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AKU-KE | Executive Masters in Media Leadership and Innovation: Research for Media and Communication Businesses

Research for Media and Communication Businesses

This course is intended to introduce individuals to research techniques necessary for understanding developments in media and communications markets and conducting business research to help inform company strategies. It will extend the leadership competencies of thinking and acting strategically, change and innovation, and development. It will introduce business analytic methods and tools necessary for gaining better understanding of the media and communications environment, developments, changes, and trends so managers can make better strategic decisions and improve sustainability of their firms.

Core reading materials 

Community Toolbox. Identifying and analyzing stakeholders and their interests, [Website].  Available at: involvement/identify-stakeholders/main

Okoli, C. and Pawlowski, S.D. (2004). The Delphi method as a research tool: an example, design considerations and applications, Information & Management, 42(1):15-29 (December).

NetMBA. (2010). PEST analysis. [Website].  Internet Center for Management and Business Administration. Available at:

Farah, B.N. (n. d.) Systems analysis, [Website]. Reference for Business Encyclopedia. Available at:

Recommended reading

Blais, S. Business analysis: best practices for success. Wiley, 2011.

Bell, E., Bryman, A. and Harley, B. (2019). Business research methods, 5th ed. Oxford University Press. HD 30.4 .B79 2019

Gill, J. and Johnson, P. (2010). Research methods for managers, Los Angeles: SAGE. HD 30.4 .G55 2010

Online Video

Hendrikz, D. (2014, Apr 3). How to write a business report, [Video file; 4 min 41 sec]. YouTube. Retrieved from:



Husser, J. (2014, Sep 26). Survey design essentials: a survey in 10 steps, [Video file; 4 min., 22 sec.] YouTube. Elon University. Retrieved from:



Stansfield, J. (2015, Nov 18). Professor Jois Stansfield talks Delphi Technique: Delphi & Dysphagia, [Video file; 37 min 20 sec.] YouTube. Manchester Metropolitan University.

Faculty Liaison Librarian

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Augustine Gitonga
The Aga Khan University - Graduate School of Media and Communications,
P.O. Box 30270 - 00100 GPO Nbi
3rd Parklands Avenue, Nairobi
+254 719 231 530