St. John Fisher College
Media Entrepreneurship – COMM 449 demonstrates that despite the media and communications industry being subject to the incredibly fast pace of technological development, many enterprising professionals use this to their advantage, innovating traditional business models and developing new media entities that grow into industry titans. In this course students study media entrepreneurship and innovation in an effort to identify the strategic decisions that led to some of the greatest successes and failures of contemporary media firms. Primary topics covered include how to propose, plan, finance, launch, and run a new media start-up. Each team is required run their startup for at least six weeks of the semester. Students are also exposed to a variety of strategies for building startup capital including crowd sourcing via Kickstarter, attracting angel investors, and the digital distribution of indie content. This course is intended to be a bridge between a student’s academic experiences and the real-world skill-sets necessary to become a successful media entrepreneur.
Advanced Research in Media Management – COMM 445 is more commonly referred to as FRAME Lab (Fisher Research and Media Experience Lab). In this course students are divided into two research teams, each tasked with conceptualizing, executing, and reporting on a semester-long primary research initiative in media management. The goal of this course is for students to apply all that they have learned in the Media Management major to create original scholarly research that achieves conference presentation or publication level quality.
Media Research & Web Analytics – COMM 363 introduces students to a cross-section of qualitative, quantitative, and industry related techniques used to measure and evaluate audiences using interactive media. Topics covered include: fundamentals in research design, measurement, data collection, and analysis; the design and execution of surveys, focus groups, content analyses, among other primary research methods; and industry applications for media research including analyzing web metrics to evaluate the success of online public relations and advertising campaigns, and how to apply these analytics to make strategic decisions for business success.
Media Management & Economics – COMM 349 instructs students on the basic economic principles that support media operations such as firm organization and industry structure, how those characteristics affect business operations, and how to evaluate external environmental factors that may affect the performance of media firms. Students learn how to apply traditional strategic management models, frameworks, and typologies such as Porter’s Five Forces, value chains, and the BCG matrix. Innovation-driven approaches that address how to create blue ocean strategies and benefit from disruptive technologies will also be addressed.
Introduction to Advertising – COMM 281 introduces students to the fundamentals of advertising and the role it plays today in business and marketing. Topics that are covered include: the evolution, environment and business of advertising; segmentation, targeting, and the marketing mix; communication and consumer behavior; account planning and research; the creative process; and media planning and buying. Additional emphasis is placed on platform specific advertising considerations for print, television, radio, and digital interactive media. Students also take on advertising agency roles during the semester to create and “pitch” a multiplatform ad campaign.
Business Communication – COMM 253 is designed to improve the effectiveness of students’ business writing, with additional attention also given to presentation and visual summary skills. Students learn a systematic communication process that incorporates analyzing, composing, and evaluating their messages prior to communicating them. Through course work this process is applied to the creation of business documents including memos, emails, letters, social media messages, reports, and proposals. Students also learn to prepare and deliver effective, logically structured and convincing business presentations, designed to inform or persuade their audience. Attention is also given to extemporaneous (i.e., spontaneous) presentations, the use of presentation software, and how to appropriately deliver negative news messages.
Introduction to Mass Communication – COMM 100 addresses how media in the 21st century have undergone tremendous change as a result of the growth of the Internet and the rising popularity of social media and mobile technologies. In this course, students study the technological, political/regulatory, economical, and social/cultural influences of television, film, radio, print, and game industries. Course content also focuses on the unique considerations facing each individual platform in addition to broader concepts like audiences as users and producers of content, the changes occurring within entertainment-based and journalism-focused media entities, and the discourse surrounding whether technology dictates culture, or culture dictates innovations. At the conclusion of the course, students will be able to analyze contemporary and historic developments in mass communication in order to better understand the present state of media industries in the U.S.; describe their interactive and collaborative nature; and anticipate their future direction.
University of Florida
Telecommunication Planning and Operations – RTV4800 is designed to provide students with an overview of the fundamental concepts, characteristics, and business administration involved in telecommunications industries. You will be given an overview of various telecommunication industries and introduced to practical concepts and techniques in the following areas:
• Brand Marketing
• Strategic Management
• Selling and Sales Management
• Technology and Management
• Social Media Management
• Financial Management
• Management and Leadership
• Strategic Planning
Telecommunication Research – RTV4506 will introduce students to a cross-section of qualitative, quantitative, and industry related research practices that are commonly employed by scholars and practitioners in the field of telecommunication. The semester is structured to spend the first half on fundamental concepts, such as research design, measurement, data collection, and analysis. The emphasis here is to learn how to apply these concepts in a variety of different research settings, including: experiments, surveys, focus groups, case studies, content analyses, among other primary research methods. While fundamental concepts are crucial to making educated research decisions in both academic and industry related research, academic relevance will receive special focus during the first half of the semester. The second half of the semester looks to address industry relevant applications of the concepts learned during the first half of the semester, and will introduce the student to leading industry audience intelligence/data services. Special focus will be given to audience analysis research such as ratings analysis, psychographics, lifestyle data, and other marketing tools regularly employed by the electronic media industry. While this class is not a statistics course, basic descriptive statistics will be reviewed.
New Media Systems – RTV4420 explores the television, film, radio, print, and gaming industries from the perspective that their evolution over time is based on a system of interrelated technological, regulatory (i.e., governmental), economic, and cultural factors. Understanding the broader social systems that affect contemporary television, film, radio, print, and gaming is crucial to one’s success as a media professional as companies are looking for candidates that can theorize solutions to the current challenges produced by new media technologies. Examples of such challenges include: audience fragmentation, platform migration, media cannibalization, and increased competition from non-traditional sources, all of which are addressed in this class.