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University of Westminster 7MECM003W Media Markets

University of Westminster 7MECM003W Media Markets 代写代做网课代上辅导

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7MECM003W Media Markets
Media Market Report: Assessment Guidelines
Assessment Type: Market Report (Assignment One)
Due date: Tuesday 3 November 2020, before 1pm
Submission: Electronically, via Turnitin (Blackboard). Turnitin is a plagiarismdetecting software. Please submit your document in a PDF format.
Weighting (% of overall module mark): 40%
Word Limit: Up to 2,500 words and no less than 1,500 words. Please note that a
deduction of 3 marks will be automatically applied for assignments under or over
the word limit. Cover page, table of contents, tables, charts and references are
not included in the word count.
Cover page: As this is an anonymously-marked assignment, DO NOT provide your
name and student ID, OR ANY OTHER INFORMATION THAT MIGHT IDENTIFY
WHO YOU ARE on the cover page OR ANYWHERE ELSE. On the cover page,
please provide only: the module title and the module code, the assignment title, the
chosen media outlet, and the word count.
***
Brief:
Choose a UK television channel, radio station, newspaper or magazine. Using
Mediatel as your main data source, supplemented with information gathered through
other publicly available sources (e.g., company annual reports, trade journals, news
sources, Ofcom, PAMCo, Office for National Statistics) answer as many of the
following questions as the available data allow you:
1. Referring to a recent 12-month (full-year) period or the last calendar year, how
does the audience performance of your media outlet compare with the rest of
the product market (as you have defined it)? What annual share of the market
does it hold? Briefly discuss the main reasons for your media outlet’s recent
performance.
2. What has been your media outlet’s audience performance over the past 10
years (or over any other medium- to long-term time period that you deem
relevant for the purpose of the analysis)? Briefly discuss the main reasons for
your media outlet’s long-term performance.
3. Does the socio-demographic profile (age, gender, social class) of your media
outlet’s audience/readership differ from the rest of the market and/or from the
UK population at large? And has it changed significantly over the years? Briefly
discuss the main reasons for any significant change over time or difference
compared to the market.
4. Does the audience of your media outlet show significant seasonal variation? If
so, how can this be accounted for? [N.B.: if you choose a magazine, Mediatel
data does not allow to perform a seasonal variation analysis]
5. How is your media outlet likely to perform in viewership/readership terms in the
next 5 to 10 years? Explain the assumptions that have informed your forecast
(e.g., consideration of change in technology, economy or consumer
preferences) and (if relevant) the forecasting technique used.
Please note:
- You don’t have to answer the above questions in the given order. You can
organise and present your analysis as you see fit;
- In answering some of these questions, especially questions n.1, n. 2 and n. 5,
it is advisable to take into account, where appropriate and possible, the
performance of your media outlet’s online ‘off-spring’ (e.g. the website of a
newspaper, or the online ‘catch-up’ service of a broadcaster).
***
Formatting and other requirements:
- You must keep a record of the raw data that you have used in your report and
be prepared to provide it on request.
- On the cover page please indicate the word count (the word count does not
include cover page, table of contents, tables, charts and reference list)
- Please add page numbers to your document.
- Please provide the source of any data that you use for your report in an
appropriate and consistent manner. We do not expect that you use ‘scholarly’
referencing for this assignment (i.e., Harvard referencing as specified by the
University). Instead we recommend that you use footnotes to indicate your
sources and then that you provide a list of references ordered alphabetically at
the end of your report you provide (titled ‘List of References’). Microsoft Word
allows you to insert footnotes very easily – see here).
- Provide the source for your tables and charts based on data you have collected
from Mediatel as: “Source: Mediatel from [provide here the original source, e.g.,
BARB] data" and place it below your tables and charts.
- Please refer to the Marking Criteria below (under ‘Presentation’) for rules of
good practice in presenting tables and charts that we expect that you adhere
to.
***
Mediatel registration and log in instructions:
- Go to mediatel.co.uk
- Click on 'Log in' in the top right of the screen
- Click on 'First time user? Create an account'
- Complete the form using the registration key: 5Q4D-QVAM-8TD2-425C
- Please use your westminster.ac.uk email address
- Click 'Register' and you will receive an email with instructions to complete the
registration and log-in (make sure you check your junk mail folder if you did not
receive the email)
***
General overviews of the UK media landscape:
Below are some links to online resources providing overviews of the UK media
landscape or parts of it:
- A very basic UK media profile from the BBC:
http://www.bbc.co.uk/news/world-europe-18027956
- Ofcom – Communications Market Reports annual publications, 2019 version
available at: https://www.ofcom.org.uk/research-and-data/multi-sectorresearch/cmr
- PWC’s 2020 UK media and entertainment outlook report:
https://www.pwc.co.uk/industries/entertainment-media/insights/entertainmentmedia-outlook.html
- A website with a focus on news media in the UK:
http://www.newsmediauk.org/UK-News-Media-Industry
- UK Media Landscape: https://medialandscapes.org/country/united-kingdom
- Media Reform Coalition – Who Owns the UK Media (2019):
https://www.gold.ac.uk/media/documents-by-section/departments/researchcentres-and-units/research-centres/leverhulme-mediaresearch/FINALonline.pdf
Here you can find a useful glossary of metrics and other terms used by Mediatel:
http://mediatel.co.uk/glossary
Please note that nearer to the submission hand-in date, we will provide additional
guidance on this assignment and offer tutorials during our live sessions.
***
Marking Criteria (read carefully):

