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      FACULTY OF COMMUNICATION

      Department of New Media and Communication

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      NMC 303 | Course Introduction and Application Information

      Course Name
      Media Industries
      Code
      Semester
      Theory
      (hour/week)
      Application/Lab
      (hour/week)
      Local Credits
      ECTS
      NMC 303
      Fall
      3
      0
      3
      5

      Prerequisites
      None
      Course Language
      English
      Course Type
      Required
      Course Level
      First Cycle
      Mode of Delivery face to face
      Teaching Methods and Techniques of the Course Discussion
      Case Study
      Lecture / Presentation
      National Occupation Classification -
      Course Coordinator
      • Öğr. Gör. Hakan TUNCEL
      Course Lecturer(s)
      • Öğr. Gör. Hakan TUNCEL
      Assistant(s) -
      Course Objectives This course aims to help students explore the ideas, structures and models of media as a business and economic activity
      Learning Outcomes

      The students who succeeded in this course;

      • Explain the concepts of communication industries
      • Analyze the economic factors in media business
      • Discuss the evolution of media business since 2000
      • Define the business models in media
      • Evaluate the media as an ecosystem
      • Measure marketing outcomes making use of analytics tools
      • Utilize their media creation insight in content marketing
      Course Description Today’s media business requires professionals to have a realistic grasp of the media as an economic activity, the business models and the new media ecosystem. This course will explore the transition from legacy media to new media structures defined by technology conglomerates. Students will learn about the global media ecosystem, how companies position themselves in the new market conditions and the shifts in ownership structures and new business models.
      Related Sustainable Development Goals

       



      Course Category

      Core Courses
      Major Area Courses
      X
      Supportive Courses
      Media and Management Skills Courses
      Transferable Skill Courses

       

      WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

      Week Subjects Related Preparation
      1 Introduction and requirements
      2 The global media scene
      3 Legacy media overview Technology overview
      4 Internet and the digital disruption in media World Economic Forum Digital Transformation Initiative (2016) “Four Digital Trends Reshaping the Media Industry”, World Economic Forum, http://reports.weforum.org/digital- transformation/digital-trends-in-the- media-industry/
      5 Technology companies and attention economy Joe Marchese (2019) “The Attention Economy Crisis: The Future of Content, Commerce and Culture”, Redef, https://redef.com/original/the-attention- economy-crisis-the-future-of-content- commerce-and-culture Joe Marchese (2020) “A Reading List for the Attention Economy”, Redef, https://redef.com/set/media-set- 1558471141068 Mike Mallazzo (2019) “What Venture Capital Got Wrong About Media”, Medium, https://medium.com/s/story/what- venture-capital-got-wrong-about-media- 16df57f46b26
      6 Media as an ecosystem Pepe Cerezo (2018) The New Digital Media Ecosystem, Evoca, http://evocaimagen.com/dosieres/dosier -evoca-02-en.pdf Tal Shachar and Matthew Ball (2016) “Age of Abundance: How the Content Explosion will Invert the Media Industry”, Redef, https://redef.com/original/age-of- abundance-how-the-content-explosion- will-invert-the-media-industry
      7 Components of the current media system “Content is the king” Deloitte, “Digital Media Trends Survey”, 14th edition, Deloitte Surveys, 1.https://www2.deloitte.com/us/en/insigh ts/industry/technology/digital-media- trends-consumption-habits-survey.html 2.https://www2.deloitte.com/content/da m/insights/us/articles/6456_digital- media-trends-covid/DI_Digital-media- trends-14th-edition.pdf PWC (2020) “Video Streaming Shakeup”, PWC, https://www.pwc.com/us/en/services/con sulting/library/consumer-intelligence- series/consumer-video-streaming- behavior.html, https://www.pwc.com/us/en/services/con sulting/library/pdf/consumer-video- streaming-behavior.pdf
      8 Midterm Week
      9 Streaming wars Matthew Ball (2018) “Netflix Is a Product & Technology Company (Netflix Misunderstandings”, (Pt1 https://redef.com/original/netflix- misunderstandings-pt-1-netflixs-content- budget-is-bigger-than-it-seems and Pt. 2 https://redef.com/original/netflix- misunderstandings-pt-2-netflix-is-a- product-technology-company) Matthew Ball (2020) “The Flaws of "Subscription Fatigue", "SVOD Fatigue", and the "Streaming Wars", Matthew Ball VC, https://www.matthewball.vc/all/misnome rs
      10 Legal / mergers and acquisitions TBA
      11 Media and marketing Content marketing Rebecca Lieb (2017) “How to use native advertising effectively”, WARC, https://www.warc.com/content/article/be stprac/how-to-use-native-advertising- effectively/113216 “The Future of Advertising”, https://www2.deloitte.com/us/en/pages/c onsulting/solutions/future-of- advertising.html Ava Sirrah (2019) “Guide to Native Advertising”, Tow Center Reports, https://www.cjr.org/tow_center_reports/n ative-ads.php
      12 Business models in media Matthew Ball (2020) “Digital Theme Park Platforms: The Most Important Media Businesses of the Future”, Matthew Ball VC, https://www.matthewball.vc/all/digitalthe meparkplatforms Innovation Media Consulting (2020) “Emerging New Business Models for Media”, Innovation in News Media 2019- 2020 World Report, https://innovation.media/newswheel/em erging-new-business-models-for-news- media
      13 Marketing strategy and strategic plan TBA
      14 Understanding measurement, analytics and insights Brent Merritt (2017) “A Brief History of Media Measurement”, https://medium.com/@brentmerritt/a- brief-history-of-media-measurement- f1f28aa807ce Christopher Crawford (2020) “Social Media Analytics The Complete Guide”, Socialbakers, https://www.socialbakers.com/blog/socia l-media-analytics-the-complete-guide
      15 Data science, content and marketing Deloitte (2019) “Digital Transformation Through Data”, Deloitte Perspectives, https://www2.deloitte.com/us/en/pages/c onsulting/articles/digital-transformation- through-data-for-news.html
      16 Final Exam

