Global Media Business MA

The course provides a rounded suite of managerial and commercial skills, rooted in a critical understanding of today's media and content industries, building on our role as a leader in UK media research. Practice-based assignments, such as the integrating business-planning project, play an essential role in enabling you to apply ideas and learning in a creative fashion.
The course consists of eight credit-bearing modules and an additional key skills module which includes the use of quantitative methods and software tools.
Modules
Delivery of the MA in Global Media Business is divided between Beijing and Westminster’s Harrow campus. The first semester is taught by UK faculty staff making regular visits to Beijing. They deliver the programme in intensive teaching blocks, typically of 2-4 days teaching.
Block mode teaching is interspersed by guided independent study and project work. Downloadable lectures and supplementary information is provided via the University’s Virtual Learning Environment. Tutors are also available for remote tutorials using services such as Collaborate, Skype or WeChat.
The following modules are indicative of what you will study on this course. For more details on course structure and modules, and how you will be taught and assessed, see the full course document.
Core modules
DISSERTATION
The course culminates with a major research-based project. You will take a research and methods course designed to introduce you to the key tools for collecting and analysing evidence. Group work in Semester One orients you towards identifying and refining your individual research topic, which must be specific to the Media Management MA. Topics must be related to the strategic and commercial challenges faced by media businesses. You will be encouraged to focus your research upon the challenges and opportunities confronting a specific media firm or group of media organisations.
MEDIA MANAGEMENT: STRATEGY, CONTEXT AND TOOLS
This module provides an overview of the course and the strategic and operational disciplines required for modern media executives. It also introduces you to a number of conceptual tools that you will use throughout the course. The module analyses key drivers for change within media industries and the context for managerial decision-making. You will also acquire important skills in report-writing and professional presentation techniques.
MEDIA MARKETS
This module will introduce you to the economics of the media and content industries, including broadcasting, print, film, recorded music and interactive forms. You will examine the revenue and cost structures of these industries, and the economics of the key processes of production, distribution and consumption. The module provides tools enabling decision-making based on market data.
MEDIA OPERATIONS AND ORGANISATION
The module addresses the fundamental challenges involved in organising and managing the operation of media companies. It examines the degree to which it is possible to apply conventional management techniques for achieving efficiency and quality in the creative and editorial processes of media organisations. In particular the module focuses on how digitisation and convergence are changing the methods of managing those processes.
RESPONDING TO A CHANGING MEDIA ENVIRONMENT
You will acquire the skills and knowledge to transform the information and insight gained through analysis into strategic recommendations and proposals for commercial initiatives. The module introduces a range of theoretical and practical tools and techniques enabling your to formulate solutions to problems and apply them in a practical and realistic fashion. The module explores structured innovation techniques, the marketing and branding of media products and services, as well as business planning.
STRATEGY IMPLEMENTATION IN THE MEDIA FIRM
The module addresses the key challenges facing media organisations as they attempt to manage a period of unprecedented, radical change. The course builds on the work done in Media Management and Strategy and Media Operations and Organisation to address the practical questions of how to implement changes to the way media organisations and media professionals actually work.
THE INTERNATIONAL MEDIA FIRM IN TRANSITION
How have media firms around the world dealt with the task of synthesising commercial and strategic solutions to the challenges they face? This module examines the ways in which private and public media organisations are changing. It will highlight key topical issues such as the challenge of piracy and file sharing, the switch to on-demand, and the impact of globalisation. The module combines methods derived from foresight studies with the your own directed research to engage with concrete problems facing international media organisations.
Course team
Peter Block, Course leader for the MA at the University of Westminster
Professor Yan Zhang, Course leader for the Preparatory Programme at Communication University of China
Associated careers
Graduates of the course are working in mid-level and senior positions in analysis and consultancy, business development, content distribution, and creative team leadership. They occupy managerial roles within media organisations, project management, regulation and policy, and strategy analysis.
Graduates from the Media Management MA have found roles in a wide variety of media organisations including: CCTV, Hunan Television, State Administration of Radio Film and Television (China), the BBC, eBay, Screen Digest (UK) Deutsche Telekom (Germany) NTV (Russia) MBC (South Korea) NDTV, Hindustan Times (India) Welhoo (Finland) and Globo TV (Brazil).
Success in their Masters has allowed many to move into more senior roles within the businesses they have been working in, to transfer to new sectors of the media, or set up their own businesses.
Length of course
One-year full-time
Location
Semester one: Communication University of China, Beijing
Semester two and three: University of Westminster Harrow Campus
Application
Applications to MA Global Media Business Preparatory Programme are managed by the Communication University of China (CUC). Further information can be found on the CUC website.