CategoryTotal
possible
mark
Analysis – Appropriate use and correct interpretation of market data and
audience metrics; analytical rigour; clear argumentation and smooth-flowing
narrative; critical use of sources; use of appropriate techniques to predict future
performance
40
Presentation
- Cover page provides the required information; and does NOT identify you.
- The word count is provided on the cover page
- Pages are numbered;
- Table of contents is provided;
- List of Figures (charts) and List of Tables are provided;
- Figures and tables are numbered in separate sequences and not stacked
above each other at the beginning or end of a section;
- All tables and figures in the main body of the report are given a clear caption
title (caption titles should be self-explanatory);
- Numerical data in tables and charts are presented clearly, using a consistent
style;
- The chart formats used to visualise the data at hand are appropriate;
- All required elements of tables and charts are provided (caption title,
table/chart number, legend, source, and, if appropriate, notes);
30
- Tables and charts are referred to in the text, with the appropriate number;
- Tables and charts contain no redundant or duplicated information (e.g., no
double titling);
- Notes are added below tables and figures to clarify the data presented (if
appropriate);
- The sections of the report are given clear and meaningful headings which
relate to their content.
Research – Ability to retrieve relevant data from Mediatel and to gather
additional information and data from other sources to support the analysis
20
Writing – Clear writing with good sentence structure; writing style must be
appropriate for a market report
5
Referencing –Sources must be duly acknowledged using an appropriate and
consistent referencing system
5
Total100

Marking Criteria (read carefully):

CategoryTotal
possible
mark
Analysis – Appropriate use and correct interpretation of market data and
audience metrics; analytical rigour; clear argumentation and smooth-flowing
narrative; critical use of sources; use of appropriate techniques to predict future
performance
40
Presentation
- Cover page provides the required information; and does NOT identify you.
- The word count is provided on the cover page
- Pages are numbered;
- Table of contents is provided;
- List of Figures (charts) and List of Tables are provided;
- Figures and tables are numbered in separate sequences and not stacked
above each other at the beginning or end of a section;
- All tables and figures in the main body of the report are given a clear caption
title (caption titles should be self-explanatory);
- Numerical data in tables and charts are presented clearly, using a consistent
style;
- The chart formats used to visualise the data at hand are appropriate;
- All required elements of tables and charts are provided (caption title,
table/chart number, legend, source, and, if appropriate, notes);
- Tables and charts are referred to in the text, with the appropriate number;
- Tables and charts contain no redundant or duplicated information (e.g., no
double titling);
- Notes are added below tables and figures to clarify the data presented (if
appropriate);
- The sections of the report are given clear and meaningful headings which
relate to their content.
30
Research – Ability to retrieve relevant data from Mediatel and to gather
additional information and data from other sources to support the analysis
20
Writing – Clear writing with good sentence structure; writing style must be
appropriate for a market report
5
Referencing –Sources must be duly acknowledged using an appropriate and
consistent referencing system
5
Total100
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