1. To analyse and foresee the main lines of evolution in the media system and their impact on the business model of journalism;  

2. To understand the role and interconnections of the main technological players and global production and distribution ecosystems;

3. To understand the impact of digitization on the media business, namely:

3.1. To understand and apply the concepts of communication and research to digital and sports contexts;

3.2. To analyse, understand and apply the relevant concepts in digital media, namely, Paid Media and Social Listening, among other emerging ones, (web 4.0 and NFTs,) applied to the sports environment;

3.3. To understand and analyse the perceived value of sports content and the respective rights and constraints;

3.4.  To apply current audience measurement methodologies and respective limitations for their knowledge, particularly in the field of sports broadcasts.