curriculum development in media management at the university of tampere
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Curriculum Development in Media Management at the
University of Tampere
Gregory Ferrell Lowe Professor of Media Management
11 June 2014 emma Pre-Conference at BF&M School in Tallinn
• Launched in 2008 with funding from C.V. Åkerlund Säätiö (€650K)
• Lowe was acting professor in 2008, charged with creating the curriculum. Later nominated professor in spring 2009 (through 2012) and reappointed through 2017.
• Funding is still largely from ‘soft money’, provided by CVÅ + the Communication Research Foundation (VTS) = €600K. The School of Communication, Media & Theatre (CMT) funds about €30K per year.
• As an international MA programme it has become more important due to strategic intentions for UTA overall
Background to the Programme
Gregory F. Lowe 2014
• The first cohort of nine MA students began in autumn 2009 (all Finns). Seven graduated.
• The second cohort of ten MA students began in autumn 2011 and is international (Canada, China, Finland, Italy, Mexico, Russia, USA). They are now doing thesis projects (one has completed)
• The third cohort of thirteen MA students began in autumn 2013, also international, but two dropped out (Bangladesh, Brazil, Canada, Finland, Germany, Greece, Italy, Malaysia, Russia)
• The fourth cohort will apply next December and successful candidates will begin studies in autumn 2015
Students
Gregory F. Lowe 2014
ü Applying Lewin’s model of change to assess change management in a newspaper company
ü The future of retail advertising – combining legacy and online platforms for better targeting
ü Crisis management in a Finnish newspaper company
ü Managing the brand portfolio architecture at Sanoma Group
ü Diversity and cross-cultural training at the Canadian Broadcasting Corporation (2000 – 2012)
Thesis topic examples:
Gregory F. Lowe 2014
Media Economy
Media Policy
Media Organisation
Media Content
Bus
ines
s &
Indu
stry
Culture &
Society
Company & Resources
Products & Services Gregory F. Lowe 2014
4 Dimensions: - Strategic Thinking - Decision-Making
- Change Management - Media Development
Curriculum 3 Structure & Courses 120 ECTS required to graduate
Master’s Thesis
Quantitative Methods
Qualitative Methods
Media Theory & Policy for Managers *
The Media Firm as a Financial Organisation
The Structure & Economy of Media Industries *
Media and Society 10 ECTS Media Economics 10 ECTS
Research Methods 10 ECTS
Management of Media Organisations *
Organisational Change Dynamics in Value Networks
Strategy & Marketing*
Media Organisation 15 ECTS
Thesis Seminar: Contemporary Issues
In Media & Management
CMT 10 ECTS
Thesis-related 50 ECTS
Audiences & Products 10 ECTS
Content Management & Development *
40 ECTS
CMT 5 ECTS
CMT 5 ECTS
JKK 5 ECTS (Klaus af Ursin)
JKK 5 ECTS (Hannu Saarijärvi)
CMT 5 ECTS
JKK 5 ECTS (John & Lili Kihn)
CMT 5 ECTS (Robert G. Picard)
University provision
CMT = School of Communications, Media & Theatre; JKK = School of Management; TUT = Tampere University of Technology
Gregory F. Lowe 2014
1 period course 2 / + period course * Open to broader enrollment
Management in Practice 5 ECTS
Management Practicum
Company Visitation Programme CMT 4 ECTS
CMT 1 ECTS
Electives 5 ECTS
University provision
Challenges & Development in the Digital Environment *
TUT 5 ECTS (Artur Lugmayr)
Perceptions & Use of Media * CMT 5 ECTS
Elective Studies 5 ECTS
Joint Studies 5 ECTS Thesis Writing (3 ECTS)
Basic Orientation (2 ECTS
Curriculum 2 Structure & Courses 120 ECTS required to graduate
Master’s Thesis
Media Markets & Policy Analysis *
(quantitative methods)
Organisational Analysis (qualitative methods)
Implications of Media Policy for Management The Media Firm as a
Financial Organisation *
The Structure & Economy of Media Industries *
Media and Society 5 ECTS Media Economics 10 ECTS Research Methods 10 ECTS
Management of Media Organisations *
Leadership & Human Resources Management
Strategic Management & Decision-Making
in the Media Firm *
Media Organisation 15 ECTS
Contemporary Issues In Media & Management
CMT10 ECTS
Thesis Seminar CMT & SM10 ECTS
Thesis-related Studies 20 ECTS
Product & Production 5 ECTS
Content Management & Development * CMT & JKK 40 ECTS
CMT 5 ECTS
CMT 5 ECTS
JKK 5 ECTS
JKK 5 ECTS
CMT 5 ECTS
CMT 5 ECTS
CMT 5 ECTS
CMT 5 ECTS
JKK 5 ECTS
CMT = School of Communications, Media & Theatre; JKK = School of Management Gregory F. Lowe 2011
1 period course 2 / + period course * Service course
Management Practice 10 ECTS
Management Practicum
Company Visitation Programme
CMT 5 ECTS
CMT 5 ECTS
Levelling & Finalising CMT & JKK 5 ECTS
Gregory F. Lowe 2014
Study Schedule
Year 1 Studies Year 2 Studies AUTUMN AUTUMN SPRING SPRING
Media Theory & Policy for Managers
Management of Media Organisations
Structure & Economy of Media Industries Quantitative Methods
Contemporary Issues
Organisational Change Dynamics in
Value Networks
The Media Firm as a Financial Organisation
Qualitative Methods
Content Management & Development
Strategy & Marketing
Management Practicum
Thesis
Contemporary Issues Thesis Seminar Thesis Seminar
Course done in 1 study period Course done over 2 or more periods
Company Visitation Programme
Perceptions & Use of Media
Digital Challenges & Development
Basic Orientation Thesis Writing
• The last six months (+) are devoted to individual thesis projects
• The programme inculcates 4 essential skills, not only knowledge: 1. time management, 2. communication, 3. project management and 4. teamwork and leadership.
• Peer, course and teacher evaluation are routine
• The curriculum must lay a foundation for the first job in management if starting out, or for promotion if returning. And also for future pursuit of the Ph.D.
• Make it hard to make it matter. Students take pride in what they find challenging to accomplish. I am quite formal in year 1.
• Encourage the cohort to create a community. That is the basis of a personal network
Notes on Pedagogy
Gregory F. Lowe 2014
What’s next?
Gregory F. Lowe 2014
• Curriculum version 4 will be a complete revamp in autumn 2014. The first time I have a work group to collaborate. The revamp is required because:
1. Results of the evaluation process confirm the programme is not integrated nearly enough with the wider faculty and student body at CMT
2. The professorship will have to be confirmed or discontinued in 2017 and the decision will depend on factors that are collegial in nature
3. A new course for upper level BA students begins in autumn 2014
4. Possibilities for a more international teaching arrangement via European exchanges