Teaching Objectives

This course is a professional subject in journalism and communication education. The teaching objective of Media Economics is to enable students to systematically and completely grasp the basic theories, knowledge, and analytical frameworks of Western economics, and then use economic tools to systematically analyze consumer behavior, firm behavior, and market structure in the media market. In addition to basic microeconomics education, this course will also cover new areas of economic research such as network economics and behavioral economics, providing students with a comprehensive and in-depth understanding of economic knowledge related to media. The main significance of this course is to enable students to have an economic thinking and analytical perspective, so that they can view traditional media, new media, the Internet and other fields from different perspectives, and can apply economic knowledge to future media practice.

Teaching Requirements

1. Let students understand basic knowledge and frameworks of modern economics.

2. Let students learn some important subfields of economics: micro-economics, macro-economics, behavioral economics, factor economics… and understand the basic logic and theoretical system of media economics.

3. Let students be able to use economic knowledge and tools to analyze media.

Teaching Contents

1. Introduction of Media Economics

2. Demand and Supply

3. Market

4. Consumer Behavior and Behavioral Economics

5. Production, Cost and Revenue

6. Market Structure and Firm Behavior

7. Labor Market

8. Market Failure and Public Economics

Text Book(s) and Reference Materials

Microeconomics（19th edition，双语注疏版）。Paul A. Samuelson & William D. Nordhaus，人民邮电出版社，2012

Credits：2