practices that operate in media markets, and the firms that operate within these markets. The course examines market structures, technologies, regulations, firm interactions (competition and cooperation, especially as codified in contracts), and sociocultural forces at work in media industries. By examining this range of factors and their interactions, students will become better informed and more capable in understanding the decisions that managers make within media firms. Accordingly, the course is aimed to achieve the following: (1) to provide a basic understanding of media firms as business entities operating in market where multiple forces interact; (2) to equip students with the analytical tools to interpret the aforementioned forces and phenomena at work in media markets; and (3) to enhance students’ knowledge of the media markets in both Hong Kong and Mainland China.
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