Executive Programme

Executive Programme

Overview

Given the world events, we have decided to keep the 12th EBU Academy Executive Programme within Europe with an exciting new agenda for 2026.

It includes top executive education delivered by IESE Business School and Vlerick Business School — two of the world's best business schools — plus an AI and innovation study tour in Stockholm and Oslo with visits to some of the most advanced media and technology companies.

The media industry is constantly in a state of flux. Agile strategies are therefore needed to help keep up with changing consumer behaviour and audience demand. The Executive Programme is designed to be fresh and innovative, looking at questions such as what the latest technology and market trends are and how you should respond to them.

For its 12th intake, the Executive Programme will take you on a varied and skill-enhancing journey that will give you the tools you need to make a difference all the way to the top. You will also learn how to design winning strategies to future-proof your organization and learn how best to implement them alongside your team.

The Executive Programme is also a unique opportunity to engage with peers and leaders from global media companies through a series of lectures, case studies, workshops, simulations and face-to-face meetings.

Dates and venues 

  • Module 1 in Barcelona: 21-23 September 2026
  • Module 2 in Oslo-Stockholm: 12-15 October 2026
  • Module 3 in Ghent: 10-12 November 2026

Who is it for

This programme is intended for executives from media organizations who will develop future winning strategies and new visions.

Candidates should:

  • Be members of the executive committee, heads of a major business unit or senior functional heads.
  • Have at least 10 years of experience in a senior position.
  • Have a good working knowledge of English.

Programme objectives

 Acquire the skills to build and implement a strategy for the future of your organization.

  1. Identify the latest and most relevant technological and market developments in the media industry, discover new opportunities and build execution capabilities
  2. Build new capacities in platform strategy, digital mindset and brand management.
  3. Master the key strategy models to develop a clear roadmap to execute your new business plans.
  4. Connect with peer leaders and build an international network. Boost your ability to influence and convince around your strategic ideas.

Programme outline

Module 1: A digital mindset (IESE Campus, Barcelona)

A focus on strategies for products and services, creating value in Public Service Media and digital transformation, AI and platforms. Teaching adapts business models from brands like Starbucks to PSM and a hands-on “WorkHack” explores what is possible to achieve using GenAI.

What you will learn:

Strategies

  • An understanding of the key concepts and frameworks needed to shape organizational strategy, including industry analysis, strategic positioning, value creation and willingness to pay.
  • How to define clear objectives, identify target audiences and markets.
  • To articulate a concise strategy statement that highlights your organization’s competitive advantage.

Creating Value in Public Service Media

  • How media organizations can create, deliver, and capture value through a customer-centered approach, emphasizing audience segmentation, emotional value creation, and experience design.
  • Understanding the shift from demographics to personas and communities, managing the content-consumption cycle across platforms, and fostering credibility, customization, connection, and co-creation in public media experiences.

Digital Transformation, AI and Platforms

  • How Generative AI fundamentally augments human creativity, strategy, and decision-making rather than just automating tasks.
  • What is possible by brainstorming and identifying high-value GenAI use cases, and using an AI assistant named "Genius" to build practical solutions, resulting in custom prompts, ChatGPT Projects, or specialized GPTs.
  • An understanding of the "Human-in-the-Loop" philosophy, ensuring AI amplifies rather than replaces human judgment and adaptability.

Module 2: Study tour in Oslo and Stockholm

The study tour will focus on visiting companies that are at the forefront of innovation.

This aims to bring real world relevance and inspiration to complement the business school teachings on AI and strategies.

The itinerary is currently being built but visits could include such organizations as:

  • Reimagine in Oslo – Norway’s first AI production studio.
  • Spotify in Stockholm.
  • AI Sweden in Stockholm – Sweden’s centre for artificiel intelligence.

The full programme to be announced soon.

Note – the Nordics Study Tour is also available as a stand-alone event via its own web page.

Module 3: Change management and unleashing innovation (Vlerick Business School, Ghent)

A focus on change management. Public Service Media transformation often happens amid political scrutiny, legacy systems, and deeply rooted cultures of public mission. This module helps you understand the dynamics of change and develop the skills to lead your teams through uncertainty, complexity, and resistance.

What you will learn:

  • Frameworks and tools to plan, communicate, and embed change in ways that build trust and ownership, emphasizing a modernized approach to audience engagement. 
  • An understanding of the digital news landscape and how to consider leveraging technology for organizational alignment, and integrating AI, while also addressing its ethical considerations and risks.
  • How to strengthen your capacity to act as a credible, confident change leader — balancing innovation with the core values of public service.
  • Fresh ideas for new business models, integrating finance into building a strong business case, creating a prototype for a novel service or product, and presenting your ideas persuasively.

Certification

After completing all three modules, you will be awarded the EBU Academy Executive Programme Diploma, delivered jointly by IESE Business School and Vlerick Business School.

Alumni Network

After 11 intakes, the Executive Programme has now more than 260 alumni. It has formed a Media Executive Network at the top level.
Alumni activities include:

  • An annual alumni reunion where all former participants meet to work together on common projects.
  • A closed Facebook page where participants share news, relevant articles and ideas
  • WhatsApp group for each cohort to discuss concerns and challenges with fellow experts and find support and ideas.

NEW FOR 2026 – EBU Academy Executive Programme Scholarships

We are excited to offer scholarships subsidizing the total fee to participate in the EBU Academy Executive Programme 2026.

The scholarships reduce the costs from 13,900 EUR per person to 8,800 EUR per person, including accommodation expenses.

Candidates from groups underrepresented in leadership within public service media will be prioritised; for example, women in sports and technology and people from lower socio-economic backgrounds.

 Good luck!

 Terms:

  • Staff working for EBU Members from Eastern Europe and the MENA region are eligible to apply.
  • Please include a letter of 400 words explaining your reasons for wanting to take the Executive Programme.
  • Email your application to Frederic Frantz at EBU Academy.

 Closing date June 15, 2026

Relevant link

Read more about the EBU Academy's Executive Programme in the Financial Times!

EXECUTIVE PROGRAMME DEVELOPED IN COLLABORATION WITH

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