The unique free eight-week online programme looks to help news organisations better market their editorial output
The Oxford News Marketing Programme aims to assist great journalism in getting noticed and is targeted at marketing and sales professionals at news organisations, who will collaborate with their editorial colleagues throughout the programme.
The programme starts in October (7 October 2021) and Co-Programme Head Professor Andrew Stephen said it aimed to help news organisations to improve the marketing of their journalism so they can build their readership, strengthen their business, and be “thriving, successful, and sustainable”.
Prof Stephen, L’Oréal Professor of Marketing & Research Dean, said: ‘We’re delighted to be working with the Facebook Journalism Project to create the Oxford News Marketing Programme.
This is a one-of-a-kind programme for executives in news organisations to improve their digital marketing strategy, help them build their news brands, and find new and valuable ways to engage with audiences across digital platforms.
More than ever, the world needs news media to thrive so they can help citizens stay informed and engaged with their local and global communities.
Our goal for this programme is to help news media organisations improve how they market their journalism to existing audiences and unlock new sources of revenue from outside their traditional market.'
Prof Stephen is joined as programme head by the well-respected Seth Rogin, Associate Fellow at Saïd Business School.
He said: ‘This programme is about bringing the science and real practices of today’s marketing, from leading academic thought leaders and digital business pioneers, to an industry we all need to see succeed. I can’t imagine a more compelling discussion.’
Stéphanie Barsch, Strategic Partner Manager, News Partnerships Central Europe for the Facebook Journalism Project, said: ‘There is no doubt that newsrooms are storytelling experts. Yet we hear it repeatedly in our collaboration with publishers that they find it challenging to transfer this expertise to their own marketing and tell their own brand story.
The question of “how to market journalism" is becoming more important for an industry that is becoming increasingly digital and dependent on audience-driven revenues.
‘We’re delighted to partner with renowned experts at Saïd Business in the creation of a programme that will see publishers across Europe continue to strengthen their businesses online.’
To find out more and apply for the course visit its page on the School's website.