NMC 303 | Course Introduction and Application Information - Department of New Media and Communication

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	Dr.Öğretim Üyesi SARPHAN UZUNOĞLU
Course Lecturer(s)	Dr.Öğretim Üyesi SARPHAN UZUNOĞLU
Assistant(s)	-

Course Objectives	This course aims to equip students with a comprehensive understanding of the media sector not only as an economic field but also as a dynamic ecosystem shaped by digital transformation, platformization, entrepreneurship, and strategic content production. The course encourages students to critically analyze structural shifts in the media landscape, explore emerging business models, develop audience-centered content strategies, and design their own media initiatives, ultimately fostering creative and sustainable solutions within the media industries.
Learning Outcomes	The students who succeeded in this course; Explain the structural components, historical development, and current dynamics of the media industries. Analyze the transition from legacy media to digital platforms and discuss the evolution of the media economy. Compare and evaluate different media business models and revenue strategies from a sustainability perspective. Conduct a feasibility study for a media initiative, including target audience analysis, content strategy, and brand positioning. Apply product thinking and user experience design principles in planning media products.
Course Description	Media Industries is a strategy- and practice-oriented course designed to help students understand the economic, cultural, and technological dimensions of the media sector. Through case studies and contemporary examples, the course explores key themes such as the shift from traditional media to digital platforms, changes in ownership structures, the content economy, media entrepreneurship, regulatory relations, and media product design. Throughout the semester, students will develop their own media ventures—from ideation to prototype presentation—gaining the ability to integrate theoretical knowledge with industry practice.
Related Sustainable Development Goals

