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PART II KEY CONCEPTS, ACTIVITIES, AND TESTS
This part of the manual contains the following content for each chapter:
Chapter outline
Suggested assignments/projects
Chapter 1 Managing Electronic and Digital Media
OUTLINE
I. An Overview of Electronic and Digital Media in Society
A. Electronic and digital media occupy an important place in
American society
B. The electronic and digital media pervade society
C. Media managers must respond to the multiple requirements
D. Traditional electronic media companies engage in similar activities
G. The twenty-first-century media landscape is filled with converged media
operations
1. Converging operations to save resources
2. Converging operations to achieve financial efficiencies
II. Radio
A. The radio industry established many practices for other industries to follow
B. AM radio
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E. Satellite radio
F. Internet radio
III. Television
A. Television did not grow significantly in the United States until the 1950s
IV. Multichannel Video Services: Cable, Satellite, and Telcos
A. Multichannel services
B. A variety of revenue streams
C. Two national operators of satellite service: DirecTV and Dish Network
V. Telecommunications Industry
A. Involving the telephone, telegraph, data services, switching equipment, and
VI. Digital Video Platforms
A. YouTube, iTunes, Netflix, Hulu, Amazon Prime, Vudu, HBO
VII. Social Media
A. Three key considerations for management revolving around social media
2. Developing an internal social media presence for content and services
connected with your enterprise
3. Managerial uses of social media
VIII. Management in the Electronic and Digital Media
A. Levels of management
B. Management skills
4. Financial skills
6. Entrepreneurial skills
C. Management functions
2. P-O-M-C model: planning, organizing, motivating, and controlling
D. Management roles
2. Representative
ASSIGNMENTS/PROJECTS
1. Assign students to conduct a detailed review of the content of back issues of one or
more trade press publications. While the project will help familiarize students with
the focus and range of content provided by each publication, the task will also enable
students to become familiar with the “current events” affecting media industries for
2. Have each student select one radio station, one television station, one television
network, or one cable network to investigate. Ask each student to determine the
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3. Have each student read a popular management techniques book of their choosing. As
MULTIPLE-CHOICE QUESTIONS
1. An entrepreneur possesses several traits. Which of the following is not a trait of an
entrepreneur?
a. tenacity
2. Which of the following is not the activity related to telecommunication?
d. switching equipment
e. terminal equipment
3. Electronic and digital media companies engage in several separate but interrelated
activities. Which of the following activity is concerned with technological
innovations?
a. development
b. production
4. Which of the following refers to the basic competencies needed by electronic and
digital media managers?
d. management experiences
e. none of the above
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5. Managers play a variety of roles. Which of the following is not a role typically played
by managers?
a. representative role
b. leader role
6. Which management function involves establishing organizational objectives and
empowering others with the necessary means to accomplish their tasks?
7. Chapter 1 identifies four common activities across the electronic and digital media.
Which of the following is not one of these activities?
a. exhibition
8. In Chapter 1, it is suggested that managers need several skills in varying degrees.
Which of the following is not one of the skills?
9. Which level of management typically plans and allocates resources and manages the
performance of smaller groups?
a. lower level managers
10. When trying to serve the needs of the market along with the needs of the marketplace,
managers face several interrelated activities. Which of the following is not one of
those activities?
d. distribution
e. exhibition
11. Which level of management typically centers on supervising others and monitoring
individual performance?
d. general managers
e. corporate managers
12. Which of the following is not an entrepreneurial skill?
a. innovative
b. tenacious
13. Which skill is identified by managers as the single most important skill in the process
of management?
a. technical
14. This management function involves keeping tabs on the progress of organizational
objectives and helps solve related problems.
15. In Chapter 1, four important aspects of management are identified. Which aspect is
not identified?
e. management roles
TRUE/FALSE QUESTIONS
16. Media convergence is thought of as the integration of video, audio, Internet, and
computing systems.
17. The electronic and digital media rarely influence culture and help to define social
reality.
18. Electronic and digital media managers need to understand the technical aspects of
their operations and be able to provide hands-on training since most employees
usually have greater respect for managers with technical expertise.
19. Management is a process by which individuals work with and through other people to
accomplish organizational objectives.
20. When managers interact with corporate owners they function in a negotiator role.
DISCUSSION/ESSAY QUESTIONS
1. Discuss the traits of entrepreneurship and why they are crucial for electronic and
2. Differentiate and discuss the different levels of management identified in Chapter 1.
3. Explain the P-O-M-C model of management and its components. What other
important management functions are missing from this model?
5. Why is it important for electronic and digital media managers to have skills in
marketing?