SOURCE: American Business Media

American Business Media

October 06, 2011 11:11 ET

American Business Media Launches B-to-B Executive Education Program

Northwestern University's Media Management Center and ABM Jointly Develop Five-Day Program

NEW YORK, NY--(Marketwire - Oct 6, 2011) - In cooperation with Northwestern University's Media Management Center (MMC), American Business Media (ABM) will launch a five-day intensive education program designed to prepare executives in b-to-b media and information companies to move into higher management roles. ABM's first B-to-B Advanced Leadership Program ( will be held from January 8 - 12, 2012, at the James L. Allen Center in Evanston, IL, a modern facility dedicated to executive education located on Northwestern's campus.

Following a unique curriculum specifically tailored to business media, educational modules will be taught by professors from the Kellogg School of Management and the Medill School of Journalism, Media, Integrated Marketing Communications, and top executives currently working in the b-to-b media/information industry. By combining the thought leadership of Medill and Kellogg professors with the real-world experience of leading industry practitioners, the program will provide future leaders with a high-level, cross-functional view of the media business as well as practical tools and ideas they can implement immediately.

Also, because ABM and MMC recognize the fundamental challenges the media business is facing due to the shift to digital and mobile platforms, the program will be threaded with exercises and presentations that will help participants manage cultural and organizational change.

The B-to-B Advanced Leadership Program is intended for future industry leaders and ABM expects participants will often be selected by their CEOs as fast-track management candidates who would benefit from a broader understanding of b-to-b industry dynamics. The participants will currently be responsible for finding and building new business lines and revenue streams, new product development, business and strategic planning, P&Ls, making operational decisions, providing differentiated content, driving significant change, etc.

The curriculum includes such subjects as Strategic Planning, Thinking Like an Investor, Offshoring and Outsourcing, and Buy vs. Build. Sessions will also cover the latest developments in business models, such as Marketing Services, Paid Content, and Mobile Media.

ABM developed this executive education program in response to demand from its members. ABM President & CEO Clark Pettit said, "These times demand that companies expand beyond traditional business models, examine all efforts to make sure they produce adequate ROI, develop a range of new products and revenue streams, question all costs, and rethink the ways their employees work -- in every functional area. We are excited to be able to combine pragmatic industry expertise with the professional educational experience to create this customized program for future b-to-b leaders."

"This program will provide b-to-b's next generation of thought leaders with the insights and solutions needed to create forward-thinking, integrated solutions for their audiences, advertisers, other customers, and organizations," said Abe Peck, senior director of the Media Management Center and director of b-to-b communication at Medill. "We're delighted to partner with ABM on it."

The complete curriculum for the B-to-B Advanced Leadership Education Program can be found here (

Founded in 1906, American Business Media is positioned at the center of the global b-to-b ecosystem. As the only association focused on the integrated b-to-b media model -- which includes print publications, events, digital media and business information -- ABM delivers intelligence to industry professionals worldwide, including Madison Avenue, Wall Street and the Beltway. ABM's 200-plus member companies reach an audience of more than 100 million professionals and represent nearly 6,000 print and online titles and over 1,000 trade shows, with well over $20 billion in annual revenues. For more information, visit

The Media Management Center is a joint program of Northwestern University's internationally known Kellogg School of Management and the highly-ranked Medill School of Journalism, Media, Integrated Marketing Communications. The Center conducts executive education programs, projects and research to solve the media's most pressing problems. Its seminars include training for senior executives across media and tailored programs for media companies. The faculty includes scholars dedicated to the study and development of innovative management practices in media companies worldwide.

Contact Information

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    Kate Patton
    Manager, Marketing & Communications
    American Business Media
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