Curriculum Development in Media Management at the

University of Tampere

Gregory Ferrell Lowe Professor of Media Management

11 June 2014 emma Pre-Conference at BF&M School in Tallinn

•  Launched in 2008 with funding from C.V. Åkerlund Säätiö (€650K)

•  Lowe was acting professor in 2008, charged with creating the curriculum. Later nominated professor in spring 2009 (through 2012) and reappointed through 2017.

•  Funding is still largely from ‘soft money’, provided by CVÅ + the Communication Research Foundation (VTS) = €600K. The School of Communication, Media & Theatre (CMT) funds about €30K per year.

•  As an international MA programme it has become more important due to strategic intentions for UTA overall

Background to the Programme

Gregory F. Lowe 2014

•  The first cohort of nine MA students began in autumn 2009 (all Finns). Seven graduated.

•  The second cohort of ten MA students began in autumn 2011 and is international (Canada, China, Finland, Italy, Mexico, Russia, USA). They are now doing thesis projects (one has completed)

•  The third cohort of thirteen MA students began in autumn 2013, also international, but two dropped out (Bangladesh, Brazil, Canada, Finland, Germany, Greece, Italy, Malaysia, Russia)

•  The fourth cohort will apply next December and successful candidates will begin studies in autumn 2015

Students

Gregory F. Lowe 2014

ü  Applying Lewin’s model of change to assess change management in a newspaper company

ü  The future of retail advertising – combining legacy and online platforms for better targeting

ü Crisis management in a Finnish newspaper company

ü Managing the brand portfolio architecture at Sanoma Group

ü Diversity and cross-cultural training at the Canadian Broadcasting Corporation (2000 – 2012)

Thesis topic examples:

Gregory F. Lowe 2014

Media Economy

Media Policy

Media Organisation

Media Content

Bus

ines

s &

Indu

stry

Culture &

Society

Company & Resources

Products & Services Gregory F. Lowe 2014

4 Dimensions: - Strategic Thinking -  Decision-Making

- Change Management - Media Development

Curriculum 3 Structure & Courses 120 ECTS required to graduate

Master’s Thesis

Quantitative Methods

Qualitative Methods

Media Theory & Policy for Managers *

The Media Firm as a Financial Organisation

The Structure & Economy of Media Industries *

Media and Society 10 ECTS Media Economics 10 ECTS

Research Methods 10 ECTS

Management of Media Organisations *

Organisational Change Dynamics in Value Networks

Strategy & Marketing*

Media Organisation 15 ECTS

Thesis Seminar: Contemporary Issues

In Media & Management

CMT 10 ECTS

Thesis-related 50 ECTS

Audiences & Products 10 ECTS

Content Management & Development *

40 ECTS

CMT 5 ECTS

CMT 5 ECTS

JKK 5 ECTS (Klaus af Ursin)

JKK 5 ECTS (Hannu Saarijärvi)

CMT 5 ECTS

JKK 5 ECTS (John & Lili Kihn)

CMT 5 ECTS (Robert G. Picard)

University provision

CMT = School of Communications, Media & Theatre; JKK = School of Management; TUT = Tampere University of Technology

Gregory F. Lowe 2014

1 period course 2 / + period course * Open to broader enrollment

Management in Practice 5 ECTS

Management Practicum

Company Visitation Programme CMT 4 ECTS

CMT 1 ECTS

Electives 5 ECTS

University provision

Challenges & Development in the Digital Environment *

TUT 5 ECTS (Artur Lugmayr)

Perceptions & Use of Media * CMT 5 ECTS

Elective Studies 5 ECTS

Joint Studies 5 ECTS Thesis Writing (3 ECTS)

Basic Orientation (2 ECTS

Curriculum 2 Structure & Courses 120 ECTS required to graduate

Master’s Thesis

Media Markets & Policy Analysis *

(quantitative methods)

Organisational Analysis (qualitative methods)

Implications of Media Policy for Management The Media Firm as a

Financial Organisation *

The Structure & Economy of Media Industries *

Media and Society 5 ECTS Media Economics 10 ECTS Research Methods 10 ECTS

Management of Media Organisations *

Leadership & Human Resources Management

Strategic Management & Decision-Making

in the Media Firm *

Media Organisation 15 ECTS

Contemporary Issues In Media & Management

CMT10 ECTS

Thesis Seminar CMT & SM10 ECTS

Thesis-related Studies 20 ECTS

Product & Production 5 ECTS

Content Management & Development * CMT & JKK 40 ECTS

CMT 5 ECTS

CMT 5 ECTS

JKK 5 ECTS

JKK 5 ECTS

CMT 5 ECTS

CMT 5 ECTS

CMT 5 ECTS

CMT 5 ECTS

JKK 5 ECTS

CMT = School of Communications, Media & Theatre; JKK = School of Management Gregory F. Lowe 2011

1 period course 2 / + period course * Service course

Management Practice 10 ECTS

Management Practicum

Company Visitation Programme

CMT 5 ECTS

CMT 5 ECTS

Levelling & Finalising CMT & JKK 5 ECTS

Gregory F. Lowe 2014

Study Schedule

Year 1 Studies Year 2 Studies AUTUMN AUTUMN SPRING SPRING

Media Theory & Policy for Managers

Management of Media Organisations

Structure & Economy of Media Industries Quantitative Methods

Contemporary Issues

Organisational Change Dynamics in

Value Networks

The Media Firm as a Financial Organisation

Qualitative Methods

Content Management & Development

Strategy & Marketing

Management Practicum

Thesis

Contemporary Issues Thesis Seminar Thesis Seminar

Course done in 1 study period Course done over 2 or more periods

Company Visitation Programme

Perceptions & Use of Media

Digital Challenges & Development

Basic Orientation Thesis Writing

•  The last six months (+) are devoted to individual thesis projects

•  The programme inculcates 4 essential skills, not only knowledge: 1. time management, 2. communication, 3. project management and 4. teamwork and leadership.

•  Peer, course and teacher evaluation are routine

•  The curriculum must lay a foundation for the first job in management if starting out, or for promotion if returning. And also for future pursuit of the Ph.D.

•  Make it hard to make it matter. Students take pride in what they find challenging to accomplish. I am quite formal in year 1.

•  Encourage the cohort to create a community. That is the basis of a personal network

Notes on Pedagogy

Gregory F. Lowe 2014

What’s next?

Gregory F. Lowe 2014

•  Curriculum version 4 will be a complete revamp in autumn 2014. The first time I have a work group to collaborate. The revamp is required because:

1.  Results of the evaluation process confirm the programme is not integrated nearly enough with the wider faculty and student body at CMT

2.  The professorship will have to be confirmed or discontinued in 2017 and the decision will depend on factors that are collegial in nature

3.  A new course for upper level BA students begins in autumn 2014

4.  Possibilities for a more international teaching arrangement via European exchanges