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Module

Media, Al and the Metaverse

Module description

This is a course in contemporary value generation within the Media. It considers how media sectors are being changed by digital transformation, AI technologies and potentially the Metaverse - which is predicted by Bloomberg (2022) at $800 billion annual revenue by 2025.

The module methodically considers the creation, production, distribution and monetisation of media in each of a range of media segments, from podcasts to streamers, from games to esports, from social networks to influencers, and from fiction production to factual.  In each case it considers how AI and other technologies are driving value creation.

No prior knowledge is needed to do well in this module.  Learning will be translatable across other sectors, since all companies today use media tools for communication.

Full module specification

Module title:Media, Al and the Metaverse
Module code:BEM3070
Module level:3
Academic year:2023/4
Module lecturers:
  • Dr Alex Connock - Convenor
Module credit:15
ECTS value:

7.5

Pre-requisites:

None

Co-requisites:

None

Duration of module: Duration (weeks) - term 2:

11

Module aims

On completion of this module you will have an overview understanding of media sector business models and the media value chain, as well as some of the different operational business models within certain media sectors. 

Media sectors covered will include many of broadcasting, streaming, games, esports, factual/entertainment/scripted production, creators/influencers, social networks, marketing content and music.

You will be able to articulate some current strands of thought around the so-called Metaverse, and its implications for business in general.   

ILO: Module-specific skills

  • 1. Outline the basic business models of global screen and audio industries, and particular fields such as games and esports.
  • 2. Explain and interpret contemporary issues regarding social networks and creator economy models.
  • 3. Exemplify the impact that AI technologies are having on the media in development, production, distribution and monetisation.

ILO: Personal and key skills

  • 4. Structure and narrate a clear articulation of a specific media organisation.
  • 5. Structure and narrate a clear articulation of a specific media project.

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad
21.5128.50

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Scheduled Learning and Teaching Activity13.59 lectures of 1 hour 30 mins each
Scheduled Learning and Teaching Activity88 hrs webinars or seminars
Guided Independent Study 128.5Core and supplementary reading and assignment preparation

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Verbal & class discussionPractice case studies of media business models in different fields relevant to that week's focus. Feedback given to student ideas for media businesses to examine in final assessment, and other aspects of the project. 1-5Verbal

Summative assessment (% of credit)

CourseworkWritten examsPractical exams
10000

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Individual essay1003500 words1-5Written feedback
0
0
0
0
0

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Individual essay, 3500 words, 100%Individual essay, 3500 words, 100%1-5Next reassessment period

Syllabus plan

Indicative core themes considered in the module will include:

  • The principles of the media value chain through development, production, distribution, monetisation. 
  • An introduction to the range, impact and opportunity of AI on the media business. 
  • Platforms such as streaming & broadcasting, games and digital publishing are considered, along with the determinants of success within them. 
  • Producers including such sectors as factual and scripted TV, games studios and music production. 
  • Pioneers in podcasting and esports.  
  • Summary findings that might apply beyond media.

Indicative learning resources - Basic reading

Course textbook:

Connock, A. (in print - to be published October 2022). Media Management and Artificial Intelligence: Understanding Media Business Models in the Digital Age. Routledge

Other suggested reading:

Vinet, M. (2020). ENTERTAINMENT INDUSTRY: The Business of Music, Books, Movies, TV, Radio, Internet, Video Games, Theater, Fashion, Sports, Art, Merchandising, Copyright, Trademarks & Contracts - NEW Revised Edition. Independently published.

Schreier, J. (2017). Blood, Sweat, and Pixels: The Triumphant, Turbulent Stories Behind How Video Games Are Made (1st ed.). Harper Paperbacks.

Galloway, S. (2018). The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google (Reprint ed.). Portfolio.

Noam, E. M. (2019). Media and Digital Management (Foundations) (1st ed. 2018 ed.). Palgrave Macmillan.

Module has an active ELE page?

Yes

Indicative learning resources - Web based and electronic resources

Additional suggested reading:

A variety of electronic reading materials will be provided on ELE – Library to provide hyperlink to appropriate pages.

Origin date

10/01/2022

Last revision date

24/06/2022