Digital Media Management

This course explores the dynamics of the fast evolving media environment- from entrepreneurial publishers to current, former and would-be giants - in the context of today’s technology and business practices. Students will take the perspective of media executives who manage strategy, operations, and finances. The course framework, the content value chain, is oriented to the so-called “sell” side - publishers - for whom the “buy” side, marketers, are customers. In the process, the course helps students understand social networks, publishing systems, dominant tech platforms, ad-tech, subscription and membership models, and the many ways publishers manage them all to sustain a media operation. Students will work in teams to conceive and develop digital media enterprises, while grappling with web/app development and publishing tools, as well as media measurement and payment systems.