NYU Stern School of Business

Undergraduate College

C55.0040.002: ENTERTAINMENT & MEDIA INDUSTRIES

Fall 2010

Instructor Details

Lieberman, Alvin

alieberm@stern.nyu.edu

212-998-0548

Tuesday 1-4 PM

Tisch, 903

 

Course Meetings

M, 4:55pm to 6:10pm

Tisch T-UC25


Final Exam:

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

 

Course Description and Learning Goals

This is a specialty marketing course designed to provide students with a framework for understanding the dynamics of marketing several major sectors within the entertainment industry.  The focus is on understanding the development and application of marketing strategies and tactics for entertainment companies competing for a share of the consumer's discretionary spending.  The course will cover recent activities including mergers, acquisitions in those key sectors of the entertainment: movies, television, cable, theater, publishing, and sports venues.  The course will explore marketing techniques that apply across the entertainment companies, including licensing, sponsorships and promotion.  Case studies and project work will be included.

 

Course Objectives

To provide students with a framework through case studies, lectures and readings of the critical marketing problems and opportunities for some of the most important companies within key sectors of the entertainment industry.

To learn the basic concepts, terms and principles which apply to marketing in the entertainment industries.

To analyze the activities of key companies within the industry based on case studies, corporate reports, in-class videos, and current readings.

To become familiar with marketing strategies and techniques that cut across all the sectors of the entertainment industry including classic vehicles such as advertising, public relations, direct marketing.

 

Course Requirements

Class participation will be extremely important, since much of the study of the entertainment industry is obtained from articles, on the job observation, guest speakers, and some selected texts.  In addition there will be a field trip and a case study with written report.

 

Grading

Cases                                          10%, 10%  Individual

Class participation (article)          5%  Individual

Paper/Presentation                     30/15%  Team

Final Exam                                   30%  Individual

 

Assessment Components

There is a final based on class sessions and text.  Please keep in mind there are no make-up exams for any reason including being out of town, etc.  (If you are in the hospital or there is a death in the immediate family and you miss an exam the final may receive double grading weight).  The exam will almost always include a case analysis.

 

Grade Appeals

If you have any question about your grade - group or individual - (other than a numerical error on my part) please state your case in a typewritten detailed memo to me precisely why I should consider a change with supporting material from text and/or notes.

 

Required Reading

“THE ENTERTAINMENT MARKETING REVOLUTION” Lieberman, Esgate, Prentice Hall/FT,      

HBS. CASE PACKET: “DYNAMICS OF HOME VIDEO” ,  “HULU”,  “MARVEL, INC." Available at the Stern Bookstore.

 

Course Outline

Week Date Subject
1 September 13

Introduction: Al Lieberman, professional background.

Students: Career interests and course objectives.

What is Entertainment Marketing: Definition, industries involved, perspective on integrated and global entertainment marketing.

Historical Perspective of Entertainment Industries: Growth in recent years of major sectors in entertainment industry.

Curriculum Review: Assignment review, bibliography

Movie Marketing

The Elements of Movie Marketing

The Studios - the majors, the minors, the independents

The Personalities - stars, writers, directors

The Power Brokers - talent agents

The Changing Elements - products and participation

Marketing and Movie Math - focus on media budget, television commercials, print advertising, poster
2 September 20

The Movie Industry

Trends in movie marketing: research, testing, commercials, trailers, media mix

Licensing and Merchandising

Movie Theater Marketing: Loews conversion to SONY Theaters

Academy Awards as Marketing Vehicle

Assignment: Business Story from Variety
3 September 27

Home Video

Growing importance of the worldwide video market

Brief history of the industry and its evolution: how it is structured today

Entertainment retailing and sponsorship

Due 9/27 CASE: DYNAMICS OF HOME VIDEO

4 / 5 October 4 / October 18 Broadcast - Television and Radio Marketing

Network Television:   Where have the audiences gone/New Networks

Television Syndication:  Barter, stripping, and independent sales

Spot Television:  Local market activity includes merchandising, special events.

Niche Radio:  A look at rock, Middle of the Road, Country Classical and how to combine the violability of the stars, the importance of the disc jockeys and win the arbitron ratings race marketing cases!

Research - Program Development

Due Oct 18 CASE: MARVEL,inc. HBS
  October 11  NO CLASS OCTOBER 11
6 / 7 October 25 / November 1

CABLE MARKETING

Vocabulary and Technology:  Important cable language.  The Structure of the Cable Industry:  A look at the size of industry -- operators, programmers and franchisees.

