LECTURE 1: INTRODUCTION

1.1 Management
Management is the act of getting people together to accomplish desired goals and objectives
using available resources efficiently and effectively. Since organizations are viewed as
systems, management can also be defined as human action including design to facilitate the
production of useful outcomes from a system. This view opens the opportunity to manage
oneself, a pre-liquisite to attempting to manage others.
The purpose of management is twofold:
i. To deliver consistent results.
ii. To develop human potential.
The best way to deliver results is to get people to love what they do. A manger then needs to
involve the staff in decisions that affect them, providing them with support and recognition,
enabling the employees to grow and develop and by giving people authority to take
appropriate action.
The manager then needs to develop human potential by coaching, exposing his staff to
meaningful activities, by communicating effectively and providing feedback to employees, by
guiding and counseling subordinates and by allowing people to express ideas and receive
recognition for good ones.

1.2 The main objectives of management.

1. Getting Maximum Results with Minimum Efforts - The main

objective of management is to secure maximum outputs with
minimum efforts & resources. Management is basically concerned with
thinking & utilizing human, material & financial resources in such a
manner that would result in best combination. This combination
results in reduction of various costs.
2. Increasing the Efficiency of factors of Production - Through proper
utilization of various factors of production, their efficiency can be
increased to a great extent which can be obtained by reducing
spoilage, wastages and breakage of all kinds, this in turn leads to
saving of time, effort and money which is essential for the growth &
prosperity of the enterprise.
 3. Maximum Prosperity for Employer & Employees - Management
ensures smooth and coordinated functioning of the enterprise. This in
turn helps in providing maximum benefits to the employee in the
shape of good working condition, suitable wage system, incentive
plans on the one hand and higher profits to the employer on the other
hand.

4. Human betterment & Social Justice - Management serves as a tool

for the upliftment as well as betterment of the society. Through
increased productivity & employment, management ensures better
standards of living for the society. It provides justice through its
uniform policies.

1.3 Features of Management

Management is an activity concerned with guiding human and physical resources such that
organizational goals can be achieved. Nature of management can be highlighted as: -

1. Management is Goal-Oriented: The success of any management

activity is assessed by its achievement of the predetermined goals or
objective. Management is a purposeful activity. It is a tool which helps
use of human & physical resources to fulfill the pre-determined goals.
For example, the goal of an enterprise is maximum consumer
satisfaction by producing quality goods and at reasonable prices. This
can be achieved by employing efficient persons and making better use
of scarce resources.
2. Management integrates Human, Physical and Financial Resources:
In an organization, human beings work with non-human resources
like machines. Materials, financial assets, buildings etc. Management
integrates human efforts to those resources. It brings harmony among
the human, physical and financial resources.
3. Management is Continuous: Management is an ongoing process. It
involves continuous handling of problems and issues. It is concerned
with identifying the problem and taking appropriate steps to solve it.
E.g. the target of a company is maximum production. For achieving
this target various policies have to be framed but
 this is not the end. Marketing and Advertising is also to be done. For this policies have
to be again framed. Hence this is an ongoing process.
4. Management is all Pervasive: Management is required in all types of
organizations whether it is political, social, cultural or business
because it helps and directs various efforts towards a definite purpose.
Thus clubs, hospitals, political parties, colleges, hospitals, business
firms all require management. Whenever more than one person is
engaged in working for a common goal, management is necessary.
Whether it is a small business firm which may be engaged in trading
or a large firm like Tata Iron & Steel, management is required
everywhere irrespective of size or type of activity.
5. Management is a Group Activity: Management is very much less
concerned with individual‟s efforts. It is more concerned with groups.
It involves the use of group effort to achieve predetermined goal of
management of ABC & Co. is good refers to a group of persons
managing the enterprise.

1.4 Importance of Management

1. It helps in Achieving Group Goals - It arranges the factors of

production, assembles and organizes the resources, integrates the
resources in effective manner to achieve goals. It directs group efforts
towards achievement of pre-determined goals. By defining objective of
organization clearly there would be no wastage of time, money and
effort. Management converts disorganized resources of men, machines,
money etc. into useful enterprise. These resources are coordinated,
directed and controlled in such a manner that enterprise work towards
attainment of goals.
2. Optimum Utilization of Resources - Management utilizes all the
physical & human resources productively. This leads to efficacy in
management. Management provides maximum utilization of scarce
resources by selecting its best possible alternate use in industry from
out of various uses. It makes use of experts, professional and these
services leads to use of their skills, knowledge, and proper utilization
and avoids wastage. If employees and machines are producing its
maximum there is no under employment of any resources.
 3. Reduces Costs - It gets maximum results through minimum input by
proper planning and by using minimum input & getting maximum
output. Management uses physical, human and financial resources in
such a manner which results in best combination. This helps in cost
reduction.
4. Establishes Sound Organization - No overlapping of efforts (smooth
and coordinated functions). To establish sound organizational
structure is one of the objective of management which is in tune with
objective of organization and for fulfillment of this, it establishes
effective authority & responsibility relationship i.e. who is accountable
to whom, who can give instructions to whom, who are superiors & who
are subordinates. Management fills up various positions with right
persons, having right skills, training and qualification. All jobs should
be cleared to everyone.
5. Establishes Equilibrium - It enables the organization to survive in
changing environment. It keeps in touch with the changing
environment. With the change is external environment, the initial co-
ordination of organization must be changed. So it adapts organization
to changing demand of market / changing needs of societies. It is
responsible for growth and survival of organization.
6. Essentials for Prosperity of Society - Efficient management leads to
better economical production which helps in turn to increase the
welfare of people. Good management makes a difficult task easier by
avoiding wastage of scarce resource. It improves standard of living. It
increases the profit which is beneficial to business and society will get
maximum output at minimum cost by creating employment
opportunities which generate income in hands. Organization comes
with new products and researches beneficial for society.

1.5 Need for media management.

As outlined in the definition of management, every organization needs to bring people
together to realize its goals. The media industry is no exception. As the keepers and
distributors of information, the media industry becomes the most powerful institution in the
society that can either use its power to make or break. Thus the need to have it properly
managed. If information is wrongly handled, or misrepresented to the public, the
consequences maybe dire. There is a popular quote that goes “a journalist with a pen in his
hand is like a policeman with an AK-47”. This quote shows the power of the media especially
over the society. If left unmanaged, the media industry could possibly cause chaos. It is
therefore imperative that a media manager identifies responsible personnel, who have strong
ethical and professional values within the profession to work. Illustrated below are myths that
structure the content of the mass media that possibly reinforces the need to have the media
well managed.
-1-