Media Management

Media Management

The program trains modern media managers-specialists who design and launch media projects.

In the first year of training, students are introduced to the fundamental theory of media and communications, and in the second year they learn how to develop media strategies, manage a team, build business models and calculate a budget, use the tools of modern media production and promotion, and understand how the media industry works.

During their studies, students undergo internships at the University of Salford (MediaCity, University Of Salford, Manchester, UK), the Higher School of Business, Art and Technology RISEBA (Riga, Latvia).

Graduates of the program create their own digital projects or work in the media industry.

What happens on the program:
- Introduction into the history and theory of media, as well as approaches to the critical understanding of modern culture;
- Mastering the skills of creating (TRANS)media and digital projects;
- Mastering advanced technologies and approaches to project management;
- Obtaining competencies in the field of product promotion and sales;
- Training in business communication, networking and digital literacy strategies.

Who is this program for?

  • Media industry workers (PR specialists, advertisers, content makers, editors, publishers, web designers, app developers) come to see the entire media industry and get the opportunity to embed their work in a more global context.
  • Graduates of media majors (Advertising and public relations, Media communications, Journalism) come to get fundamental knowledge.

  • Producers of educational and cultural projects get acquainted with the work of additional media tools to ensure that their projects receive a digital expansion.
  • Media analysts and Internet researchers come to do research and develop their professional interests.

  • Journalists who want to become publishers or producers get tools for strategic project management, team facilitation, and understanding of trends and trends.
  • Authors of their own media projects come to develop their projects and gain knowledge that they can immediately use in practice, as well as find like-minded people and, possibly, future partners

Program features

  • Some of the courses are taught by foreign experts, researchers and practitioners of the media industry (in the field of design, digital design).
  • The training program includes unique courses on remote team management, full-cycle management of digital and media projects, urban media research, and interface research.
  • The students have the opportunity to complete two internships abroad: in Salford (Media City, University of Salford, Manchester, UK) and RISEBA Higher school of business, art and technology (Riga, Latvia).
  • Training in the evenings allows you to combine study with work.
  • The program involves a significant amount of practical training: meetups and public-talk with industry leaders, creative workshops,  workshops, and other forms of participation in partner projects.
  • Students prepare a master's thesis on topics that interest them: it can be a theoretical study or applied for work on a project.

How is the training arranged?

Program structure

Training takes place in the evenings on weekdays (from 19-00 to 22-00) and in the morning on Saturdays.

The program lasts for 2 years: the first year of training is held at the Moscow Higher School of Social and Economic Sciences (Shaninka), the second year of training is held at the Institute for Social Sciences of the Russian Presidential Academy of National Economy and Public Administration.


The first year introduces the theory of media, allows you to master the basics of management and project thinking. Students study socio-cultural design, humanitarian strategies and practices, introduction to management, new media and network society, communication theories and practices, and transmedia production. These are basic courses.

There are also courses that show what modern media marketing and current media markets look like. Some of the courses give an idea of how the media industry works: these are case courses in which experienced specialists and media managers analyze completed projects.

There are also practical courses, such as a photo and video editing Workshop.
The second year of training is focused on practice. There are courses that provide practical tools: Social Media Marketing (SMM), Government Relations (GR), remote project Management (Remote Management), Current legal and economic models (calculating risks and opportunities, performance indicators).

There are analytical courses: an Analysis of the game industry (and the gaming community, design, VR, games economy, e-sports), the Study of urban media, the Study of interfaces (how web-designers work, how to analyze it and how the users interact with it ).

Courses of the Future Studies unit dedicated to forecasting in the media industry and design in the media, including analysis of the trends of recent years and economic potential.


Students can attend 2 international internships between the first and second year:
1. a two-Week internship at the University of Salford (Media City, University of Salford, Manchester, UK). On the basis of the BBC, students learn to work in traditional media: they produce TV shows, short stories, and do post-production.
2. Three-week internship at the graduate school of business, arts and technology RISEBA (Riga, Latvia): students take three courses of their own choice. Most often choose courses fundraising, game industry, legal features of production, shooting 360. Internships allow you to immerse yourself in the international context of media production. As a result of internships, students receive international certificates.


Each student writes a master's thesis. Students choose their dissertation topics based on their own interests and professional plans. The dissertation can be a research or project one. The research dissertation is devoted to the theoretical understanding and analysis of modern media, practices and tools. In the project dissertation, students develop their own startups.

Training program

Module 1 " Media Production and Management”

  • Management/Marketing
  • Humanitarian strategies and practices
  • New media and the network society
  • Socio-cultural design/Niche media projects (production basics)
  • The modern media market
  • Managing the production of media content
  • Project laboratory
  • Photo and video editing workshop
  • Producing transmedia projects
  • Digital Manufacturing of Seats

  • Current legal and economic models
  • Business communications and networking
  • Public communications (GR)
  • Remote project management
  • Basics of PR in the media industry
  • Basics of social media management (SMM)
  • Designing in media
  • Forecasting in the media industry
  • Environmental media projectsProduction in the game industry

  • I teach management solutions applicable to the digital environment. In the classroom, we look for answers to questions about how and why to come up with new digital products and what consequences our ideas will have - today and in the foreseeable future.
    Oksana Moroz, PhD in cultural studies, head of the master's program "media Management"
    I teach marketing, business models, PR, communications, sales, business development, sponsorship, fundraising. It is very useful for students to see examples at the level of strategy, tactics, practice, and politics not only from Russia but from all over the world.
    Bjorn Stenvers, founder and Director of the Amsterdam Museum Association, a lecturer at the faculty of socio-cultural project management

    Graduates' careers

    Program graduates::

    • are introduced to the fundamental theory of media, communication and culture.
    • get an idea of what the modern media industry looks like.
    • master specific practical tools that media managers need to work with (business planning, design, analytics, creating concepts and strategies, and managing teams)
    • gain skills in creating (TRANS)media and digital projects;
    • are trained in business communication, networking, and digital literacy strategies.
    • master modern technologies and media tools.
    Graduates of the program work in the media industry (TV and film producers, content makers, PR specialists, curators, journalists, publishers).
    Many of them create their own media projects and startups, manage teams.
    In organizations, they most often occupy strategic positions (development Directors, Marketing Directors, Creative Directors), because they are able to analyze, predict, design, and manage teams.
    When I tell my friends and acquaintances about the experience of studying in Shaninka, I always talk about people first. MSSES gave me wonderful friends and acquaintances: people who are interested, who are not so easy to find. And I'm not just talking about classmates and other students, I'm very happy to continue to communicate with the instructors of Shaninka, but in the new format of "former student / almost colleague-instructor". And it's insanely interesting.

    In my second year at Shaninka, I did an internship at RISEBA in Riga. As part of our trip, we studied the course "Producing". It was conducted by a real practicing producer Vadim Zaykovsky. In a little less than a month of training, I got a complete understanding of the product documentation, the shooting process, and even post-production. This course was very intensive and interesting, we went to the workshop, for example, tasted artificial blood and saw the most expensive cameras, the rent of which was included in the estimate. I didn't want this course to end. I envy the students who will take it this year :) I also want.
    Kira Sokolova, 2019 graduate

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    8 (495) 150-80-94

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