IEEI EXECUTIVE SEMINARS

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1 IEEI EXECUTIVE SEMINARS BUSINESS DEVELOPMENT IN THE NETWORKED DIGITAL INDUSTRY 4 5 NOVEMBER 2009 MARRIOT HOTEL CAIRO PROMOTED BY INFORMATION TECHNOLOGY INDUSTRY DEVELOPMENT AGENCY

2 Business Development in the Networked Digital Industry is a 2-day seminar about the fundamentals of designing and assessing business models for digital platforms. The course premise is that industry professionals need to understand how to manage new products & services delivered through interactive digital platforms and it takes a strategy approach to understanding the dynamics, business models, & drivers for doing that. The course does not focus on technology and takes a general management orientation. This premise applies to an increasing number of IT-intensive industries, but it is especially central to the Networked Digital Industry. The Networked Digital Industry (NDI) is a dynamic emerging industry that is taking shape around new products & services delivered through broadband digital networks & wireless communications --- creating new value chains, new business models & entirely new sets of relationships. It is being created from convergences (and collisions) of the telecom, media, entertainment, gaming, and software industries. Senior executives in the NDI have indicated that there is a great need for business professionals who can contribute to new business development initiatives even in this difficult economic climate. Information Technology Industry Development Agency (ITIDA) is promoting this seminar among the following associations: Chamber of Information Technology and Communications (CIT) E-Learning and Business Solutions Union (elabs) Egyptian Information Telecommunications Electronics and Software Alliance (Eitesal) Federation of Egyptian Chambers of Commerce Information Technology Division Information Technology Export Community (ITEC) WHO SHOULD ATTEND This course would benefit those pursuing careers in these INDUSTRIES: Any industry that delivers services & content through broadband digital networks & interactive digital platforms -- whether healthcare, consumer retail, or entertainment. Especially geared to careers in industries that depend heavily on services provided through interactive digital platforms such as telecom, media, entertainment, software, social networks, and online gaming. This course would benefit those pursuing careers in these FUNCTIONS: Business Development --- Marketing --- Entrepreneurship --- Management Consulting --- Information Systems --- New Product Development --- General Management 2 B usiness Development in the Networked Digital Industry Brochure

3 STRUCTURE This course uses lectures, interactive case studies, discussion of articles, industry reports, and features current insights from practice. We will also have an ecosystem niche assessment exercise, and report, as well as do some skeletal business model design examples. The course also takes advantage of the expertise of the USC Marshall School of Business Institute for Communications Technology Management (CTM) and its 35+ leading-edge sponsoring companies. Cases and examples will include household name exemplars such as Google, Yahoo, TiVo, Electronic Arts, Nokia, Vodafone, as well as lesser known niche players. FOCUS Understanding the Evolution of the Networked Digital Industry Ecosystem. Future casting Methodologies and Managing Opportunities. Designing Business Models for Services provided through Interactive Digital Platforms. Capturing Consumer Trends and New forms of Customer Value, and Implications for Business Models. BENEFITS OF ATTENDING The objectives of this course are to provide the following skills to business professionals in ITintensive industries, and the networked digital industry in particular. How to systematically identify, generate, build, & assess better business models for launching services provided through interactive digital platforms. Use of new strategic frameworks suited to rapidly changing industries with emerging technologies, structural discontinuities, & dynamic ecosystems. Understanding of dynamics, drivers and value chains of the global telecom, entertainment, media and gaming industries and how they are converging (and colliding) into the NDI. How to scope and assess a business ecosystem niche in an emerging industry. Appreciation of partnering strategies around digital platforms in the entertainment/ telecom space. Familiarity with future-casting methodologies and generation of alternative future scenarios for new services based on digital platforms. Assessing emerging consumer trends, and understanding new forms of customer value. 3 B usiness Development in the Networked Digital Industry Brochure

4 FACULTY Omar A. El Sawy is Professor of Information Systems at the Marshall School of Business at the University of Southern California. He specializes in IT-enabled business strategy in turbulent environments, and business models for digital platforms. Francis Pereira is Director of Industry Research at the CTM, Marshall School of Business, University of Southern California. He received his Ph.D. in Political Economy and Public Policy from the University of Southern California, and teaches courses in Economics and Statistics. His areas of research include trade and financial flows in the Association of South-East Asian Nations. For the past 7 years, he has been doing research in the Telecommunications Field, particularly in E-commerce. ADMISSION REQUIREMENTS Selective enrollment of the most qualified and diverse group enhances the overall learning experience. The Admissions Committee looks for applicants whose job requires an understanding of the importance of information and communication technologies and its implications for business decision-making. In seeking executives with demonstrated promise, the Admissions Committee takes into account the candidate s organizational level, management experience, career goals, and ability to contribute to the seminar. Proficiency in written and spoken English is essential for the completion of the assignments and the engagement in fast-moving discussions. The Admissions Committee may require a telephone or personal interview as part of the admission process. LANGUAGE The seminar is taught in English and there is a considerable amount of reading materials (e.g. case studies). Moreover participants are required to actively participate in the classroom and in smaller study group discussions; it is highly recommended that all applicants have a proficiency in reading, writing and speaking English to maximize the educational experience and networking opportunities. VENUE Daily sessions on Wed and Thurs 4 and 5 November will be held at the Marriott Hotel, Zamalek, Cairo. CERTIFICATES The International Executive Education Institute (IEEI) and University of Southern California, Marshall School of Business award a joint certificate upon the successful completion of the Business Development in the Networked Digital Industry Seminar. 4 B usiness Development in the Networked Digital Industry Brochure

