Although massive events such as concerts and plays were temporarily suspended for months, says Estrada, other entertainment alternatives, such as video games, applications, podcasts and virtual events, made more sense.
The challenge was how to integrate technology to enhance entertainment experiences. But in the educational field, the most similar careers were Production of Audiovisual Media and Business Administration, the latter being one of the most popular and preferred among young people, according to the Mexican Institute for Competitiveness (Imco).
In this scenario, “we developed the degree in Entertainment Business Managementwith the aim of training people capable of creating experiences that can be individual and collective, face-to-face and remote, but that are also focused on developing what people consume in their free time: music, literature, theater, events, theme parks , family recreation centers”, explains the now director of this race.
Among the subjects taught in this new educational offer is an introduction to the publishing market, the music business, creative industries, video games, assembly of events, concerts, administration of venues and parks, copyright.
Estrada assures that graduates of this degree can work in any event company, in creative agencies, marketing, advertising, management, also in publishers and production companies. “The world of entertainment has the advantage that it cuts across other sectors.”
However, not everyone can access this new career. It is made up of 360 credits, which take place over four years, divided into eight semesters. The cost per credit is 2,754 pesos plus a semester registration fee of 27,540 pesos. Despite this, Estrada has good expectations, since in August of this year the fourth generation of this degree begins, which has received an average of 180 students since its creation.
New times, new leaders
Another new area that emerged with the pandemic was the one that has to do with the training of senior management. According to the study Health On Demand 2021, In which the consulting firm Mercer Marsh surveyed 14,000 employees in 13 countries, 62% of employees who received support from their leader during the pandemic believe that they care about the health and well-being of their team.
In contrast, vulnerable populations, including women and low-income workers, felt less support and empathy from their leader and thus were not only more affected, but their rate of engagement towards the organization decreased.
“Employees continue to quit bad bosses, even more so than before. It is part of the nature of work. The greatest change has been driven by the demand for a more humane leadership and comprehensive well-being as an element of organizational transformation,” says Mauricio Reynoso, general director of the Mexican Association of Human Resources Management (Amedirh).
Knowing this, the talk began in November 2021. Reynoso and Julio Peña, director of the Vice President for Business at Universidad Tecmilenio, agreed that executive education should evolve in order to train humanistic leaders who promote the development of companies.