MMT - 242 Students Note 1

NATIONAL INOVATION DIPLOMA
LECTURE SLIDES
COURSE TITLE: MULTIMEDIA MANAGEMENT & POLICY
COURSE CODE: MMT 242
CREDIT UNITS: 4
SEMESTER: 2
YEAR: 2
COURSE CURRICULUM
o Review of MMT 241
o Leadership attributes
o Multimedia Industry
o Multimedia Organizations
o Multimedia Products
o Branding
LEARNING OBJECTIVES
 At the end of this course students will be able to:
 Discuss the concepts of multimedia management and policy in terms
of:
 Multimedia evolution and current trends
 The human factor and its contribution
 Application and implementation of multimedia
 Analyze multimedia industry trends and provide support to
multimedia organization processes and operations
 Discuss and provide application support for multimedia products and
Product/Company Branding
ABOUT THE COURSE
 Instruction Strategy
 Instructor led sessions
 Class activities, end of topic Quiz, Assignments & Exams
 Instruction tools
 Projector and white board
 Illustrations and Graphics
 Instructor details
 Mr. Ikenna Ogbanufe
 email - iogbanufe@dbi.edu.ng, ikenna1000@yahoo.com
 phone - 08107157731
MODULE 1
 Review of Multimedia Management & Policy I
 Multimedia Management & Policy - Overview
 Leadership Attributes
MULTIMEDIA MANAGEMENT & POLICY II
 Review of Multimedia Management
& Policy I
 Multimedia Development
 Human Behavior
 Multimedia Products & its
regulation
 Multimedia Management & Policy –
Overview
 General Concept
 Management Models & Concepts
 Multimedia Policies
 Leadership
 Attributes
 Styles & Skills
 Review of Multimedia Management & Policy I
 Multimedia Development - Evolution
 Combination of presentation formats,
 graphics, audio, video, texts, etc.
 Pluralism of communication channels,
 medium of information sharing – TV, radio, etc.
 Multimedia in ancient times involved disjointed services and
equipment applied to give a pleasant sensation in minds of viewers
 Multimedia Development - Process
 Multimedia development life-cycle
 Request -> Project scope -> Project Proposal ->
 Multimedia Development - Process
 Multimedia development life-cycle
 -> Contract (Engagement & Job completion certificate) ->
Specifications -> Design (CPMU) -> Team creation ->
Production -> Integration -> Testing (Simulation) -> Delivery

Development Process ,
 Concept validity, Technology, content availability, Maintenance
(updates), Authoring, Testing & Delivery/Support
 Human Behavior
 Psychological science has significant contribution

 Human Behavior
 … to relationships as they affect attitudes and personality; associations and
influences,
 morality, health, psychiatry & life satisfaction
 Human Behavior and learning process/capacity,
 result of interaction between individual characteristics and environmental
characteristics
 Learned characteristics can affect behavior
 Multimedia Products & its regulation
 Multimedia
 product of sound + image + video + pictures + text & all in an interactive
environment/platform
 Five (5) Elements of multimedia
Text Static
Graphics
Video
Audio Dynamic
Animation
 Multimedia Uses

Commercial, Entertainment, Education, Science & Engineering
 Multimedia Products
 Briefing Products: simple, short and succinct
 Reference Products: akin to encyclopedia, vast users/consumers,

FAQ database, large variety info
 Database: Repository information, large storage, multifarious
accessibility
 Education & Training Products: enlightenment and capacity
building guidance with related materials
 Kiosk Products: Service point available to variety of users,
repository of varied products depending on service provider
 Entertainment Products: Gaming consoles, Disks, etc
Review of Multimedia Management & Policy I
 Multimedia Management & Policy – Overview

 General Concept
 Management: – Describes the top echelon of any corporation or

business concern; They are the body of decision makers but are
key in defining roles and responsibilities of lower management
and regular staff (discuss examples of organizational structures)
 Policy & Regulation – Regulations are the rules and guidelines
that govern behavior, conduct and task assignments of staff; Policy
is any body of documentation that defines processes in terms of
roles and responsibilities and how they are phased
 Application in Multimedia: – Processes & Roles (discuss)
 Management Models & Concepts
 Analysis (Mgt Model): – detailed study of general concepts of
Management models indicate that models over time have changed
but this is generally in response to industry and environmental
change in expectations
 Analysis (Mgt Concepts):– this speaks to how management can
be defined based on steps/process and its importance
 Management Models (Scenario 1):– management models have
evolved based on :

