The MBA in Media Management
MCNY's Media Management Blog
Voices from the Global Village: The Students Speak — Debie Lachman, “Social Media: The Value of Conversation”December 12, 2011
As we end the year and enter the holidays, our students are taking finals, finishing papers and completing their other various course requirements in all of our programs. For our MBA students, this means that they are also engaged in assessing and evaluating the success of their Constructive Actions, which is one of the unique features of an education at Metropolitan College of New York.
The Constructive Action is one of the tools MCNY uses to integrate the essential educational components of theory and practice into a cohesive and comprehensive whole in order to bridge the gap between the academic and business worlds and resolve the pedagogical dichotomy of emphasizing theory as advocated by most academic institutions versus the emphasis on the practical, applied approach advocated by the business community. We achieve this by utilizing Purpose-Centered Education as a teaching model, where we fuse the acquisition of highly specialized industry specific knowledge with the study of professional managerial skills by combining classroom instruction in the Dimensions classes with applied knowledge and practice gained through Purpose Seminars and the Constructive Action.
Thus, in the MCNY Media Management MBA program, we provide students with an exemplary business education while also equipping them with the tools necessary to successfully navigate the unique nuanced business, operations and management characteristics of the media and entertainment industries. Their studies include a comprehensive analytical overview of all aspects of the media industries, including entertainment law and contracts, the film, broadcast, music and publishing industries, art and theater administration as well as new media and marketing. They are therefore prepared to enter the rapidly changing media industries with the knowledge and skill to develop models for successful exploitation and utilization of social and mobile media in the delivery of traditional entertainment industries; manage and develop new successful business models in changing music and publishing industries in light of digitization and convergence; and, be at the forefront of administration of successful business models for developing “new” media industries, entrepreneurial media ventures or improved service methods within media businesses.
Over the next few weeks, we want to take the opportunity to use this blog to feature those voices from the global village of our Media Management MBA students, discussing issues they have been studying and engaged in developing as part of their Constructive Actions.
As always, we welcome your comments and thoughts.
Kristie Velasco, Coordinator, MBA Media Management Program
Welcome! Allow me to first introduce myself. My name is Debie Lachman, and I am a media marketing enthusiast. I am also currently an MBA Media Management student at Metropolitan College of New York. I have a strong background in art, advertising and communications design producing various projects from desktop publishing to branding, photography, advertising campaigns, print media, typography, and market research. See my website www.debielachman.com for sample works.
Being a native to the “social” media world which is in the midst of a miraculous technological transition, I have seen and experienced the best of both worlds. It seems like just yesterday I was submitting my assignments on floppy disks, where today, I am doing everything digitally.
Coming from a communications design background producing print advertising campaigns, the times of trimming and mounting ads has become obsolete and unnecessary manual labor. All the hard work of perfecting edges and applying glue to ensure the images held in place takes away from allowing the limited viewers to focus on the actual campaign. This is no longer the case; social media has emerged, allowing mass communication with many rooms full of media experts anywhere, at any time. Artists can display an array of works all over the Internet and generate conversations online about their works. This new media can help any individual or organization find a voice online, and that’s exactly what it has become!
If you are reading this blog, you probably have already figured out the growing importance of getting your information from the Internet, and would be surprised how many people still do not understand the value of social media networks. However, as the video below shows, there are many who still do not understand that social media networking sites such as, Facebook, Twitter, and LinkedIn have become immensely popular over the years and have grown to become the norm as the platform for engaging others of thought, ideas, and overall personality, whether as an individual or organization.
The potential of Facebook has far exceeded the expectations of businesses and marketing professionals. What first started as a site to for college students to socialize or to connect family and friends that you might not see on a regular basis has become a platform for daily conversation and a tool to encourage brand awareness. The very same stage used to highlight one’s personality created a domino effect of influence worldwide, closing the barriers of local and long distance. Many in search of lost friends and family members have also adapted to this new media, creating even larger communities online, all living as neighbors in a virtual world. Not being a part of this virtual community as an organization is almost equivalent to being non-existent.
Twitter is another sensation to hit the online world. According to BBC News and technology reporter, Maggie Shiels, Twitter has now accrued 200 million users and its popularity continues to grow. And yet, what is Twitter many still ask? That’s simple, Twitter is a real-time information network that connects one to the latest information about what they may find interesting. The most unique aspect of this particular social network is that each Tweet is 140 characters in length, encouraging users to become creative within that space. While this all sounds great for individuals, another question many are facing is how Twitter can help them improve or grow their businesses. Twitter connects businesses to customers in real-time by sharing information quickly with those who are interested in their product and services. By gathering real-time market intelligence and feedback, businesses can improve their product and services, build relationships with their consumers to produce overall customer satisfaction.
