Prerequisites

• A university degree, preferably in media.
• Media experience in one of the fields of media work.
• Held a leadership position in a media organization.

Course Description

Media corporations play a vital role in shaping public awareness, influencing opinions, and contributing to the development of modern societies. To sustain their impact and achieve organizational goals, these corporations require robust strategic planning, efficient resource management, and adaptive leadership. Focusing on strategic and operational planning, resource optimization, and innovative leadership approaches, the course explores the evolving nature of media work alongside the latest management methodologies and technologies. Participants will be empowered to develop and implement integrated media plans that drive institutional performance, competitiveness, and long-term success.

Course Objective

By the end of this course, participants will:
• Define the fundamentals of media work, its evolution, theories, and tools to achieve effective impact.
• Develop and design strategic and operational plans to ensure the achievement of media objectives.
• Apply agile management techniques and organizational structures to enhance flexibility and efficiency.

Course Outline

• Nature of media work and its fundamentals:
- The evolution of the concept of media and its tools.
- Principles, fundamentals, and characteristics of media work.
- The seven elements of media communication.
- Media influence and its prominent theories.

• Planning in media corporations:
- Types of planning: strategic and operational.
- Set strategic objectives throughout the plan timeline.
- The concept of "Balanced Scorecards."
- Build the governing document of the media organization.
- Media content planning.

• Management in media institutions:
- Methods and approaches to organizing and structuring media organizations.
- Basic and modern skills for managing media organizations.
- Agile management and its media applications.
- Leadership styles and types of leaders in media organizations.

Course Benefits

• A graduation certificate by Al Jazeera Media Institute.