Legend Green- General Terms/Idea Yellow- Definition/meaning Blue- Names and Dates Red- Enumeration Module 1: Organization & Management Structure Lesson 1: Organizational Structures ✓ Every organization envisions a structure that should promote the organization’s goals. Organizational Structure ✓ Change over time as their conditions and goals change as well. ✓ The structure of an organization can help or hinder its progress toward accomplishing these goals. Pyramid Organizational Structure ✓ Hierarchy with the executive level at the top and descending levels from middle management to the lower levels of the organization. ✓ Top-down process- communication and movement within the organization happen vertically, in columns. Hub-and-spoke ✓ Antithesis of the top-down monolith. ✓ Requires a strong center, particularly in finance, but it operates on the basis of devolved autonomy. Matrix Organizational Structure ✓ Reporting relationships are set up as a grid, or matrix, rather than in the traditional hierarchy. ✓ People with similar skills are pooled for work assignments. ✓ Once we have the right structure, we need to formulate a management process which ensures that everyone in the organization concentrates on the key tasks and does not get sidetracked into bureaucracy or into time-consuming effort which is ultimately unproductive. Lesson 2: Management Management ✓ Process of acquiring and combining human, financial, informational, and physical resources to attain the organization’s primary goal of producing a product or service. Management Levels Manager ✓ Directs the efforts of others in the attainment of goals. Top Management ✓ Managers who coordinate the company’s activities and provide the overall direction for the accomplishment of its goals operate at this level. ✓ Extensive knowledge of management roles and skills ✓ Aware of external factors such as markets ✓ Decisions are long-term nature. Middle Management ✓ Managers who are responsible for carrying out particular activities in furtherance of the overall goals of the company are in this category. ✓ Specialized understanding of managerial tasks. ✓ Responsible for carrying out the decisions made by top-level management. ✓ Responsible foe tactical decisions. Lower Management ✓ Managers at this level closely supervises the routine of work of employees under their charge ✓ Are accountable to the next level of management ✓ Ensures that the decisions and plans taken by the other two are carried out ✓ Decisions are generally short-term ones. Management Functions General Manager ✓ Responsible to the station’s owners for coordinating human and physical resources in such a way that the station’s objectives are accomplished. FOUR BASIC FUNCTIONS OF GM PLANNING ✓ Involves the determination of the station’s objectives and the plans or strategies by which those objectives are to be accomplished. ✓ Objective-setting is to permit the coordination of departmental and individual activity with the station’s objectives. ORGANIZING ✓ Process whereby human and physical resources are arranged in a formal structure and responsibilities are assigned to specific units, positions, and personnel. DEPARTMENTS THAT ARE FOUND MOSTLY IN COMMERCIAL BROADCAST STATIONS: Sales Department ✓ Sale of time is the principal source of revenue for commercial radio and televisions ✓ Headed by Sales Manager Program Department ✓ Plans, selects, schedules, and monitors program ✓ Under the direction of a program, manager or director Promotion and Marketing Department ✓ Seeks to attract and maintain audiences ✓ Aimed at attracting advertisers News Department ✓ Responsible for regularly scheduled newscasts, news, documentary and public affairs program ✓ Supervised by a news director Production Department ✓ In charged with writing and producing commercials ✓ Headed by a production director or creative director Engineering Department ✓ Selects, operates, and maintains studio, oversees the station’s computers ✓ Headed by Chief engineer or technical manager Business Department Communication ✓ Vital to the effective discharge of the management function. Training ✓ Provision of opportunities for existing employees to prepare themselves for advancement in the station. Personal Influence ✓ General manager and others in managerial or supervisory positions command respect, loyalty, and cooperation. ✓ Secretariat, billing, bookkeeping, payroll and personnel responsibilities Traffic ✓ Daily scheduling on a program log of all content to be aired by the