Now, if Facebook and Twitter is not your thing, LinkedIn is yet another option, and perhaps the most important one in a professional world. LinkedIn is a professional social networking site that helps one establish a professional profile, stay in touch with colleagues and friends, find experts and ideas, and explore opportunities. How is this different from any other social media site you ask? Well, LinkedIn actually allows you to control the first impression people get when searching for you online; this is because LinkedIn profiles rise to the top of search results.
It is critical for today’s small business managers and owners to understand that in today’s competitive economy, efficiency helps in the decision making process of consumers if they are to leverage the benefits of social media networks for the businesses. If positive information about your product is readily available, it can only work in your favor. Businesses who do not engage in conversations with their consumers on a personal level lose vital information on consumer satisfaction. These new media networks have replaced traditional public relations methods, by giving any one individual or business the control to promote and market their brands using pure conversation online.
For many companies and individuals, not having a presence online can be perceived as being practically non-existent, and so, therefore, establishing an online presence and understanding the basics of online and social media marketing is a critical start up requirement if you hope to compete as a business today.
Just imagine a world where online users are eager to share ideas, comments, and suggestions about what you are providing them and how to improve so they can continue to support your product or services…This is all possible with social media!
Voices from the Global Village: MCNY Media Management MBA and Adjunct Professor Paula Landry publishes new book!September 24, 2011
Congratulations PAULA LANDRY!
We are so proud of MCNY Media Management MBA Paula Landry for publishing her book Scheduling and Budgeting Your Film: A Panic Free Guide which is being released on October 3 by Focal Press. (It is available in hard copy and electronic formats directly from the publisher as well as from Amazon, Barnes & Noble and other retail outlets.) Paula is a film and music producer who creates commercials, multimedia concerts, films both short- and long-form, and branded videos for the Internet. Her movies have premiered at Sundance and gone on to win awards worldwide.
Also a very valued member of the MCNY adjunct faculty in the Media Management MBA program, Prof Landry’s film industry classes are always student favorites and provide our Media MBA students an insider’s view of the workings, business and economics of the film industry. This is Prof. Landry’s second book, having co-authored, This Business of Film: A Practical Guide to Achieving Success in the Film Industry with Stephen Greenwald in 2009.
According to the Publisher, Scheduling and Budgeting Your Film: A Panic Free Guide is “the Holy Grail for filmmakers.”
Budgeting and scheduling are easy in principle but hard in practice. The successful producer has a solid plan for juggling dozens of activities and costs while retaining the flexibility to cope with those inevitable last-minute changes and stay on course.
Other resources look at budgeting and scheduling in isolation; this book is unique in covering the two closely intertwined activities in a single volume. Readers get both topics for the price of one book; competitors cover each topic separately. All the fundamentals of line producing are covered in a quick-reference format and the tips apply no matter what kind of scheduling or budgeting software you’re using.
• Useful tricks of the trade show you how to squeeze the most of a limited budget and tight schedule
In addition to her teaching duties, Ms. Landry is currently president of Idea Blizzard Productions, a media-consulting company, and also heads a commercial-music enterprise, FireStorm Productions. She has produced media projects for American Health and Fitness, Fit TV, the Odyssey Channel, Pearson Television, and several Fortune 500 companies. Landry has also consulted on media projects for Carnegie Hall, Christie’s auction house, Details magazine, Entertainment Weekly, G&H Media, Loosely Translated Productions, Mullen & Company, Tribe Pictures, and numerous political campaigns.
I personally applaud Prof. Landry’s ongoing achievement; she is an inspiring and dedicated role model for students in general and for all women in the film and media industries.
Coordinator, MCNY Media Management MBA Program
Posted by MCNY Media Management Blog in Graduate Achievements, MCNY Faculty Achievements, MCNY Media Management MBA Faculty, Media Management Graduates, Uncategorized, Voices from the Global Village. Comments Off
Voices From the Global Village…Award-Winning Sundance Film “Kinyarwanda” Will Receive a Theatrical Release Through AFFRM!July 9, 2011
Congratulations Parris Moore!
Our recent graduates are joining the ranks of other successful MCNY MBA Media Management Program who are contributing an often absent perspective to the voices coming from the global village. Parris Moore is the Associate Producer of the film “Kinyarwanda” and a graduate of the MCNY MBA Media Management Program.
