Understanding the principles of marketing is essential in the dramatically changing world of media production. The customer and consumer are changing—and that means the business model behind media and production enterprise must also change.

This session of the WIFT-T Media Leadership Program (MLP) unveils some of the most important principles of marketing, highlights the new trends, and relates both to the emerging world of media commerce. Topics include: marketing philosophy, customer value, segmentation, positioning, managing an integrated marketing mix, and domestic and international considerations.

Faculty: Alan Middleton, Executive Director, Schulich Executive Education Centre; and Assistant Professor, Schulich School of Business, York University

Note | Restricted to participants in the 2012 Media Leadership Program

About the MLP

The WIFT-T Media Leadership Program is a biennial program designed for mid to senior level women and men who want leading-edge academic knowledge and contemporary business and leadership skills required in the Canadian screen-based industry. Participants who complete the MLP receive a certificate from the Schulich School of Business, York University.

Presenting Partner

A Schulich Certificate Program