Polytechnic University of the Philippines

College of Communication
Department of Broadcast Communication

Course Code : BROA30133

Course Title : Broadcast Institution Management

Course Description:
The course provides the students fundamentals and principle in broadcast institution management
specifically leadership and management as preparation for their responsibility as media practitioners/
managers. Strategic Media Management in broadcast institution is also included. These are the
executive/administrative roles and responsibilities in terms of production, administration in both human
resources and financial management.

Course Credit : 3 units

Faculty : Clarita V. Ramos

Mark Cashean Timbal

Consultation hours: 12:00-7:00PM; Mondays & Thursdays

LMS : Google Classroom Code:

Course Objectives : At the end of the course, the students should be able to:
1. Equip themselves with the fundamentals and principles in broadcast institution management.
2. Understand the importance of leadership in management.
3. Understand the major divisions of a broadcast institution namely and administrative which includes
personnel, production, and financial management.
4. Understand the importance of marketing content strategies.
5. Knowledge on media consumers and managing production process.
Course Requirements:

A. Three Minor Activities - (70%)

B. One Major / Final requirement - (30%)
The class can decide if the final requirement is a Radio/TV Concept Paper or a webinar.

General Class Guidelines:

● GROUP ACTIVITY PARTICIPATION

● CLASS ACTIVITY PARTICIPATION

Mode of Delivery:

This class is a combination of the following:

● S - Synchronous (students learn at the same time by activities such as attending a physical lecture or discussion)
● AS – Asynchronous (form of education, instruction, and learning that do not occur in the same place or at the same time)

Course Schedule:

Week Topic Learning Outcomes Methodology Resources Activities Mode of

Delivery
Week 1 Course ZOOM
(Oct 11-14) Orientation Discussion S
Course
Description
 Classroom
Management
Week 2 Management  Discuss the History Lecture 1. Course Syllabus ZOOM S
(Oct 18-21) History and of Management. 2. Monitor Screen Discussion
Organizational  Discuss the 3. References:
Structure Organizational Broadcast Management:
structure of Radio & TV 2nd Edition.
management. Quaall, Ward L. &
Brown, James Anthony
(1981)
 Week 3 Management  Discuss the Lecture 1. Monitor Screen ZOOM S
(Oct 25-28) and Leadership interrelationship 2. References; Discussion
 Interrelatio between media and Managing
nship  Explain the electronic Media,
between importance of Van Tassel , Joan
managemen Modern Pre-howfield Lisa
t and Management in Focal Press:
leadership acquiring London 2010
 The modern leadership skills
managemen and traits
t – Peter  Explain strategic
Drucker Management in the
 Leadership creative industry.
Skills and
Traits
 Leadership
Managemen
t in the
creative
industry
 Walt Disney
and it’s
creative
people
 Strategic
Managemen
t in the
Media

Week 4  Understan - Explain the Group Dynamics  Monitor Screen Independent AS

(Nov 4) ding behavior and 1. References; Study
People in characteristics of 1.1. Leadership in the
the people in the Media Industry:
workforce workforce Changing Content,
 Definition - Understand Emerging
of Creative and Suits Challenges. Jon
 Creative people Koping
and Suits - Explain Human International
 Human Resource Strategy Business School,
Resource - Discuss the Sweden: SIBS
Strategy Employee Life 2007
 Employees Cycle 1.2. Strategic
life cycle; Management in
Guilds, the Media: Theory
Unions, to Practice. Lucy
Contract Kung- Sage
workers Publications: Los
and Angeles 2008
partners 1.3. Media
Management
Manual, Thomas,
John Prescott.
UNESCO
Communication
and Information
Center 2009

Week 5 • Financial - Discuss Financial Group Dynamics 1. Monitor Screen Independent AS

(Nov 8-11) Resources management 2. Readings in Study
Management - Explain the Fundamentals, concept
•Fundamental Structure of in Financial
s, Concepts financial Management (PDF)
and management 3. Strategic Planning and
Principles - Acquaint the Budgeting (PDF)
• Financial various financial 4. Managing Electronic
Management strategies Media; Van Tassel,
Structure - Joan, Pre- Howfield
• Financial Lisa.
Management
Systems
• Financial
Strategies
 Week 6 Marketing  Discuss the Marketing Lecture ZOOM S
(Nov 15-18) Content Content discussion
Strategies  Discuss the Product
 Understandi Content
ng Product  Differentiate Wholesale
Content mechanisms and Retail
 Product Mechanism
Packagi
ng
 Real
Time
Content
 Bundles
and
Package
s
 Brand
Extensio
n
 Channel
Marketi
ng
 Screens; big,
small,
smaller,
smallest

Week 7 Wholesale  Explain Window Group Dynamics Independent AS

(Nov 22-25) Mechanism Opportunity Study
 Rep
Firms
 Spot
Sales
 Up front
Sales
 Retail
mechanism
 Custom
relations
hip
manage
ment
Window of
Opportunity
 Price
Tiers
 Price
Discount
Week 8 Media - Discuss Media Group Dynamics Independent AS
(Nov 29- Dec 2) Consumers Consumers Study
 Market - Discuss Audience
Research Measurement
 Marketing
Research
 Audience
Research
 Concept
Testing
 Pilot
Testing

