Program Overview

The 21st Century is posing new opportunities and challenges to China’s media industry. To succeed in this era of economic globalization , China’s media industry must develop senior executives who have a solid grasp of the media industry and business administration.

In response to this need, Cheung Kong GSB, in collaboration with the Cheung Kong School of Journalism and Communication, has launched the “Cheung Kong Executive Diploma in Media Management Program”. The program's instructors include outstanding professors from these two schools, world-renowned scholars , and domestic and overseas senior executives in media industry. The program introduces cutting-edge international media management concepts and experiences, effectively combining theory with practice. The program’s aim is to answer the needs of China’s media executives and provide them with a sound business and management foundation that will enhance their performance within their organizations.

The Cheung Kong Executive Diploma in Media Management Program was first launched as a Company Specific program for Jiangsu Radio & Television Group in Nanjing in 2004, and then as an open enrollment program in Beijing in 2005. The program has attracted elite participants from numerous media companies, including the State Administration of Radio Film and Television (SARFT), China Central Television (CCTV), DragonTV, China National Radio (CNR), Jiefang Daily, Enlight TV Pproduction Co., Ltd. (Enlight Media), Stellar Megamedia, Trends Magazines, Xinhua News Agency, and News Corp. Students have praised the program for its relevant materials and effective methods of teach. In 2006, the program was optimized by introducing new faculty members and redesigning the course structure. For example, the TechMark Module, a pioneering business simulation program which is delivered more than 40 times every year at global enterprises and business schools in North America, Europe, and Asia, was introduced, along with a new and original sequence called “New Media and Business Model Innovation”, that analyzes how successful business innovation occurs in this era of rapid and volatile technological change.

Who Should Attend

This program is targeted to middle-level and senior executives in the media industry or in other organizations who have exposure to the media and information industry, including advertising and cultural communication companies.

Key Benefits

1. Construct a systematic media management framework to understand media industry trends
   
2. Master cutting edge theories of media management and learn from the successes of international media businesses
3. Fully understand the global media industry, its trends and its practices
4. Expand global horizon and re-examine the core issues of China’s media development from a new perspective
5. Understand the key differences in media management and general business management

Program Framework

Part 1: Classroom study

Participants will complete nine modules in Beijing within one year:

1. Introduction to Media Management — Techmark Simulation
2. Financial Management in Media Industry
3. Strategic Human Resources Management and Leadership Development
4. Strategic Planning and Implementation in Media Industry
5. IMC and Media Branding
6. Product Development and Market Research
7. Media Trends and Media Laws/Regulations
8. Capital Markets and Risk Management
9. New Media and Business Model Innovation
   

Part 2: Overseas study

After completing the study of all the nine modules, participants can participate an the overseas study project, for which tuition will be charged separately. Cheung Kong GSB will work in close cooperation with top-ranked business schools in America to design an overseas study module that maximizes participants' exposure to the latest research findings in media management and have dialogue with senior executives of leading media companies in USA.

“Throughout the year-long program, I have been absent only once from a half-day class — in my opinion, however busy I might be running my business, attending Cheung Kong GSB classes is much more important. During class, I would share the newest thoughts I acquired via SMS with my colleagues in my company’s senior management. After classes, I would talk to them to reevaluate the company’s performance using the insights I had just gained from my teachers and fellow students. At about the one-third point in the program, the majority of my fellow students expressed their desire to continue studying for another year; we asked out teachers to upgrade the program to an EMBA program, demonstrating our enthusiasm and satisfaction. When studying the corporate strategy module, I presented a case based on the strategic model of my company. Although in so doing I needed to disclose some confidential and proprietary information, I still feel this cost was outweighed by the benefit of getting advice from my peers and Professors. I have decided to send my staff to attend next year’s program and will keep doing so every year as long as the program is available. This is the best program on media management that I could ever imagine.”

—WANG Changtian, President of Enlight Media