Introduction

• How can media companies turn their content into cash?

• How can they use content to build brand equity in the digital age?

• How can media companies generate audience loyalty and promote growth?

• In a digital era, what are the “new rules” for audience development, engagement, management, and content distribution?

• Do the “old” principles of brand-building still work in the digital world?

How do you get the most value from your content in today’s digital environment? In today's markets, where audiences can be fickle and fleeting, how do you expand your audiences and keep them engaged?  Can you measure and define the value proposition and the role of brands in your media properties?

Marketing Media Brands: Developing Audiences and Monetizing Content will help you to connect more effectively with your audience by harnessing the earning power of brand. You will gain new tools to compete in the marketplace and learn how to create powerful media brands that generate multiple media revenue streams. In an environment where traditional media brand loyalty can be lost in a moment, you will learn how to devise a solid marketing strategy that will capture new audiences and bring back those who have left.

The program addresses topics such as positioning, pricing and segmentation strategies.  It provides participants the skill set to effectively manage the shift in value from content owners to other players. You will learn how to boost audience reach and frequency of engagement, strengthen emotional connection and effectively manage disruptive technologies.

A range of learning methods will be employed, including case studies, interactive lectures and expert guest speakers.  The program will cover a variety of media – including the Web, music, movies, sports, performing arts, newspapers and television.  You will develop an action plan to generate more revenue and get the highest return on investment from your media properties.

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Key Take-Aways

Participants in the program will learn how to:

• Use content to develop new media audiences and create new revenue streams
• Define and measure the "value proposition" of your media brands
• Sharpen audience acquisition and retention strategies
• Create pricing strategies that maximize revenue and market share
• Analyze the segmentation-targeting-positioning process in the particular context of media and entertainment goods
• Understand how social media can enrich a company’s marketing mix
• Learn about emerging trends in social media and what the future holds in terms of crowdsourcing and the newest platforms 

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Program Structure

Day 1:
Value Proposition and Consumer Engagement
• Market Analysis: Segmentation, Targeting and Positioning
• Value Proposition
• Branding
• Consumer Insight
• Audience Development

Day 2:
Monetizing Content
• Distribution Windows
• Pricing Strategies

Day 3:
Marketing Strategy in the Internet Age
• Web 2.0 for Media and Entertainment Executives
• Marketing Through Social Media

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Approach

IESE’s distinguished faculty, joined by 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 is a foundation of IESE's educational process.  It 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 executives in media and entertainment, especially those responsible for marketing and strategy, who want to strengthen their abilities to plan and execute strategy in a changing environment. It is ideal for executives preparing to take on positions of greater responsibility within their organizations and who need to broaden their understanding of marketing strategy in the digital era.

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Faculty

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