Technological revolution
 Multimedia Management
& Policy – Overview
 Management Models &
Concepts
 Management Models
(Scenario 1):– management
models have evolved based
on:
 Current & Mitigating
 Problem Solving processes
 Management Models:– management models have evolved based on:
 Ocean waves – major impact
 Successive cycles – building waves
 Nested within a cycle – cause & effectiveness
 Management Models:– management models have evolved based on:
 Technological revolution = overall impact/evolution
 Successive cycles = new product; fix old dysfunction
 Nested within a cycle = problem identification -> develop solution
concepts -> adapt new model from preferred concept -> disseminate
(Neo-Schumpeterian Theory – The Evolution of Management models)
 Management Models (Scenario 2):– management models based on real
situations:
 Reverse Innovation (Problem Statement – Can this create
Growth?, Essence – Globalization [rich country export
products]> Glocalization [adapt to local needs]> Local
Innovation [emerging markets innovating]> dominate innovation
[emerging markets in control], Result – creative thinking,
innovation causing growth, multinationals operations)
 The bottom of the Pyramid (Problem Statement – create wealth
for the billions in the bottom of the financial pyramid?, Essence
– because of this number.
 Multimedia Management
& Policy – Overview
 Management Models &
Concepts
 Management Models
(Scenario 2):– management
models based on real
situations:
 The bottom of the
Pyramid ( Essence –
conglomerate consumer
base..
 Management Models (Scenario 2):– management models based on real situations:
 The bottom of the Pyramid (Essence – by selling to the poor
Multinationals can access untapped purchasing power by volume &
by CSR fight poverty, Result – how doing business with the poor can
benefit big business)
 Social Media ROI Pyramid (Problem Statement – Can I possibly
measure Social Media [SM] ROI?, Essence – SM ROI my be based
on business metrics; SM Analytics & Engagement data, Result –
developed dashboard for tracking progress of conversion strategy or
measuring success) infinite ideas – how 100 management models
Management Philosophy/Belief
 Multimedia Model
Management Scientific People resource – Measure, Analyze
& control
Management
& Policy –
Systems Analyze Organization as a system of
Overview Management functions each with objectives
 Management
Models & People Management Organizational success = People
Performance = Support & enablement
Concepts
Management Models (Scenario Contingency Managerial patterns depends on needs
3):– management models based Management & situational dynamics
social & economic circumstance:
Manager-less Managed best when everyone can
Management effectively manage themselves
 Conclusion:– Business models (how a company makes money) speaks to the
‘what’ and ‘why’ of corporate competition while Management model speaks to the
‘how’. [MIT Sloan Management review – Jules Goddard et al]
 Management Concepts:– basically how management adapts the organization to its
environment – people, local policies & demand
 Steps & procedures
 Importance
 Levels of management
 Management Concepts:– ……… (knowing what you want to do
– George Terry )
 Steps & procedures
o Innovation/Representation, Control, Direction
o Directive, coaching, supportive, delegation
 Importance
o Management critical element for growth
o Essential in all business efforts
o Life driving blood of organization
 Levels of management
o Top Management
o Middle Management
o Lower Management
 Multimedia Policies
 Definition of Policy :– management models based on real situations:
 Set of ideas or a plan of what to do in particular situations, …
agreed to officially by a group of person, business organization,
government, or political party (Cambridge English Dictionary)
 Prudence or wisdom in the management of affairs (Merriam
Webster)
 …..basic principles guiding government processes
(businessdictionary)
 ……… in my opinion Policy means ………….. (Mr
lagbaja)
 Multimedia Policies
 Definition of Policy :– management models based on real situations:
 The need for this policy?, What does it address?, Is its
implementation time bound or permanent?, Parts & roles for
everyone to play? There should also be policy statement to express the
official document and indicate any material or process requirements
(www.ruforum.org/sites/default/files...)
 Types of Policy :– ……. Objectives provide goals to be achieved
while policies define guidelines to enable the achievement of the set
goals …..
 Policy is important for establishing organizational coordination and
providing systemic stability
Policy Types Description
 Multimedia
Management Originated By top Management; guidance for
Policies subordinates; reference to coy objectives
& Policy –
Overview Implied Policies Generated from series of managerial
decisions, essentially implied with no
 Multimedia written documentation
Policies
 Types of Appealed Policies Formulated by higher managerial levels
and based on appeals plus
Policy :– ….. recommendations from lower managerial
levels
Externally Policies from Government and other

