Business Management for Media Professionals
Senior Level Certificate Program
Presented in partnership with Schulich Executive Education Centre, Schulich School of Business
The following is a sample of the course content that will be covered:
February 8-10
Trina McQueen's introductory lecture:
Heroes, Villains, Myths, and Passion. The Almost Impossible Story of the Canadian Media Industry.
The Canadian media industry, with its oxymoronic blend of entrepreneurship and subsidy, has struggled into a success which is under constant challenge. To set the context for the course, this lecture, and the discussion which follows, will examine the history, structure, and myths of our industry. Should today's managers build on history, change its course or defy it entirely?
The Future We See; The Skills We'll Need
Presidents Panel: Rick Brace, Rael Merson, Richard Stursberg
A group of Canada's top executives discuss their individual views of the industry's future and of the management skills that will be most necessary for success in that future.
The Future We See; The Skills We'll Need
Panel: Michael Adams, Claude Galipeau, Peter Grant
Three experts in their field continue the discussion from their unique perspectives on the future of the media industry.
Critical Thinking and Problem Solving
Instructor: Pat Bradshaw
This session is designed to help participants develop the critical thinking skills they will need for strategic and operational leadership in the global economy. In the current context of complexity, diversity, technological change and uncertainty, new skills are required. Participants will explore how to frame and communicate their ideas in such a way that they are seen as credible, viable, appropriate and convincing. They will also learn how to move ideas to actions that make a difference.
Leading for Tomorrow
Instructor: Joe Sherren
Successful people in organizations are taking on greater responsibilities in the area of managing individuals and teams. An effective manager must understand how their leadership style influences others’ performance, and understand the basic levels of employee competence. They must develop an ability to apply a theoretical model in practical work environments, and understand how it can facilitate positive behaviour among employees to achieve performance improvements. Additionally, managers must develop the necessary communication skills with a wider range of individuals and reduce conflict and misunderstandings.
Building Your Personal Brand: Charting Your Leadership Journey
Instructor: Alan Middleton
Branding no longer applies only to goods, services and ideas. The hottest areas for attention in branding are now the branding of places and people. Like it or not, thinking strategically about the way we as individuals are perceived inside and outside our organizations is a critical success factor in building trust and credibility. More than that, how we are perceived affects the credibility of our leadership. In this session, Alan will discuss personal branding and how you craft your own credible leadership brand.
Marketing Minefields: The Threats and Opportunities for the Media Industry Globally
Instructor: Alan Middleton
Even if we only want to do business north of the 49th parallel, the changes in the global environment deeply impact us politically, culturally and economically. In this look at marketing communications trends globally, Alan looks at marketplace changes and how these and new marketing communications technology are impacting traditional media.
The Innovation Challenge
Instructor: Rhona Berengut
February 22-23
Financial Management for Non-Financial Managers
Instructor: Bert Kohen
Topics explored in this session will include: the purpose and scope of the financial reporting system; an analysis of financial statements; exploration of the financial information system; discussion on business unit planning and budgeting; as well as capital budgeting and investment decisions.
Industry Workshop and Panel
Strategic and Business Planning
Instructor: Alan Kennedy
This session offers a series of exercises to explain the major issues in planning, including: the differences between a strategic plan and a business plan; factors driving strategy decisions, basic strategy choices and communicating strategy.
February 29 & March 1
Leading Strategic Change
Instructors: Kelley Marko & Rhona Berengut
Effective leaders have a high awareness of their significant strengths and growth edges. This session will help you analyze your current range and flexibility as a leader, manager and change agent.
March 14 & March 15
Marketing What It Is (And What It Isn't)
Instructor: Alan Middleton
Over these two days, Alan will look at some of the most important themes in marketing and demonstrate how you can use them in your business. By a mix of discussion, cases and examples, you will cover ways to think about the customer, what kind of research to do to understand them, and how to design the most effective marketing mix to boost your sales and profitability.
April 11 & April 12
Content in a Multimedia World: Revenue, Rights and Regulation
Instructor: Brian Wynn
Explorations of these topics will be led by industry experts, and will feature break-out groups, seminars and panels tailored to the needs and experience of the enrolled individuals. Revenue segments will focus on monetizing content from traditional advertising to digital options; on sales functions and techniques; and on the use of ratings systems. Rights segments will consider the major current issues in rights negotiations and exploitation. Regulation segments will provide an overview of recent decisions by funding and regulatory bodies; an assessment of the effects on programming and services; and some analysis of future regulation.
Industry Panels and Workshops
April 18
Managing Creativity
Instructor: Wendy Reid
The act of creativity is the essence of the media industry. This course segment will start with a management-oriented overview of the latest and most interesting research on creativity and creative people; a subject that is increasingly under investigation. Further sessions will provide information from successful executives, human resource professionals, and creators themselves on the complex issues of managing both creative unions; and creative people.
More course descriptions coming soon
In Partnership With
Presenting Partner
Supporting Partner
With the support of the Ontario Media Development Corporation on behalf of the Ministry of Culture and the Ontario Ministry of Training, Colleges and Universities.
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