5 APPLICATION PROCESS To apply for Business Development in the Networked Digital Industry please visit The application may be completed online or by . Confirmation of acceptance will be sent upon receipt of the application form. Qualified candidates are admitted on a rolling, space-available basis and early application is encouraged. SCHEDULE DAY ONE 8:30 9:00 Registration 9:00 9:30 Introduction and Overview 9:30 10:30 Module1: Understanding the Evolution of the Networked Digital Industry Ecosystem 10:30 11:00 Break and Group Photo 11:00 12:30 Module1 Continued : Understanding the Evolution of the Networked Digital Industry Ecosystem 12:30 12:45 Break 12:45 14:15 Module 2: Future casting Methodologies and Managing Opportunities. 14:15 15:15 Lunch 15:15 17:00 Module 2 Continued: Future casting Methodologies and Managing Opportunities. DAY TWO 09:00 10:45 Module 3: Designing Business Models for Services provided through Interactive Digital Platforms 10:45 11:15 Break 11:15 13:00 Module 3 Continued: Designing Business Models for Services provided through Interactive Digital Platforms 13:00 14:00 Lunch 14:00 15:30 Module 4: Capturing Consumer Trends and New forms of Customer Value, and Implications for Business Models 15:30 15:45 Break 15:45 17:00 Module 4 Continued: Capturing Consumer Trends and New forms of Customer Value, and Implications for Business Models 17:00 17:30 Certificates and closing 5 B usiness Development in the Networked Digital Industry Brochure

6 FEES $2,000 per person. The fee includes tuition, course materials, lunch and certificate of participation. Payment is due upon receipt of acceptance into the program and must be made at least one week before the seminar start date to receive materials. Industrial Modernization Center (IMC) member companies applying for the seminar will pay the full fees to IEEI and provide IEEI with a copy of the Letter of Commitment issued by IMC prior to seminar start date. Companies will be reimbursed by IMC after the course ends at the agreed cost sharing level between the company and IMC. CANCELLATION POLICY Qualified substitutes for confirmed registrations can be accommodated prior to the seminar start date with written notice and will incur no fee for substitution. Cancellations made within 30 calendar days of the start date will receive full refund of the tuition fees. Cancellations made within 14 calendar days of the start date will incur a fee equal to 50% of the fees. There will be no refund for withdrawals on or after the first day of the seminar. One transfer per registrant to a subsequent offering within 12 months is allowed. ALL cancellation/transfer requests must be received in writing. CONTACT INFORMATION The International Executive Education Institute The American University in Cairo Tel: / B usiness Development in the Networked Digital Industry Brochure

7 INTERNATIONAL EXECUTIVE EDUCATION INSTITUTE (IEEI) In 2008 the AUC, through the School of Business, Economics and Communication (BEC) established the International Executive Education Institute (IEEI) to be the leading regional platform for world class executive development and networking. Partnering with the world s top business schools and academic gurus, IEEI provides a unique learning experience at the AUC s new state-of-the-art campus. IEEI s Mission is to enable current and emerging business leaders to master the necessary tools to grow their businesses in a challenging global environment. UNIVERSITY OF SOUTHERN CALIFORNIA MARSHALL SCHOOL OF BUSINESS The USC Marshall School of Business is a private research and academic institution committed to educating tomorrow's global leaders. Ranked as one of the USA top school's for accounting, finance, entrepreneurship and international business studies, Marshall also shares the rich history and vibrant community of the USC academic system. INFORMATION TECHNOLOGY INDUSTRY DEVELOPMENT AGENCY (ITIDA) Information Technology Industry Development Agency (ITIDA) is dedicated to promoting, developing and growing Egypt s information and communications technology industry with a particular focus on business process outsourcing. As a self sustainable agency, ITIDA plays a leading role in enhancing the Egyptian cyber security and data protection framework towards a more secure e-business and Business Process Outsourcing (BPO) services positioning. 7 B usiness Development in the Networked Digital Industry Brochure

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