Logo UAB
2023/2024

Business Models for Communication Companies

Code: 104800 ECTS Credits: 6
Degree Type Year Semester
2503868 Communication in Organisations OT 4 2

Contact

Name:
Maria Mercedes Magaņa Juarez
Email:
merce.magana@uab.cat

Teaching groups languages

You can check it through this link. To consult the language you will need to enter the CODE of the subject. Please note that this information is provisional until 30 November 2023.


Prerequisites

Marketing knowledge 


Objectives and Contextualisation

The student is expected to have achieved a series of objectives that include knowledge of the basic concepts and instruments used in the business context of communication companies, the procedure for creating companies in general and communication in particular and of the management control instruments of the communication businesses and their main KPI's

Competences

  • Analyse and evaluate the structures of the different types of organisations, of the Media and of the relationship between the two.
  • Introduce changes in the methods and processes of the field of knowledge to provide innovative responses to the needs and demands of society.
  • Students must be capable of applying their knowledge to their work or vocation in a professional way and they should have building arguments and problem resolution skills within their area of study.
  • Students must be capable of collecting and interpreting relevant data (usually within their area of study) in order to make statements that reflect social, scientific or ethical relevant issues.
  • Students must develop the necessary learning skills to undertake further training with a high degree of autonomy.

Learning Outcomes

  1. Analyse a situation and identify its points for improvement.
  2. Describe the fundamentals of organisations' business structures in order to generate original ideas about the context.
  3. Explain the functioning of organisations in the context of the general economy.
  4. Plan and execute projects in the field of business start-ups.
  5. Propose new methods or well-founded alternative solutions.
  6. Weigh up the risks and opportunities of both one's own and other people's proposals for improvement.
  7. Work independently to solve problems and take strategic decisions on the basis of the knowledge acquired.

Content

A) Analysis of the present and future of business models of communication companies
  1. Definition of the communicative business model
  2. Review of the CANVAS model for communication companies
  3. Models and challenges that affect the entire communication process
  4. Trends in new communication business models
  5. The future of the communicative business model
  6. Value propositions of communicative business models
  7. Analysis of revenue models: B2B, B2C, programmatic advertising, etc.
  8. The Google Ads model.
  9. Analysis of expenses and possible future variations of them

B) Balance scorecard applied to communication companies.

C) Enterpreneurship in  communication companies.

										
											D) Innovation in communication companies : basic structure of the Business plan

Methodology

In order to achieve the objectives of the course, the teaching  will be:
										
											
										
											1.- Lectures with ICT support in order to develop the main concepts and fundamental notions of the subject, with practical examples for better understanding.
										
											
										
											2.- Evaluable practical cases on business models of current evaluable communication companies that will require the students to research and read various material in order to be able to answer the questions formulated in an appropriate way.
										
											
										
											3.- Realization in a group of an analysis of a practical case of the creation of a communication company.
										
											
										
											4.- Tutorials: The students will have a few hours where the teacher can help them solve doubts about the study of the subject or about the resolution of practical cases or exercises.

Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.


Activities

Title Hours ECTS Learning Outcomes
Type: Directed      
PRACTICAL CLASSES 15 0.6 1, 2, 4, 7
THEORETICAL CLASSES 33 1.32 2
Type: Supervised      
TUTORIALS 15 0.6 1, 2, 3, 4, 6, 5, 7
Type: Autonomous      
CASES ANALYSIS 68 2.72 1, 5, 7

Assessment

CONTINUOUS ASSESSMENT

The final exam will consist of two parts:
										
											
										
											Part 1: Selected questions on the practical exercises developed.
										
											
										
											Part 2: Test-type examination/short questions on the theory and cases explained in class

SINGLE ASSESSMENT:

The single evaluation consist of the following activities and percentages:

- Theoretical exam  50 %  . To pass the course is mandatory to pass this exam. 
- Completion and delivery of a case of study : 30 %.
- Practical exercises for discussion and necessary solved with theoretical knowledge. 20 %
The single assessment will take place on the same date as the final exam for students who choose continuous assessment.




Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
ANALYSIS OF A BUSINESS PLAN RELATED WITH A COMMUNICATION AND MEDIA COMPANY 20 % 8 0.32 1, 6, 5
FINAL EXAM 50 % 3 0.12 2, 3, 4
PRACTICAL ANALYSIS 30 % 8 0.32 2, 4, 7

Bibliography

BASIC:

CEREZO, P ( 2022) : Deconstruyendo los medios. Córdoba: Editorial Almuzara

CEREZO, P ( 2018): Los medios líquidos. Barcelona. Editorial UOC.

NÚÑEZ, V ( coord) (2022 ) : La empresa informativa en la era digital 2ª ed. Madrid. Ed. Centro de Estudios Financieros.

PALACIOS, D ( 2022) Negocios Digitales. Madrid; Pirámide.

Basic study material delivered in class and prepared by the teaching staff.

 

COMPLEMENTARY

BUENO, E. Organización de empresas. Estructura, procesos y modelos . 2ª Ed. Madrid: Pirámide.

URBANO, D. i RODRIGUEZ, Ll. (2010) Guía per l'elaboració d'un Pla d'empresa. Departament de Treball. Generalitat de Catalunya.

 

 

 


Software

GOOGLE ADS

EQUATIV