NYU Stern School of Business

Undergraduate College

MKTG-UB.0046.002 (C55.0046): GLOBALIZATION OF THE ENTERTAINMENT INDUSTRY

Spring 2013

Instructor Details

Srivatsan, Venkat

vsrivats@stern.nyu.edu

x80427

T, R: 12:45-1:45pm

KMC 7-49

 

Course Meetings

W, 11:00am to 12:15pm

KMC 4-90


Final Exam:

Schedule exceptions
    Class will not meet on:
    Class will meet on:

 

Course Description and Learning Goals

 

This is an elective course in the Business of EMT minor.  In the basic EMI course, the entertainment and media industries in the United States were covered.  In this course, the focus will be on countries outside the US.  The course will provide students with a framework for understanding the EMT industry in foreign countries.  The course will specifically focus on the socio-cutural, political, legal, technological, and economic factors that affect the industry in various countries; the industry and competitive dynamics in these countries, and firm strategies, both domestic and international.  Since all countries are not equally important in all sectors of the EMT industry outside the United States, the course will selectively focus on countries in Asia, Europe, the Pacific Rim, the Middle East, Latin America, and Africa, and, within these countries, selectively focus on important sectors of the entertainment industry such as movies, television, radio, music, cable, live entertainment, gaming, theater, sports, and theme parks and their development in the major countries worldwide.   The topics will be covered through a combination of lectures, discussions, case analysis, and a group project.

 

Course Outline

 

US companies in the EMT industry currently acquire a significant portion of their revenues in international markets.  These markets are also expected to grow faster than the US markets in future years and are likely to become more important for US corporations in their quest for growth and profits.  Consequently, an understanding of the global marketplace is crucial  for US firms.  Therefore, this course will be valuable also for students who intend to work in the EMT industry within the United States after graduation.

 

Required Course Materials

 

1.                  Casebook available for downloading after purchase at the following link:

 

2.                  Additional readings posted on Blackboard

3.                  Additional case to be purchased from HBS for the exam (link to be provided later).

 

Assessment Components

 

Course Evaluation

 

1.                  Class attendance and participation  20%

2.                  Group project                                        20%

3.                  Three (out of 5) case write-ups         10%

                        4.                  Exam                                                       50%                                     

 

Group Projects

Guidelines for Group Projects

Business activities involve group effort. Consequently, learning how to work effectively in a group is a critical part of your business education.

Every member is expected to carry an equal share of the group’s workload. As such, it is in your interest to be involved in all aspects of the project. Even if you divide the work rather than work on each piece together, you are still responsible for each part. The group project will be graded as a whole:   its different components will not be graded separately. Your exams may contain questions that are based on aspects of your group projects.

It is recommended that each group establish ground rules early in the process to facilitate your joint work including a problem-solving process for handling conflicts. In the infrequent case where you believe that a group member is not carrying out his or her fair share of work, you are urged not to permit problems to develop to a point where they become serious. If you cannot resolve conflicts internally after your best efforts, they should be brought to my attention and I will work with you to find a resolution.

You will be asked to complete a peer evaluation form to evaluate the contribution of each of your group members (including your own contribution) at the conclusion of each project. If there is consensus that a group member did not contribute a fair share of work to the project, I will consider this feedback during grading.

 

Grading

 

 

Class Attendance and Participation (20%)

 

            Every session of the course will involve interaction in the form of class discussion. I expect each one of you to come to class on time and be prepared to contribute to all class sessions.  Attendance will be taken for each class session and will be a factor in determining your class participation points.  Laptops, cell phones, and other electronic devices are a disturbance to both students and professors.  All electronic devices must be turned off prior to the start of each class meeting.

 

Three Individual Case Write-Ups (10%)

 

            Please select any three of the cases highlighted in bold in the class schedule.  A hard copy of your analysis is due before class begins.  No extensions will be given on this assignment for any reasons.  The write-up of the case should not exceed two pages (single-spaced, 12-point font).  Bullet-points are allowed.  Email submissions or through others are not acceptable.  You need to be physically present in class in order to turn in the assignment.  At any stage during the class discussion, I may randomly pick on someone to present their recommendations and provide the rationale.  Please follow the following format in your write-up:

1.      Define clearly and concisely the basic decision problem.The problem statement should be summarized in 1-2 paragraphs.

2.      Identify a number of alternative courses of action to deal with the identified problem.  For each alternative, list the pros and cons using bullet heads. This should be the major part of your write-up.  Materials such as tables, quantitative analysis, may be placed in appendices, not in the text.  Do not repeat tables and material contained in the case.

3.      Write a brief recommendation, selecting one of your suggested alternatives. Give a rationale for your choice. This should be summarized in less than 10 sentences.

