COM 364 BROADCAST MANAGEMENT
Fall 2017 Fell 176 16:00-17:15 M & W
Instructor: Dr. Jong G. Kang Office: Fell 414 (Phone: 309-438-7610) Office Hours: M & W 15:00-15:50 (or by appointment) Email: [email protected] Homepage: http://www.communication.ilstu.edu/faculty/kang.htm
COURSE DESCRIPTION: This course deals with various broadcast management functions, models, and operations. In this course, we study broadcast management as a multi-faced system. We will confront broadcast management from historical, theoretical, administrative, humanistic, and practical perspectives. Our concern is with the approach taken by the economic impact on television, radio, and cable industries, but other frameworks will be examined through a variety of case studies designed to enable you to simulate the process of broadcast management. This course also examines the complex social and political environment in which the telecommunications manager operates and traces the impact of social change upon broadcast management.
COURSE OBJECTIVES: This course has three main purposes:
1. To introduce you to the managerial aspects of television, radio, and cable television industries.
2. To delineate the major management functions within television, radio, and cable television industries and describe the important issues that confront individual managers.
3. To explore management career opportunities in television, radio, and cable television industries.
TEXT: 1. Alan B. Albarran, Management of Electronic and Digital Media (Boston: Cengage Learning, 2017). 2. Additional required materials (Course Packet).
COURSE ORGANIZATION: This course is divided into four substantive sections. Part one is an overview of broadcast management from a theoretical and professional point of view. It examines the structure of broadcast industries. In the second part of the course, we will deal with the social, economic, institutional, and technological factors which affect their policy implications for the practice of media programming. In the third part of the course, we will cover some of the legal and regulatory issues facing media managers. It focuses on the national, state, and local regulatory agencies and their impact on the establishment and operations of telecommunication enterprises. The final section of this course stresses the pragmatics of media management including marketing, promotion, staffing, training, and audience & program research. GRADING: You will be evaluated on the basis of two examinations, each of which will count 35 percent of your final grade. There will be a class project and several smaller assignments which focus on simulated case studies. Grades will break down into the following percentages:
- Two Exams: 70 percent* - Class Project: 15 percent - Class Assignments: 10 percent** - Class Attendance: 5 percent
* The final exam will be semi-cumulative, in the sense that it will emphasize the second part of the course, but it will also include major issues which have been stressed throughout. Attendance is required at each examination. ** Before each class assignment (class practice and case study), I will give all the details of the assignment.
When percentages are utilized in exams, projects, assignments, and attendance, the following will apply: > 90% = A; > 80% = B; > 70% = C; and > 60% = D.
CLASS PROJECT & ASSIGNMENTS: In addition to two exams, there will be a class project and several class assignments. You must complete a class project and all assignments to earn a passing grade.
Project and Assignments Percent (25%)
1. Team Project* 15% (Visit a local media organization and prepare a report for class on its structure and communication network, along with personnel/financial management, staffing, compensation, and training.)
2. Class Assignments** 10%
* Twice during the semester, you will each make a brief presentation (e.g., 5-10 minutes or so) to the class in which you will address some points or issues in one or two of the readings (or projects assigned for the class). You may use your written commentaries as the basis for the presentation. Presentations will be assigned randomly, and scheduled once we know exactly who is and who is not in the class. 3
** From time to time, you may be asked to prepare paper assignments in or out of class. Paper assignments should be typed, double spaced, with reasonable margins. Please use a cover page with your name, and the title of your paper. Late papers will be penalized 1/2 grade for each day late.
THE COURSE and INSTRUCTOR: The course is comprised of lectures, discussions, presentations, readings, and assignments. The atmosphere is relaxed and informal--and often a lot of fun!; I encourage this. You should find the lectures supportive of the reading material, but not a substitute for them. There will be information in the lectures not available in the text, as well as elaboration on items that may need further clarification. I hope that you find me very approachable. I love questions in class, especially ones that force me to think quickly on my feet. Please do not ever hesitate to ask questions. Remember the old adage: "The only dumb question is one that goes unasked." I also encourage you to take advantage of my office hours. There are the times when I make myself totally available to you to discuss your progress in the course or any questions you are having with assignments, the material or whatever. If my office hours are inconvenient for you, please let me know and we can schedule another time to meet. I hope you have a fun and productive semester.
