BRO504: Broadcast management and entrepreneurship / Faculty of Communication and Media Studies

This course is designed to provide students with detailed insights into the management aspects of electronic media, including leadership, ethics, business structures, personnel, marketing, sales and programming. Students will first be introduced to the historical development of management theories and practices. The topics examine the managerial functions, roles and skills in broadcast organisations. Further discussions include the management of marketing, sales and relationships with outside parties, such as programme suppliers, advertisers and the regulators. In other topics, students will examine the management functions of public relations, audience measurement and the roles of departments such as news, programming and human resource.