station. INFLUENCING OR DIRECTING ✓ Centers on the stimulation of employees to carry out their responsibilities with enthusiasm and effectiveness. ✓ Involves motivation, communication, training, and personal influence. Motivation ✓ Success of the station is tied closely to the degree to which employees are able to satisfy their needs. ✓ Basic needs include: • Adequate compensation • Fringe benefit programs • Safe and healthy working conditions • Friendly colleagues • Competent and fair supervision ✓ Structures and systems are only one aspect of management; it is also about relationships and about leadership. Establishing a management style will determine what kind of an organization your is, what it’s like to work for, and ultimately, how successful it will be. Lesson 3: Leadership Approaches Leadership ✓ Involves the creation of an identity with which people can associate themselves to achieve the strategic goals. VISIONARY ✓ Powerful ability to drive progress and usher in periods of change by inspiring employees and earning trust for new ideas. ✓ Establish a strong organizational bond. ✓ Helpful for small, fast-growing organizations, corporate structuring. COACH ✓ Someone who can quickly recognize their team members’ strengths, weaknesses and motivations to help each individual improve. SERVANT ✓ People-first mindset and believe that when team members feel personally and professionally fulfilled. ✓ Employee satisfaction and collaboration, tend to achieve higher levels of respect. AUTOCRATIC ✓ Focused most entirely on results and efficiency. ✓ Strict guidelines or complianceheavy industries. LAISSEZ-FAIRE OR HANDS-OFF ✓ Focusing mostly on delegating many tasks to team members and providing little to no supervision. ✓ All team members are highly experienced, well-trained and require little oversight. DEMOCRATIC ✓ Combination of autocratic and laissez-faire types of leaders. ✓ Asks for input and considers feedback from their team before making a decision. ✓ Organizations focused on creativity and innovation PACESETTER ✓ Effective for driving fast results. ✓ Focused on performance ✓ Members accountable for hitting their goals. TRANSFORMATIONAL ✓ Focuses on a clear communication, goal-setting and employee motivation. ✓ Driven by a commitment to organizational objectives. ✓ Spend much of their time on the big picture TRANSACTIONAL ✓ Lacer-focused on performance ✓ Manager establishes predetermined incentives in the form of monetary reward for success ✓ Focused on mentorship, instruction, and training to achieve goals and enjoy the rewards. BUREAUCRATIC ✓ Expect their team members to follow the rules and procedures precisely as written. ✓ Fixed duties within a hierarchy ✓ Effective in highly regulated industries. Lesson 4: Human Resource Human Resource Management ✓ Involves developing and administering programs that are designed to increase the effectiveness of an organization or business. COMMON-SENSE BASICS NEEDED TO MANAGE PEOPLE EFFECTIVELY: Contracts ✓ Every employee should have a legal contract. Job Descriptions ✓ Should have a job description which he or she has signed-off to indicate its acceptance. Appointments Procedure ✓ Recruiting policy should cover provision for posts to be filled internally or externally. Induction ✓ Should introduce the individual to his or her department and prepare him or her for a specific job. ✓ Include a tour of the premises and meeting key people. Training ✓ Essential part of staff development and may be provided inhouse or through an out-sources contract. Assignment ✓ Needs to be clear which aspects of people management are to be conducted by line managers and which by the central human resources department. Appraisal and Career development ✓ Every employee should have an annual appraisal interview with his or her direct line manager, to discuss performance and identify shortcomings. Remuneration ✓ Element of performance-related paya system of discretionary awards for high achievement Disciplinary Procedure ✓ Disciplinary offenses should be clear, transparent, and fair. Appeals Procedure ✓ Two levels of making an appeal: 1. Higher Level of Line Management 2. Board of management level Industrial Relations ✓ No requirement or pressure on an employee to join a union if he or she doesn’t want to. Equal Opportunities ✓ No discrimination on grounds of race, color, religion, gender or sexual orientation. Health and Safety at Work ✓ Company has the duty of care to the welfare of its employees while at work. Records ✓ Should cover