Award-Winning Sundance Film “Contents” Will Receive a Theatrical Release Through AFFRM
by Dana Harris (July 5, 2011)
AFFRM—aka the African-American Film Festival Releasing Movement—will give U.S. theatrical distribution to “Kinyarwanda,” the 2011 Sundance Film Festival Audience Award winner for World Cinema Drama. The film will be released in November.
See the full linked story about this amazing achievement one of our MCNY Media Management Graduates, Parris Moore, and his colleagues
See the film trailer here
June 11, 2011 was a great day for the MCNY family as we watched so many of our students take that well earned walk across the stage during the MCNY 34th Commencement Exercises to accept their degrees and officially join the ranks of tomorrows business, human service, public policy and education leaders in a variety of industries. I too applaud all of the MCNY graduates for their achievements and join the chorus of those acknowledging and thanking the families of the graduates for their sacrifice and support in helping their loved one achieve this invaluable accomplishment.
I do have of course, an understandable particular pride for the 2011 graduates of MCNY’s Media Management MBA Program. Each one of you could have pursued your graduate business education at any one of a number of schools offering an MBA. However, it is obvious that those who have completed this program came to MCNY because we offer what the others don’t. Our philosophy is that, in addition to the acquisition of excellent managerial, business administration and leadership skills, at MCNY we believe that an appreciation and commitment to social justice is integral to successfully operating a business or succeeding in a corporate environment. Throughout the formation of your CAs and interwoven throughout the traditional MBA competencies was a strong foundation of ethics and a constant review and discussion of how successful business people can create and provide business products or services that will have a positive impact on the communities within which they live and work in order to empower the larger society of which they are a member.
So I am proud of each of the Media Management MBA students who managed to balance all of their competing obligations and successfully complete their studies. Your experiences, friendships formed and skills and knowledge acquired in your classes at MCNY will remain with you long past your graduation, and will be that well you can draw from as you face business challenges and opportunities in your future. Actually, I understand that I have played a particularly visible role in the acquisition of some of those lessons; you are welcome Michael. (Smile)
In all seriousness, I welcome you all into this industry as colleagues who share an understanding that social responsibility is critical for business people in the media industry and who understand the integral role (good or bad) that media has in the formation of our self identities, cultural values, interpersonal relationships, economic and financial health, political direction, etc. From Cherise, to George, Lindsay, Alicia, Krystal, Saneeta, Latasha, Yoshi, Agata, Nazly and Cynthia, to Max, Jasmin, Vani, Jason, Nygil, Alex, Tichanda, and Michael and most recently, Mauttika, Patricia, Vegia, Marius, Angela, Jeanne, and Anastasia, and especially Adelaide and Lithera, two women who never gave up and fought to the last day to finish their degrees and secure their futures in the business world…as you each complete this program, know that I have high expectations for all of you.
I have no doubt that each of you can make a positive impact on the world and on the media while being successful business people. Know that we at MCNY remain available and welcome you to the MCNY Alumni family. Rest assured that I will reach out and call on you (as I do for those who have graduated before you) to help strengthen the program, as we continue our progress through our ACBSP Accreditation Candidacy and, more importantly to assist, advise and help guide those students coming behind you. Remember that this really does only work if we remain committed to the belief/moral imperative that ‘each one, teach one.’
Good luck. Never stop believing that one person can change the world.
In the MCNY Media Management MBA program, we believe learning is made more effective and efficient when studies are applied toward a specific goal. Our purpose centered education learning model directs students to plan, produce and promote new media ventures as part of the MBA studies; students learn by doing. Last year, students were asked to plan a film festival as a live case study for one of their classes.
Recently I took the opportunity to interview two of our program alumni, Cherice Monique Bedford and George Kevin Jordan, both of whom helped develop and implement the first film festival. Cherice Bedford is a screen writer, film editor, and independent filmmaker and has an extensive production background. George Jordan is a published journalist and author. His experience includes reporting for the Milwaukee Journal – Sentinel, The Sunday Paper Atlanta, and Bleu magazine, where he served as EIC and then Executive Editorial Director for three years. His debut novel That Moment When and his follow-up Hopeless were both released on Urban Soul Kensington Publishing.
This August Ms. Bedford and Mr. Jordan both received their MBAs in Media Management from MCNY. They have returned to partner with the MCNY Media Management MBA program to institutionalize the festival as an annual event and assist current students to develop and host the 2nd Annual MCNY Media Management Short Film Festival in April 2011. It is my pleasure to spotlight their voices from the global village…
Kristie Velasco: Why don’t you share a little bit about the first MCNY Media Management Short Film Festival? How did it get started?