READING ASSIGNMENTS: It is expected that you will keep up with all the reading assignments. The text contains a good deal of specialized and technical information with which you are expected to become familiar. The text (and other readings that may be assigned from time to time) will be used as a springboard for either broader or more specific discussion topics. As you know, broadcast regulations and technologies are in a constant state of flux, transition, and development. Some of what is true today may well be false by the end of the course. Specific articles from the industry's leading trade publications provide updated information on current events in the field. Therefore, reading of leading magazines (e.g., Multichannel News and Broadcasting & Cable) are strongly encouraged. Multichannel News and Broadcasting & Cable are available either in the library or in my office and can be obtained weekly on a discount student subscription basis throughout the semester. Information on subscriptions will be given to you.
ATTENDANCE POLICY (PLEASE READ CAREFULLY): Given the participatory nature of this course, it is absolutely essential that you plan to be here on time every Monday and Wednesday. Each unexcused absence beyond three will lower your final grade by one-half of one letter. You are given these three absences to use as you see fit, but be cautioned that you never know when you might need it, so don't waste it! Consistent tardiness will have similar consequences. Excused absences include university-documented activities or illness/death in your family. It is your responsibility to make up missed work and to keep up with class activities as they occur. It is to your benefit to inform me if you foresee an absence in order that I might better plan future class activities. Only in the event of an excused absence will a presentation be allowed to be "made up." 4
RELATED COURSES: A number of courses in the School of communication will be clearly related to some of the particular material we cover in this class; e.g., Introduction to Mass Communication, Broadcast and Cable Programming, Television Production, Regulation of the Communication Industry, and Communications Technologies and Impacts.
This syllabus denotes the subject areas, class activities, assignments presentations, required readings and written work, and examinations which will occur during the term. Keep your syllabus handy and refer to it often!
Any student needing to arrange a reasonable accommodation for a documented disability and/or medical/mental health condition should contact Student Access and Accommodation Services at 350 Fell Hall, (309) 438-5853, or visit the StudentAccess.IllinoisState.edu.
COURSE SCHEDULE: Outlined below are the discussions topics and reading assignments.
Week of: Topic* Reading Assignment*
August 21 - Course Introduction Course Packet - Goals and Objectives - Communication Process - Communication Networks - Organizational Structure and System
August 28 - Broadcast Station Management Chapter 1 & 2 - Factors Affecting Media Management Course packet - Class Exercise and Case Studies (Organizing Process)
September 6 - Perspectives on the Organizing Process Chapter 4 - Models and Theories Course packet - Class Exercise and Case Studies
September 11 - Financial Management Chapter 5 - Planning and Control Course packet - Class Exercise and Case Studies
September 18 - Human Resource Management Chapter 6 - Personnel Management Course packet - Class Exercise and Case Studies (FCC EEO/AA Guidelines) 5
September 25 - Broadcast Sales Chapter 9 - Systems and Functions Course packet - Class Exercise and Case Studies
October 2 - Broadcast Promotion & Marketing Chapter 9 - Promotional Campaign Strategy Course packet
October 9 EXAM I
October 16 - Managing Cable Television System Course packet - Video Presentation
October 23 - Broadcast Programming Chapter 8 - Program Analysis Course packet
October 30 - Audience and Audience Research Chapter 7 - Audience Research and Analysis Course packet - TV & Radio Ratings
November 6 Class Project (Station Visit) Course packet
November 13 - Broadcast Regulations Chapter 11 - FCC and Other Regulatory Agencies Course packet
November 20 Thanksgiving Break (No Class)
November 27 - FCC Policies, Rules & Regulations Chapter 11 - FCC Case Studies Course packet
December 4 Group Presentation
December 6 E X A M II
* Topics & reading assignments may change upon instructor's discretion.