NHL Stenden

Strategic Management in the Media

This English taught module intends to provide students an opportunity to study a rational strategic planning process with both adaptive and interpretative strategy perspectives, and basic strategic management theories and practices in media & entertainment sectors. The course has been customized by focusing on the media and entertainment industry within an international scope, and intends to build a bridge between theory and practice.

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Factsheet

  • Semester: fall & spring
  • Level: third year
  • Amount of ECTS: 12
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This English taught module intends to provide students an opportunity to study a rational strategic planning process with both adaptive and interpretative strategy perspectives, and basic strategic management theories and practices in media & entertainment sectors. The course has been customized by focusing on the media and entertainment industry within an international scope, and intends to build a bridge between theory and practice. Students work with recent and realistic case studies involved in various media sectors, which requires analytical and desk-research skills. Thinking and planning strategically from an organisational perspective aimed to the future is essential for this module.

This module means of reducing the complexity in the field of strategy and organising the many different concepts within it is to view all strategic theory as falling into three broad approaches, or ‘schools’, which can be seen as sitting on a single continuum: rationalist, adaptive and interpretative. In combination with a practical approach that employs a broad range of case studies of media organisation. Beyond the rational strategic planning process, the module also involves several important themes that provide extra emphasis on the emerging media industry, including:

  • Impacts of globalisation

  • Decentralisation and the network society

  • Technological development and media convergence

  • Participatory media and policy challenges

  • Environmental, social and economic impacts on sustainability

  • Managing innovation and creativity

  • Strategic leadership and entrepreneurship

  • Strategic storytelling

  • Managing strategic change and organizational design

The overall objective of the course is to give students some insights of strategic management specifically in the media and entertainment industry. After completing this 3rd year compulsory module, students should be able to analyse an organisation’s strategic environment and value navigation process, formulate and choose suitable strategies for the future, and recommend a strategic implementation plan.

  • Examination: Active participation during case based-learning sessions; written assignments include two case analysis reports, an open book short answer test on one of the cases, the business economics assignment, and the research proposal assignment. Most of the written assignment assessment is based on the output of teamwork (3-4 persons).
  • Number of credits: 12 ECTS
  • Status of the module: Third year compulsory module of Media & Entertainment Management
  • Contact person: Marc 't Hart