Business Models for Communication Companies
Code: 104800 ECTS Credits: 6| Degree | Type | Year |
|---|---|---|
| Communication in Organisations | OT | 4 |
Contact
- Name:
- Maria Mercedes Magaņa Juarez
- Email:
- merce.magana@uab.cat
Teaching groups languages
You can view this information at the end of this document.
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
- Analyse a situation and identify its points for improvement.
- Describe the fundamentals of organisations' business structures in order to generate original ideas about the context.
- Explain the functioning of organisations in the context of the general economy.
- Plan and execute projects in the field of business start-ups.
- Propose new methods or well-founded alternative solutions.
- Weigh up the risks and opportunities of both one's own and other people's proposals for improvement.
- 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
- Definition of the communicative business model
- Review of the CANVAS model for communication companies
- Models and challenges that affect the entire communication process
- Trends in new communication business models
- The future of the communicative business model
- Value propositions of communicative business models
- Analysis of revenue models: B2B, B2C, programmatic advertising, etc.
- The Google Ads model.
- 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
Note: The course content will be sensitive to issues related to gender perspective and the use of inclusive language.
Activities and Methodology
| 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 |
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.
A detailed schedule outlining the content of each session will be presented on the first day of the course and will be available on the course’s Virtual Campus, where students will find all teaching materials and necessary information for effective course monitoring. Should the teaching modality change for reasons of force majeure according to the competent authorities, the teaching staff will inform students of any modifications to the course schedule and teaching methodologies.
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.
Assessment
Continous 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 |
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 placein person on the same date as the final exam for students who choose continuous assessment. The retake of the exam will take place in the same place and day as the rest of the students.
Students will be entitled to reassessment in the course if they have been evaluated on a set of activities accounting for at least two-thirds of the total course grade.
Not Evaluable
According to point 9 of Article 266 of the UAB Academic Regulations, if a student is deemed unable to provide sufficient evidence of assessment, the course must be graded as “Not Evaluable”.
Plagiarism
If a student commits any irregularity that may lead to a significant variation in the grade of an assessment activity, that activity will be graded 0, regardlessof any disciplinary proceedings that may be initiated. If multiple irregularities occur in the assessment activities of the same course, the final grade for that course will be 0.
Bibliography
BASIC:
CEREZO, Pepe ( 2022) : Deconstruyendo los medios. Córdoba: Editorial Almuzara
CEREZO, Pepe ( 2018): Los medios líquidos. Barcelona. Editorial UOC.
NÚÑEZ, Victor ( coord) (2022 ) : La empresa informativa en la era digital 2ª ed. Madrid. Ed. Centro de Estudios Financieros.
PALACIOS, Daniel ( 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
Groups and Languages
Please note that this information is provisional until 30 November 2025. You can check it through this link. To consult the language you will need to enter the CODE of the subject.
| Name | Group | Language | Semester | Turn |
|---|---|---|---|---|
| (SEM) Seminars | 71 | Spanish | second semester | afternoon |
| (TE) Theory | 7 | Spanish | second semester | afternoon |