Master 2025/2026

Digitilization in the Global Media Industry

Type: Elective course (World Economy)

Delivered by: School of World Economy

When: 2 year, 1, 2 module

Open to: students of one campus

Instructors: Arbaizar Victor

Language: English

Course Syllabus

Abstract

The objective of the course is to reach a complete panoramic view of the media industry and the changes that this industry has suffered (is suffering) in the last years. Participants will get updated information on last trends and issues and will understand by some business cases how main media have performed and how are facing it nowadays.We will travel back in time to see how the structure of the old media (legacy media) has had to adapt to changes in the habits of its users. We will see how these changes have arisen from technological disruption and globalization, mainly, and how the media have reacted by facing their digital transformation and finding opportunities in what some saw only as a deadly challenge. The deep and real-time knowledge of the customer has allowed the emergence of business models that have replaced or complemented the traditional ones. And we will look to the future. We will analyze future trends and impact of AR, VR, IoT, blockchain and the very in vogue, AI.Course format combines lectures, take-home in-depth analysis, as well as seminars focused on discussions on business cases and suggested issues. The knowledge and skills acquired during the course will be useful to anyone considering or developing an international career in media, or international relations organization, but also in marketing and PR department of a multinational company or organization and to those who prepare themselves to work as consultants or just need an understanding of how new media business works.