Cherice Bedford: The MCNY Film Festival was a project created in our Organizational Behavior class during Purpose 2, which focuses on preparing us to develop and master actual managerial skills and prepares us to work with other people from different backgrounds in a company. During the film festival, I had the opportunity to feature my filmmaking talent as well as serve as manager of fund-raising and social media marketing.
George Jordan: It was a chance to see what we as students could create, plan, manage and market within a certain time frame. I was assigned as project manager and my only goal at the time was to get it done. It was a success, and we learned a lot about each other. I am so pleased we are partnering with the Media Management program to incorporate the festival into the curriculum and mentor the students managing the actual process this semester.
Kristie Velasco: Why do you think holding a film festival is such an important activity that it should be made part of the Media Management MBA curriculum?
George Jordan: As a creative person I found that I was always looking at the content, or the product, and making it look pretty, making sure it was copy edited, written well. In the program I learned that as a manager, before I touched anything, I tried to figure out what was the purpose of what we did, and then come up with a plan and budget that always aligned with the overall purpose or mission of each project. That is something this program helped to instill in me.
So for me, the film festival was really a chance to utilize all the things I have learned as an MBA Media Management student. I held several management positions at magazines and organizations, but it was during my time at the school that I really learned how to marry the business and creative skills together. To that end I think an MBA media management student should be able to walk away from the program able to produce, events, movies, whatever it takes…It doesn’t matter the medium. We should be prepared to be line producers, managing editors, CEOS, etc…The film festival is like a live incubator to test our skill sets.
Cherice Bedford: When we did the film festival last April I not only learned business skills, but it was important to me as a filmmaker because it gave me an opportunity to introduce my short film to 118 people and make the connections I needed to create my short into a full length film.
The things I learned in the Media Management MBA program helped me create a plan to find funding and create my films. At the same time, I gained invaluable experience and confidence knowing that I can produce this event. When I finished MCNY program I was able to take the skills I learned and apply them and create my own business with two other students from the program. Having an MBA will also allow people to believe and trust that I know what I’m doing.
Kristie Velasco: George do you agree with Cherice that creating the festival was beneficial to your MBA education and can help you now that you have graduated?
George Jordan: Again for me it was about creating a plan of attack, rather than attack and seeing what shook from the tree. A plan actually helps me be more creative and a business plan is standard for getting funding. But also, not only do you need to create a business plan, which many people can do, you need to be able to execute it if and when you get funds, which many people CAN NOT. That is what I think I learned at MCNY…To create and plan, and execute.
Kristie Velasco: How will the 2nd Annual MCNY Media Management Short Film Festival be different from the first?
Cherice Bedford: What’s different this year is that the film festival will be two days instead of one. This year we also want to build partnerships so that the filmmakers can get something out of this; meaning some kind of connection. The current students will learn how to market, produce, make decisions, and deal with unexpected problems that may occur.
George Jordan: Last year it was a one day event, which in hindsight was a lot to absorb and execute in the few hours we had. This year we are adding another day and trying to create partnerships to ensure that both the students and the filmmakers walk away with important knowledge and a connection in this industry.
Kristie Velasco: What else are you working on right now?
George Jordan: I am a journalist and author and right now I am working on my third book. My first two, That Moment When and Hopeless, were released worldwide via Urban Soul/Kensington, one of the largest African American owned publishers in the world.
Cherice Bedford: As of now I’m working on my full length film TOYA, I’m also working on my nonprofit business, Harlem’s Writers for Change. I’m also teaching a drama class at the Children’s Aid Society.
Kristie Velasco: Wow, with all that you are working on, why did you come back for this?
Cherice Bedford: I came back to work on the film festival because I always want to be a part of MCNY for one. More importantly though, the film festival was created by 7 students who never did any kind of event as such and it was a success and I will always want to be a part of it; it meant a lot that staff and students from the school were contacting me asking when it would be this year…I couldn’t not do it.
George Jordan: I always knew I wanted to be more involved as an alum. I really didn’t have that opportunity as an undergraduate because I was too busy trying to establish myself as a writer. But here, I realized coming back and working on projects that showcase what MCNY Media Management students can do, builds brand equity, and people begin to associate the students with the amazing things that they can do.
