Educating Media Managers

The University of Social Sciences and Humanities

Vietnam National University HCMC18 March 2008

Educating Media Managers

The University of Social Sciences and Humanities

Vietnam National University HCMC18 March 2008Carol Wilder, Ph.D.

2007-2008 Fulbright ScholarHanoi University

Professor of Media Studies and FilmThe New School, New York

Carol Wilder, Ph.D.2007-2008 Fulbright Scholar

Hanoi UniversityProfessor of Media Studies and Film

The New School, New York

• Established in 1946, the Fulbright Program aims to increase mutual understanding between the people of the United States and other countries through the exchange of persons, knowledge and skills. www.iie.org/fulbright

• Established in 1946, the Fulbright Program aims to increase mutual understanding between the people of the United States and other countries through the exchange of persons, knowledge and skills. www.iie.org/fulbright

Hanoi University (formerly Hanoi University of Foreign Studies)

Hanoi University (formerly Hanoi University of Foreign Studies)

• The first university in Vietnam (2002) to offer courses in English in Business, Tourism, Finance, Banking, Accounting, International Studies, & Computer Science.

• 10% International Students

• www.hanu.vn

• The first university in Vietnam (2002) to offer courses in English in Business, Tourism, Finance, Banking, Accounting, International Studies, & Computer Science.

• 10% International Students

• www.hanu.vn

Media Industry FactsMedia Industry Facts• By 2010, Internet and Telecommunications will be $3.5 Billion

Dollar Business in Vietnam• By 2010, it is estimated that 35% of VN Population will be Online

-- 30,000,000 People• Star TV (Newscorp) is Developing New Vietnam Based Cable

Channel• U.S. Media Industry is $700 billion + business - 4th largest sector

of U.S. Economy• Global Media Industry is a Top-5 Employer Worldwide• 1 in 4 New York City Professionals Work in Media-Related Jobs• Employers Surveyed Identify “Communication Skills” as One of

Top-3 Job Requirements• The “Information Economy” Outpaces Manufacturing in Many

Countries

• By 2010, Internet and Telecommunications will be $3.5 Billion Dollar Business in Vietnam

• By 2010, it is estimated that 35% of VN Population will be Online -- 30,000,000 People

• Star TV (Newscorp) is Developing New Vietnam Based Cable Channel

• U.S. Media Industry is $700 billion + business - 4th largest sector of U.S. Economy

• Global Media Industry is a Top-5 Employer Worldwide• 1 in 4 New York City Professionals Work in Media-Related Jobs• Employers Surveyed Identify “Communication Skills” as One of

Top-3 Job Requirements• The “Information Economy” Outpaces Manufacturing in Many

Countries

Training Future LeadersTraining Future Leaders• Media Industries are New and Different

Businesses: Content is the Product• Convergence of Different Media

Companies is the Norm Today• Cross-Training Across Media Formats

is Esssential• Training for Change is Fundamental

• Media Industries are New and Different Businesses: Content is the Product

• Convergence of Different Media Companies is the Norm Today

• Cross-Training Across Media Formats is Esssential

• Training for Change is Fundamental

Media Management Curriculum Areas

Media Management Curriculum Areas

• Industry Perspectives• Media Management and Leadership• Media Economics• Media Policy and Law• Information Technologies• Competitive Strategies• Corporate Responsibility

• Industry Perspectives• Media Management and Leadership• Media Economics• Media Policy and Law• Information Technologies• Competitive Strategies• Corporate Responsibility

Industry PerspectivesIndustry Perspectives

• History of Media as a Business• Unique Challenges of Media

Organizations• Similarities and Differences

among Film, TV, Radio, Music, Publishing, Internet and Interactive Media

• History of Media as a Business• Unique Challenges of Media

Organizations• Similarities and Differences

among Film, TV, Radio, Music, Publishing, Internet and Interactive Media

Media Management & Leadership

Media Management & Leadership

• Company Mission and Values• Recruitment and Hiring• Training New Managers• Effective Management Tools• Managing Creative People• Dealing with Problem Employees• Managing Technological Change• The Manager as “Coach”

• Company Mission and Values• Recruitment and Hiring• Training New Managers• Effective Management Tools• Managing Creative People• Dealing with Problem Employees• Managing Technological Change• The Manager as “Coach”

Media EconomicsMedia Economics

• Business Models of Media Industries

• Revenue & Expense Components• Economics for Entrepreneurs• The Role of Advertising• Perspectives of Owners, Investors,

Employees, and Users

• Business Models of Media Industries

• Revenue & Expense Components• Economics for Entrepreneurs• The Role of Advertising• Perspectives of Owners, Investors,

Employees, and Users

Media Policy and LawMedia Policy and Law• Government Regulation• Public Interest• Media Reform Activism• Intellectual Property• Privacy and Rights of Expression• Information Management &

Censorship

• Government Regulation• Public Interest• Media Reform Activism• Intellectual Property• Privacy and Rights of Expression• Information Management &

Censorship

Information TechnologiesInformation

Technologies• Understanding Technological Change• Issues of Trust and Identity• Political Aspects of Technology• Social Dimensions of Information

Technologies• “Mass” (1-way) vs. “Social” (2+way)

Media• Preparing for the future

• Understanding Technological Change• Issues of Trust and Identity• Political Aspects of Technology• Social Dimensions of Information

Technologies• “Mass” (1-way) vs. “Social” (2+way)

Media• Preparing for the future

Competitive StrategiesCompetitive Strategies• Maintaining the Entrepreneurial Edge• Corporate Convergence• Leadership and Strategy• Productivity• Branding• Strategic Positioning• Fit and Sustainability

• Maintaining the Entrepreneurial Edge• Corporate Convergence• Leadership and Strategy• Productivity• Branding• Strategic Positioning• Fit and Sustainability

Corporate ResponsibilityCorporate Responsibility• Ethics and Society• Information Equality and Access• Corporate Liability• Media Companies and Political Action• Global Corporate Interest• Corporate Philanthropy• Information Industries and the

Environment

• Ethics and Society• Information Equality and Access• Corporate Liability• Media Companies and Political Action• Global Corporate Interest• Corporate Philanthropy• Information Industries and the

Environment

Teaching MethodsTeaching Methods• Case Studies• Corporate Internships• Cross-Training Using Multiple Media

Platforms• Group/Team Projects & Business Plans• Mentoring and Coaching by Faculty• Speaker Series by Executives• Field Excursions to Media Companies

• Case Studies• Corporate Internships• Cross-Training Using Multiple Media

Platforms• Group/Team Projects & Business Plans• Mentoring and Coaching by Faculty• Speaker Series by Executives• Field Excursions to Media Companies

Sample Alumni PositionsSample Alumni Positions• Network Programmers and Producers• Media Teachers and Professors• Production Supervisors• Video and Filmmakers• Media Advertising & Sales Managers• Public Affairs Directors• Communications Officers• Print and Broadcast News Editors• New Media Entrepreneurs• Interactive Media and Game Design

• Network Programmers and Producers• Media Teachers and Professors• Production Supervisors• Video and Filmmakers• Media Advertising & Sales Managers• Public Affairs Directors• Communications Officers• Print and Broadcast News Editors• New Media Entrepreneurs• Interactive Media and Game Design

Media Management Studies

Media Management Studies

• Training Students to Lead into the Future of Expanding Global Information Access, Challenges, and Opportunities

• www.newschool.edu/mmp

• Carol Wilder 2008

• Training Students to Lead into the Future of Expanding Global Information Access, Challenges, and Opportunities

• www.newschool.edu/mmp

• Carol Wilder 2008