UL –College of Liberal Arts Syllabus

University of Luzon
COLLEGE OF LIBERAL ARTS
Dagupan City

Media Management and Entrepreneurship

UL Vision and Mission

Vision: To be a world – class University that provides leadership and excellence in education for total human development
Mission: Guided by the founders’ philosophy of “perecias y valias” the University of Luzon will provide quality education for the development of competent,
productive and principled professionals through balance curricular programs, relevant researches/technologies and responsive community extension
services.

LA Program Objectives (CMO #17 s. 2017,Art. IV, Sec.5.3)

Graduates of Liberal Arts program are expected to :
A. Actualize their physical, emotional, intellectual, social/cultural and spiritual/moral potentialities;
B. Enhance their mastery of content and skills in research, meaningful discussion reflection, interpretation and creative self-expression;
C. Develop the basic skills in written and spoken language which will facilitate effective communication of truth, beauty and goodness in their respective
specialized vocation/trade; and
D. Prepare the students for responsible leadership in their communities and their professional milieu.

Program Outcomes
The B.A Communication program shall develop graduates who will able to:
a. Define and access information needs: assess and organize information and knowledge; produce, share and utilize.
b. Communicate in different formats and platforms (print, broadcast and online)
c. Prepare communication/media plan
d. Conduct communication and media research and evaluation
e. Develop and produce communication materials in different formats and platforms
f. Demonstrate communication management and leadership skills
g. Develop entrepreneurial capabilities
h. Adhesive to ethical standards and practices
i. Know and practice rights, responsibilities and accountabilities in the communication profession.
j. Apply communication theories/ models, principle, practices, and tools in developmental work.

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UL –College of Liberal Arts Syllabus

Course Code: MC 20 Credit: Three (3) units

Course Title: MEDIA MANAGEMENT AND ENTREPRENEURSHIP No. of Hours: 54
Prerequisite: None

Course Description
This 3-unit course introduce to students the basics of management in the media world. It aims to equip students with the knowledge on managing radio,
television, and publishing companies.

Course Learning Outcomes

At the end of this 54-hour course, the students are expected to:
1. Know the organizational structure of media companies.
2. Recognize the obligations attached to media management.
3. Identify their leadership and managing styles.
4. Know about planning, decision-making, team-building, and crisis management in media
5. Identify job and entrepreneurship opportunities in media.

Teaching and Learning Resources Time

Intended Learning Outcomes Learning Contents Assessment Tasks
Activities Frame

At the end of each lesson, the

students are expected to:
Formative test Laptop,
Express one-self and cite his/her Work on journal Projector,
expectation of the subject/course. Orientation on: Brainstorming and recitation of Consolidate Speaker, 2 Hours
1. UL Institutional Vision/Mission, the vision-mission of the Marker
Articulate the UL and LA 2. College of Business Administration University of Luzon
vision/mission, 3. Vision/Mission, Goals and Open Forum/Small Group
Objectives/expected outcomes Objectives Discussion on their English skills
and requirements.

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UL –College of Liberal Arts Syllabus

To identify the scope of the Module 1: Course Orientation Brainstorming/ open forum Recitation/ Laptop, 2
course. Examinations Projector, Hours
Seat works/ Quizzes Speaker,
Marker
Camera
Lapel
Must be able to: Module 2: Introduction to Media Open Forum Recitation Question and Exercises 6 Hours
Management Self-Assessment Answer questionnaire,
Define media management. Definition of Media Management Group Activities
Organizational structure in Media
Illustrate organizational structure
in media outlets
Define Fayolism Module 3: Learning Fayolism Distribution of hand-outs Recitation/ Exercises 8 Hours
Apply Fayolism in Media Fayolism (Knowing Henri Fayol) Discussion Examinations questionnaire,
Management. Media Management vis-à-vis Seat works/ Quizzes
Fayolism

Illustrate the organizational Module 4: Media Structure and Lecture/discussion Recitation/ Exercises 12
structure in media companies. Management Examinations questionnaire, Hours
Organizational Structure Seat works/ Quizzes ballpens,
Identify the roles of every Management styles Production
member and the manager

Show abilities in planning,

decision-making, and team
building.
Module 5: Manager’s Roles Lecture-Discussion Reports Exercises 10
Describe the roles of a manager Team-building activities Group outputs Hours
in a media outlet. Roles of a Manager Open Forum
Program and Production Planning
Formulate programs plans Decision-making, and Team-building

