Media Management, B.S.C.

Undergraduate Program

About the Program

Be part of the fast-moving and exciting media business.

The Media Management program teaches students how to develop and apply analytical and critical skills for addressing the multi-faceted challenges of delivering and monetizing content across media platforms.

Specifically, the Media Management major provides students with a broad understanding of the business aspects of the media in such areas as programming, distribution, operations, research, and sales. Media Management students are also encouraged to take courses in the Miami Herbert School of Business. Media management students can gain professional experience through campus media (e.g., WVUM, UMTV, Distraction, The Miami Hurricane) and through national or local internship programs.

In addition, Media Management students have the opportunity to participate in the School of Communication’s Semester in Los Angeles program and hear leading industry speakers sharing their expertise at Media Management Association meetings.

For a complete list of courses, please visit the UM Bulletin website at

Understanding Media and Content in the Digital Age

This course examines how traditional and new media industries are economically structured and how various media content influences audiences and culture. Historical, technological, and regulatory issues related to the different media platforms will also be discussed from a comparative perspective.

Media Research and Analysis

Survey of qualitative and quantitative research methods used to collect and analyze data on media audiences. Course also covers metrics used by media industries. Practice in conducting small-scale audience measurement is included.

Legal Issues in Media Management

Examination of the legal environment affecting contemporary media businesses including broadcasting, advertising, public relations, web-based media, and print publications. Focus on U.S. law, with introduction of international and comparative perspectives.

Media Sales

Operation of sales departments within media outlets. Course includes the preparation and delivery of sales presentations as well as the use of audience reports.

Media Programming

Course covers categories and sources for selecting program materials used in radio, television, cable television, and other program services. Strategies employed in devising program schedules and understanding audience behaviors are also covered.

Strategic Media Management

This course focuses on strategy analysis, formulation, implementation, and evaluation in managing media enterprises. Media cases are used to apply and discuss strategies.

Media Industry Trends

This course examines the organizational and economic issues that influence today’s mass media environment.

Media Entrepreneurship

Students generate comprehensive business plans for a proposed media enterprise. Organizational, financial, and marketing aspects of starting a media business are discussed.

Media Distribution for Film and Television

This course covers the various aspects of the distribution process for films and television programs through conventional and emerging channels.

Media Technology

This course examines the deployment, use, and impact of communication technologies in various media contexts from an economic, regulatory, and social perspective.

Related Minors

Broadcast Journalism, Electronic Media, Hispanic Media, Journalism, Media Management

Showcase Your Talents

The Media Management Association (MMA) offers students opportunities to network with local industry professionals at monthly meetings and run for office in early fall. The MMA Awards competition is held in late spring to recognize the outstanding work of students in the area of media management. Every semester, Orange Umbrella, the media consultancy housed in the University of Miami’s School of Communication, invites students to apply for various positions, including account managers, and work on real-life projects for clients. Students in Media Management can also join the executive boards of UMTV and WVUM, the University of Miami’s award-winning cable channel and FM radio station, respectively.

Featured Projects

A few of our media management projects, all done by our very own students and faculty.

View all of our Projects

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