MANAGEMENT AND

LEADERSHIP
New York City
November 30-December 2, 2010
May 24-26, 2011

Short Focused Program

Advanced Digital Media Strategies

New York City
November 30-December 2, 2010
May 24-26, 2011
Get a glimpse of Advanced
Digital Media Strategies
Watch the video at:
www.ime.edu/digital-
strategies-video
Want to know your Digital
Strategy IQ?
Take our fun quiz at:
www.ime.edu/digital-
strategy-quiz
ADVANCED
DIGITAL MEDIA
STRATEGIES
Digital technology is not just about being “cool.” It’s about whether or
not your business will make a profit and sustain itself in 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 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 development practice of “throwing stuff against the wall
to see what sticks,” you will learn how to figure out where the new
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 products, 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 course for anyone interested in attracting more digital customers
and building media audiences.
Led by premier faculty and industry experts, the program guides you
through actual industry 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.
KEY BENEFITS
Participants in the program will learn how to:
• 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” will actually 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 adopt a positive
and empowering attitude toward the digital environment
ABOUT IME
The Institute for Media and Entertainment (IME) is an operating
partner of top-ranked IESE Business School. IME’s mission is
to help media professionals advance their careers and think
like CEOs.
IME provides both custom programs for companies and short focused
programs. They are presented in a dynamic, interactive learning
environment in which high-level participants learn from distinguished
faculty and industry experts.
Faculty members are from the world’s best business schools and are
world-renowned authorities in their respective fields. They also work
as consultants for media companies around the world. Media and
entertainment industry experts also share their knowledge and
experience during the program to ensure that course content is current
and relevant. Participants gain rigorous research-based knowledge
coupled with practical real-world insights.
IME programs attract executives from top media companies around the
world, including Time Warner, Disney, Fox Entertainment Group, Google,
HBO, Conde Nast, MTV Networks, Nokia, Sanoma Magazines (Finland),
KW Entertainment (Mexico), Astral Media (Canada), ABP (India) and
ABS-CBN Broadcasting (Philippines).
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.
SUBJECT MATTER EXPERTS
IME incorporates the experience of media and entertainment industry
experts into each of its programs. These subject matter experts (SMEs)
work with IME faculty members to design and deliver course content,
while emphasizing pressing topics and emerging trends. The
participation of SMEs ensures that programs are relevant, current and
introduce new knowledge that can be put into practice.
TOPICS COVERED
• Understanding the digital information distribution value chain: players,
products, services, money flow and activities
• How high-impact technologies 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
• Conceptualizing how to capture value in your piece of the value chain
and avert risk
• How to develop customized products that connect with underserved
segments
• Clarify the conflict between “open” technology platforms such as
freeware, and closed systems such as Microsoft Windows and the
iTunes ecosystem
FACULTY “It reminded me of
different competitive
dynamics that could
indirectly affect our
Josep Valor José Luis Nueno business, and would
Academic Director
Ph.D., Massachusetts Institute of Technology;
Ph.D., Harvard Business School; Professor of
Marketing, IESE Business School
be a great introduction
Professor of Information Technologies, IESE for those looking to
Business School Dr. Nueno’s areas of specialization include
manufacturer-distributor relationships,
understand how value
Dr. Valor has published numerous articles and business-to-business and industrial is created and
books on information technology and its marketing, distribution, marketing research destroyed in the media
impact on competitiveness and industry
structure. He is a consultant and researcher
and luxury goods brands.
industry.”
in diverse telecommunications, media and
entertainment fields. Claire Alexander
VP, Strategy & Business
Development
Sandra Sieber Discovery Communications, Inc.
Ph.D., IESE Business School; Professor of
Information Systems and Strategic
Luís Cabral Management, IESE Business School
Professor of Economics
Ph.D.,Stanford University; Professor of Dr. Sieber’s research specialties include
Economics, IESE Business School strategic management, organizational
learning, capacity development and the role
Dr. Cabral’s research is focused on firm of IT, knowledge management, organizational
competition, both from the antitrust and structure and the impact of new technologies
strategy perspectives. He has published on business.
dozens of scholarly articles in leading
economics journals.
“When I saw the program, I said
it's an absolute must-have. It has
surpassed my expectations. The
whole concept of the value chain,
who makes money, where and
how that money is affected
by different players... has been
extremely valuable to me.”
George Levy
Director, eBusiness
HSM Americas, Inc.

SCHEDULE & LOCATION CONTACTS PRESENTED WITH

Advanced Digital Media Strategies will
be offered on November 30-December 2,
2010 and May 24-26, 2011 in
Manhattan.
FEES
Registration Fee: $4,300
Fees include:
· Tuition
· Meals and coffee breaks
· Study materials and documentation
For more information, please contact:
Rich Sabreen
Managing Director
Institute for Media and Entertainment
rsabreen@ime.edu
Phone: (212) 421-9608
Tina Cabanez
Marketing and Sales Manager
Institute for Media and Entertainment
tcabanez@ime.edu
Phone: (212) 421-9602
Please visit our website:
www.ime.edu
IESE BUSINESS SCHOOL
Advanced Digital Media Strategies is jointly
offered by IME with IESE Business School
(www.iese.edu). IESE is consistently ranked
among the world’s best business schools.
The Economist has ranked IESE’s MBA
program first in the world, while the Financial
Times has named the school’s Executive
Education among the world’s top five. IESE
has campuses in Barcelona and Madrid, as
well as a center in New York City. The school
established Europe’s first 2-year MBA program
and also pioneered the concept of
international executive education in Europe.

HOW TO APPLY

Apply online at www.ime.edu/

admissions/digital-strategies

Space is limited and registration is taken

in strict order of receipt, so early
application is encouraged.
This program arms you with the
tools, critical knowledge and analytic
frameworks to help your business
survive no matter what new
disruptive technologies come along.

165 W. 57th Street

New York, NY 10019-2201
USA
Tel.: +1 212 421 96 00
Fax: +1 212 421 96 16
www.iese.edu
www.ime.edu