Media Management

MSc, Postgraduate Diploma


Meeting an emerging need for specialist research and teaching on the media industries, the full-time Media Management course focuses on the UK in a European and global context. It was the first course of its kind in the UK, running successfully since 1993.

Applications are particularly welcome from those employed in the media industries.

Our rankings

Media and Film Studies – 1st in Scotland, top 10 in the UK (The Guardian University Guide 2018)

Key information

EU Applicants
EU students enrolling for a postgraduate taught degree in the 2017/18 and 2018/19 academic year will be admitted as Scottish/EU fee status students and will be eligible for the same tuition support as Scottish domiciled students.

  • Qualification: MSc, Postgraduate Diploma
  • Study methods: Full-time, Campus based
  • Start date:

    Full-time: September

  • Course Director: Professor Richard Haynes
  • Location: Stirling Campus
Download postgraduate prospectus

Professor Richard Haynes

Division of Communications Media and Culture
Faculty of Arts and Humanities
University of Stirling
Stirling FK9 4LA
Scotland, UK

  1. The University of Stirling has delivered a qualification in Media Management since 1993 and was the first in the UK – probably in Europe and even globally – to do so.
  2. The course has been strengthened with the appointment of new, dedicated staff and the development of new modules. It continually evolves to keep up with the changing media world.
  3. Benefit from being taught by high quality, international–standard researchers. Their own study of the media is translated into the modules.
  4. The University has strong industry links and you will have the chance to mix with people within the media and gain first-hand experience of the industry.
  5. The course will equip you with the practical skills and attributes highly sought after by prospective employers in a variety of careers.

Course objectives

Internationally-oriented and comparative in approach, the course provides:

  • a theoretical and case-study based foundation in media economics, finance and business strategy
  • appropriate management skills and an analytical perspective on the media industries
  • an understanding of the evolution of the regulatory and policy environment in which media operate
  • advanced study in contemporary media and cultural theories training in appropriate research methodologies

What makes us different?

World-class library and teaching facilities

Studying for a degree means learning in different ways; managing your own time; conducting research; mastering new computer skills. We have the facilities and advice on hand to help you do all this - and do it well.

Learn more

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Life at Stirling

Of the many reasons students come to Stirling, such as academic reputation and research standards, one factor is always cited: the outstanding beauty of the University's Stirling campus. View our online films to get a picture of what it's like to live and study on our beautiful campus.

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Live Life

Entry requirements

Academic requirements

A minimum of a second class Honours degree (2.1 preferred) or equivalent in a relevant subject. Applicants without these formal qualifications but with significant appropriate/relevant work/life experience are encouraged to apply.

INTO University of Stirling offers a Graduate Diploma for those students who do not meet the required criteria for this course. If you successfully complete the Graduate Diploma in Media, Humanities and Social Sciences and meet the required progression grades, you will be guaranteed entry onto year one of this Masters degree.

English language requirements

If English is not your first language you must have one of the following qualifications as evidence of your English language skills:

  • IELTS: 6.0 with 5.5 minimum in each skill
  • Cambridge Certificate of Proficiency in English (CPE): Grade C
  • Cambridge Certificate of Advanced English (CAE): Grade C
  • Pearson Test of English (Academic): 54 with 51 in each component
  • IBT TOEFL: 80 with no subtest less than 17

For more information go to English language requirements

If you don’t meet the required score you may be able to register for one of our pre-sessional English courses. To register you must hold a conditional offer for your course and have an IELTS score 0.5 or 1.0 below the required standard. View our range of pre-sessional courses.

Flexible Learning

If you are interested in studying a module from this course, the Postgraduate Certificate or the Postgraduate Diploma then please email to discuss your course of study.

Fees and costs

2018/19 Overseas £15,250
2018/19 Home/EU £6,300

Fees for all new applicants to postgraduate taught courses are held at the level set upon entry.

Please note there is an additional charge should you choose to attend a graduation ceremony. View more information

Cost of Living

Find out about the cost of living for students at Stirling

Payment options

Find information on paying fees by instalments

Scholarships & funding

SAAS Postgraduate Loans

The Student Awards Agency for Scotland (SAAS) is now offering a generous loan scheme to assist eligible Scottish and EU-domiciled students pursuing a Masters at the University of Stirling during 2018/19. Find out more about SAAS Postgraduate Loans

GREAT - MSc Media Management University Scholarship -India 2017

GREAT Britain Scholarships India is a joint programme part funded through GREAT funds and part funded by the University of Stirling’s Faculty of Arts and Humanities. One GREAT Britain India Scholarship of £5,000 will be awarded to a student on the MSc in Media Management in 2017/18.

