Media Management Education Through the Eyes of University Students

DOI: https://doi.org/10.35765/pk.2026.5403.04
Keywords: media management, media management education, higher education, students, focus groups

Abstract

Media management (MM) is an interdisciplinary and dynamically evolving field that lacks a unified definition, clearly defined research boundaries, and a coherent educational model. While existing scholarship has largely focused on establishing media management as a research subdiscipline, issues related to its teaching and learning remain underexplored. This article addresses this gap by examining media management education from the perspective of university students. The study aims to identify how students conceptualise media management, how they assess current educational provision, and what competencies and teaching formats they consider essential for professional preparation in the contemporary media environment. The analysis is based on qualitative data collected through focus group interviews with 24 students from four Polish public universities offering courses related to media management. Thematic analysis of the focus group material reveals a persistent gap between theory-oriented curricula and students’ expectations of practice-based, applied learning. Participants emphasise the need for stronger integration of theoretical knowledge with practical skills, including project-based learning, case studies, data analysis, and the use of digital and analytical tools. The findings highlight students’ preference for experiential learning, close cooperation with industry practitioners, and regular exposure to real-world media organisations.

Author Biographies

Ksenia Wróblewska, University of Warsaw

Holds a PhD in communication and media studies as well as MA degrees in journalism and media studies, cultural studies, and American studies. She has participated in numerous international scholarship programmes, conducting research and educational projects in countries including Turkey, Sweden, Spain, and Italy. She serves as Head of the Project Management team in the marketing sector. She is a TEDx speaker, author of academic publications, and an active participant in international conferences and research projects. Her research interests include media marketing, digital advertising, social campaigns, silver marketing, television, and social issues in the United States.

Malwina Żuchniewicz, University of Warsaw

PhD, is a scholar in communication and media studies at the University of Warsaw. Her research focuses on communication, crisis communication, image crises, crisis management, and social media. Since 2017, she has worked as a promotion specialist at the Faculty of Journalism, Information and Book Studies at the University of Warsaw, where she co-organised major international conferences and professional congresses. She is also a TV presenter and journalist at Warner Bros. Discovery (TVN, TVN24, TTV).

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PK-54
Published
2026-09-30
How to Cite
[1]
Wróblewska, K. and Żuchniewicz, M. 2026. Media Management Education Through the Eyes of University Students. Perspectives on Culture. 54, 3 (Sep. 2026), 47-64. DOI:https://doi.org/10.35765/pk.2026.5403.04.
Issue
Vol. 54 No. 3 (2026): Contemporary Media Management: A Multidimensional Approach to Social, Political, and Technological Contexts
Section
Media Management through the Metascientific Contexts

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