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

Week	Subjects	Related Preparation
1	Introduction to the course structure. Discussion on the media ecosystem and general expectations from students.
2	International media conglomerates, mergers & acquisitions, effects on editorial independence.	Albarran et al. Ch. 1 Who owns the media in Germany. (2024). Media Ownership Monitor. https://germany.mom-gmr.org/ Lebanon. (2024). Media Ownership Monitor. https://www.mom-gmr.org/en/countries/lebanon/ Freedman, D. (2012). Metrics, models and the meaning of media ownership. International Journal of Cultural Policy, 20(2), 170-185. https://doi.org/10.1080/10286632.2012.752821 Lusike Mukhongo, L., Mwaura, J., & Omwoha, J. (2023). Reconceptualising Media Ownership and Shifting Power Relations in an Emerging Digital Media Framework. African Studies, 82(3-4), 300-315. https://doi.org/10.1080/00020184.2024.2304199
3	Transformation in Media: From Traditional to Digital	Albarran et al. Ch. 2 Küng, L., Kröll, A. M., Ripken, B., & Walker, M. (1999). Impact of the Digital Revolution on the Media and Communications Industries. Javnost - The Public, 6(3), 29-47. https://doi.org/10.1080/13183222.1999.11008717 World Economic Forum Digital Transformation Initiative (2016) â€œFour Digital Trends Reshaping the Media Industryâ€, World Economic Forum, http://reports.weforum.org/digital- transformation/digital-trends-in-the- media-industry/
4	Tech companies, algorithms, content prioritization, and their influence on media consumption.	Albarran et al. Ch. 3 Fagerjord, A., & Kueng, L. (2019). Mapping the core actors and flows in streaming video services: what Netflix can tell us about these new media networks. Journal of Media Business Studies, 16(3), 166-181. https://doi.org/10.1080/16522354.2019.1684717 Guo, M. (2022). The Impacts of Service Quality, Perceived Value, and Social Influences on Video Streaming Service Subscription. International Journal on Media Management, 24(2), 65-86. https://doi.org/10.1080/14241277.2022.2089991
5	Organizational dynamics in media production and distribution. Workflow and leadership structures.	Albarran et al. Ch. 4 Küng, L. (2007). Does media management matter? Establishing the scope, rationale, and future research agenda for the discipline. Journal of Media Business Studies, 4(1), 21-39. https://doi.org/10.1080/16522354.2007.11073444 Küng, L. (2010). Why Media Managers Are Not Interested in Media Management?And What We Could Do About It. International Journal on Media Management, 12(1), 55-57. https://doi.org/10.1080/14241270903558467
6	Regulation in Media Enterprises and Relations with Policy Makers	Akin, D., KoÃ§er, S., Ã–nok, M., Sözeri, C., Tekerek, T., TunÃ§, A., & UzunoÄŸlu, S. (2018). Media Self-Regulation in Turkey: Challenges, Opportunities, Suggestions. https://platform24.org/wp-content/uploads/2024/02/P24_Media_Library_Media_Self-Regulation.pdf UzunogÌ†lu, S. (2020). The Politics of Media in Turkey: Chronicle of a Stillborn Media System. In G. M. Tezvür (Ed.), The Oxford Handbook of Turkish Politics. Oxford University Press. Sümer, B., & TaÅŸ, O. (2020). The regulation of television content in Turkey: From state monopoly to commercial broadcasting and beyond. Television in Turkey: Local Production, Transnational Expansion and Political Aspirations, 27-46. Ilhan, V., & Unlu, B. (2017). Transformation of Television Broadcasting in Turkey: Analysis on Broadcasts Between 1995-2015 According to Programme Types1. Communication and Digital Media, 115.
7	Subscription, membership, donation, and advertising-based income models for journalism.	Achtenhagen, L. (2008). Understanding Entrepreneurship in Traditional Media. Journal of Media Business Studies, 5(1), 123-142. https://doi.org/10.1080/16522354.2008.11073463
8	Micro-Media and Creative Entrepreneurship	Oliver, J. (2024). Exploring the Influence of CEO Traits on Media Firm Innovation and Performance. International Journal on Media Management, 26(3-4), 95-116. https://doi.org/10.1080/14241277.2025.2481872 Appelgren, E. (2024). Media Analytics: Understanding Media, Audiences, and Consumers in the 21st Century: by C. Ann Hollifield and Amy Jo Coffey, New York and London, Routledge, 2023, 438 pp., $58 (hardcover), ISBN 9781138581036. International Journal on Media Management, 26(3-4), 144-145. https://doi.org/10.1080/14241277.2025.2482493
9	Midterm week
10	Utilizing analytics, KPIs, and audience metrics for editorial and strategic decisions.	Küng, L. (2000). Exploring the link between culture and strategy in media organisations: The cases of the BBC and CNN. International Journal on Media Management, 2(2), 100-109. https://doi.org/10.1080/14241270009389927
11	Alternative Revenue Models in Media	Braet, O., Spek, S., & Pauwels, C. (2013). Crowdfunding The Movies: A Business Analysis of Crowdfinanced Moviemaking in Small Geographical Markets. Journal of Media Business Studies, 10(1), 1-23. https://doi.org/10.1080/16522354.2013.11073557 Cook, C. E. (2021). Assessing conditions for inter-firm collaboration as a revenue strategy for politically pressured news media. Journal of Media Business Studies, 20(1), 52-71. https://doi.org/10.1080/16522354.2021.2002106
12	Product-Based Thinking in Media	Gallo, M. (2020). Journalism Has Been Disrupted. Can Product Thinking Save It? Knightlab. https://knightlab.northwestern.edu/2020/11/09/journalism-disrupted-can-product-thinking-save-it/ Gomes, P. (2024) Distinguishing between products and projects in journalism. News Product Alliance. https://newsproduct.org/product-kit/distinguishing-between-products-and-projects-in-journalism Gordon, R. (2013). Yes, Product Thinking Can Save Journalism. Six Reasons Why News Media Need Product Thinkers. Knightlab. https://knightlab.northwestern.edu/2020/11/23/product-thinking-can-save-journalism-product-management-news-media/ Ristow, E. (2025, February 12). Adopting a product-thinking mindset. American Press Institute. https://americanpressinstitute.org/adopting-a-product-thinking-mindset/ News Product Alliance. (2024). News Product Resource Library . https://learning.newsproduct.org/
13	Understanding Measurement, Analytics and Insight	Moyo, D., Mare, A., & Matsilele, T. (2019). Analytics-Driven Journalism? Editorial Metrics and the Reconfiguration of Online News Production Practices in African Newsrooms". Digital Journalism, 7(4), 490-506. https://doi.org/10.1080/21670811.2018.1533788 Coddington, M. (2014). Clarifying Journalismâ€™s Quantitative Turn: A typology for evaluating data journalism, computational journalism, and computer-assisted reporting. Digital Journalism, 3(3), 331-348. https://doi.org/10.1080/21670811.2014.976400 Riemann, R. (2024). Mapping audience analytics use in newsrooms a conceptual typology integrating individual and organizational influences. Journal of Media Business Studies, 1-21. https://doi.org/10.1080/16522354.2024.2442232 Lamot, K., & Paulussen, S. (2019). Six Uses of Analytics: Digital Editorsâ€™ Perceptions of Audience Analytics in the Newsroom. Journalism Practice, 14(3), 358-373. https://doi.org/10.1080/17512786.2019.1617043
14	Pilot content production
15	Evaluation
16	Final Exam

Course Notes/Textbooks

Albarran, A. B., Bellamy, R., Cohen, A., DeMars, T. R., Ferguson, D. A., Gross, R., ... & Zeng, L. (2010). The twenty-first-century media industry: Economic and managerial implications in the age of new media. Lexington books. ISBN: 0739140035

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

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

Weighting of Semester Activities on the Final Grade	13	70
Weighting of End-of-Semester Activities on the Final Grade	2	30
Total

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	1	10	10
Portfolio	1	5	5
Homework / Assignments	10	1	10
Presentation / Jury	1	5	5
Project	1	15	15
Seminar / Workshop			0
Oral Exam			0
Midterms			0
Final Exam			0
		Total	149

#	Program Competencies/Outcomes	* Contribution Level
#	Program Competencies/Outcomes	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.	-	-	-	-	-