Dec 6-9 EXAMINATION WEEK S

Dec 20 – Jan 2 CHRISTMAS BREAK
Week 9  Demographi - Explain the various Lecture 1. PowerPoint/ ZOOM S
(Jan 3-6) c Audience Multimedia discussion
Segmentatio Measurement presentations
n
 Psychograph 2. Monitor Screen
ic
Segmentatio 3. Reference book:
n Electronic Media
  Behavior Management, Van Tassel
Segmentatio Joan and Pre-Howfield
n Lisa: Focal press:
o Primary London, Boston 2010
And
Seconda
ry
Researc
h
o Quantita
tive
Researc
h
o Qualitati
ve
Researc
h

Week 10  Audience Group Dynamics Independent AS

(Jan 10-13) Measureme Study
nt
o Turns
o Sweeps
o Designa
ted
market
area
o Panel
o Drave’s
o Set
Meter
o People
Meter
 Week 11 Managing - Define Consumers Lecture 1. Monitor Screen ZOOM S
(Jan 17-20) Consumers and - Production Process 2. Reference book: discussion
Production Electronic Media
process Management, Van
 Identify Tassel Joan and Pre-
Market Howfield Lisa: Focal
Segment press: London, Boston
 Language 2010
Of Digital
Creations

Week 12  Traditional - Discuss Digital Group Dynamics Independent AS

(Jan 24-27) Production Creations Study
 Media Asset
Managemen
t
 Digital Asset
Managemen
t
 Content
Managemen
t

Week 13  Content - Discuss the various Lecture ZOOM S

(Jan 31-Feb 3) Managemen concepts in creative discussion
t production process
 Organizatio - Discuss the various
nally concept in the
Generated creative production
Content process
 User
Generated
Content
 Content
Product
Channel
 Marketing
Week 14 PREPARATION FOR FINAL REQUIREMENT AS
(Feb 7-10)
Week 15 SUBMISSION AND PRESENTATION OF FINAL COURSE REQUIREMENT AS
(Feb 14-17)
Calendar of Class Sessions:

SYNCHRONOUS ASYNCHRONOUS
Week 1 (Oct. 11-14) Week 4 (Nov. 4)
Week 2 (Oct. 18-21) Week 5 (Nov. 8-11)
Week 3 (Oct. 25-28) Week 7 (Nov. 22-25)
Week 6 (Nov. 15-18) Week 8 (Nov. 29-Dec. 2)
Week 9 (Jan. 3-6) Week 10 (Jan. 10-13)
Week 11 (Jan. 17-20) Week 12 (Jan. 24-27)
Week 13 (Jan. 31-Feb. 3) Week 14 (Feb. 7-10)
Week 15 (Feb. 14-17)
TOTAL: 7 TOTAL: 8

Activity / Assignment / Requirement Guide:

I. Group Activity:
Research on Guilds and Unions in the broadcast media.
II. Group Activity:
Interview a program director, traffic manager, media research group. Choose from among these given topics.
III. An Examination on December 6-9, 2021
IV. A Major Class Project:
A Webinar (Invite a station manager of either radio or television) or create a Program Concept.

Rubrics for Grading for the two Group Activities:

Criteria VG Good Fair Poor VP

Depth (5) (4) (3) (2) (1)
Creative and Critical Thinking
Information and Idea
References, Sources, and Materials
Spelling and Grammar

I. DEPTH VG - Thoroughly demonstrates knowledge

 and importance of subject matter VG - High degree of expressing information
G - Considerably demonstrates knowledge and ideas
and importance of subject matter G - Considerable degree of expressing
F - Demonstrates some knowledge and information and ideas
importance of subject matter F - Fair expression information and ideas
P - Demonstrates limited knowledge and P - Moderate expression information and
importance of subject matter ideas
VP - Lacks knowledge and importance of VP - Lacks expression of information and
subject matter ideas

II. CREATIVE AND CRITICAL THINKING IV. REFERENCES, SOURCES, AND MATERIALS
VG - High degree of creative and critical VG - Great number of relevant references,
thinking sources, and materials
G - Considerable degree of creative and G - Considerable number of relevant
critical thinking references, sources, and materials
F - Moderate degree of creative and critical F - Fair number of relevant references,
thinking sources, and materials
P - Limited degree of creative and critical P - Limited number of relevant references,
thinking sources, and materials
VP - Lack of degree of creative and critical VP - Lacks relevant references, sources, and
thinking materials

V. SPELLING AND GRAMMAR:

VG - No errors in spelling and grammar
G - Some errors in spelling and grammar
F - Few errors in spelling and grammar
P - Mostly errors in spelling and grammar
VP - Great number of errors in spelling and
III. INFORMATION AND IDEA grammar
Computation of Grades:
70% - Three (3) Minor Activities + 30% - Final Course Requirement = 100%

Course Grading Scheme:

96-100 = 1.0 83-87 = 1.75 69-73 = 2.5 50-59 = 4.0
92-95 = 1.25 82-79 = 2.00 64-68 = 2.75 0-49 = 5.0
88-91 = 1.5 74-78 = 2.25 60-63 = 3.0 Bellow= incomplete