The module Media Environment aims to provide an overview of actors, markets and audiences in the broad field of media business. A solid knowledge of existing markets and the constellation of interacting lines of business is mandatory for assessing the potential of media products and services. Special attention is devoted to the mechanisms underlying relevant media markets, in order to provide orientation and a common economic and media-focused base of knowledge for further assessment and planning tasks. While stepping out of the consumers´ perspective and the view from a specific media domain, an understanding of market segmentation and related products on offer via different platforms supports in identifying driving forces and current streams of business development. Approaching media economy from such a metaperspective reveals underlying laws and mechanisms touching issues like economic potential, business infrastructure, corporate organization and behaviour as well as consumer psychology.
In step with its introductory character, this module of our media management training represents an interdisciplinary approach aiming to get familiar with media-related aspects of economics, communication science and business administration.

Naturally, as the economic environment of the media industry develops, so do the markets, audiences and the particular ways how to access them. Effective marketing is crucial for all fields of business. But with increasing competition for market segments, the media sector is particularly affected by this development, thus having to place special emphasis on analyzing audience demands, product potential, pricing, value maximization and competitors. The practical ability to understand, satisfy and monetize audiences and advertisers requires a thorough understanding of psychological, creative and economic backgrounds. An additional emphasis will be placed on the advertising sales sector and the analysis of media-specific implications (e.g. dominance of certain media over others and the increasing role of online advertising). With regard to organizational and financial structures of the advertising industry, the mechanisms behind revenue generation and content monetization call for special consideration as well. Beyond basic marketing knowledge, the practice of operational and strategic marketing in media corporations is subject to closer examination in this media management training unit.