Kristie Velasco: As new MBA’s and media professionals, what do you think of what is going on with new media and how do you think the program fits into the larger media industry?
Cherice Bedford: I say media is changing all the time…MCNY has to stay current and be ready for change as well.
George Jordan: We are in an amazing and scary place. It is amazing because you are only a blog away from being a millionaire, or creating that great business…But it is scary because the current powers that be are scared. They don’t know how their business models are going to shift, and many people are jumping ship. It is our responsibility in my opinion to be the problem solvers, and create new businesses that can navigate this turbulent time. As Media Managers we have to be the solution, and also educators in what we do, because most media managers today worked their way from the bottom up and learned that way. We have to be able to prove the knowledge we gained can be applicable in the workplace. That is our challenge, but not an insurmountable one.
There is always this period with new technology where the owners of the old technology fight over the reach of the new technology. We saw that with TV and now the Internet. But ALWAYS, ALWAYS, ALWAYS an alliance is built because you cannot stop progress. To that end it is the schools, and the students’ responsibility to be in the room during these changes and to be present in the transformation of the medium. If we are defining the direction we can define our place in the revolution.
Welcome to Voices from the Global Village, the blog of the MCNY Media Management MBA Program.
I am Kristie Velasco, the new Coordinator of the MCNY Media Management MBA program and it is my hope that this blog may serve as a forum for the vibrant exchange of ideas in our “global village” that has emerged in the wake of the rapid fire development and advancements in our contemporary mass media technology as well as a means of spotlighting some of the individual voices within our “global village.”
We all know that today’s media pervade every aspect of our lives: cell phones, iPods™, netbooks, tablet pads, e-readers, game consoles and the Internet are now standard equipment for everyone, from the smallest child to the elderly. Students of media know that the proliferation and integration of media into our daily lives was foretold by communication theorist Marshall McLuhan back in the 1960s, when he posited that the medium itself was more important than the content it delivered; in his evocative words, “the medium is the message.” Prophetically, contemporary mass media technology has and indeed continues to transform the world, removing limits, borders and boundaries, and fostering the continual growth of the “global village” described by McLuhan, allowing for the global exchange of diverse ideas.
As a member of this global village, MCNY knows the critical role that media plays in our society and the need for the most qualified individuals who possess clearly defined ideas and commitment to social justice to lead today’s media companies. In the Media Management MBA program, our mission is to provide our students with the business skills, management tools and substantive expertise necessary to be at the forefront of emerging media trends, to navigate the changes in the industry and to provide leadership to successfully take these companies into the future, while never losing sight of our own responsibility to the larger society and the ever changing media environment.
A decade into the new millennium, we have now far surpassed McLuhan’s wildest ideas of how transformative media technology could be and the impact it could have on our social and cultural values. In the past twenty years, we watched a wave of new media develop and more recently, the emergence of even “newer” new media that are radically changing how we communicate and interact as a society, how our culture is formed and transferred, and how we do business, as well as how consumers use media and the models for how these media businesses operate. Consider that, as each day passes, we are also witnessing the collapse of traditional media business models, like those of the Music and Publishing industries, as they desperately search for ways to successfully adapt their business structures to today’s rapidly changing digital technologies and survive in today’s culture of rampant piracy, while also finding ways to remain relevant in today’s media environment of ever increasing consumer created content and Internet distribution markets.
One wonders if McLuhan could even imagine how prophetic he was in his ideas about the media, communication and the formation of a global village: Today, bloggers are considered established journalists and are recognized as such by the White House Press Office, campaign ads are embedded into video games, members of the House of Representatives tweet from the floor of Congress, real life family dysfunction has become standard fodder for reality television shows, Facebook™ is ubiquitous in our lives and businesses, an estimated 60% of young people actually take their cell phones to bed with them, we operate on a 24 hour news cycle, we are informed in real time of political protests that are conducted via text and the Internet even in the most conservative and closed countries like occurred in Iran and “Google” has become a verb.
If anything, with the volumes of consumer and industry produced media content, rapid fire technological advances and a government and media industries that are struggling to keep up with all of these changes, we run the risk of losing sight of some of the specific programs, achievements, efforts, advances and individuals that warrant recognition but may be overlooked in the cacophony of ideas and messages being exchanged in our vast global village.
Through this blog, the MCNY Media Management MBA program will spotlight some of these voices from the global village; from individual members of our MCNY family, to leaders in the media industries, to efforts of our program, to recent trends, developments or issues that might arise in media, all of which might otherwise go unheard. Of course, we welcome your comments and ideas.
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