Educating Media Managers The University of Social Sciences and Humanities Vietnam National University HCMC 18 March 2008 Carol Wilder, Ph.D Fulbright Scholar Hanoi University Professor of Media Studies and Film The New School, New York Carol Wilder, Ph.D Fulbright Scholar Hanoi University Professor of Media Studies and Film The New School, New York

Established in 1946, the Fulbright Program aims to increase mutual understanding between the people of the United States and other countries through the exchange of persons, knowledge and skills.

Hanoi University ( formerly Hanoi University of Foreign Studies ) The first university in Vietnam (2002) to offer courses in English in Business, Tourism, Finance, Banking, Accounting, International Studies, & Computer Science. 10% International Students

Media Industry Facts By 2010, Internet and Telecommunications will be $3.5 Billion Dollar Business in Vietnam By 2010, it is estimated that 35% of VN Population will be Online -- 30,000,000 People Star TV (Newscorp) is Developing New Vietnam Based Cable Channel U.S. Media Industry is $700 billion + business - 4th largest sector of U.S. Economy Global Media Industry is a Top-5 Employer Worldwide 1 in 4 New York City Professionals Work in Media-Related Jobs Employers Surveyed Identify “Communication Skills” as One of Top-3 Job Requirements The “Information Economy” Outpaces Manufacturing in Many Countries By 2010, Internet and Telecommunications will be $3.5 Billion Dollar Business in Vietnam By 2010, it is estimated that 35% of VN Population will be Online -- 30,000,000 People Star TV (Newscorp) is Developing New Vietnam Based Cable Channel U.S. Media Industry is $700 billion + business - 4th largest sector of U.S. Economy Global Media Industry is a Top-5 Employer Worldwide 1 in 4 New York City Professionals Work in Media-Related Jobs Employers Surveyed Identify “Communication Skills” as One of Top-3 Job Requirements The “Information Economy” Outpaces Manufacturing in Many Countries

Training Future Leaders Media Industries are New and Different Businesses: Content is the Product Convergence of Different Media Companies is the Norm Today Cross-Training Across Media Formats is Esssential Training for Change is Fundamental Media Industries are New and Different Businesses: Content is the Product Convergence of Different Media Companies is the Norm Today Cross-Training Across Media Formats is Esssential Training for Change is Fundamental

Media Management Curriculum Areas Industry Perspectives Media Management and Leadership Media Economics Media Policy and Law Information Technologies Competitive Strategies Corporate Responsibility Industry Perspectives Media Management and Leadership Media Economics Media Policy and Law Information Technologies Competitive Strategies Corporate Responsibility

Industry Perspectives History of Media as a Business Unique Challenges of Media Organizations Similarities and Differences among Film, TV, Radio, Music, Publishing, Internet and Interactive Media History of Media as a Business Unique Challenges of Media Organizations Similarities and Differences among Film, TV, Radio, Music, Publishing, Internet and Interactive Media

Media Management & Leadership Company Mission and Values Recruitment and Hiring Training New Managers Effective Management Tools Managing Creative People Dealing with Problem Employees Managing Technological Change The Manager as “Coach” Company Mission and Values Recruitment and Hiring Training New Managers Effective Management Tools Managing Creative People Dealing with Problem Employees Managing Technological Change The Manager as “Coach”

Media Economics Business Models of Media Industries Revenue & Expense Components Economics for Entrepreneurs The Role of Advertising Perspectives of Owners, Investors, Employees, and Users Business Models of Media Industries Revenue & Expense Components Economics for Entrepreneurs The Role of Advertising Perspectives of Owners, Investors, Employees, and Users

Media Policy and Law Government Regulation Public Interest Media Reform Activism Intellectual Property Privacy and Rights of Expression Information Management & Censorship Government Regulation Public Interest Media Reform Activism Intellectual Property Privacy and Rights of Expression Information Management & Censorship

Information Technologies Understanding Technological Change Issues of Trust and Identity Political Aspects of Technology Social Dimensions of Information Technologies “Mass” (1-way) vs. “Social” (2+way) Media Preparing for the future Understanding Technological Change Issues of Trust and Identity Political Aspects of Technology Social Dimensions of Information Technologies “Mass” (1-way) vs. “Social” (2+way) Media Preparing for the future

Competitive Strategies Maintaining the Entrepreneurial Edge Corporate Convergence Leadership and Strategy Productivity Branding Strategic Positioning Fit and Sustainability Maintaining the Entrepreneurial Edge Corporate Convergence Leadership and Strategy Productivity Branding Strategic Positioning Fit and Sustainability

Corporate Responsibility Ethics and Society Information Equality and Access Corporate Liability Media Companies and Political Action Global Corporate Interest Corporate Philanthropy Information Industries and the Environment Ethics and Society Information Equality and Access Corporate Liability Media Companies and Political Action Global Corporate Interest Corporate Philanthropy Information Industries and the Environment

Teaching Methods Case Studies Corporate Internships Cross-Training Using Multiple Media Platforms Group/Team Projects & Business Plans Mentoring and Coaching by Faculty Speaker Series by Executives Field Excursions to Media Companies Case Studies Corporate Internships Cross-Training Using Multiple Media Platforms Group/Team Projects & Business Plans Mentoring and Coaching by Faculty Speaker Series by Executives Field Excursions to Media Companies

Sample Alumni Positions Network Programmers and Producers Media Teachers and Professors Production Supervisors Video and Filmmakers Media Advertising & Sales Managers Public Affairs Directors Communications Officers Print and Broadcast News Editors New Media Entrepreneurs Interactive Media and Game Design Network Programmers and Producers Media Teachers and Professors Production Supervisors Video and Filmmakers Media Advertising & Sales Managers Public Affairs Directors Communications Officers Print and Broadcast News Editors New Media Entrepreneurs Interactive Media and Game Design

Media Management Studies Training Students to Lead into the Future of Expanding Global Information Access, Challenges, and Opportunities Carol Wilder 2008 Training Students to Lead into the Future of Expanding Global Information Access, Challenges, and Opportunities Carol Wilder 2008