Imposed Policies authorities like trade unions, public
agencies etc.
 Leadership
 Leadership Attributes
 Leadership Definition:– the role of leading others and the courage to
take on huge responsibilities. Consider the following perspectives:
 Leadership is discovering a company’s destiny and having the courage to
follow it [Joe Jaworski – OLC @ MIT]
 Leadership is the capacity to translate vision into reality [ Warren G.
Bennis]
 Leadership is the social process in which an individual influences the
behavior of others without use of threat or violence [ Buchannan &
Huczynski]
 Leadership is about articulating visions, embodying values and creating the
environment within which things can be accomplished [Richards & Engle]
 Leadership
 Leadership Quotes:– experienced minds providing food for
thought:
 “Surround yourself with the best people you can find, delegate authority
and don’t interfere as long as the policy you decided upon is being carried
out” [Ronald Reagan]
 “Management is efficiency in climbing the ladder of success; leadership
determines whether the ladder is leaning against the right wall”[Stephen R.
Covey]

“The task of the leader is to get his people from where they are to where
they have not been”[Henry Kissinger]

Leadership Roles, vs Management, attitude & behavior:– Leadership
is a role that requires ………
 Leadership
 Leadership
Attributes
 Leadership Roles, vs
Management,
attitude & behavior:–
…. Certaincapacity and
personal qualities. It
largely needs to be
developed over time
Process Management Leadership
 Leadership
 Leadership Vision  Plans & Budgets  Set direction &
Attributes Establishm  Develop process steps develop vision
ent & set timelines  Develop strategic
 Leadership Roles,  Display impersonal plan & achieve
vs Management, attitude about the vision
attitude & behavior:– vision & goals  Display very
Leadership roles passionate attitude
 Coach
 Decision-Maker Human  Organize staff  Align organization
 Strategist Developme  Maintain structure  Communicate vision,
nt &  Delegate responsibility mission,.
 Team Player
Networkin & authority  Influence creation of
 Change Agent g  Establish Policy teams
 Leadership
 What attributes Represent:– the quality or characteristics given to a
person, group or something (www.vocabulary.com)
 ……… personal attributes refers to personal qualities and
characteristics of a person. Things that makeup ones personality
(www.a4esl.org)
 Attributes of a Leader would speak to the individuals qualities and how
well certain identified traits are matched
o Leadership principles
a. Technical proficiency
b. Develop sense of responsibility
FACTORS ASSOCIATED WITH LEADERSHIP
S/N PRIMARY FACTOR ASSOCIATED LEADERSHIP TRAITS
1 Capacity Intelligence, Alertness, originality, judgement
2 Achievement Scholarship, Knowledge athletic accomplishment
3 Responsibility Dependability, initiative, persistence, self-confidence,

aggressiveness
4 Participation Activity, Sociability, co-operation, adaptability, humour
5 Status Socio-economic position, popularity
6 Situation Status, skills, needs & interests of followers

 Leadership

Attributes of a Leader ………………………..
o Leadership principles
c. Effective Communication
d. Know employees (protect their well being); Know thy self (train & improve self)
e. Sound & timely decisions
f. Shared responsibilities
g. Be a role model – lead by example
h. Build capacity & awareness as a team
i. Optimal resource Utilization
o Leadership Traits
a. Dominance
 Leadership
 Attributes of a Leader ………
o Leadership Traits
b. High Energy
c. Self-Confidence
d. Internal locus of control
e. Stability & Integrity
f. Intelligence & Flexibility
g. Sensitivity to others
 Leadership Styles & Skills
 Styles of Leadership represents adapting approach to operations
and motivating followers

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NATIONAL INOVATION DIPLOMA

COURSE TITLE: MULTIMEDIA MANAGEMENT & POLICY

COURSE CODE: MMT 242

 Review of Multimedia Management & Policy I

 Multimedia Management & Policy - Overview

 Review of Multimedia Management & Policy I

 Reference Products: akin to encyclopedia, vast users/consumers,

 Multimedia Management & Policy – Overview

 Management: – Describes the top echelon of any corporation or

Externally Policies from Government and other

1 Capacity Intelligence, Alertness, originality, judgement

2 Achievement Scholarship, Knowledge athletic accomplishment

3 Responsibility Dependability, initiative, persistence, self-confidence,

5 Status Socio-economic position, popularity

6 Situation Status, skills, needs & interests of followers

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