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MCM601 : Media Management Course Content and Recommended Books/Material

Recommended Books/Material
  • Media Management and Economics by Alan B. Albarran, Sylvia M.Chan-Olmsted and Michael O. Wirth
  • Media studies essentials introduction by Philip Rayner, peer Wall, Stephen Kruger
  • Media Promotion & marketing by Susan tylor eastman ,Duglas
  • Major principles of media law by Wayne Overbeck
  • The media of mass communication by John Vivian


MCM601 : Media Management

03 Credit Hours
Course Content

      Introduction, Mass Media, Management, Media Strategy, Steps of Media Strategy, Alternative media, Advertising, Types of Advertising, The function of media management in Advertising, Media Ethics, Areas of media ethics, Context of media ethics, Media Bias, Types of media bias, Tools for measuring media bias, The continuing evolution of media technology, The rise of the new technology, Social consequences and new technology, Organizations of mass media, Electronic media, Print media, Pakistan Electronic Media Regulatory Authority Rules (PEMRA), Prohibition of broadcasts, Suspension of the license, Electronic media management, Television station management, Cable TV management, Newspapers: The medium and its makers, Magazines: Forums, Functions, Radio Broadcasting, Management systems, Recordings, The media as business, Ownership and FCC, The influence of networks, Researching the mass media, Media Research: Approaches, Public Relations, The public relations practitioner, Communication and Public Relations, Mass media and Governance, Media influences on society and culture.

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