Structure and content
The MSc in Media Management has been developed to prepare media managers to meet the challenges posed by unprecedented change and increased competition in the media environment. This full-time academic course is designed to provide media practitioners with a wider analytical perspective on the main issues affecting their work and offers graduates a rigorous foundation for a career in the media industry.
The course builds on Communications, Media & Culture's extensive links with the media industry and draws on a range of related disciplines including media studies, economics, marketing and business studies.
The MSc consists of two components: a taught course followed by a Dissertation. Based primarily in the Communications, Media & Culture department, the taught component also involves postgraduate modules offered by, or in collaboration with, the Stirling Management School. The taught course takes place within the University's two 15-week semesters and involves lectures, seminars, tutorials and case-study work. Students will take two core modules and two elective modules concurrently in the Autumn Semester, plus two core modules and one elective module concurrently in Spring Semester making a total of seven taught modules across the year.
Delivery and assessment
The course is taught with a combination of lectures, seminars, workshops and tutorials. Formal teaching is augmented by occasional guest speakers, usually experienced practitioners from the media industry who are able to provide a strategic or practical insight into current management issues.
MMAP10:- Global Creative Industries
This module will investigate creative industries from a global perspective focussing on: production, consumption, markets and circulation. The aims of the module are to describe and analyse transnational flows in the creative industries, and to develop students’ knowledge and understanding of key concepts and issues important to the study of media industries.
The module will use case studies from a number of different national contexts to investigate and understand the key issues in the study of Global Creative Industries. By the end of the course, students should be able to demonstrate knowledge and an understanding of:
I) the main industrial characteristics of media (specifically, film, television and music), and
II) a range of significant issues and topics that impact on the production, circulation and exhibition of media texts.
Albarran, Alan, B. (2010) The Media Economy. London and New York: Routledge.
Anheier, Helmut K and Yudhishthir Raj Isar (2008) The Cultural Economy. Los Angeles and London: Sage.
Bilton, Chris (2007) Management and Creativity: From Creative Industries to Creative Management. Oxford: Blackwell. .
Doyle, Gillian (2013) Understanding Media Economics (2nd Edition), London: Sage.
Flew, Terry (2012) The Creative Industries: Culture and Policy. London: Sage.
Hartley, John (2005) Creative Industries. Oxford: Blackwell.
Hesmondhalgh, David, and Sarah Baker (2010) Creative Labour: Media Work in Three Creative Industries. London: Routledge.
Kong, Lily and Justin O'Connor (eds.) (2008) Creative Economies, Creative Cities: Asian-European Perspectives. Dordrecht: Springer.
Havens, Timothy and Amanda D. Lotz (2011) Understanding Media Industries. New York & Oxford: Oxford University Press.
Miller, Toby (2009) ‘From Creative to Cultural Industries’, Cultural Studies, 23 (1): 88-99.
MMAP12:- Mass Media Research Methods
This course is organised around the discussion of issues and problems rather than articles or books, but the following reading list is an important first source for the development of your own ideas about research methods. You are expected to incorporate reference to appropriate reading (fully referenced in accordance with the Harvard system of referencing) in your assignments.
Guides to Research Methods
- Berger, A. A. (1998) Media Research Techniques (2nd edn). London: Sage.
- Bertrand, I. and P. Hughes (2004) Media Research Methods. London: Palgrave MacMillan.
- Bryman, A. (2004) Social Research Methods (2nd edn). Oxford: Oxford University Press.
- Deacon, D., Pickering, M., Golding, P. and Murdock, G. (2007) Researching Communications: A Practical Guide to Methods in Media and Cultural Analysis. London: Arnold. Second Edition.
- Gill, J., and P. Johnson (2010) Research Methods for Managers. London: Sage. Fourth Edition.
- Hansen, A., Cottle, S., Negrine, R. and Newbold, C. (1998) Mass Communication Research Methods. London: Macmillan.
- Jensen, K. B. and Jankowski, N. W. (eds) (1991) A Handbook of Qualitative Methodologies for Mass Communications Research. London: Routledge (available as e-book through Athens).
- Messenger-Davies, M. and N. Mosdell (2006) Practical Research Methods for Media & Cultural Studies: Making People Count. Edinburgh: EUP.
- Oliver, P. (2004) The Student’s Guide to Research Ethics. Maidenhead: Open University Press.
- Rubin, R. B., Rubin, A. M. and Piele, L. J. (1992) Communication Research Strategies and Sources (3rd edn). Belmont, CA: Thomson Wadsworth.
- Saunders, M., A. Thornhill and P. Lewis (2009) Research Methods for Business Students. London: Prentice Hall. Fifth Edition.
