The primary objective of the course is to introduce students to the fundamentals of operating a modern self-sustaining radio broadcasting station. Thus the course presents a foundation of knowledge in all facets of media and specifically radio management.
A thorough examination of markets, audiences, external and internal structures will provide a background for complete exposure to the fundamentals of media management.
The desired outcome is providing students with a working knowledge of radio operations in preparation for a possible career in radio broadcast management.
FUNDAMENTALS OF MEDIA - A basic survey of media, including print, broadcast, telephony networks and others. Also an examination of commercial and noncommercial influences on the media landscape.
FUNDAMENTALS OF RADIO - A basic survey of radio, introducing concepts, terms, systems, and structures. We’ll look at radio in the past, the present, and the future.
TYPES OF RADIOS - A specific and detailed explanation of the various types of radio operations including state radio, public radio, commercial radio, non-commercial radio, community radio, student radio, internet radio, and others
MARKET ANALYSES - Professional techniques for researching and analyzing media markets including audience and revenue analyses. General principals will be covered with an emphasis on the Czech radio landscape, including case studies and actual market data.
MANAGEMENT DEVELOPMENT – An examination of the criteria involved in career development, with emphasis on the attributes of successful radio owners and managers.
ORGANIZATIONAL STRUCTURES / ADMINISTRATION – The leadership and management of a radio operation, including licensing, financial management, physical plant, personnel, and external relations.
ORGANIZATIONAL STRUCTURES / ENGINEERING – The specifics of the radio “air chain” explained in simple terms that a prospective manager can use.
ORGANIZATIONAL STRUCTURES / PROGRAMMING & MARKETING – An in-depth study of everything that you hear on the radio and why. Audience segmenting and targeting are discussed as well as comparing various formats.
ORGANIZATIONAL STRUCTURES / SALES – How to build and maintain a successful revenue development strategy, with expert description and skills transfer for managers and account executives.
PROJECT PRESENTATIONS – Students groups make oral presentation of their proposed radio operation using a template supplied by the instructor.
ALBARRAN, Alan B. Management of Electronic Media. 3rd Edition. 2009. info
přednášky, ústní prezentace
Students will be graded on their performance. The requirements listed below MUST be fulfilled to pass the course.
1. Attend both days of the seminar and actively participate in discussions of the course subjects.
2. Read the assigned literature
3. Produce and present a FINAL presentation on a proposed radio entity, focusing on the fundamental external and internal structures and priorities from the point of view of a director.