Media Management

By Dr. Aditya Kumar Shukla | Amity University, Madhya Pradesh

Learners enrolled: 432

Media management refers to the strategic planning, organisation, and control of media resources and activities within or across various media platforms. It involves overseeing media content's production, distribution, and consumption while ensuring efficient use of resources, adherence to regulations, and alignment with organisational goals. Media managers are responsible for decision-making related to content creation, audience engagement, revenue generation, technological advancements, and overall business operations within the media industry. They play a crucial role in navigating the dynamic and rapidly evolving landscape of media, adapting to market trends, technological innovations, and societal changes to ensure the success and sustainability of media organisations.

This media management course is designed to provide a comprehensive understanding of managing media organizations within the fast-evolving media landscape. This course covers essential concepts and strategic approaches crucial for understanding how media organizations operate in a competitive and digitally-driven environment.

After completion of this course, the student will be able:

1.To recall and define the key concepts, principles, and functions of media management across various media platforms, including print, electronic, and digital media.

2.To explain and interpret the media industry's ownership patterns, regulatory frameworks, and economic aspects, including issues related to monopolies, conglomerates, and market forces.

3.To critically analyse the challenges and opportunities media businesses face, including ethical, legal, and technological considerations, and identify strategies to address them.

4.To evaluate the role of media entrepreneurship, government policies, and regulations in shaping the media landscape, including the impact of foreign equity and emerging media sectors.

5.To apply theoretical knowledge and practical skills to design and manage media organizations, including finance, advertising, human resources, content management, and digital media platforms.

Indicative Industry Sectors :

Media and Entertainment

Note: This is an indicative list based on suggestions provided by course coordinators and should not be treated as final and binding.

Indicative Program Alignments :

M.Mgt.

Summary

Course Status :	Upcoming
Course Type :	Core
Language for course content :	English
Duration :	10 weeks
Category :	Management Communication
Credit Points :	4
Level :	Undergraduate/Postgraduate
Start Date :	12 Jan 2026
End Date :	30 Apr 2026
Enrollment Ends :	28 Feb 2026
Exam Date :	17 Jun 2026 IST
Translation Languages :	English
NCrF Level	6.5
Industry Details :	Education and Training
Shift :	Shift 1

Note: This exam date is subject to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week 1: Introduction to Media Management

Week 2: Ownership Patterns in Indian Media

Week 3: Media Industry and Economics

Week 4: Media Entrepreneurship and Government

Week 5: Challenges of Media Business

Week 6: Print Media Management

Week 7: Electronic Media Management: Radio, Television and OTT

Week 8: Digital Media Management

Books and references

• Barton, et.al., (1993). Essentials of Media Planning. USA NTC Business Book.

• Dominick, J. R., (2001). The Dynamics of Mass Communication: Media In Digital Age. Mcgraw Hill Companies.

• Chaturvedi,B. K., (2018). Media Management. Global Vision Publishing.

• Menon, A., (2010). Media Planning and Buying Principles and Practice In The Indian Context. Tata & Mcgraw Hill Education Pvt. Ltd.

• Richard, C., (2010). Turning of Place: Sociable Space and Perspective Digital Media. MIT Press.

• Robert, W. H., (1995). Media Math: Basic Technique of Media Evaluation. Illinois NTS Business Books.

• Sissors & Mumba, (1966). Advertising and Media Planning. USA NTC Business Book.

• Staiger, J., & Hake, S., (2009). Convergence Media History. Routledge.

• Surmanek, Jim., (1997). Media Planning, (3rd Edition). USA NTC Business Book.

• Herrick, Dennis F. (2012). Media Management in the Age of Giants: Business Dynamics of Journalism, 2nd edn. Albuquerque: University of New Mexico Press.

• Getz, D. and Fairley, S. (2004). Media Management at Sports Events for Destination Promotion: Case Studies and Concepts. Events Management, Vol.8, pp.127-139.

• Kohli, Vanita. (2013). The Indian Media Business. Sage, New Delhi

Instructor bio

Dr. Aditya Kumar Shukla

Amity University, Madhya Pradesh

Dr. Aditya Kumar Shukla is a media education professional with 14 years of experience in teaching, research, administration, and industry, with an educational background of a Ph.D. and UGC NET in Journalism and Mass Communication. He is working as Head of Institute and Associate Professor of Media Studies at Amity University Madhya Pradesh, Gwalior.