Financial information

Find out more about funding your studies and meeting your living costs while working towards another degree.

Scholarship finder

Structure and teaching

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 division, 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 one elective module concurrently in the Autumn Semester, plus two core modules and one elective module concurrently in Spring Semester making a total of six 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.

Guest Lectures
In addition to the formal classes students joining the MSc in Media and Communications are given the opportunity to hear from industry professionals. For example, in 2016 we had speakers from Ofcom, BBC Scotland, PRS and the Games Industry.


Media Management

Autumn MMAPP10:  Global Creative Industries (20) MMAPP12:  Mass Media Research Methods (20)

20 credits from:

MMAPP13 Media Environment (20)

IBUP002 Managing Across Cultures (20)

Spring MMAPP14:  Media Regulation and Policy (20) MMAPP16:  Digital Culture for Media Managers (20)

20 credits from:

PCMPPX3 Advertising (20)


IBUP003 Business in Europe & The Competing Economies (20)

Summer  MMAPPDS:  Dissertation (60)

Recommended reading

MSc in Media Management

Indicative Reading List

  • Albarran, Alan, B. (2008), The Media Economy. London and New York: Routledge, 2010
  • Anheier, Helmut K and Yudhishthir Raj Isar, The Cultural Economy. Los Angeles and London: Sage.
  • Bennet, J. & Strange, N. (2011). Television as Digital Media. Durham, NC: Duke University Press.
  • Bakoy, E. and Pjuik, R. eds., (2017) Building Successful and Sustainable Film and Television Businesses: A Cross-National Perspective. Intellect Books.
  • Banet-Weiser, S., Chris, C., & Freitas, A., eds. (2007). Cable visions: television beyond broadcasting. New York, NY: New York University Press.
  • Bilton, Chris (2007) Management and Creativity: From Creative Industries to Creative Management. Oxford: Blackwell.
  • Croteau, D. and Hoynes, W. (2005) The Business of Media (2nd edition). Pineforge Press.
  • Doyle, Gillian (2013) Understanding Media Economics (2nd Edition). London: Sage, 2013.
  • Flew, Terry (2012) The Creative Industries: Culture and Policy. London: Sage.
  • Grainge, P. (2007) Brand Hollywood: Selling Entertainment in a Global Media Age. Routledge.
  • Hartley, John (2015) Creative Economy and Culture: Challenges, Changes and Futures for the Creative Industries. London: Sage.
  • Hesmondhalgh, David, and Sarah Baker (2010) Creative Labour: Media Work in Three Creative Industries. London: Routledge.
  • Havens, Timothy and Amanda D. Lotz (2011) Understanding Media Industries. New York & Oxford: Oxford University Press.
  • Holt, J. and Perren, A. eds., (2009) Media Industries: History, Theory, and Method. Wiley-Blackwell.
  • Hunter, Dan, Lobato, Ramon, Richardson, Megan and Thomas, Julian (eds.) (2012), Amateur Media. Abingdon and New York: Routledge.
  • Kolb, Bonita M., Marketing Strategy for Creative and Cultural Industries. London and New York: Routledge.
  • Wikstrom, P. (2009) The Music Industry: Music in the Cloud. Routledge.

Modes of study

Full-time: one year

Study method


Example timetable

The timetable below is a typical example, but your own timetable may be different.

The timetable below is a typical example, but your own timetable may be different.


MMAPP10:  Global Creative Industries

Lectures – Mon: 11.00-12.00

Seminars – Mon: 12.00-13.00

MMAPP12:  Mass Media Research Methods 

Lectures – Fri: 12.00 – 14.00

Seminars – Fri: 14.00 – 15.00

MMAPP13 Media Environment 

Fri: 15.00-17.00

or:  IBUP002 Managing Across Cultures



MMAPP14:  Media Regulation and Policy

Lectures – Mon: 11.00-12.00

Seminars – Mon: 12.00-13.00

MMAPP16:  Digital Culture for Media Managers

Lectures – Thur: 10.00-11.00

Seminars – Thur: 11.00-12.00

PCMPPX3 Advertising 

Lectures – Wed: 09.00-10.00

Workshop – Thur: 14.00-16.00

or:  IBUP003 Business in Europe & The Competing Economies 

Please note this is an illustrative timetable and not the timetable for 2017/18.