appointments, employment history, training undertaken, appraisals and other relevant information. Lesson 5: Industry Moguls Mark Cuban ✓ Entrepreneur and professional sports ✓ Made his fortune through the sale of startups MicroSolutions and Broadcast.com in the 1990s ✓ Owner of the NBA’s Dallas Mavericks ✓ Appeared on TV Series, Dancing with the Starts and Shark Tank ✓ 2000, the year Cuban introduced himself to the NBA Community ✓ First owner to launch his own blog ✓ Purchased the Landmark Theatres chain and Magnolia Pictures in 2003. ✓ Executive Producer in Goodnight and Goodluck (2005), Akeelah and the Bee (2006). ✓ Cuban success is the idea that leaders should work as hard those under them. ✓ Participative leader ✓ A leader must be immersed in their field, and be one of the hardest workers in the organization. Bill Gates ✓ Top 10 most admires US business leaders ✓ He retired from Microsoft in 2008 ✓ Authoritarian leadership style ✓ He took charge and let everyone know he was in charge. ✓ Steve Ballmer- second in command of Bill Gates ✓ Authoritarian style is very effective in fast-changing situations, quick decisions are required. Ted Turner ✓ Grew up in an affluent family ✓ His father owned a successful billboard-advertising company ✓ 1975 one of the first to use a new communications satellite to broadcast his station. ✓ 1979 the venture became known as Turner Broadcasting System, Inc. ✓ CNN (Cable News Network;1980) the first 24-hour news channel ✓ TNT (Turner Network Television;1988) ✓ 1989 bought the MGM/UA Entertainment Company, more than 4,000 films. ✓ Philanthropist and environmentalist. ✓ 1Billion US Dollar to establish UN (1998) ✓ Created the Nuclear Threat Initiative Oprah Winfrey ✓ Talk show host, media executive, actress, and billionaire philanthropist. ✓ Oprah Winfrey Show, aired for 25 sessions, from 1986 to 2011. ✓ 2011, launched the Oprah Winfrey Network (OWN) ✓ First black female host of a nationally daily talk show ✓ Described as a transformational leader who also has servant leadership traits ✓ Down to earth style and easygoing nature ✓ Oprah Winfrey is not only a celebrity, but also a tycoon. ✓ Focused on the one thing they have mastered and expertise over. ✓ She is focused on one area—media. Charo Santos-Concio ✓ Actress and author ✓ Former president of ABS-CBN Corporation ✓ First woman to hold that position until her retirement ✓ Current ABS-CBN Chief Content Officer and the current president of ABS-CBN University ✓ Leadership was an imperative, a duty, and a mission. ✓ Groom leaders by empowering them, trusting them to be able to handle tasks and challenges. ✓ Challenge the mind and capture the heart ✓ Transformative leader Module 2: Management and Leadership Lesson 1: Management and Leadership ✓ MBO is a strategic management model which aims to improve the performance of organization by defining the objectives that are agreed to by both management and employees. Manager ✓ ✓ ✓ ✓ Maintains Relies on system Counts on control Does things right ✓ Leadership involves people while management may or may not involve others. Leader ✓ ✓ ✓ ✓ Develops Relies on people Counts on trust Does the right thing Lesson 2: Modern Media Management Media Management -Manager vs. Leader by Warren Bennis ✓ An area in business administration in terms of organizing and supervising teams of media professionals ✓ Important to help the organizations maximize its potential in terms of branding, engagement and marketing campaigns. William George ✓ A professor at the Harvard School ✓ Father of Leadership Peter Drucker ✓ Father of management ✓ Born in 1909 in Vienna, Austria ✓ Public and International Law at Frankfurt University in Germany Warren Bennis ✓ Born on Bronx on March 8, 1925 ✓ Grew up in Westwood, New Jersey ✓ The new generation brand of leadership is characterized by respect, not just tolerance. ✓ On becoming a leader- influential book he has written un 1989 ✓ A leader must have a guiding vision of the task or mission to be accomplished. Management by Objective (MBO) ✓ Introduced by Peter Drucker ✓ 1954 book- The Practice Management of CBS ✓ An American commercial broadcast television and radio network located in New York City. ✓ January 15,1929 ✓ Arthur Judson as founder CNN ✓ An American news-based pay television channel owned by CNN Worldwide. ✓ Founded by Ted Turner and Reese Schonfeld in 1980 in Atlanta, Georgia. ABS-CBN CORPORATION ✓ Filipino media and entertainment group ✓ June 13, 1946 ✓ James Lindenberg, Antonio Quirino, Eugeno Lopez Sr. and Fernando