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UL –College of Liberal Arts Syllabus

Show abilities in planning,

decision-making, and team
building.
Recognize the regulations and Module 6: Media Regulations Lecture-Discussion Recitations Exercises 6 Hours
legislations on media operations Reports Quizzes questionnaire,
Regulations on Media Companies Interviews with managers
Media and Management Ethics
State the different crises Module 7: Challenges in Media Lecture-Discussion Recitations Exercises 8 Hours
encountered in media operations. Management and Entrepreneurship Reports Quizzes questionnaire
Effective Crisis Management Interviews with managers
Apply effective crisis Trends in Media Operations
management.

Identify trends in media

operations.

Grading System

Midterm Grade: Final Grade:

Midterm Examination - 50% Final Examination – 50%
Class Performance - 50% Class Performance - 50%
 Research – 20% Research – 20%
 Interaction - 20% Interaction - 20%
 Presentation – 10% Presentation – 10%
Total - 100% Total - 100%

Final Grade = Midterm Grade + Final Grade

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UL –College of Liberal Arts Syllabus

References
Thomas, John Prescott. “Media Management Manual: A Handbook for Television and Radio Practitioners in Countries-in-Transition Other
Resources:
a. PowerPoint Presentation
b. Internet
c. Reading Materials (journals, magazines, newspapers, etc)
d. Films Website
e. Interactive CDs
Course Requirements
1. Oral Presentation of assigned Performance task
2. Class Interaction and Attendance
3. Passed Scheduled Periodical Examinations

Learning Outcomes MEDIA MANAGEMENT

AND ENTREPRENEURSHIP
A. INTELLECTUAL COMPETENCIES (Knowledge)
1. Analyze “texts” (written, visual, oral , etc.) critically P
2. Demonstrate proficient and effective communication (writing, speaking, and use of new technologies) P
3. Use basic concepts across the domains of knowledge I
4. Demonstrate critical, analytical, and creative thinking D
5. Apply different analytical modes in problem solving D
B. PERSONAL AND CIVIC RESPONSIBILITIES (Values)
1. Appreciate the complexity of the human condition P
2. Interpret the human experience from various perspectives I
3. Examine the contemporary world from both Philippine and global perspectives P
4. Take responsibility for knowing and being Filipino P

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UL –College of Liberal Arts Syllabus

5. Reflect critically on shared concerns P

6. Generate innovative practices and solutions guided by ethical standards P
7. Make decisions based on moral norms and imperatives D
8. Appreciate various art forms P
9. Contribute to aesthetics D
10. Contribute personally and meaningfully to the country’s development P

MEDIA MANAGEMENT AND ENTREPRENEURSHIP Course Map

C. PRACTICAL SKILLS (Skills)

1. Work effectively in a group P
2. Apply computing tools to process information effectively D
3. Use current technology to assist and facilitate learning and research P
4. Negotiate the world of technology responsibly P
5. Create solutions to problems in various fields P
6. Manage one’s knowledge, skills, and values for responsible and productive living P
7. Organize one’s self for lifelong learning P

Legend:
I = Introduced
P = Practiced
D = Demonstrated

Alignment of Program Outcomes to ILO

PROGRAM OUTCOMES U L C A R E S
Define and access information needs: assess and organize information and knowledge; produce, share and P D P D P P D
utilize.
Communicate in different formats and platforms (print, broadcast and online) P P D P P P I

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UL –College of Liberal Arts Syllabus

Prepare communication/media plan P P P P P I D

Conduct communication and media research and evaluation P D P D D I I
Develop and produce communication materials in different formats and platforms P P D P P P I
Demonstrate communication management and leadership skills P P P P P I D
Develop entrepreneurial capabilities P D P D D I I
Adhesive to ethical standards and practices P P D P P P I
Know and practice rights, responsibilities and accountabilities in the communication profession. P P P P P I D
Apply communication theories/ models, principle, practices, and tools in developmental work. P D P D D I I

Legend:
D – Demonstrated
P – Practiced
I - Introduced

Prepared by:

Kareen Claire G. Jardinez

Instructor

Approved:

Dr. Carmelita S. Quinto

Dean