In a world where people are engulfed by a tidal wave of information, Northwestern University’s Media Management Center finds insightful ways to enable everyone to be better informed. It develops impactful approaches for organizations to more effectively tell their most important stories to essential audiences.
To achieve these vital goals, the center explores new frontiers in audience understanding, emerging story forms, just as it examines which technologies are most effective to deliver strategic content. It then shares its findings with industry, the academy and the public.
It is affiliated with the Medill School of Journalism, Media, Integrated Marketing Communications (IMC) and the Kellogg School of Management at Northwestern University.
The Media Management Center was founded in 1989. At that time the Center focused on: educating senior media executives in the latest trends in management, ensuring media executives understood the disruption constantly impacting their business decisions, preparing media executives for posts in the organization’s top ranks, engaging university faculty across disciplines to inform them on how people can be better informed and focus their research and teaching on challenging media-content issue.
The Center conducted original and applied research on the most complex issues and trends in the industry. It also created The Readership Institute which pioneered audience research on media content, audiences, and internal organization and culture. Such research has been used by hundreds of business-to-consumer and business-to-business organizations around the world. It also worked on: media strategy, diversity and sales force productivity, as well as the role of women in the media.
Today, the Center is dedicated to creating massive open online courses (MOOCs) in collaboration with Northwestern University and Coursera. Bringing together the University’s best professors from Medill and Kellogg, the center has launched the world’s first Content Strategy Specialization. With over 100,000 participants from more than 180 countries the Center is enabling the world at large, to tell their important stories to their essential audiences.