Essentials of digital media management

Rhodes University's Sol Plaatje Institute (SPI) for Media Leadership, Africa's only university-level media management and leadership institute, invites editors, media managers and senior journalists from media organizations across the African continent to attend a National Qualifications Framework Level 6 accredited and certificated five-day digital media management short course.

The course focuses on recent and emerging developments in the digital media sector that have a significant impact on the media industry in different parts of the world. We specifically explore the impact of digital media channels on African media and examine the essential concepts and practices in managing a multi-platform media firm.

The course, known as the Essentials of Digital Media Management, will run at the SPI on 24-28 August 2015. It focuses on the following key areas:

- Overview of the development of digital media

A brief historical overview of the digital media sets the context for the course. Current trends in Internet access and the development of broadband infrastructure across the African continent are reviewed, exploring the implications for media companies.

- Digital media business models

Participants learn about different ways of generating revenue in the online environment, with a particular focus on news media. "Conversion funnels" are demonstrated as a planning and monitoring method. The revenue-generation strategies of selected online news media sites are reviewed.

- Mobile media business models

Mobile access to the Internet is gaining momentum at a rapid pace, along with the availability of cheap smartphones. The mobile phone has a number of unique characteristics that pose specific challenges and create unique opportunities for media organizations. The session examines the difference between mobile applications and mobile websites and specific ways of generating revenue in the mobile environment.

-Case study and group work

Participants select appropriate case studies, pool their knowledge and conduct independent research to examine how selected media companies use online and social media and how this is monetized.

- Big data: collecting, using and selling data

Recent exposes have highlighted the challenges and commercial opportunities posed by wide scale data gathering and mining of massive data sets. In addition to the obvious privacy issues, "big data" opens the doors to unprecedented commercial opportunities. The session explores how media companies can collect and analyse data in cost-effective and ethical ways, enabling deep audience engagement and building communities of users.

- Analytics and conversion analysis

The power of free web analytics tools is demonstrated. Participants explore how analytics can be used, for example, to understand who is accessing your online media, their demographics, what devices they are using, where your traffic comes from and what content is most popular.

- Journalism and social media

Participants discuss the opportunities and dangers of using social media, using their own case studies and examples provided by the course facilitator. Various applications for managing a variety of social media platforms are reviewed.

- Application and web development

Participants discuss the importance of placing audiences at the centre of web and software development and review the user-interfaces of selected media applications and websites. Innovative methods for managing complex projects are demonstrated in practice, with participants collaborating to develop new project ideas.

- New trends in digital journalism

Examples of innovative media applications and websites are presented, exploring how new technologies enable new forms of multimedia and interactive journalism.

- Useful tools for digital journalism

Examples of cutting-edge journalism using new applications and hardware are demonstrated and discussed.

- Cross-media content management

Participants discuss convergence, looking at ways of producing "converged media" and various strategic models for transforming traditional media companies. Particular attention is paid to organizational culture, skills, content-management systems and physical space.

- Emerging trends in digital technologies

Participants explore the future of digital technology, examining emerging trends and their implications for media companies.

- Legal and ethical issues in the online environment

An introduction to legal and ethical issues foregrounded by digital media, with a particular focus on intellectual property and defamation. Participants discuss how media organizations can manage legal risks in the online and social environment.

-New ideas group work

Groups prepare presentations for new mobile "news and information applications" built around their market's needs and preferences.

Sessions are led by industry and academic experts. We do offer the option of running the course in-house at your organization, which would eliminate the cost of travel and accommodation for participants. Please note that an in-house course will only take place if there are 16 or more participants attending the course.

The course is primarily intended for editors and senior editorial staff responsible for developing and implementing new media strategies for their respective organizations. However, it will also benefit production staff and journalists who have to think differently about the content they produce and the platforms for which they produce this content.

Our courses emphasize interactive learning and knowledge-sharing, especially learning by doing, and represent a useful platform to network with fellow digital media managers from across Africa.

For more details on the course, please contact Yolisa at az.ca.ur@alezdizdam.y or telephone her on 046-603-8949. You could also visit the SPI's website at www.ru.ac.za/spi

Date: 24 August 2015 to 28 August 2015
Time: 08:30 - 17:00
Venue: Sol Plaatje Institute, Grahamstown
Cost: Course fees are R9,000 per participant

More info:

Great Hall, Prince Alfred Street