Dean Cummings, Ph.D.

A textbook for instructors preparing students for a workplace that synergizes business philosophy with production management.

This textbook was created for communication, film, journalism, and media students to learn the foundations of business. 

The NEW edition of Dean Cummings’s Media Management and Sales: 

• Is a culmination of the author’s undergraduate-level business instruction and E.W. Scripps sales training. 

• Is divided into eight chapters: Demographics; Branding & Promotion; Long & Short-Term Marketing; Cold Calling; Customer Needs; Pitches & Presentations; Contracts; Group Dynamics & Leadership.  

 The textbook was organized to mirror practical work in the classroom. The concepts and themes of the book are easily applied in the classroom. The Case Studies can be used for classroom discussions, and professors can focus on subsections to help students overcome difficult concepts.

Welcome to our program designed for university, junior college, and community college students across various disciplines. Here, you'll gain essential skills in conducting customer needs assessments, making effective cold calls, performing SWOT analyses, crafting compelling pitches, and understanding market dynamics.

Join us to enhance your professional toolkit and prepare for success in today's competitive landscape. Let's embark on this learning journey together!

Each chapter is broken into subsections with questions to consider, matching quizzes, case studies, and summation quizzes.

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