ESCP Executive Community Portrait Series
Meet members of the Executive Community around the world, discover their trajectory and get inspired by their story!
Leading in the Newsroom
How the Executive Master in International Business is allowing Lyazzat Shatayeva to rethink the business of media and journalism
“While the Covid-19 crisis continues to exert a profound impact on the media industry, I cannot think of a better time for reimagining the way our businesses operate, but now, EMIB is helping me to do just that.”
“If you are looking to become a force of positive change, and driver of growth in a workplace or business, EMIB will equip you with the right attitude, necessary tools and skills, and well-founded confidence to follow your ambition.”
Lyazzat Shatayeva
Please tell us more about your background and professional trajectory
I am a broadcast journalist with over eight years of experience as a media producer, editor and television host. I oversee in-house and outsourced original content production for Kazakhstan’s largest national broadcaster, in five languages, in a variety of genres, spanning from news programmes and documentaries to travel films and reality shows. I lead an editorial team of 26 people, and coordinate the work of over 50 vendors, with the overall annual production capacity worth €1.2 million.
Why did you decide to pursue the Executive Master in International Business (EMIB)?
Mass media is an ever-changing industry, where new roles, formats and broadcasting platforms are emerging ever so quickly, redefining the way we do journalism and create content. While I have earned extensive journalism education throughout my career, over time I realised I needed a business and management training to gain greater insight into various aspects of leading a creative team, managing talent, financing, marketing and distribution, and media technology investment. The EMIB programme has offered me the convenience of taking quality business training, and continuing to hold a demanding full-time position; and because of this, I have been able to learn, and almost instantaneously test and tweak every new skill and tool I gained from taking the courses.
Why did you choose ESCP?
Before joining ESCP, I have had a Kazakh and American academic background. This time around, I was naturally curious to get exposure to the European academia and school of thought. The choice fell on ESCP for a few reasons. ESCP’s EMIB is considerably more affordable compared to similar educational programmes, and yet it provides the expertise level of one of the world’s highest-ranking business schools. It is a worthwhile investment, offering top value for money. Moreover, ESCP has a multitude of campuses across Europe, and the EMIB features optional on-campus courses as additional experience and added convenience. Finally, the cultural diversity of the faculty, staff and students has sealed the deal for me.
What have you gained from this experience so far, and what do you expect?
I have taken full advantage of a good mix and balance between theoretical knowledge and hands-on training in my courses. One more benefit of the programme has been the flexible time range in which I can complete my degree, thus, I have been able to adjust the study load every semester to my changing work volume and schedule. Working on group assignments with students and professionals from across the world, including Spain, Japan, Singapore, Brazil, France, the UAE and more, has been profoundly enriching.
I am currently working on my thesis, focusing on reimagining media production and distribution. The new reality has impacted the media industry and its workforce in an unprecedented manner, forcing us to adapt quickly and find fresh solutions. While the Covid-19 crisis continues to have overpowering effects on the industry, there are glimmers of hope and new emerging opportunities worth exploring. This is a challenging and exciting endeavour. I cannot think of a better time to rethink the way we operate our businesses, but now.
Any advice for someone considering the EMIB?
Considering the EMIB degree? Go for it. You will lose sleep, befriend anxiety, miss out on social life, but it will all be worthwhile. If you are looking to become a force of positive change, and driver of growth in a workplace or business, the EMIB will equip you with the right attitude, necessary tools and skills, and well-founded confidence to follow your ambition.
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