Digital Strategies Customer-Focused Strategy for Digital Media
What sets you apart?
In a digital landscape where information and news seem like commodities, how can any one product stand out? How can you build a viable business when consumers think information should be free? And how can you build organizations nimble enough to change fast enough? The answer to all three questions lies in becoming customer focused.
This seminar, Digital Strategies: Customer-Focused Strategy for Digital Media, provides fresh insight - grounded in new MMC research - about what online users care about. And it offers concrete ideas for how to translate that insight into winning strategies.
Why attend Digital Strategies?
At this seminar, MMC will unveil groundbreaking new research that identifies:
How consumers sift through the sea of options;
How successful non-news companies achieve customer focus;
How technological trends require news organizations to develop six new competencies if they are to succeed.
Expert faculty will explain how to translate the research into a strategic vision and then will take participants through the essentials of building a customer-focused organization, from metrics to culture change. You'll learn:
What matters to consumers online and how to stand out
How to create a customer focused strategy
How to build a customer-focused organization
How to make metrics and measurement drive your efforts/li>
How to make customer focus enhance, not diminish, your journalistic mission
How to capture the eyes of tomorrow's news consumers
How to decide fast, make change happen, and other leadership essentials.
Who will benefit from this program?
This seminar, the latest in MMC's Digital Strategies series, is designed for people who make strategic decisions about digital media for organizations that produce or disseminate news.
Why Media Management Center?
Media Management Center at Northwestern is, quite simply, the world leader in teaching media strategy, having taught thousands of successful media executives on six continents in the past 20 years. MMC's unparalleled expertise is built on:
Its own ground-breaking research
The deep knowledge and long practical media experience of its own dedicated faculty
The world-renowned business expertise of Northwestern University's Kellogg School of Management
Cutting-edge journalism, marketing and communications insights from Northwestern's Medill School
Its work with top media leaders, thinkers and companies.
Executive Program Focuses on Integration and Innovation
The many changes in the media are forcing media companies to push for efficiencies and innovation at the same time.
To meet that need, MMC has created an intense, innovation-focused two-week program called the Media Executive Leadership Program. It will be offered July 20-31 at the James Allen Center on the Northwestern campus.
In the middle of a devastating media recession where many newspapers and television stations are thinking only of survival, it is easy to overlook the fact that tomorrow's media organizations are being built today.
We already know some media companies will not survive. Others will so damage their brands that their future viability will be in question. Those that do survive will face a changed world, filled with great pitfalls, but also great opportunity.
In this unprecedented environment, media organizations must make one of two choices. The first is to do nothing - business as usual. Organizations that make this choice allow events and competitors to shape their destiny. Staying the same means giving up the opportunity to lead. What will be the result? Only time will tell.
The second choice is to apply proven strategic thinking and innovative ideas to traditional media brands. This approach involves moving beyond current cultural, platform and sales limitations. This second approach requires highly skilled change agents willing to use fresh thinking and the latest ideas to advance organizations into an important new world. If done right, the result will be a dynamic, forward thinking organization with the potential for incredible profits.
For almost two decades Northwestern University's Media Management Center has taken a leadership role in creating the future of media. With the resources of both the Kellogg School of Management and Medill, the Center occupies a unique role in international media development. Part research organization, part think tank, part educator, the Media Management Center is the clear leader in future media thinking.
We know the public's demand for news and information continues to grow. Some media organizations will take great advantage of this growth. They will build great brands that also result in great profits. If you are a change agent, willing to look at the world in a fresh way, then the Media Executive Leadership Program is for you.
Please download and return this application by July 6. Cost is $11,400, which covers tuition, materials, food, lodging and activity expenses - everything but transportation to Evanston.
