This course explores the strategies effective managers use to make the most of content that's already created, or reimagine news and entertainment operations to stand out in a crowded marketplace. From class studies and experts in the field, you learn best practices to deliver experiences that audiences value, enhance your organization's credibility, and meet financial goals. You investigate options for organizing teams, and how your choices can influence outcomes. The course examines ways to frame strategies as clear and compelling narratives that galvanize co-workers, focus teams on common goals, win support from leadership — and, ultimately, that can be used to attract customers. These skills are relevant for all media managers, from those launching start-ups to those who must reinvigorate existing content for an era of digital convergence. You demonstrate your understanding of the subject with a team project proposing practical solutions to specific challenges involving companies that produce news, video programming, movies, and music.