The participants of this year’s FIPP Magazine Brand Management Certificate (MBMC) have now completed the programme. This group were keen to learn, embrace and implement all the necessary skills for senior management in today’s publishing environment.
In the final week, which took place on 17-20 September, the delegates covered the following modules: Multi-Platform Production Processes, Maximising Digital Opportunities and Paper – Making the Right Choice.
The course is sponsored by UPM and, of course, a module on paper would not be complete without first-hand experience of a paper mill. The participants spent a day at UPM’s Caledonian mill in Scotland, understanding the techniques that go into paper making as well as the different furnishes to create different grades of paper. By the end of the day, terms like ‘super calendared’, ‘coated’ and ‘wood free’ were second nature to the participants. All of this learning will help them make better and informed choices over the paper they should be using in their magazines. UPM hosted a wonderful closing dinner for the group – a great end to all their hard work and commitment to the programme.
The MBMC runs over a nine month period, broken into four residential weeks. Other modules also covered on the course include: The Role of the Publisher, Global Magazine Trends and Future, Integrated Circulation Strategies, Understanding Multi-platform Distribution Models, Managing the Ad Sales Team and Selecting and Retaining Staff.
Each week is intense as this international delegation is taught in English, covering disciplines that may not be familiar to them in their everyday work.