Lopez. GMA NETWORK ✓ Philippines free-to-air television and radio network ✓ October 29,1961 ✓ Quezon City Lesson 3: Leadership Styles, Skills, and Traits in the Creative Industry Leadership Style ✓ A way of providing direction, implementing plans and motivating people. ✓ Initiated by Kurt Lewin and categorized into; • Authoritarian or Autocraticone-way leadership • Participative or Democraticinitiate the participation of employees but maintain the final decisions • Delegative or laissez-fairallows employees to make decisions but the leader is responsible for the decision made. Leadership Skills ✓ Are used to organizing people to reach a common goal. ✓ A way of motivating people to accomplish scheduled goals. TOP 6 LEADERS SKILLS 1. 2. 3. 4. 5. 6. Decisiveness Integrity Team building Problem-solving Dependability Ability to teach and mentor How to improve leadership skills 1. Identify your Leadership Style 2. Find resources like books or podcasts in leadership 3. Participate in leadership training courses or workshops 4. Find leadership activities outside of work 5. Study leadership style you admire 6. Find a mentor Lesson 4: Strategic Media Management Basic Media Terms 1. Agenda Setting ✓ Refers to media that is credible than competitors. 2. Audience ✓ Groups of consumers who are exposed to the media text. 3. Demographics ✓ Measurable characteristic of media consumers. 4. Psychographic ✓ Attitude, value, emotional, and beliefs. 5. Vertical Integration ✓ Requires another in the production process. 6. Production ✓ Industrial process of creating media texts. 7. Production Value ✓ Describe the quality of media production proportional to the money and technology. 8. Production Placement ✓ Manufacturers or advertisers pay a fee for branded products to be displayed. Lesson 5: Creative Media Experts in the Broadcast Institution Creative Media ✓ Artistic and cultural works and content created for digital platforms or distributed digitally to reach the public. Creative Media Specialists ✓ Implement graphic wed design ideas to create idea from promotional materials target audience. Lesson 6: Discovering and Appreciating Creative People in the Broadcast Industry The Walt Disney Company ✓ World leading producers and providers of entertainment ✓ October 16, 1923 ✓ Burbank, California ✓ Walt Disney and Rey O. Disney ✓ Network as of July 2020, $130 Billion ✓ Pixar, Disney Store, Hulu, Marvel Entertainment Pixar ✓ ✓ ✓ ✓ ✓ Combination of radar and pixer Made-up Spanish word Alvy Ray Smith and Loren Carpenter September 9, 2014 One of the subsidiaries of Disney Company Hanna Barbera Productions Inc. ✓ Products are TV shows and feature length movies both are theatricals and televised. ✓ July 7, 1957 ✓ Sold to Taft Broadcasting for $12 million but William, Hanna, and Joseph Barbera remained the heads of the company until 1991. ✓ Los Angeles, California Taft Broadcasting ✓ American media conglomerate ✓ Based in Cincinnati, Ohio ✓ Founded by Charles Phelps Taft Bloomberg Television ✓ American based pay television network ✓ New York City, London, and Hong Kong ✓ Launched in 1994 by Michael Bloomberg ✓ 2,700 journalist and analyst The Cable News Channel (CNN) ✓ American News, based pay television channel ✓ Atlanta, Georgia ✓ Founded by Ted Turner in 1980 ✓ 1995, CNN.com introduced as a leading distribution for global digital news both online and mobile. Module 3: Human Resource Management Lesson 1: Understanding People in the Workforce Managers ✓ Need to understand the work styles and motivation of creative workers. Behavior ✓ Determined by the person and the situation. Values ✓ Are important to people tend to affect the type of decisions they make, how they perceive their environment, and their actual behaviors. ✓ Are shaped in daily life and show stability over the course of a lifetime. Research Value Survey Terminal Value ✓ People desire in life ✓ A prosperous world at peace Instrumental Value ✓ ✓ ✓ ✓ Acceptable mode of conduct Honestly Ethical Being ambitious Big Five Personality Traits Openness ✓ ✓ ✓ ✓ Being curious Original intellectual Creative Open to new ideas Conscientiousness ✓ ✓ ✓ ✓ ✓ Being organized Systematic Punctual Achievement Oriented Extraversion ✓ ✓ ✓ ✓ ✓ Being outgoing Talkative Sociable Enjoying Social situation Agreeableness ✓ ✓ ✓ ✓ ✓ ✓ Being affable Tolerant Sensitive Trusting Kind Warm Neuroticism ✓ ✓ ✓ ✓ Being anxious Irritable Temperamental Moody Personality Testing in Employee Selection ✓ Interview is not accurate at detecting the best trait predicts performance and conscientiousness. Personality Testing ✓ One method companies adopt to inspire match and detect people who are potentially good job candidates. Lesson 2: Definition of Creative and Suits Creativity ✓ Putting an idea into reality ✓ Characterized to perceived something new that would be beneficial to the organization Ways to boost one’s creativity by Adam Guen 1. Exercise your creativity like a muscle. 