After completing the course students will understand:
- Essential knowledge about audience research today
- How audiences of various kinds in different locations perceive and use media content and services
- Characteristic change in the way media are managed by audiences
- Implications for managers of media firms

Students learn about how people are using media goods and services today, and how that is both the same and different in the historic
context. Lectures also highlight changing perceptions of media, emphasising what that implies for meeting expectations and accommodating variation in preferences. Coursework encourages developing more nuanced understandings in a comparative framework that offers contrasts between legacy media and new media, audiences and users in key segments (e.g. younger versus older, men versus women), and in different countries (i.e. international comparison).

• 9.11 Exam at 14.30-16.30 in PinniB building 1096
• Paper due 25.11 at 17.00

Some places available for other students at UTA. Students are accepted in the following order:

1. degree students of the MDP in Media Management and MDP in Media Education

2. other degree students of UTA

3. exchange students