Course Title: Media Management and Entrepreneurship 

Course Code: JM 223 

Credit Value: 3 Credits

Contact Hours 

Lectures: 2 hours/week 

Practical / Workshops: 2 hours/week 

Duration: 15 Weeks (One Semester) 

Prerequisite: JM 212 – Public Relations and Corporate Communication

1. COURSE DESCRIPTION

This course introduces students to the principles and practices of media management and entrepreneurship within the contemporary media and communication industry. Students examine the organisational, financial, legal, strategic, and entrepreneurial aspects of managing media enterprises across print, broadcast, digital, and multimedia platforms.

The course explores media economics, organisational leadership, strategic planning, human resource management, innovation, digital business models, media marketing, financial planning, media regulation, and entrepreneurial opportunities in journalism and communication. Students also learn how to identify market opportunities, develop sustainable media ventures, prepare business plans, and manage risks in rapidly changing media environments.

Practical workshops provide experience in business planning, project management, budgeting, media marketing, and pitching entrepreneurial media ventures.

The course prepares students for leadership roles in media organisations and for establishing and managing independent media businesses, production companies, communication consultancies, digital media platforms, and related enterprises.

2. COURSE OBJECTIVES

By the end of this course, students should be able to:

• Explain the principles of media management and entrepreneurship.

• Analyse the structure and economics of media organisations.

• Apply management principles to media and communication enterprises.

• Develop viable business models for media organisations.

• Prepare business plans for media and communication ventures.

• Apply financial and marketing principles to media enterprises.

• Evaluate innovation and emerging technologies in media entrepreneurship.

• Demonstrate leadership, ethical decision-making, and entrepreneurial skills in media management.

3. LEARNING OUTCOMES

Upon successful completion, students will be able to:

• Explain management theories and their application to media organisations.

• Analyse the economic and operational challenges of media enterprises.

• Develop strategic and operational plans for media organisations.

• Prepare budgets and basic financial projections for media ventures.

• Design sustainable business models for journalism and communication enterprises.

• Apply leadership and human resource management principles in media settings.

• Evaluate legal and ethical considerations affecting media businesses.

• Present a comprehensive business plan for a media or communication enterprise.