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Media Economics and Technology

IMC 461-6 (Elective)

Media Economics and Technology familiarizes students with the media industry and its business practices, operations, content and technology with an emphasis on the digitization of media channels and platforms. The course establishes an understanding of the basic economic principles that underlie media businesses and the markets through which audiences are aggregated for advertisers. Emphasis is placed on the roles of audience measurement and media technology in shaping the content of media and the capabilities of advertising and other brand communications to reach audiences.

The course focuses on how the ongoing convergence of media content and commercial messages is redefining the media business and the world of marketing communications. With this solid understanding of the media business, you will have the background for future coursework in strategic marketing communications through any media technology.

Advisory notes for online students: Students who have taken IMC 452 Marketing Management and/or bring hands on experience in media or media management are good foundations, though not required for the course.