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Media, culture and entertainment essentials

the revolution.

Day 1 – Leadership
Morning – Through the leadership lens

Cyrille Sardais

During this module, we will lay down the foundations for a new way of looking at the complex and multifaceted topic of leadership. You will learn how the concept of leadership has evolved over time, in contrast with influence, power, authority and management. As you explore the various types of leadership, you will start to distinguish between them and determine which one suits you best.

  • Explore the theme of leadership and how it is related to, yet different from, legitimacy, influence and other concepts.
  • Find out how and why what we expect of our leaders has changed throughout the course of history.
  • Discuss examples of the three main types of leadership.

Afternoon – Leadership that stands the test of time

Marie-Noëlle Gagnon

We live in a VUCA world: one that is volatile, uncertain, complex and ambiguous. We are more and more demanding of our leaders. So what is the common thread that connects all those who manage to reach and to stay at the top? During this module, you will learn about the nine dimensions of leadership that lasts, and how to monitor and cultivate each of these dimensions.

  • Explore what’s behind the dashboard of leaders who endure.
  • Get a better feel for what your own stumbling blocks are.
  • Learn about the nine dimensions of leadership.
  • Build your own sustainable leadership dashboard.

Day 2 – Growth strategy
Morning – The world as your playground: using international connections and collaboration to win

Jean-François Ouellet

During the course of this module, the importance of local, national and international markets as vectors of growth will become abundantly clear. Participants will examine which strategies are the most effective for kick-starting growth, with a focus on research and win-win partnerships.

  • Get to know the four pathways of growth applicable to any kind of organization.
  • Understand strategies and conditions for growth at the local and international level.
  • Size up the attractiveness of global markets and benchmark your own competitiveness.
  • Take the headache out of sourcing new markets by testing the waters first.
  • Establish your target markets and set out to conquer them.
  • Find partners and associates whose philosophy aligns with yours.
  • Successfully negotiate deals in global markets.

Afternoon - Strategizing in the digital age

Anne Sérode

Strategic planning is a must for any business. But how do you know your strategy is right for you? And how do you know it will stand up against the challenges ahead and keep you on the right track over the long run? This module will outline the key steps in building an effective strategy and developing a business model for the digital age.

  • Understand the core concepts of strategic planning and explore a few choice planning tools.
  • Appreciate how vulnerable organizations can be to technology-related disruptions and determine which strategies can help mitigate these effects.
  • Analyze the business models of several newcomers to the media, culture and entertainment industry.
  • Identify the strengths and weaknesses of each of these models.

Day 3 – Financials – Working numbers into your business plan

Johanne Turbide and Dominique Lapierre

Learn about the best ways to prepare financial data and incorporate it into your business plan. We will be discussing various issues related to project funding and the various alternatives available to you.

  • Be strategic when thinking about your finances.
  • Make sure there’s a clear financial plan in place for your project or company.
  • Determine your financing needs and options.
  • Manage your financial resources.

Day 4 – Marketing and creativity
Morning – Making the most of your customer'data

Serge Leclerc

This module will help you develop a better understanding of just how useful your customers’ data can be in creating value for your organization. Specifically, this will involve putting strategies into place to

  • Familiarize yourself with various techniques for mining your customers’ data, especially those aimed at optimizing content consumer acquisition, engagement and retention.
  • Develop an activation strategy for this data and use it to support marketing activities as well as editorial and content decisions.
  • Create the conditions required to foster a strong and sustainable data culture within your organization.
  • Establish a decision-making process that puts data at the heart of your business.
  • Critique your working hypotheses and professional hunches.

Panel discussion on data mining
Moderated by Serge Leclerc - 10:30 a.m. to 11:30 a.m.

Guest speakers:

  • Jeanne Dorelli, Senior Director, Entrepreneurship and Innovation, Zú
  • Dominic Gagnon, Co-Founder and CEO, Connect&GO
  • Xavier Roy, Executive Director, Festival de Lanaudière

Afternoon – The creative economy and innovation

Laurent Simon

The purpose of this module is to introduce you to some of the key concepts and contexts associated with the creative economy, as well as the corresponding implications for traditional value chains and business models. You will also be given the opportunity to gauge best practices in planning and leading innovation in various business environments. Takeaways include a selection of design tools and methods to generate value and the chance to reflect on the ideal “building blocks” for your organization.

  • Understand the context underlying the creative economy and the corresponding issues.
  • Analyze the revamped value chains and business models emerging from the creative economy.
  • Explore best practices in innovation as they apply to cultural industries.
  • Test specific methods and practices related to the creative economy.
  • Apply these methods to incorporate these innovation techniques into a business model.
  • See the big picture with regard to the development and strengthening of your organization’s capacity for innovation.

Day 5 – Media branding and digital strategy
Morning - Media branding

Jean-Jacques Stréliski

In this module, participants will refresh their management practices and approaches to brand communication, taking into account how today’s consumers, audiences and communities of interest behave in our digital world. With so many platforms and channels out there, you’ll come to the realization that a strong, appealing media brand, and everything that this implies, is more critical than ever.

  • Update how you look at media branding and the new role it plays.
  • Understand new uses in the branding ecosystem and explore best practices.
  • Become familiar with and learn how to best use the array of new digital techniques applicable to media branding.
  • Determine the pitfalls and opportunities arising from these shifts.
  • Understand and embrace a media manager mindset.
  • Identify editorial guidelines that may be relevant to your own line of business.
  • Put forward values and content to support your efforts in terms of brand activism, public positioning and overall consistency in messaging.


Challenges of corporate communications

Moderator: Sylvain Lafrance

Cultural trends
Moderator: Sylvain Lafrance

Guest speakers:

  • Philippe Lamarre, Founder and President, Urbania
  • Louise Lantagne, President and CEO, SODEC
  • Louis Morissette, President, KOTV

4 p.m. to 5 p.m.

Training methods

  • Lectures
  • Videos
  • Reading (academic study)
  • Case studies
  • Diagnostic tool
  • Peer support
  • Hands-on exercises


$ 3,495 + taxes


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Nadia Uria-Fernandez

Nadia Uria
Program Manager

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