BrandArena: PAU Expands Brand Profile With Innovative Media Leadership Programme

Saturday, 2 March 2013

PAU Expands Brand Profile With Innovative Media Leadership Programme

Poised to create sound media leaders with strong foundation in the principles and practices of business intelligence, the School of Media and Communication of the Pan-African University in collaboration with university of Central Lancashire, as well as other UK based partners have put together an executive course that will equip media managers with the cutting-edge knowledge to drive innovation and to grow their organizations in the face of rapid change and growing competition.

The executive course tagged- Leadership and Governance in Media and Communication (LGMC) is a high-value programme that rests on the new paradigm of the knowledge economy in which human capital and the possession of skills and competencies are seen as key factors in economic production.

The school of Media and Communication of the Pan-African University has seen that even in our over communicated society, for a media brand to be successful and relevant in the marketplace, it still needs to communicate distinctly to acquire the mindshare even before the market share, which is the primary objective of any business.

This, combined with consistency, will bring success in the short or long run. In the words of Prof Emevwo Biakolo, Dean, school of Media and Communication of the Pan-African University, “LGMC is aimed at assisting chief executive officers and directors in the media and communication industries to optimize their leadership skills, enhance their grasp of strategy and the business environment, and maximize their command of innovations and trends in the field. It will assist them in the development of their visions and plans to build equity and portfolios. The expected ultimate outcome is a significant boost in overall brand performance”.

Like other industries, the media have also moved away from the old paradigm. In the age of the new media, Nigerian media managers can no longer remain on the beaten path of technological stagnation, low circulation figures, lack of audience rating procedures, indifferent quality output, and unethical practices. Since these challenges stem from poor management and inadequate governance skills, the best way to tackle them is from the top. According to the management of Pan-African University, LGMC is a response to these challenges.

This 25-day programme starts in March and ends in June. In addition to the sessions that will be delivered at the school, two other important components of this course are: 3-day in-house consultation with the staff of participants’ companies to assess their areas of critical need; and a week-long training, observational and consulting time with partners in media establishments and institutions in the UK. Hotel accommodation and meals in the UK are included in the course fee of N1.5m.

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