Why Stirling?


In REF2014 Stirling was placed 6th in Scotland and 45th in the UK with almost three quarters of research activity rated either world-leading or internationally excellent.


  • 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’)
  • Top in Scotland for impact 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’)
  • Rated UK top ten for student satisfaction in both Journalism and Media Studies in the last National Student Survey
  • Rated 1st in Scotland and 5th in the UK in the Times and Sunday Times Good University Guide 2017
  • Rated 1st in Scotland in the Guardian University Guide 2017
  • Rated 2nd in Scotland in the Complete University Guide 2017


International Students

The University of Stirling welcomes students from around the world. Find out what studying here could be like for you .


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
  • Journalism
  • 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.

Research impact

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, as well as Dr. Kääpä's work on environmental media management with a range of industry an regulatory organizations in the UK and Nordic countries.

Dr Lovatt is Primary Investigator on the AHRC funded research network ‘Southeast Asian Cinemas Research Network: Promoting Dialogue Across Critical and Creative Practice’ (2016-2018) which examines, amongst other issues, the relationship between independent film practice within Southeast Asia and censorship.

Dr Champion’s work on the RSE funded ‘Shaping Scotland’s Talent’ project (2014) initiating dialogue between academics, policymakers and stakeholders to understand how Scotland’s screen industries can compete within a global digital landscape and her current work exploring the ways in which the production of US TV series Outlander has impacted the development of Scotland’s screen industries talent.

Our students

Studying at the university of Stirling has been a wonderful experience for me. From the beautiful campus to the various workshops organized by the university to enhance my overall learning experience.

The favourite part of this is attending employability workshops to develop professional skills that are unique to my career goals.

One of the things I have enjoyed most about the programme is having Industry Professionals as guest lecturers, I feel this has given me a more in-depth and practical knowledge of what opportunities are available to me with my degree.

Adesuwa Idialu, MSc in Media Management, 2016/17

I had only known one person in my entire life who travelled to Scotland. I haven't stopped photographing the place since I got here.

From the taxi drivers to the store clerks, they are sensitive to the needs of the international students. This willingness to assist carries through to the staff at the University.

There are facilities to help you to get jobs, work on you CV and even seek financial assistance. The first time I borrowed books I felt like I was shoplifting, you can log the books that you borrow on your own. What's more, a lot of the reading material is digitised so that you can stay home and study. Yes, there is free wifi!

There are also, many places in the city where you can get cheap winter clothing. Students are encouraged in varied interests, elections, fairs and many societies to join. In just six months I have already been to Glasgow, Edinburgh, Island of Cumbrae and Isle of Sky. So it's not all books!

The lecturers in my experience have all been knowledgeable, encouraging and open. I have found that they truly care that you succeed. What an adventure!

Sharon Ali Aziz, MSc in Media Management, 2016/17 

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


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


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



Our staff

•  Programme Director:  Professor Richard Haynes.

•  Lecturer in Media and Communications Dr Katherine Champion

•  Teaching fellow Dr Julia Bohlmann

Careers and employability

Career opportunities

Where are our graduates now?

Our graduates are spread throughout the world. At present we are in contact with graduates in 30 countries around the world. Media Management graduates are currently contributing to the performance of the following organisations:

  • BBC Worldwide
  • Channel 4
  • China Radio HIT FM
  • Vodafone Greece
  • Radio One India (A Midday/BBC Joint Venture)
  • MTV
  • ERT S.A.
  • Southerna Africa Development Community
  • Skattedirektoratet
  • Wyeside Arts Centre
  • MTV Networks UK
  • Summerhouse Publishing
  • Jetlag Advertising
  • Motorpress Hellas SA
  • Google India Pvt Ltd
  • Dagavisen
  • Mobistar - Orange Group
  • Vodafone Greece
  • Ministry of Education & European Commission
  • Asia Reach Media
  • Tele2 Norway
  • ThinkDigital
  • Indian Music Industry
  • McCann Universal Media
  • Cooperative Bank of Chania, Crete
  • Adcosp - Simeka TWS Communications
  • Corporate Communications, Avon
  • Giacometti:  Branding e Arquitetura de Negócios
  • Vodafone
  • Bòrd na Gàidhlig