The Problems and Opportunities Faced by the Cable Industry.  MSO’s Independents

 NOV 1 Outlines for TERM PAPERS due
8 / 9 November 8 / November 15 Publishing

Building Publishing Brands Book Industry

Branding Magazines – Advertising vs. Editorial

The Newspaper Industry – not dead yet

Books on tapes and CD’s

On- Line, EPublishing

10 November 22

MUSIC MARKETING: Guest Lecture

Pre-recorded music: major companies vs. independents and boutiques

Major tours and the marketing of personalities

Radio stations and disc jockeys

MTV, VH1:  The Box

Technology: CD, DVC, laser, mini disc

Retailing, Film Soundtracks

11 November 29  

SPORTS MARKETING

Super stars who cross entertainment borders venues, stadiums, fields as merchandising vehicles. Are the players making more money than the owners?

Nov. 29 Papers Due for Term Projects

12 / 13 December 6 / December 13

 Team Presentations

Power Point - 15 minutes

  December 13  FINAL EXAM- 20 short answers 4 essays

 

Professional Responsibilities For This Course

Attendance/Lateness:

Absences/Tardiness will lower your class participation grade significantly.

Late assignments are unaccepted.  If you miss any assignment deadlines, i.e. at the start of a class period on the due date, you forfeit a grade on that assignment.

 

Cheating/Plagiarism:

Cheating/Plagiarism will result in a grade of "F" for the assignment/exam for all parties involved.

 

Class Participation:

It is essential that everyone contributes to class discussion - in the most time honored and Socratic method.  In this forum you will be expected to have read either the text assigned for the next class or the handouts distributed at the end of the prior class.

We expect lively debate and a distinct point of view from any conversation, that can include challenging statement made in the press as well as by other classmates, not just the professor.

Learning will come from each participant trying to understand the issues, cases, and media statements.  Please continue with reading assignments as scheduled regardless of whether the class activities at times fall behind schedule.  On occasion a cold call or brief pop quiz will be announced.

Class participation will be graded on the quality of the interaction and will be measured against these criteria:

Preparedness of the comments                                              

Extent of knowledge                                                              

Ability to get to the heart of the matter

Opening new doors for investigation

Statement of practical relevant experience

New insights

Building on statements of others

Drawing on current news articles

Listening skills

 

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. 

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.

 

Guidelines for Written Assignment

All papers are to be typed, double-spaced. Length - 

It is recommended that you follow a basic proposal or report format or a style book to present your work in a polished and professional manner.

Please take time to organize your work so that it is clear and concise.  Your opening statement should be an introduction which states what your objective is and what you're going to discuss.  The main body should present your findings in a logical and straight-forward way.  Summarize your findings or recommendations at the end in a conclusion.  Break up your work into subheadings.

Make sure that your work is proofread and edited.  You should ask a friend, colleague, or co-worker to help you with this.  Your final draft should be free of errors in spelling, punctuation, and grammar; having someone else proofread is the most effective way to do this.

Some of you may want to use your work as a tool to help you in your career planning.  This can be a very persuasive "calling card."  It's well worth your time to develop this assignment into something you can use beyond this course.

Your assignment is expected to reflect your understanding and comprehension of the material covered in this course.  This includes all the readings, supplementary handouts, and the lectures.  Most of the detailed information concerning the various aspects of the course curriculum are contained in the extensive readings provided.  Your assignment should represent the cumulative work product of this course and incorporate that information.

The assignments are due as noted on the syllabus attached.  If for any reason you are unable to submit it on that day, you will have to make arrangements to send it to me directly.  The university imposes a very tight deadline as to when the final grades are due, usually within a few days after the final.  Assignments submitted to me via fax will not be accepted.

 

Questions for Industry HBS Case: Dynamics of Home Video

1. WHAT WAS THE EARLY OPINION OF THE HOME VIDEO INDUSTRY BY THE FILM STUDIOS? WHY? DID THEY CHANGE THEIR OPINION? WHY?

2. WHAT WAS THE REVENUE DYNAMICS AND HOW DID THE BUSINESS MODEL EVOLVE AT THE BEGINNING? HOW AND WHY DID BLOCKBUSTER CHANGE THE REVENUE MODEL?

