Teaching Objectives:

This course is a professional subject in journalism and communication education, aiming to enable students to systematically and comprehensively master the basic theories, knowledge, and analytical frameworks of management and media management, and then use management tools to systematically analyze the strategies, organizational structures, organizational behaviors, and organizational cultures of media companies. In addition to basic management knowledge, this course will also involve newer management research fields such as organizational behavior, brand management, leadership, and organizational culture, allowing students to have a comprehensive and in-depth understanding of media related management knowledge. The main significance of this course is to enable students to have management thinking and analytical vision, so that they can view traditional media, new media and the Internet from different perspectives, and can apply management knowledge to future media practice.

Teaching Requirements:

1. Let students systematically understand basic knowledge of management.

2. Let students learn some important subfields about management: strategy, human resource, marketing, brand management, business culture......

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

Teaching Contents:

1.         Introduction

2.         History of Management Theory

3.         Strategic Management I

4.         Strategic Management II

5.         Strategic Management III

6.         Organizational Structure

7.         Organizational Behaviors

8.         Business Culture

9.         Leadership

10.    Final Presentation

Text Book(s) and Reference Materials

Management（9th edition），Stephen P. Robbins，中国人民大学出版社(English Copy)，2016

Credits : 2