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Media Management: A Casebook Approach provides a detailed consideration of the manager's role in today's media organizations, highlighting critical skills and responsibilities. Using media-based cases that promote critical thinking and problem-solving, this text addresses topics of key concern to managers: diversity, group cultures, progressive discipline, training, and market-driven journalism, among others. The cases provide real-world scenarios to help students anticipate and prepare for experiences in their future careers.
Accounting for major changes in the media landscape that have affected every media industry, this Fifth Edition actively engages these changes in both discussion and cases. The text considers the need for managers to constantly adapt, obtain quality information, and be entrepreneurial and flexible in the face of new situations and technologies that cannot be predicted and change rapidly in national and international settings.
As a resource for students and young professionals working in media industries, Media Management offers essential insights and guidance for succeeding in contemporary media management roles.
List of contents
PrefaceIntroduction: Preparing For and Using the Case MethodChapter 1: Leadership
Chapter 2: Motivation
Chapter 3: Workforce
Chapter 4: Entrepreneurship
Chapter 5: Planning & Project Management
Chapter 6: Innovation
Chapter 7: Market Analysis
Chapter 8: Marketing & Research
Chapter 9: Law, Regulations, and Ethics
Extended Case Study 1Extended Case Study 2ReferencesIndex
About the author
C. Ann Hollifield is Thomas C. Dowden Professor of Media Research at the University of Georgia.
Jan LeBlanc Wicks is Professor and Vice Chair in of the Department of Journalism at the University of Arkansas.
George Sylvie is an Associate Professor in the School of Journalism at the University of Texas at Austin.
Wilson Lowrey is Professor and Chair in the Department of Journalism at the University of Alabama.