Exam (50%)

 

            The exam will take place on the scheduled final exam date and will cover all readings and class discussions.  More details on the exam will be provided in class.  If you miss the exam due to a legitimate reason, then a make-up exam will be given on the scheduled final exam date.

 

Group Project (20%)

 

Overview

 

            Groups of 5-6 students will analyze any sector of the media and entertainment industry in any foreign region.  You can define the region broadly to include several countries (e.g., Central America, or the Middle East), or just focus on one country.  It might make sense to combine several countries into a region if (1) there are sufficient similarities across the countries, (2) the countries are contiguous, and (3) each of the individual countries is too small for a meaningful analysis by itself.  As far as the industry sector is concerned, you can either select a traditional media sector (such as television or magazines), or select a non-traditional entertainment sector.  In general, I will be quite flexible about your industry selection as long as you can convince me that it pertains to the entertainment industry.  You need to get your region and industry sector approved by me before you start working on the project.

 

            Your project report should show an understanding of the material covered in the course, as well as significant original scholarship and research involving secondary data sources (please confer with the reference librarian at Bobst for library sources).  Each group will make a 20-minute presentation in class on its project findings.  There is no need to turn in a written report of your project.  Instead, please turn in a copy of your presentation slides on the first day of the presentation.  The slides that you turn in should contained detailed accompanying notes, and would typically contain more material than an abridged version that you might present to the class (given the time constraints).

 

Your report should broadly follow the following structure:

 

1.      Introduction

2.      Environmental Analysis:  Examine the economic, technological, social, regulatory, political, and legal environments in your industry sector in the country.

3.      Industry and Competitor Analysis:  Examine the structure of the industry (whether monopoly, oligopoly, or pure competition), the different players operating in the industry (domestic and international), the economics of the industry, the core competencies of the main players, and the nature of competition in the industry.  You can also perform a Porter’s 5 forces analysis if appropriate.

4.      Consumer Analysis:  Examine the consumer culture, consumption patterns, and trends in the industry.

5.      Industry Future:  Given your analysis, what does the future hold for the industry sector?  Do they face special challenges (either from within or outside the country)?  What opportunities exist for the industry players?  How can the players overcome their challenges and leverage their core competencies to create future growth and profitability?

6.      Conclusions and Summary.

 

Re-Grading

The process of assigning grades is intended to be one of unbiased evaluation. Students are encouraged to respect the integrity and authority of the professor’s grading system and are discouraged from pursuing arbitrary challenges to it.

If you believe an inadvertent error has been made in the grading of an individual assignment or in assessing an overall course grade, a request to have the grade re-evaluated may be submitted. You must submit such requests in writing to me within 7 days of receiving the grade, including a brief written statement of why you believe that an error in grading has been made.

 

Professional Responsibilities For This Course

Attendance

 

Participation

In-class contribution is a significant part of your grade and an important part of our shared learning experience. Your active participation helps me to evaluate your overall performance.
You can excel in this area if you come to class on time and contribute to the course by:

 

Assignments

 

Classroom Norms

 

Stern Policies

General Behavior
The School expects that students will conduct themselves with respect and professionalism toward faculty, students, and others present in class and will follow the rules laid down by the instructor for classroom behavior.  Students who fail to do so may be asked to leave the classroom. 

 

Collaboration on Graded Assignments
Students may not work together on graded assignment unless the instructor gives express permission. 

 

Course Evaluations
Course evaluations are important to us and to students who come after you.  Please complete them thoughtfully.

 

Academic Integrity

Integrity is critical to the learning process and to all that we do here at NYU Stern. As members of our community, all students agree to abide by the NYU Stern Student Code of Conduct, which includes a commitment to:

The entire Stern Student Code of Conduct applies to all students enrolled in Stern courses and can be found here:

Undergraduate College: http://www.stern.nyu.edu/uc/codeofconduct
Graduate Programs: http://w4.stern.nyu.edu/studentactivities/involved.cfm?doc_id=102505

To help ensure the integrity of our learning community, prose assignments you submit to Blackboard will be submitted to Turnitin.  Turnitin will compare your submission to a database of prior submissions to Turnitin, current and archived Web pages, periodicals, journals, and publications.  Additionally, your document will become part of the Turnitin database.

 

Recording of Classes

Your class may be recorded for educational purposes

 

Students with Disabilities

If you have a qualified disability and will require academic accommodation of any kind during this course, you must notify me at the beginning of the course and provide a letter from the Moses Center for Students with Disabilities (CSD, 998-4980, www.nyu.edu/csd) verifying your registration and outlining the accommodations they recommend.  If you will need to take an exam at the CSD, you must submit a completed Exam Accommodations Form to them at least one week prior to the scheduled exam time to be guaranteed accommodation.

 

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