About ICS

The Institute of Communication Studies is a leading research organization in the field of journalism and media studies, public relations and corporate communications. Our mission is to contribute towards strengthening of Macedonian democracy by working with media, civil society and public institutions, educating a critical public that will ask for greater transparency and accountability through engagement in the policy creation process.


Media Management

Second Semester

5 weeks

8 ECTS credits

Ass. Prof. Sally Broughton Micova

Course description

The course deals with the management of different types of media, including strategic decision making, human resource management and technical aspects, and analyzing the social and political conditions in which the media operate. In this course you will also analyze the process of integration of broadcasting, cable television, internet and telephony, in the function of production of new communication products and information services.

What will you learn
  • You will learn the specifics of managing different types of media;
  • You will learn the main elements of production and the possibilities of convergence of new media;
  • You will be able to explain the features and functions of the public service;
  • You will understand the role of the commercial and non-profit sectors in media pluralism.
How will you learn

Study course by course, through individual learning and teamwork in real-life situations, under the mentorship of renowned professors from Macedonia and abroad. If your commitments do not allow you to attend regular classes, learn in the ICS virtual classroom at any time and from anywhere.


Albarran, À., Chan- Olmsted, S. & Wirth, M. (Eds.). Handbook of media management and economics. Mahwah NJ: Lawrence Erlbaum, 2006

Katz Helen, THE MEDIA HANDBOOK: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying. Lawrence Erlbaum Associates, Mahwah, New Jersey, London,             2003

Doyle Gillian , Understanding media economics. SAGE Publications London,Thousand Oaks, New Delhi., 2002

Ричард Л. Дафт, Менаџмент. Кочани: Гонекс. 2011

Jeremy Orlebar, DIGITAL TELEVISION PRODUCTION. A handbook. Oxford University Press Inc, 2002

Gunther Kress and Theo van Leeuwen, Reading images: the grammar of visual design. Routledge, 2006

Bruce Block, The visual story: creating the visual structure of film tv and digital media. Elsevier Inc. 2008

Matt York (Ed.). The Videomaker Guide to Digital Video and DVD Production. Elsevier Inc., 2004

John Watkinson, Convergence in Broadcast and Communications Media. Focal Press, 2001

Henry Jenkins, Convergence Culture: Where Old and New Media Collide. New York University Press, 2008