Course Catalog

Summer 2009

B7677-008: Media Strategy: Analysis, Innovation and Implementation

Block Week 1, meets May 18-22, B7302 not required, auditing not permitted

Instructor: robbin smith; ava seave

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The goal of this class is to create new, innovative strategies for Ovation TV, the fastest growing arts and culture cable network, to implement via their partnership with Cable in the Classroom. We begin with an introduction to concepts and tools students will need to create, evaluate and implement their strategic plans. Teams then develop their ideas based on research including an analysis of the competitive landscape, interviews and guidance from executives and media experts as well as their own creative input. Success in this course will be the teams' ability to use the research and industry information to make recommendations that are both practical and creative and that utilize new and old media to find and engage the various audiences that Ovation and Cable in the Classroom want to reach. The final deliverable will be a presentation deck and a live presentation to Ovation TV executives on the last day of class.

Robbin Smith

Robbin Smith

Director

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Ava Seave

Ava Seave

Adjunct Associate Professor

Professor Seave is a Principal of Quantum Media, a leading New York City based consulting firm focused on marketing and strategic planning for media and entertainment companies. As a Quantum Media principal, she has led numerous consulting engagements and has provided senior-level management consulting services to many companies in a broad range of assignments. Before founding Quantum Media with four others in 1998, she was a general manager at three leading media companies: Scholastic Inc., where she directed the Trumpet Club and Scholastic Specials business units, at The Village Voice where she was responsible for all non-advertising revenue and administrative management including circulation, shipping and distribution, list sales, print and on-line syndication and consumer advertising and public relations and at TVSM, the country's largest cable listings magazine. Ava started her career at Dell Publishing (a division of Doubleday) and as an editor at two horticulture magazines. Professor Seave's teaching experience beyond CBS includes stints at the New York University School of Professional and Continuing Education in the Masters of Publishing and E-management programs. She has been a lecturer at numerous Folio Conferences, FMA conferences and for the Magazine Publishers' Association Executive Education programs. Professor Seave is on the Board of Davler Media. She is also on the non-profit boards of the Pembroke Center at Brown University and the Archaeology Institute of America, serving as head of the Archaeology Magazine committee.

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