       

      Course Notes/Textbooks
      Suggested Readings/Materials

      Deloitte Telecom Media and Entertainment:
      https://www2.deloitte.com/us/en/insights/industry/telecommunications.ht
      ml
      Redef Originals: https://redef.com/originals
      WARC: https://www.warc.com/
      Matthew Ball VC: https://www.matthewball.vc/
      Benedict Evans: https://www.ben-evans.com/
      Reuters Institute: https://reutersinstitute.politics.ox.ac.uk/
      Nieman Lab: https://www.niemanlab.org/
      PWC Consumer Intelligence Series:
      https://www.pwc.com/us/en/services/consulting/library/consumer-
      intelligence-series.html

       

      EVALUATION SYSTEM

      Semester Activities Number Weigthing
      Participation
      1
      10
      Laboratory / Application
      Field Work
      Quizzes / Studio Critiques
      Portfolio
      Homework / Assignments
      1
      40
      Presentation / Jury
      1
      20
      Project
      Seminar / Workshop
      Oral Exams
      Midterm
      Final Exam
      1
      30
      Total

      Weighting of Semester Activities on the Final Grade
      3
      70
      Weighting of End-of-Semester Activities on the Final Grade
      1
      30
      Total

      ECTS / WORKLOAD TABLE

      Semester Activities Number Duration (Hours) Workload
      Theoretical Course Hours
      (Including exam week: 16 x total hours)
      16
      3
      48
      Laboratory / Application Hours
      (Including exam week: '.16.' x total hours)
      16
      0
      Study Hours Out of Class
      14
      4
      56
      Field Work
      0
      Quizzes / Studio Critiques
      0
      Portfolio
      0
      Homework / Assignments
      1
      20
      20
      Presentation / Jury
      1
      5
      5
      Project
      0
      Seminar / Workshop
      0
      Oral Exam
      0
      Midterms
      0
      Final Exam
      1
      20
      20
          Total
      149

       

      COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

      #
      Program Competencies/Outcomes
      * Contribution Level
      1
      2
      3
      4
      5
      1

      To be able to critically discuss and interpret the theories, concepts and ideas that form the basis of the discipline of new media and communication.

      -
      -
      -
      -
      -
      2

      To be able to critically interpret theoretical debates concerning the relations between the forms, agents, and factors that play a role in the field of new media and communication.

      -
      -
      -
      -
      X
      3

      To have the fundamental knowledge and ability to use the technical equipment and software programs required by the new media production processes.

      -
      -
      -
      -
      -
      4

      To be able to gather, scrutinize and scientifically investigate data in the processes of production and distribution.

      -
      -
      -
      -
      -
      5

      To be able to use the acquired theoretical knowledge in practice.

      -
      -
      -
      X
      -
      6

      To be able to take responsibility both individually and as a member of a group to develop solutions to problems encountered in the field of new media and communication.

      -
      -
      -
      -
      -
      7

      To be informed about national, regional, and global issues and problems; to be able to generate problem-solving methods depending on the quality of evidence and research, and to acquire the ability to report the conclusions of those methods to the public.

      -
      -
      X
      -
      -
      8

      To be able to critically discuss and draw on theories, concepts and ideas that form the basis of other disciplines complementing the field of new media and communication studies.

      -
      -
      -
      -
      -
      9

      To be able to develop and use knowledge and skills towards personal and social goals in a lifelong process.

      -
      -
      -
      -
      -
      10

      To be able to apply social, scientific and professional ethical values in the field of new media and communication.

      -
      -
      -
      -
      -
      11

      To be able to collect datain the areas of new media and communication and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1).

      -
      -
      -
      -
      -
      12

      To be able to speak a second foreign language at a medium level of fluency efficiently.

      -
      -
      -
      -
      -
      13

      To be able to relate the knowledge accumulated throughout the human history to their field of expertise.

      -
      -
      -
      -
      -

      *1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest


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