Media Management

Media Management training is a cornerstone of Women in News. WAN-IFRA has established training partnerships with leading institutions in Africa and MENA to develop a customised curriculum for mid-level journalists and editors who are seeking the management and leadership skills to take on greater responsibilities within their newsrooms. WAN-IFRA has partnered with Frayintermedia to deliver the Women in News Media Management Foundation course in Africa. WAN-IFRA has partnered with the GAPP institute within American University in Cairo to deliver the Women in News Media Management curriculum for the MENA region.

Course Description

WAN-IFRA in partnership with frayintermedia has developed the e-learning Women in News Media Management Foundation course.  As an introduction to media management, it is intended for those who have limited experience in management; however, it will benefit even experienced managers by reminding them of the basics. 

There are 5 modules in total:

1. Leadership and management

The purpose of this module is to enable participants to gain insight into the role of leadership within a work context, and thus providing them with the skills and knowledge to add value to one's job. The expected outcomes include; explaining the concept of leadership, differentiating between leadership and management, analysing and comparing leadership theories, applying the different roles and qualities of leadership in a work context. 

2. Change management

This module explores strategies in keeping abreast of trends without compromising your business focus. The expected outcome from this module include; analysing own unit in terms of opportunities for innovation, demonstrating understanding of the techniques that promote creativity, developing a plan for creating an environment conducive to innovation, leading a team through a creative thinking process.

3. Finance for non-financial managers

Provides essential tools for the ability to assess the company’s financial practices. The expected outcomes include; A general understanding of methods and techniques for interpreting financial information, basic understanding of accounting and financial practices within the organisation, a basic understanding of methods and techniques for reading financial data from reports, the financial objectives of a business, the roles and responsibilities in financial planning.

4. Marketing and Advertising

Marketing and advertising form an integral component of any business, find out why and how to use this to your advantage. The expected outcomes include; monitoring the marketing environment and determining variables for marketing activities, distinguishing the role of marketing research and marketing information systems in investigating and understanding the operations of the market place, distinguishing characteristics of major markets, identifying influences on consumer behaviour in relation to marketing activities. 

5. Human resources including newsroom processes.

This module covers imperative skills for second level managers such as heads of department, section heads or divisional heads, and may have more than one team reporting to them. The expected outcomes include; demonstrating knowledge of the principles and processes of team building in workplace activities, getting agreement from team members on objectives, timeframes, rules and guidelines for participation, leading team to complete workplace activities.


Is the Course Certified?


frayintermedia is accredited under the South African Media and ICT sector education training authority (MICT-Seta) for the delivery of the National Certificate Journalism. Currently, the Media Management Foundation course is in the process of further development in order to have it accredited as a recognised skills programme. This course is benchmarked as a post-secondary school qualification (NQF level 5) under the South African National Qualification Framework (NQF). 


How does it work?

Learners are granted six weeks to complete the e-learning short course. The course content uses a combination of text, videos and questions. 

Learners must complete each of the modules, and complete an assignment to earn a WIN certificate. 

Each module includes a quiz, based on the content covered in the module and assesses the learner, based on prescribed assessment criteria required by the relevant sector education training authority (Seta).



Learners must complete the registration form at the beginning of the course and submit the following:

- Certified copies of their identity documents or passports

- Certified copies of their qualifications

- A copy of their CV


Completing the course

In order to earn their certificates, learners are required to:

1. Watch the course introduction video and read through the welcome note;

2. Watch all videos (average clip length 15minutes) and not skip through any of the content as they will be tested at the end of the module;

3. Score at least 80% on quizzes at the end of each module to be able to progress to the next modules;

4. Complete and pass each module to proceed to the next

5. Complete one module per week for the duration of the course to encourage learners to complete at least one module per week. Learners who fall behind on their weekly deadlines will be granted an opportunity to catch up

Please note that NO extensions beyond the course duration will be granted.



SETA - “SETA” stands for Sector Education and Training Authority. They SETAs are responsible for the education and training and their job is to help implement the National Skills Development Strategy and to increase the skills of people in their sector.