- Seale, C. (2004) Researching Society and Culture (2nd edn). London: Sage.
- Wimmer, R. D. and Dominick, J. R. (2006) Mass Media Research: an Introduction (8th edn). Belmont CA: Thomson Wadsworth.
MMAP13 The Media Environment
These suggested readings are intended as an introductory guide to each of the topics, and are far from comprehensive. Students will be expected to develop their reading beyond these few suggestions. Although there are few books which cover all of the issues covered by the course, students may find it beneficial to purchase Curran and Seaton’s general introduction to media issues in Britain.
You must also read all the items from the course resource list available at the Succeed pages. Course Reading:
Curran, J & Seaton, J (2009) Power Without Responsibility: The Press, Broadcasting And The Internet In Britain, 7th Edition, London: Routledge
The following books can be found in the library for general use:
Born, G (2004) Uncertain Vision. Birt, Dyke and the Reinvention of the BBC. London: Secker and Warburg.
Bozak, N. (2011) The Cinematic Footprint, New York: Rutgers University Press.
Castells, M. (2009) Communication Power. Oxford: OUP.
Cubitt, S. (2005) Ecomedia, Amsterdam: Rodopi.
Curren, J. (Ed.) (2010) Media and Society. 5th Edition, London: Bloomsbury.
D’Haenens, L. and Saeys, F. (2007) Western Broadcast Models: Structure, Conduct and Performance. New York: Mouton De Gruyer.
Ezra, E. and Rowden, T. (ed.) (2005) Transnational Cinema: a Film Reader, London: Routledge
Franklin, B (2001) British Television Policy: A Reader. London: Routledge.
Gauntlett, D. (2011) Making is Connecting: The Social Meaning of Creativity, from DIY and Knitting to YouTube and Web 2.0. London: Polity
Gustafsson, T. and Kääpä, P. (ed.) (2013) Transnational Ecocinemas, Bristol: Intellect.
Hargreaves, J. (2005) Journalism: A Very Short Introduction. Oxford: OUP.
Hesmondhalgh, D. (2007) The Cultural Industries (2nd edition), London: Sage.
Hjort, M. (2006) Small Nation, Global Cinema, Minneapolis: University of Minnesota Press.
Jenkins, H. (2008) Convergence Culture. New York: NYUP.
Leah Lievrouw and Sonia M. Livingstone (2005) Handbook of New Media: Student Edition. London: Routledge.
Lister, M., J. Dovey, S. Giddings, I. Grant and K. Kelly (2009) New Media: A Critical Introduction. London: Routledge. 2nd Edition
Maxwell, R. and Miller, T. (2012). Greening the Media, Oxford: Oxford University Press.
McNair, B (2009) News And Journalism In The UK, 5th Edition, London: Routledge
Machin, D. and T. Van Leeuwan (2007) Global Media Discourse: A Critical Introduction. London: Routledge.
Papathanassopoulos, S. and R. Negrine (2011) European Media. London: Polity.
Press, A. and B. Williams (2010) The New Media Environment. London: Wiley-Blackwell.
All of these titles are extremely useful, covering the key issues the course will raise. However, even books published this year may be out of date in terms of current developments in the media. The lecture programme will aim to bring students up to date with the most recent events, but students should make the effort to be as up to date as they can be. Selected reading for each lecture will be advised in the previous lectures. Links to these and further resources will also be available in the university’s virtual learning environment Succeed.
MMAP14: Media Regulation and Policy
Core Reference Work:
Carey, P., et.al, Media Law (Sweet & Maxwell; 5th edition: London, 2010)
Other recommended texts:
Barendt, Eric M. and Hitchens, Lesley, Media Law: Cases and Materials (Longman; 2000) Barendt E, Freedom of Speech (2nd ed; OUP 2007) Gibbons Thomas, Regulating the Media (Sweet and Maxwell; 2nd ed 1998) McInnes R, Scots Law for Journalists (Greens, 8th ed 2010) Nicol Andrew, Millar Gavin and Sharland Andrew, Media Law and Human Rights (OUP; 2nd 2009) Robertson Geoffrey and Nicol Andrew, Media Law (Sweet and Maxwell 5th ed 2007) Fenwick H and Phillipson G, Media Freedom Under the Human Rights Act (Oxford OUP 2006) McGonagle M, Media Law (Round Hall Ltd; 2nd ed., Dublin, 2003) Quinn F, Law for Journalists (Longman-Pearson; 3rd ed, London, 2011)
BSMP31: Strategic Management
The core text for the module is:
- Johnson, G, Scholes, K, Whittington, R (2012), Fundamentals of Strategy, 2nd Edition, Prentice Hall, ISBN: 978-0-273-75725-2.
