Short Focused Program. Advanced Digital. industry specific. New York City, June 14-16, 2011 New York City, November 15-17, 2011

Transcription

1 Short Focused Program Advanced Digital Media Strategies industry specific New York City, June 14-16, 2011 New York City, November 15-17, 2011

2 ADVANCED DIGITAL MEDIA STRATEGIES: Profiting From the Digital Value Chain Do you have a social networking strategy that will take your business to the next level? Will Facebook conquer the world? What disruptive technologies and devices will threaten or improve your business? Will all media move to the cloud? And what does that mean if your digital technology is tied in to a closed system like Apple s? Digital technology is not just about being on media s cutting edge. It s about whether or not your business will make a profit and sustain itself in the quickly evolving digital media landscape. To stay competitive, media companies need to devise entirely new strategies and frameworks to harness the potential of today s ongoing flow of digital innovations. Advanced Digital Media Strategies will help you understand the digital media landscape and show you how to find the right opportunities to build profitable media products, services and businesses. Rather than employing the old media development practice of throwing stuff against the wall to see what sticks, you will learn how to figure out where the new opportunities are and how to take advantage of them. This course focuses on the digital value chain. It will teach you where you and your business can extract the maximum value from a media product or service, from conception and design to production and rollout. This strategy process works for both new and legacy digital products and services by giving you the analytical tools and frameworks to develop winning digital strategies no matter what new or disruptive technology may come along. This is a crucial program for anyone interested in attracting more digital customers and building media audiences. Led by IESE s expert faculty, combined with industry experts, the program guides you through actual business cases and shows you how some companies have prospered by embracing elegant digital strategies, while others have failed because they ignored the digital danger warning signs.

3 KEY TAKE-AWAYS Participants in the program will learn how to: Analyze the competitive forces driving both consumer and business behaviors in digital markets Extract value from different points of the digital value chain Create marketing strategies that leverage new digital technologies to drive company growth Maximize the value of a brand as it moves to new platforms Determine whether digital product innovations or product improvements will actually succeed or fail in the marketplace Maximize return-on-investment at every step of the digital media innovation and product development process Nurture a technology-savvy company culture and adopt a positive and empowering attitude toward the digital environment APPROACH IESE s distinguished faculty, as well as media and entertainment industry experts, guide participants through real industry cases to analyze why some companies have prospered while others have failed. The case-study method, which is widely used in executive education, is an intense, challenging approach that requires participants to make business decisions and take action by analyzing, arguing and defending their recommendations against a multitude of equally plausible solutions. INDUSTRY EXPERTS IESE incorporates the experience of media and entertainment industry experts into its programs. These subject matter experts (SMEs) work with IESE faculty members to design and deliver course content, while emphasizing pressing topics and emerging trends. The participation of SMEs ensures that programs are relevant, current and introduce new knowledge that can be put into practice. WHO SHOULD ATTEND The program is aimed at senior and mid-level executives in the media and entertainment industry who want to strengthen their abilities to plan and execute strategy in an increasingly digitally driven environment. It is ideal for executives, directors and VPs who are preparing to take on positions of greater responsibility within their organizations and who need to broaden their understanding of the digital landscape. TOPICS COVERED The digital information distribution value chain: players, products, services, money flow and activities High-impact technologies and how they are changing the media and entertainment industry Fundamental concepts in digital innovations, from peer-to-peer networking to podcasting Optimal strategies for managing technology convergence across media channels Real-life lessons about disruptive innovations from current industries such as the music business New advertising and marketing approaches that leverage digital technologies to connect with target audiences and customers Effective ways to capture value in your piece of the value chain and avert risk Various approaches to developing customized products that connect with underserved segments Open technology platforms and closed systems ABOUT IESE IESE Business School is consistently ranked among the top business schools in the world by publications such as The Economist and the Financial Times. Founded in 1958, the school created Europe s first two-year MBA program under the guidance of the IESE- Harvard Committee. The faculty is highly international, with members of 28 different nationalities. In 2007, IESE became the first European business school to establish operations in the United States. Its New York Center, located in midtown Manhattan, offers diverse programs for executives and is home to the Institute for Media and Entertainment (IME). With IME s research support, IESE delivers executive education programs for companies and individuals from leading firms, including Disney, Google, Technicolor and Time Warner.