SAQA - The South African Qualifications Authority (SAQA) is a juristic person - that is an entity given a legal personality by the law. The South African Qualifications Authority Board is a body of 12 members appointed by the Minister of Higher Education and Training.

NQF - The NQF is a comprehensive system, approved by the Minister of Higher Education and Training, for the classification, registration and publication of articulated and quality-assured national qualifications and part-qualifications.


The Media Management course is an introduction to the foundation management with an emphasis on increasing women representation in senior positions. Emerging managers are united in their need to acquire the strategic and managerial skills to prosper in an industry undergoing constant change. This course is designed to address these needs, developing entrepreneurial leaders to deal with challenges posed by new technologies, consumer behaviors and evolving business models.


The course will introduce to basic management principles, marketing and promotion, financial management, human resource management, and strategic planning. As well as enabling participants to identify and analyze strategic and operational problems and opportunities, understand and access media markets, and use foresight and planning techniques to understand and respond to change. Theoretical principles are presented in the context of print and online media and will include gender perspectives throughout the program.


Module 1: Media Management

Learners who achieve this are able to differentiate between leadership and management, understand the various roles a manager can play within the workplace, use effective practices and address challenges as a woman in leadership. This includes:


- Understanding Management

- Understanding Leadership

- Dealing with strategy thinking and planning

- Identifying managerial roles

- Identify management activities that support effectiveness in the newsroom (e.g. managing meetings, communicating effectively, presenting effectively)

- Reviewing challenges within the workplace including change management

- Evaluating how to manage media in the Arab specific landscape

- Understanding gender Issues in management

- Learning the importance of ethics in and to media


Module 2: Human Resources

Learners who achieve this have an understanding of the role of human resources in the workplace and are able to review this within current labour regulations as well as identify effective HR practices. This includes:


- Understand the basic tenets of human resources

- Understand the scope of human resources management

- Understand the labor regulatory framework

- An introduction to people management, with emphasis on performance management

- An introduction to managing for diversity with a specific emphasis on women in the workplace

- Understanding team building within the newsroom

- Managing gender issues within the newsroom

- Appreciate how HR is impacted by ongoing media changes


Module 3: Media Convergence and Digital Platforms

Learners who achieve this are able to review the ongoing changes within the media environment, identify opportunities for change and how these opportunities can be harnessed and implemented within the media. Specifically they will:


- Identify core concepts of media convergence and impact on newsrooms

- Understand fast moving pace of the digital environment and its latest manifestations

- Appreciation for the global nature of digital media and appropriate measures to operate effectively in international settings.

- Understand the business environment in relation to digital media

- Strategizing for cross platform media

- Change Management Skills

- Discuss how to ensure representation of women within the changing environment


Module 4: Marketing and advertising

Learners who achieve this will have a basic understanding of marketing as a strategic function within media. It will explore advertising as both a strategic tool and a product for business while reviewing new business models within a changing media environment. Specifically, it will include:


- Understanding the basic principles of marketing

- Understanding audience and research

- Identifying audiences

- Reviewing audience needs across platforms

- Using audience needs to identify new products

- Understanding the advertising industry

- Reviewing the impact of media changes on marketing and advertising

- Understanding media trends and the possible impact on the business

- Identifying new business models

- Understand how to collect, process, and analyze consumer data to make informed marketing decisions and to brand media


Module 5: Understanding Finance

Learners who achieve this will have a basic understanding of finance concepts and how they impact on the media including:


- Understand the role of finance in managing media

- Introduction to basic finance concepts

- Understand the financial rules that govern accounting

- Understand how to assess a company’s financial health

- Review the budgeting needs in the newsroom/business unit

- Discuss what a trial balance, balance sheet and a profit and loss account are.


Class Structure:

Classes will be conducted as a seminar with a combination of lecture, facilitated group discussion, informal case studies, readings, in-class presentations of take-home assignments, Small Group assignments and final presentations.



Participants will be assessed on both individual and group assignments. Individual assignments will be based on readings and class lectures/discussions and the final Group assignment will be designed to assess the participants ability to manage complex media projects, through analyzing and applying the content learned to their workplace. Presentations will be designed with gender perspectives in mind.

Participation: 10%

Individual Assignments: 30%

Group Presentations: 60%