The University of Guelph-Humber’s Media Studies program is introducing a new specialization beginning in the fall of 2016. Media Business will join the current list of specializations that includes journalism, public relations, digital communication and image arts. This new specialization will focus on marketing, branding, advertising and leadership.
“Business is one of the most important sides of media production, and yet this is an aspect that is typically forgotten in media education,” says Jerry Chomyn, program head of Media Studies. “It’s through a strong business apparatus that media establishments are able to create original and creative content.”
In an evolving media environment, one where positions are being consolidated to save money, Prof. Chomyn says business knowledge is more important than ever.
“The current media climate means that content creators have to be multi-talented, and so nowadays you’ll often have one person who both takes photos and files stories” he says. “There are constrictions on the content production side of media, but the sales and marketing sides haven’t undergone the same changes.”
On the contrary, Prof. Chomyn says that there are greater opportunities for those who understand both the content creation and business side of a media establishment.
“In the media business, someone who is an account executive, a sales representative or a vice-president of marketing typically came to that position in one of two ways. They either had a career as a journalist or had a background in business, but in both cases, problems have been known to arise,” he says. “One may lack a thorough understanding of how content is created, while the other may lack management or business skills — they don’t have an understanding of the whole picture.”
Prof. Chomyn says that this skills gap leads to opportunities for those who can understand both sides of the equation, and the new Media Business specialization aims to prepare students with both skillsets.
“Students who can both create content and manage a business will finds doors open they never knew existed.”
Learn more about UofGH’s Media Studies program.