To provide you with an indication as to what you can do with your Media Management degree, graduates entering into employment in the past two years are currently working with:

  • Editor-in-Chief
  • Reputation Executive
  • Social Media Researcher
  • Communications Executive
  • Lecturer
  • Internship in Online Marketing

Building on that foundation, alumni of Stirling’s Media Management degree who graduated between five and ten years ago have since advanced into some of the following positions:

  • Director, International Marketing
  • Researcher
  • Business Analyst
  • Chief Executive
  • General Manager
  • Associate Account Director
  • Vice President
  • Head, Magna Home Video and Magna Films 

Some of our more established alumni are currently leading and shaping Media Management strategy across many different sectors – here is an example of how a few former Stirling Media Management students have advanced in their careers:

  • Marketing Manager
  • Vice President of Programming, Creative & Content
  • Content & Produce Development
  • Manager
  • PR Executive
  • Project Manager
  • Communications Consultant
  • Account Executive
  • Communication Manager in Public Relations Department
  • Creative Partner
  • Financial Control/Analysis Manager
  • Account Associate
  • Managing Director
  • Head of Regulatory Affairs
  • Head of Customer Base Management
  • Project Manager
  • Business Development & Operations Director
  • Business Development Director
  • Director, Global Digital Marketing
  • Press Officer
  • Marketing Director
  • Accounts Director
  • Head of Corporate Relations


98% of our postgraduate leavers are in employment or further study withing six months of graduating - Destination of Leavers from Higher Education survey 2015/16

We’re here to help

We offer a comprehensive employability and skills programme to help you maximise your time at university and develop the graduate attributes required by employers. We have a dedicated Faculty Employability and Skills Officer and a Career and Employability Service who work in partnership with academic staff to ensure you get the best out of your University experience and are given the right opportunities to make you ready for the world of work.

Students have access to advice, information and career opportunities not only in the UK, but worldwide.

Expand your horizons

As part of this programme you will:

  • Visit state of the art broadcast facilities at BBC Pacific Quay
  • Receive talks from visiting speakers from industry and alumni – including from senior newspaper editors, television executives, media regulators, games industry experts, advertising executives and social media marketing professionals.
  • Participate in field trips – including a trip to the Scottish Parliament
  • You will also be encouraged to take part in clubs and societies – the university students union has numerous social and sports clubs, there are also opportunities in student journalism and radio.


Skills you can develop through this course

As you progress through your Media Management degree, you will have the opportunity to develop the following practical skills and attributes that are much sought after by prospective employers:

  • Media industry awareness – through case study analysis, guest lectures and site visits to media organisations, you will develop an understanding of what is going on in the media sector and rapid developments in other digitally related industries
  • Written and oral communication – media management involves communication both internally and externally with various stakeholders. The course develops your abilities to communicate through various essays, reports, presentations and online activities
  • Teamworking – groupwork is an essential part of your Media Management degree, both during management and communications modules simulate real-life scenarios in business and marketing communications
  • Research and analysis – critical learning is a key aspect of any Master's course in media and communications and you will be given the opportunity to develop your own research skills to carry out both small-scale and larger research projects including the Master's dissertation
  • Time management – you will learn how to manage your time more effectively through your active involvement in group projects, as well as by successfully juggling your weekly workload in order to meet your (sometimes conflicting) deadlines for coursework
  • Self-confidence – the media industry needs confident, self-starters and your active participation in the degree programme and the wider postgraduate community will build your personal confidence and professional prospects

Graduating with a degree in Media Management does not necessarily mean that you have to progress into a career in that field. A Media Management degree is a solid foundation upon which to base a career in a variety of different fields, as is shown by some of the potentially less obvious roles that our Media Management graduates are currently working as:

  • Area Manager
  • Regional Sales Director
  • In-house Lawyer
  • Head of Finance


Industry connections

The Division of Communications, Media and Culture actively supports and encourages its staff and students to engage with a wider non-HEI audience for its research evidenced through contributions to policy fora, 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.

Students will meet media professionals through talks and site visits, and will have the opportunity to focus aspects of their assessment on the needs of media organisations. Staff maintain good relationships with former graduates now working in the media, including organisations such as the BBC, Channel 4, MTV, China Radio HIT FM, Vodafone Greece and Radio One India (A Midday/BBC Joint Venture).

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