The first edition of the core text is available as an e-book for £23.99 and can be purchased from the following website.
- MMAP10 Global Creative Industries
- MMAP12 Mass Media Research Methods
and two of:
- MMAP13 Media Environment
- ACCP30 Accounting & Finance
- BSMP24 Managing International Organisations
- MMAP14 Media Regulation and Policy
- MMAP16 Digital Culture for Media Managers (new module) and two of:
- MKTP30 Marketing Communications
- MMAP15 Media Rights
- PCMCX3 Advertising
- BSMP31 Strategic Management
- BSMP26 Europe & the Emerging Economies
Global Creative Industries (20)
Mass Media Research Methods (20)
- Media Environment (20)
- Accounting and Finance (20)
- Managing International Organisations (20)
Media Regulation and Policy (20)
Digital Culture for Media Managers (20)
- Media Rights (20)
- Advertising (20)
- Strategic Management (20)
Why study Media Management at Stirling?
Dr Pietari Kaapa
- Top in Scotland and UK top ten for media and communications (Guardian University Guide, 2011)
- Top in Scotland for communication and media (Complete University Guide, 2011)
- Rated UK top ten for student satisfaction in both Journalism and Media Studies in the last National Student Survey
- Top in Scotland in communication, cultural and media studies as rated by the most recent UK Research Assessment Exercise (70% of our research in highest categories ‘world leading’ or ‘internationally excellent’)
Stirling's media research has been awarded a rating of Grade 5 three times in succession in the Higher Education Funding Councils' research assessment exercise and had 70% of it's research considered to be 'World Leading' or 'International excellence' in the most recent RAE. The Stirling Media Research Institute (SMRI) enjoys an international reputation for the quality of its work, regularly attracting many foreign visitors. The Institute has a purpose-built research facility for the use of its members.
Current research in the Institute is focused on:
- Cultural Creativity
- Film and Television
- Media and Communications Policy
- Public Relations
- Sport Media
- Digital Media
- Media Archives and Cultural Memory
All research active members of the Division are members of the SMRI. The Institute is a long established centre for research in both humanities and social science approaches to film, broadcasting, journalism and digital media. Members of the Institute work to understand the role of the media in culture and society, taking interdisciplinary approaches to our knowledge on creative and cultural industries, media policy and regulation, public relations and communications management, heritage and media archives, digital transformations of news and journalism, and a range of media-centred studies on sport, health, the environment, terrorism, gender and identity. Much of this work is aimed at improving our knowledge of media and communications theory and practice. Projects have focused on the media in contexts involving, for example, sports broadcasting, public relations practice, environmental NGO's, film and media archives, and policy review settings. Our research outputs and public engagement have connections to changes to public policy on broadcasting, the press and digital media or improved education and training of media and communications managers. Our research has helped shape a national policy on broadcasting in Scotland, curricula relating to the training of public relations professionals, the public communication of environmental and conservation initiatives and public activities focused on media archives held by both the University and other external organisations.
Communications, Media and Culture actively supports and encourages its staff to engage with a wider non-HEI audience for its research evidenced through contributions to policy for funded research for government agencies, collaborative work with NGO’s, engagement with the trade associations, unions and institutes of communications, media and culture professionals, active dialogue and contributions to media organisations across the spectrum of broadcasting, the press, film and the internet, professional contributions to charities and pressure groups in relation to public media issues and policies, and a range of cultural heritage activities at national and international film festivals and exhibitions.
Active involvement in various media agencies and organisations can be seen in Professor Blain’s role as a member of Skillset’s National Board for Scotland, Professor Hibberd’s Chairing of the Voice of the Listener and Viewing in Scotland, and Professor Haynes’s (2011-12) role on the Advisory Network of Mind Waves, a mental health media project run by the Mental Health Partnership of Glasgow and Clyde NHS, and Dr. Kääpä's work on environmental media management with a range of industry an regulatory organizations in the UK and Nordic countries.
I chose the Media Management course because it afforded me the opportunity to examine my dual passions: Economics and the Creative Industries. The course allowed me to explore at greater length my personal theories and intuitions of the realities of modern media industries. It also provided a broad context for the ways in which the different artistic mediums are monetised and distributed.
Since graduating I’ve been a New Media Director on a Federal campaign in the States, as well as a Campus Organiser for a public interest group. I’m currently looking for work in the California Bay Area in the music industry.
My time at Stirling allowed me to meet and get to know individuals from all over the world – the campus can be a very international place if you seek it out. I also travelled frequently. The campus itself is an intensely beautiful place and the facilities are modern and well kept.
The teaching staff was knowledgeable and the research that takes place is impressive. The town is of a manageable size and easily frequented by foot. If you come to Stirling, make sure you take advantage of the surrounding countryside and cities – there’s a lot to see.
