DEPARTMENT OF MEDIA MANAGEMENT
AND MEDIA ECONOMICS

Management of media companies
and market analysis

The Department studies the management and direction of media corporations and the analysis of media markets in the areas of journalism, film, TV, radio, and advertising, through the Research Group on Media Management and Markets.

In recent years, research has focused on the areas of institutional communication, on the one hand, and the efficacy and management of advertising targeting children and teenagers through the "Civertice" project, on the other.

Other research areas are the economic news market, quality management in media businesses, and the process of concentration of media corporations.

At present, the Department is responsible for the Master of Media Management and Media Economy (MGEC), as well as the annual publication of Media Markets Monographs.

RESEARCH

The Media Management, Media Economics and Communication Markets Research Group
Study of the management of specific media organizations; the history of media organizations; quality standards. Analysis of the situation and trends in information-exchange markets; analysis of the business environment and competitive strategies in the communication sector; corporate strategies and production strategies; business consolidation and strategies for expansion in media organizations. The search for sustainable competitive advantage(s).

Civértice Project
The goal of this project is to define how successful commercial communication with a youth and adolescent audience may be established, providing an integrated vision of the world in which young people live, and bearing in mind the influence that family, schooling and peers may have on the way that media messages are interpreted.

Business values and the development of family-oriented television programming in Spain
The study of the decision processes and particular decisions which have most bearing on the development of family-oriented television series, and of the most significant factors in the production of high quality family-oriented series.

The media and the ´marketing´ of business and economics ideas
The study of the influence of the media on the communication of information and ideas concerning economics and business, and of the structure of the business media in Spain and the rest of the world.