This week sees the class of 2013 return for the second session of the FIPP Magazine Brand Management Certificate (MBMC).
The start of the week saw Henk Scheenstra, COO, Sanoma Media, The Netherlands, lead the participants through the Maximising Commercial Opportunities module, which covered the publisher’s role in leading the advertising sales process. It was evident during the day’s interactive session, that traditional media companies need a very different approach to stay ahead and survive. Companies are transforming themselves from media to marketing companies, where they need to be creative with their services and solutions rather than simply products. The commercial opportunities in these disruptive times have never been so diverse.
The rest of this week’s course covers Creating an Integrated Circulation Strategy, Leveraging the Brand, Maximising Digital Opportunities and Leveraging your Market Position with Audits.
FIPP ensures that the days are constructed to be highly interactive, with case studies and group presentations forming a vital part of each of the sessions. Participants are also given the practical ‘tools’ that publishers need to understand and use in order to be successful.
If you would like to join the next intake of participants on MBMC, programme 10, taking place during 2014, register your interest with Jenny Stubbs.
In other FIPP Professional Development news, last month saw the MBMC class of 2012 graduate at a ceremony at Axel Springer’s Journalisten Club in Berlin, Germany.