Before this assignment, He had the opportunity to work with the Directorate of Online Education, Manipal University Jaipur, MRIIRS, Faridabad, IMS Unison University, Dehradun, Amity University Madhya Pradesh, APG Shimla University, Himachal Pradesh, Dev Sanskriti Vishwavidyalaya, Haridwar, and Dainik Jagran Bareilly. During these assignments, He worked as a program coordinator and a member of the board of studies, academic council, research committees, examination committees, and discipline boards.

He was the founder-editor of the Journal of Content, Community, and Communication, a Scopus-indexed journal. As an editor, He edited six reference books. As a writer, He published 23 (5 Scopus-indexed) research papers with 104 citations, h-index-4 and i-index-2 (Google Scholar), one authored book, and almost 40 editorial articles. He also organized six national and international seminars and attended nearly forty conferences, faculty development programs, and workshops as chairperson, paper presenter, attendee, and resource person. He is also a member of IAMCR, the International Communication Association, Vijnana Bharati, and the Creative Commons Global Network. He completed two online courses on data journalism from the Knight Centre for Journalism in the Americas, University of Texas, USA. He is a reviewer of Health Communication, Sage Open, and Journalism & Media (MDPI) Journal. He serves as a resource person for the HRDC Center of Central University Sagar, MANAGE Hyderabad, and UGC-HRDC, University of Calicut. He is also serving as a Subject Committee Member of the Department of Media Studies at Kathmandu University, Nepal.

Apart from this, he is also a member of the most extensive network of trainers, the GNI India Training Network, on #fact_checking, trained in #VisualVerification, #GeolocationVerification, #DataVerification, and #ClimateChangeMisinformation verification. I am also a certified Fact and Fit Health Fact-Checking India Network trainer, trained on #Health_Misinformation and #SourceVerification. As a Fact Check trainer, He trained approximately one thousand students and faculties across India. Moreover, He worked as a consultant (subject expert) for developing a media literacy course for Learn to Discern Academy, India, supported by the US Embassy India, Launched by IREX, A global development & education organization in Washington.

Course certificate

Enrolling and learning from the course is free. However, if you wish to obtain a certificate, you must register and take the proctored exam in person at one of the designated exam centres. The registration URL will be announced when the registration form is open. To obtain the certification, you need to fill out the online registration form and pay the exam fee of Rs.750/-. More details will be provided when the exam registration form is published, including any potential changes. For further information on the exam locations and the conditions associated with filling out the form, please refer to the form.

Grading Components:

Internal Assignment Score: This contributes 25% to the final grade. It is calculated based on the average of the best 4 out of 8 assignments submitted during the course.

Proctored Final Exam Score: This contributes 75% to the final grade and is based on the proctored final exam, which is scored out of 100.

Overall Course Score: The overall course score is the weighted sum of the internal assignment score and the proctored final exam score.

Assessment Type	Weightage
Weekend Assessment	25%
Final Exam	75%

Eligibility for Certification:

To qualify for the course certificate, you must meet both of the following criteria:

Average Assignment Score ≥ 10/25
Final Exam Score ≥ 30/75

If either of these conditions is not met, you will not be eligible for certification, even if your final score is 40 or higher (out of 100).

Score	Type of Certificate
>=90	Gold
76 - 89	Silver
61 - 75	Bronze
40 - 60	Successfully Completed
<39	No Certificate

Sample Certificate:

Disclaimer: In order to be eligible for the certificate, you must register for enrolment and exams using the same email ID. If different email IDs are used, you will not be considered eligible for the certificate.

The certificate of completion will include your name, photograph, and final exam score, along with a detailed score breakdown.

It will be electronically verifiable through the SWAYAM platform at https://swayam.gov.in/. Please note that only an e-certificate will be issued. Printed or hard copies will not be provided.

We sincerely appreciate your participation and interest in our online courses and certification programs. Wishing you continued success and an enriching learning experience with IIM Bangalore.

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