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CUNY Entrepreneurial Journalism curriculum

CUNY Entrepreneurial Journalism curriculum

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Published by Jeff Jarvis
Courses to be offered in the proposed MA and certificate in Entrepreneurial Journalism at CUNY
Courses to be offered in the proposed MA and certificate in Entrepreneurial Journalism at CUNY

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Published by: Jeff Jarvis on Nov 23, 2010
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ENTREPRENEURIAL JOURNALISM PROGRAM
CUNY GRADUATE SCHOOL OF JOURNALISMMA in Entrepreneurial JournalismCertificate in Entrepreneurial Journalism
Outcomes:
* Understand the business dynamics and opportunities in the newsindustry (from the perspective the disruptor and disrupted)* Grasp business basics (e.g., accounting, funding, metrics, revenue,budgeting)* Learn management skills (aka soft skills: project management,leadership, ethics, negotiation, hiring, culture)* Produce a plan for a sustainable journalistic enterprise* Learn collaboration (with technologists, partners, businesscolleagues)* Gain practical experience (through creating their own business andan apprenticeship)* Understand the technology landscape affecting media* Address ethical issues (raised at the intersections of journalism,business, and technology)
Courses:
* New Business Models for News* Fundamentals of Business* Incubation* Technology Immersion* Apprenticeship
 
SYLLABUS: New Business Models for News
Prof. Jeff JarvisSpring 2011 – Three credits
Summary:
This course will give students a firm grounding in thedynamics—the pressures and opportunities—of the news industry nowand in the future. Leading executives from the media industry—national, local, digital, newspaper, magazine, broadcast—will instructthe class in how their businesses work today in the context of digitaldisruption. Students in the class will then look for key opportunities todisrupt the industry, selecting a target for disruption and formulating astrategy (an exercise that even the legacy companies should beundertaking to understand the competitive landscape). They will thenformulate a strategy for defense against the disruption. In parallel withthe business-basics course, students will study advertising,subscription, ecommerce, and other revenue streams as well asmarketing and distribution, sometimes using case studies; the twocourses will sync their subject matter. They will also discuss largertrends, such as the impact of the link economy on media.
Outcomes:
Students will…
Understand the key forces in a media business today: product,audience, revenue, marketing, distribution, costs, risks.
Learn about changes brought by digital: new efficiencies,changed economic relationships, the growth of platforms andnetworks.
Learn how to find opportunities in disruption and then createdefenses against it.
Work on a project to develop their collaborative skills.
Readings:
The Gutenberg Revolution
by John Man, for an understanding of disruptive technology. The book will be assigned to be readbefore the course begins.
PaidContent.org ,TechCrunch, and Mediagrazer on a regularbasis, with class discussion.
Newsonomics
by Ken Doctor.
Readings from
What Would Google Do?
by Prof. Jarvis.
Readings from
The Cluetrain Manifesto
by various authors.
Classes:
1.
Setting the stage for disruption
 The class will examine how various industries—newspapers,travel, retail—have been disrupted by the internet. We willreview how Gutenberg disrupted the economy and society in his
 
time and how he founded a new industry as an early capitalist.We will examine the recent history of the news industry and howit arrived at this juncture. Then we will discuss the pressures inthe media business today and the opportunities in disruption forentrepreneurs as context for the course.We will also set the stage for ongoing discussion of new ethicalissues that arise when journalists start and run businessenterprises; when disruption yields economic pain; whentechnologies changes the norms of journalism.As a group project, the class will select a target to be disruptedbased on vulnerability and opportunity and will research thedynamics to present a plan two-thirds of the way through thecourse. In the last third of the course, the class will take on therole of the disrupted company and formulate a strategy todefend against the new competitor. Assignment: The class willstart a wiki to determine and delegate research tasks for thegroup project.Readings: On an ongoing basis, the students will read the blogslisted above and we will begin each class discussing relevantnews about startups and changes in the industry.2.
Inside mainstream media
A digital executive from a major media company will teach theclass the dynamics of his business at the newspaper andNYTimes.com: advertising, marketing, technology, content costs,relationships, competition.Assignment: The students will discuss and agree upon theirdisruption target and list areas of research.3.
Inside an online start-up
 The founder of a news startup will give a parallel view of themedia business from his perspective at a small, bottom-up,disruptive start-up, covering the same dynamics as themainstream executive, in addition to investment and risk.Assignment: The students will have agreed as a group to theirindividual tasts and will set due dates for research.4.
Inside other media
A panel of representatives from magazines, broadcast, andbusiness-to-business will answer students’ questions about thedynamics of their businesses today.Assignment: Each week, members of the class will report backresearch questions and findings for discussion.5.
New business models for news: top-down
Having heard about the strategies and operations of businesses

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