2. Change up your surrounding’s minimally, though. 3. Go out on a limb with what you learn. 4. Pay attention to and record new ideas that come to you. 5. Challenge yourself in new ways when it comes to overcoming issues on the industry. ✓ The Suits and Creative work together as a team. Lesson 3: Human Resource Strategies ✓ Strategies on hiring qualified people in the organization to achieve the goal is important. Few Techniques to provide great global support: ✓ ✓ ✓ ✓ ✓ ✓ ✓ Dashboard Collaboration Standardize and communicate Daily hand-outs Leadership Training Language Project Based Organization ✓ Called as Ad Hoc Work Group ✓ Disbanded once the project is done or completed and moves to another stage. Two types of PBO’s ✓ Singularity of Goals and Output ✓ Separation and stability of work roles Outsourcing ✓ Strategic choice for creative industry companies ✓ Animation, illustration, photography ✓ Business practice where a company hires a third-party to perform tasks, handle operations at provides services for the company. Human Resources Types of Outsourcing Vertical Slooping Onsharing ✓ Hiring people to fill in the hierarchy ✓ The top in people in the organization ✓ Chief Executive Officer, President etc. Horizontal Slopping ✓ Hiring people who functions in the same level to strengthen a project or fill out the skills in the group or team. Follow-the-sun-strategy ✓ Specialized method of distributed work when a project is finished quickly is practiced around the globe. ✓ Work or services to lower cost location in the company’s own country Offsharing ✓ Work or services providers overseas. to third-party Nearsharing ✓ Work or services to people in nearby, often bordering regions and countries. Lesson 4: Employee Life Cycle Lesson 5: Guilds and Unions in the Institution Employees ✓ Are vital force in organization to provide services and stability. Employee life cycle ✓ The tenure of employee from job description recruitment, hiring and termination of services. Recruitment ✓ Job announcements ✓ Placed on ads, online sites, etc. ✓ Requires resume of applicants Guild ✓ Collective bargaining organization for independent characters. ✓ Above-the-line guilds Union ✓ Collective bargaining organization for employees. ✓ Below-the-line unions Collective Bargaining Hiring ✓ Prospective applicants are forwarded to the HR Department for a personal interview. ✓ When a group of less powerful individuals who share similar goals, unite in negotiations with or common, more powerful opponents. Independent Contractor ✓ Someone who works for an employer but is not an employee. Employee Development ✓ Reward to employees who perform creative work as part of their benefit. Three ways as to why employees leave an organization; 1. Retirement 2. Leaving the organization 3. Employer terminate the employee Lesson 6: Contract Workers and Partners Two general considerations that lead to termination; Cause ✓ Involve employee’s poor performance, poor kit with organization. ✓ Unions and Managers are signatories to existing collective bargaining agreement. job the Reduction in force ✓ Due to down signing or restructuring. Contract worker ✓ Independent contractor who enters into a contractual agreement to provide a service in exchange for a fee. Creative contractual ✓ Ability, track record, and perceived contribution to the success of a project. ✓ Paid even if the project does not go forward. Three types of Partnerships Content-content ✓ One between content creation companies which package, promote, and advertise. Content-conduct partnership ✓ Link content creation organizations with distribution channels. Conduct-conduct partnership ✓ When partners operate distribution channels. Module 4: Financial Management Financial Management Capital Expenses ✓ Planning, organizing, directing and controlling the financial activities over as procurement and utilization of funds. Lesson 1: Fundamentals, Concepts and Principles of Financial Management Economics ✓ Deals with the production, distribution, and consumption of goods and services. Two branches of Economics Macroeconomics ✓ Overall