4 FACULTY Josep Valor Academic Director Professor of Information Systems Doctor of Philosophy (Operations Research), Massachusetts Institute of Technology Doctor of Sciences in Medical Engineering, Harvard/ MIT Division of Health Sciences and Technology Josep Valor s research examines the impact of ICTs on competitiveness and industry structure, particularly in the telecommunications, media and IT sectors. Prof. Valor led the Spanish Prime Minister s Task Force to devise a national strategy to promote information technology and help bring about the information society. He has authored several books on the information telecommunications hyperindustry and information systems management, and his research has appeared in prestigious academic journals. He currently serves on the editorial board of Information and Management. Sandra Sieber Academic Director Associate Professor of Information Systems Ph.D. in Management, IESE Business School Sandra Sieber s main areas of interest include ICT-enhanced innovation and the changes in the workplace brought about by the adoption of new technologies, with a particular interest in industries that have been transformed by technological advances, such as telecommunications, banking, and media and entertainment. Her research also underscores the need for improved user knowledge about IS, especially when it plays a strategic role in the organization. Prof. Sieber has published scholarly and general articles in national and international journals, magazines and newspapers, and has contributed to several books. José Luis Nueno Professor of Marketing Doctor in Business Administration, Harvard University José L. Nueno s main areas of interest include distribution channels and manufacturer/distributor relationships. Prof. Nueno has directed sessions for executives in over 100 corporations, including Loewe, Antonio Puig, LVMH, L Oréal, Bodegas Torres, and has been invited as a speaker at many industry meetings and conferences. The author of several books, Prof. Nueno has published articles in prestigious international publications, including the Sloan Management Review, Business Horizons and the International Journal of Research in Marketing. He sits on the boards of directors of numerous international firms and consults for global clients in the areas of marketing and strategy. It reminded me of different competitive dynamics that could indirectly affect our business, and would be a great introduction for those looking to understand how value is created and destroyed in the media industry. CLAIRE ALEXANDER VP, Strategy & Business Development Discovery Communications

5 DATES & VENUE June 14-16, 2011 November 15-17, 2011 IESE Business School 165 W. 57th Street New York, NY USA THE LEARNING ENVIRONMENT IESE Business School provides an integrated learning experience that promotes professional development and fosters meaningful exchange and networking among program participants. IESE s Barcelona campus and New York Center feature state-of-the-art learning technologies that meet the highest standards for executive education SFP CALENDAR SHORT FOCUSED PROGRAMS Advanced Digital Media Strategies is included in IESE s portfolio of Short Focused Programs (SFPs), designed for resultsoriented managers wanting to address business challenges and learn about the latest management advances. IESE s SFPs combine innovative learning methods and real-life case studies to help participants meet current and future business challenges. FEES Registration Fee: :...$4,300 Fees include: Tuition Meals (except dinner) and coffee breaks Study materials and documentation HOW TO APPLY Apply on line at: Enrollment is limited and registration is taken in strict order of receipt, so early application is encouraged. Strategic Management The Innovation Architect: Creating Breakthrough Companies Barcelona, March 16-17, 2011 New York City, June 6, 2011 Getting Things Done Barcelona, May 17-20, 2011 Global Business: Making the Matrix Work New York City, June 20-22, 2011 Making Social Responsibility Work: The Cornerstone of Sustainable Business Barcelona, July 4-8, 2011 Leadership and People Management High-Performance Negotiator Barcelona, January 18-20, 2011 Develop Your Communication Skills: It s How You Tell Them! Barcelona, March 22-24, 2011 Create Effective Virtual Teams Barcelona, April 6-7, 2011 Developing Leadership Competencies Barcelona, November 8-11, 2011 Operations and ICTs Achieving Operational Excellence and Strategic Coherence Barcelona, February 22-25, 2011 Empower Your Business Through Social Media and Collaboration Barcelona, June 20-23, 2011 Industry Specific Optimizing Your Retail Business: Best-in-Class Operations and Customer Service Barcelona, June 1-2, 2011 Advanced Digital Media Strategies: Profiting From the Digital Value Chain New York City, June and November 15-17, 2011 Marketing Media Brands: Developing Audiences and Monetizing Content September 20-22, 2011 Arts and Cultural Management: The Business Side of Leading Cultural Organizations New York City, October 3-5, 2011 CONTACTS Rich Sabreen Managing Director IESE Business School s Institute for Media and Entertainment Tel.: rsabreen@iese.edu Tina Cabanez Marketing & Sales Manager IESE Business School Tel.: tcabanez@iese.edu Please visit our website:

6 This program arms you with the tools, critical knowledge and analytic frameworks to help your business survive no matter what new disruptive technologies come along. 165 W. 57th Street New York, NY USA Tel.: Fax: Av. Pearson, Barcelona, Spain Camino del Cerro del Águila, 3 (Ctra. de Castilla, km 5,180) Madrid, Spain