Program Overview | Program Content | Applications/Bursaries/Details | Instructors/Speakers
WIFT-T Media Leadership Program
(Formerly known as the Senior Level Certificate Program)
The following is a sample of the course content that was covered in winter of 2008. The curriculum for 2009 is being finalized.
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 manages build on history, change its course or defy it entirely?
The Future We See; The Skills We'll Need
Leaders Panel
A group of Canada's top media executives discuss their individual views of the industry's future and of the management skills that will be necessary for success in that future.
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.
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 goals. Additionally, managers must develop the necessary communication skills to work with a with a wider range of individuals to reduce conflict and misunderstandings.
Financial Management for Non-Financial Managers
Instructor: Bert Kohen
Topics explored in this session 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.
Strategic and Business Planning
Instructor: Alan Kennedy
This session explores 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.
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.
Marketing What It Is (And What It Isn't)
Instructor: Alan Middleton
Alan Middleton looks at some of the most important themes in marketing and demonstrate how you can use them in your business. Through a mix of discussion, case studies, and examples, you will learn 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.
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.
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