Introduction

• Will you create the next Facebook or foursquare or will your digital idea die without finding any customers? 

• Do you have a digital strategy?

• What disruptive digital technologies and devices will threaten or improve your business?

• Are you ready for the Cloud?

• How are you using social networking to take your business to the next level?

• What's your Facebook plan?

Digital technology is not just about being on media's cutting edge. It's also about whether or not your business will be able to profit from 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: Profiting From the Digital Value Chain 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 business development practice of "throwing stuff against the wall to see what sticks," you will learn how to figure out where the new media 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.

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Key Take-Aways

Key Benefits

Participants in the program will learn how to:

• Analyze the competitive forces driving both consumer and business behaviors in digital media 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" are likely to 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 empower your staff to embrace digital disruption

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Program Content

Topics to be 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

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Approach

The program incorporates a number of highly dynamic and interactive teaching methods, including group discussions, class lectures and the case study method. Widely used in executive education, the case study method 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.

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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 senior managers, 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.

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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 hyper-industry and information systems management, and his research has appeared in prestigious academic journals. He currently serves on the editorial board of Information and Management.
	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.
	Sandra Sieber 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.

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