chapter  12
16 Pages


WithBarry L. Sherman

This chapter provides an overview to the process of assessment as it relates to coursework in media management within the larger curriculum in the liberal arts, communication, journalism, telecommunications, or mass communication. It moves to a discussion of the core content or body of know ledge that constitutes “management education.” Most recently, media management education has even made its way onto the World Wide Web. A further difficulty in media-management education concerns the background of those who teach it In broadcast education, for example, there has been a long tradition of having the management course taught by an industry executive. Torrington and Sutton captured the essential problem of management education when they suggested, “When considered as a sphere of academic learning, management suffers from there being no single formal body of knowledge”. The chapter concludes with suggestions about modes of assessment in management education involving both university degree programs and the professional media community.