economy in the market system that operates on a large scale such as inflation, price levels etc. Microeconomics ✓ Study of individuals, households, and firm behavior in decision making and allocation of resources. Revenue ✓ Emanates from the sale, rent and licensing of products and services to consumers. ✓ Are expenditures made to purchase that have asset value like building, programming, technology, etc. Typical Expenses for Creative Industry Enterprises ✓ Content Creation and acquisition expenses ✓ Sales Expenses ✓ Marketing and promotional expenses ✓ Distribution expenses ✓ Technical and engineering expenses ✓ Information/interactive technology expenses ✓ General and administrative expenses Assets ✓ Are items with economic value for the broadcast institution Two types of assets Capital assets ✓ Are tangible assets ✓ Fixed assets ✓ Buildings, property, equipment etc. Deferred tax assets ✓ Are assets expenditure ✓ Fix tax earnings for the next year. Expenses ✓ Costs required or spent on acquire products and used for everyday operations. Trade Expenses ✓ Are costs incurred in the day to day operations, payroll, and maintenance, taxi fares of travelling executives. Intagible assets ✓ Are brand reputation ✓ Trademarks, non-physical assets Liabililities ✓ Something you owe ✓ Way of determining the set work after subtracting it from your total assets. Two kinds of Liabilities Accounts Payable Department Short-term liabilities ✓ Current liabilities ✓ Firm’s financial obligations are paid within a year. Long-term liabilities ✓ Done more than a year ago in the future. Lesson 2: Finances Structure for Managing Debt Capital ✓ Received from credit investors and paid back overtime with interest. Equity Capital ✓ Raised from shareholder giving them ownership in the business for their investment and return of the equity. Chief Financial Officer (CFO) ✓ Highest ranking financial manager. Capital structure ✓ Mix of debt and equity that a company uses to finance its operations. Positions in the financial departments: Collective Manager and Department ✓ Receive money due to it for the purchase of products or services. Account Receivable Department ✓ Prepares and sends out bills for money due to the company. Purchasing Department ✓ Conducts research to find best value proposition for the company. ✓ Writes the checks for purchases of products, and services. Payroll Department ✓ Collects processes and maintains all documents related to paying employees, and benefits. General Ledger ✓ All incoming revenues and outgoing payments are posted to a document. Lesson 3: Financial Management Financial Management System ✓ Is the methodology and software that an organization uses to oversee and govern its income, expenses and assets with the objectives of maximizing profit and ensuring sustainability. Effective financial management systems: ✓ Improves short- and long-term business ✓ Eliminates accounting errors ✓ Minimize record keeping redundancy ✓ Ensure complains with tax and accounting regulations. ✓ Helps personnel to quantify budget planning. ✓ Offers flexibility to accommodate change and growth. Main three types of financial management systems: Financial accounting ✓ Part of financial information systems that provide income statements, balance sheets and statements. Managerial Accounting Two types of content creation budgets: ✓ Systems that provide information to individuals and business on internal use only. Corporate Finance ✓ Resides outside of the normal accounting information systems. ✓ Budgeting, financial analysis, and forecasting and performance metrics. Lesson 4: Budgeting Strategic Planning and Budget ✓ A yearly exercise which everybody in the department is involved. Capital expenditures ✓ Also known as Capex ✓ Are amortized ✓ Spreading the cost of the asset across multiple budgets Infrastructure ✓ One category of capital expenditure ✓ Expensive and most of the money to pay for such is usually borrowed from lenders. Content Creation ✓ The contribution of information to any media specifically digital media for an end-user/audience. Continuing or on-going projects ✓ One which is not a completed one and so the solder has incurred recognizing billing and recognizing costs. One-off project ✓ Something that is done or created and paid ones. ✓ Above-the-line costs ✓ Below-the-line costs Monthly budget report ✓ Done as an easily indicator of how the broadcast institution as a whole and individual units are doing. Performance matrixes ✓ Metrics ✓ Held to show the process as far