The China Europe International Business School (CEIBS) on Monday partnered Global Media Alliance (GMA), to launch the ‘Media ALP’, which aims at providing a strong foundation of management principles and leadership skills for media professionals.

The joint initiative, being the first of its kind in Africa, also aims at preparing and equipping media executives with the knowledge and transformational skills needed to lead organizations in order to drive growth and sustained profitability for their companies and industry as a whole.

The initiative is a three module program, with each module delivered over three days spread over several months.

It begins with Media Entrepreneurship, Innovation and Service Marketing on 23rd April to 25th April, 2014 as the first module, Leadership: Leading People and Organizations on 27th August to 29th August, and then ends with Media Management Strategy on 26th November to 28th November, as the third module.

Mr. Mathew Tsamenyi, Programs Director for CEIBS said organizations need to develop innovative programs that will give the media a new perspective.

He said the program is designed for media practitioners and successful business leaders who would like to be more knowledgeable about international media and business strategy.

In an interview with the Ghana News Agency, he stated that the media environment is changing; therefore, there is the need to introduce modules that will strengthen management and leadership skills.

He revealed that the three modules cost GHC 15,000, with each module costing GHC 5,000.

Mrs. Rosemond Aryeetey, Head of Corporate Communications, GMA, who read a statement of behalf of Mr. Edward Boateng, C.E.O of GMA, said the initiative is tailored to equip the media in developing their skills.

“The media has to follow the pulse of conversation instead of leading it”, she added.

Mrs. Aryeetey urged media practitioners to partake in the initiative in order to excel in their media establishments.

Nana Essilfie-Conduah, Board Member of the National Media Commission said the media and entertainment industry need managerial skills.

He said it is difficult to sustain and maintain ideas in Ghana, therefore people must develop their skills, to help solve problems in the society.

Nana Essilfie- Conduah stated that the media commission endorses the initiative and will support it, so far as sustainability is concerned.