Nick Ashby (USA): New Media Director on a Federal campaign Stateside. Now heading for the California Bay music industry – MSc in Media Management, 2010
Having completed an undergraduate degree at Stirling, I realised I needed something to distinguish me from the thousands of other undergraduates searching for employment. With over 40% of school leavers going on to higher education, finding an enjoyable, well-paid job in a very crowded job market is a difficult task.
Being an Olympic athlete too, juggling 30-35 hours a week in the pool and gym, presented significant problems. So the Media Management postgraduate qualification, with its multi-disciplinary approach and, more importantly, the online teaching programme, provided the perfect solution.
With a learning programme which consists largely of online resources, I was able to pursue an academic career whilst doing something which I was insanely passionate about. I wrote essays when at home in Scotland, completed weekly tasks while at swim training camps on Australia’s Gold Coast and even took exams whilst competing in Arizona. It really is one of the most flexible programmes available.
The classes – including media economics, media finance and media rights – were varied and provided a great springboard for me to move into the working world. The beauty of the Media Management course is that it’s vocational enough to provide you with a great understanding of the media environment, but sufficiently wide-ranging to open numerous doors.
I’m not restricted in what I do in the working world; I’ve been a journalist, an event officer, and a project manager. Before my current job, I worked for the BBC, as well as for Commonwealth Games Scotland. The course also opens up options in the world of academia – something which I’d love to return to at Stirling in the future.
Stirling has been my adopted home for the last twelve years and I’ve fallen victim to Stirling syndrome. It happens to lots of people who come to Stirling – usually to study, but in my case to swim – and end up staying. Central Scotland is a great place to live, study, train and work. The University of Stirling treads that delicate balance that all universities strive for – it’s picturesque, quiet and remote enough to allow you to get away, but it also has a bustling, lively, feel to it.
Todd Cooper (UK): Marketing and Communications Executive at EventScotland, Scotland’s National Events Agency – MSc in Media Management (online), 2009
I undertook the MSc to extend my existing qualifications and formalise my experience gained in working in New Media and IT management roles. I worked at the University of Stirling for three years before taking undertaking the MSc, so the University was a very familiar place.
I chose modules I was interested in; thoroughly enjoying and gaining vast knowledge from those in Media Rights, Media Economics and Media Environment. Completing the compulsory management modules was a core part of the course, providing an excellent basis in management and organisational approaches. All of which have given me a solid foundation and professional approach to my studies and working environment.
The MSc proved to be the perfect foundation for my current role, as so much of the course gave me the confidence and knowledge to take my career in the direction I wanted it to go. Building on my technical knowledge, I studied media formats, the legislation, authorities, copyright and methods used to protect digital media. I have always been interested in working for arts, cultural and educational organisations, so having the opportunity to work on Digital Projects in an Arts organisation is fantastic.
I had a great year studying at the University. I improved my knowledge and skills in media related subjects, yet still had time to enjoy reading daily newspapers, online materials and the substantial reading lists provided on the course.
The course lecturers and staff were all incredibly knowledgeable, providing excellent support for students; particularly Richard Hayes, the Course Director, who offered support at all times and gave me encouragement and excellent direction.
Bridgeen Duffy (UK): Digital Project Manager, National Galleries of Scotland – MSc in Media Management, 2010
When I joined Stirling, I was already an experienced professional and had served for more than a decade in the audio-visual medium. Yet I wanted to pursue a degree that could relate to the challenges of changing times and match international standards and, after an extensive search, Stirling was an obvious choice.
The course, the environment and the opportunity to learn new skills in the field was just what I was looking for. The courses were rigorous and hard work was assumed and imperative. However, the microscopic scrutiny of the assignments is what made my approach more methodical and which today helps me to bring my output nearer to perfection.
The beautiful University campus was a great opportunity to interact with some diverse and interesting groups. Simple conversations, informal chats and open discussions with peers, proved to be memorable learning experiences. My association with some has not just continued, but grown over the years.
Today I am responsible for the broadcast of Hindi feature films, co-ordination with producers of serial makers, in-charge of a business program and involved in an international project on education that helps encourage the scientific temperament of engineering students of the Asia-Pacific region.
Besides this, I am also engaged in the yearly National Games and recently was a member of the coverage, production and transmission teams for the Commonwealth Games, Delhi and the Asian Games, Guangzhou, China.
I pursued a degree in the middle of my career and I am glad I chose Stirling. It has proved to be a profoundly enriching experience!
Sandeep Sood (India): Senior Program Executive at Doordarshan (India’s National Television Network), Bombay – MSc in Media Management, 2004