as reaching the objectives of the strategic plan. Lesson 5: Financial Strategies Financial Strategy ✓ Serves as a guide to reach financial goals Four principal revenue: ✓ ✓ ✓ ✓ financial strategies for Make money Save money Raise Money Manage Taxes Making Money ✓ Is essential for profit companies saving it equally important by examining and analyzing how cost of individual budget items. Equity ✓ Means investors participate in the project. Burn rate ✓ Speed at dispersed. the way money is Taxation Guide ✓ Fundamental resource for film and television production. Module 5: Marketing Content Lesson 1: Content Marketing Content Marketing ✓ Is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience. ✓ Attracts prospects and transform prospects into customers by creating and sharing valuable free content. ✓ Requires continuous delivery of large amounts of content, preferably within a content marketing strategy. ✓ Management process that uses electronic channels to identify, forecast, and satisfy the content requirements of a particular audience. Often used by businesses in order to: ✓ ✓ ✓ ✓ Attract attention and generate leads Expand their customer base Generate or increase online sales Increase brand awareness or credibility ✓ Engage an online community of users Lesson 2: Types of Content Marketing 8 most popular types of Content Marketing 1. Blog Posts ✓ Published regularly in order to attract new visitors. 2. Ebooks ✓ Lead-generation tools that potential customers can download after submitting a lead from with their contact information. 3. Case Studies ✓ Tell the story of a customer who succeeded in solving a problem by working with you. 4. Templates ✓ Handy content format to try because they generate leads for you while providing tremendous value to your audience. 5. Infographics ✓ Can organize and visualize data in a more compelling way than words alone. 6. Videos ✓ Highly engaging content medium and are shareable across social media platforms and websites alike. 7. Podcasts ✓ Help audiences find your brand if they do not have time or interest in reading content every day. 8. Social Media ✓ Distributing your content on other sites. Social networks on which businesses often post include: ✓ ✓ ✓ ✓ ✓ ✓ ✓ Facebook Instagram Twitter LinkedIn Pinterest Snapchat YouTube Lesson 3: Content Marketing Strategy Content strategy ✓ Management of pretty much any tangible media that you create and own: written, visual, downloadable ✓ Is the piece of your marketing plan that continuously demonstrates who you are and the expertise you bring to your industry. Few Questions to answer when developing a content strategy: 1. Who will be reading your content? 2. What problem will you be solving for your audience(s)? 3. What makes you unique? 4. What content formats will you focus on? 5. What channels will you publish on? 6. How will you manage content creation and publication? Manufacturer to Distributor to Reseller to Consumer ✓ The manufacturer uses the service of a distributor for the initial dispersion of goods. TIPS FOR DEVELOPING A SUCCESSFUL CHANNEL MARKETING ✓ Strategy Select the Right Channel Partner ✓ Develop and Nurture the Relationship ✓ Focus on your Brand, Not your vendors ✓ Put the Customer first ✓ Be Sincere on Social Media Lesson 4: Channel Marketing Channel Marketing ✓ Means of distribution of products and services from the manufacturer to the consumer. ✓ Play a role in transferring the ownership of goods. Types of Marketing Channel: Manufacturer to Consumer ✓ Goods reach consumers directly from the manufacturer. ✓ Cost-effective and profitable for both the parties. Manufacturer to Retailer to Consumer ✓ Retailers purchase from the manufacturer and then sell the merchandise to the consumer. Manufacturer to Wholesaler to Consumer ✓ Consumers looking for bulk purchases of specific items adopt this channel. Lesson 5: Digital Marketing Matters – Strategies for Broadcasters and Channels Opportunities of viral content distribution: ✓ ✓ ✓ ✓ ✓ Social Engagement Twittering on New Face of Broadcast Going Viral Program vs. Channels ✓ The internet has arguably made the marketing landscape a far trickier place to navigate, but has also placed more power than ever before in the hands of the channels and broadcasters to reach their viewers. Lesson 6: Customer Relationship Management- How it’s done now in Bradcasting Customer Relationship Management ✓ Combination of practices, strategies and technologies that companies use to manage and analyze customer interactions and data.