3. WHO HAD THE GREATEST IMPACT ON THE GROWTH OF THE HOME VIDEO INDUSTRY?

4. HOW DID THE RELEASE WINDOWS CHANGE OVER TIME?

5. WHAT WAS THE IMPACT OF THE DVD ON THE VCR INDUSTRY? WHAT WAS SO DIFFERENT IN THE DVD LAUNCH FROM THE VCR LAUNCH?

6. WHAT ARE THE MAJOR COMPETITORS NOW FOR THE HOME VIDEO INDUSTRY?

 

Questions for Industry HBS Case: Marvel Comics

MARVEL COMICS 

1. WHAT HAS BEEN AND NOW STILL IS MARVEL’S CORE COMPETENCY

2. WHY AND HOW DID THE COMPANY GET INTO FINANCIAL DIFFICULTY THE FIRST TIME?

3. HOW DID IT RECOVER?

4. AFTER THE SECOND FINANCIAL SETBACK, THEY EVOLVED A NEW STRATEGY. WHAT WAS IT?WAS IT A CHANGE FOR BETTER OR WORSE? DISCUSS THE ISSUES.

5. WHY DID THE CHAIRMAN FEEL HE COULD ACCOMPLISH THE NEW PROGRAM?

6. EXPLAIN MARVEL’S NEW FINANCIAL STRUCTURE AS IT COMPARES WITH THE MOVIE INDUSTRY?  WHAT IS THE MARKETING COMPONENT OR JUSTIFICATION?

7. WHAT WAS THE NATURE OF THE CONTROLS THEY REQUIRED FROM LICENSEES? DISCUSS THE IMPORTANCE OF THIS SET OF CONTROLS.

8. DO SOME ON-LINE RESEARCH AND TELL US WHAT IS THE CURRENT STATUS OF MARVEL EFFECTIVE SEPTEMBER 2008 OR AS CLOSE AS YOU CAN GET. 

 

Assignment 1

You will locate a copy of the entertainment industry, trade magazine, VARIETY – known as the film, television, cable and theater bible. Please write a one page, 3-4 paragraph summary or analysis on an article that has appeared in your copy of VARIETY magazineON A FILM STUDIO,  MAJOR, MINOR OR INDEPENDENT. JUST GIVE US THE HIGHLIGHTS OF THE STORY. 15 STUDENTS WILL BE ASKED TO QUICKLY GIVE THE HIGHLIGHTS FROM THEIR PAPERS   in the next class.

 

Assignment 2

DECONSTRUCTING THE

ENTERTAINMENT & MEDIA INDUSTRY 

The entertainment and media industry is made up of more than 20 sectors.  We will cover the top 6 in this class in great detail from an institutional perspective.  This is primarily a survey course. 

In order to gain a more detailed understanding, the assignment or team project will require research, analysis and an understanding of the sub-segments of these sectors. The  E-Business Entrepreneurs Have Begun To Merge The Old Media With The New. The Acquisition Universal by NBC/GE, the sale of Warner Music to private investors, the possible merger of Sirius and XM, the battle between Microsoft and Google and many other events will be part of the discussions and interactions in class.

In Order For Us To Understand This Phenomenon And To Make This Class Interesting, Informative And Fun, We Need To Analyze The Parts And Pieces And The Importance Of Each Of These Sectors Within The Converging Entertainment and Media  Industries

 


ASSIGNMENT #2   Dates to be announced

A 20-page paper, double-spaced with bibliography, (please not just web listings) and any exhibits or graphs you with to include.  

The paper will be graded on the basis of content, clarity, grammar, spelling, organization, and innovative thinking.  Where material has been excerpted footnotes must be used.

The eleven teams selected randomly (five members on each team) are listed on the attached page.  You will have some time during the first class to shift between teams, and then maintain that position through the balance of the term. 

TEAM /SECTOR

  1. INDEPENDENT FILM
  2. FEATURE FILMS
  3. ANIMATION
  4. BROADCAST TV & LOCAL
  5. NETWORK RADIO & LOCAL
  6. CABLE BASIC
  7. CABLE PREMIUM & PAY PER VIEW
  8. DIRECT TO THE HOME SATELLITE TV
  9. PRERECORDED MUSIC
  10. SPORTS – PROFESSIONAL LEAGUES & TEAMS
  11. PUBLISHING BOOKS
  12. PUBLISHING MAGAZINES
  13. THEATER

The table of contents for every term paper must include a brief background on the sector, on the major three or four companies in the sector (no more),  one/two paragraphs each on the top executives in each company including; Head of Marketing, Head of Promotion, Head of Publicity, Head of Events, what are the core competencies of each company, or franchise, or select one recent successful marketing activity  related to your topic and one unsuccessful marketing activity and explain your rationale. Summarize with opportunities or changes expected for the future. Explain impact of technology on these companies in this sub-sector

Provide a listing of the following positions with the names of the executives currently in position:            

Here is a way to organize the paper:

3 pages on the background of the sector

3 pages on the top/leading four or five companies in the sector

2 pages on the executives or top players in the leading companies

4 pages on the impact of marketing on this sector

4 pages on the impact of technology on the sector

2 pages – executive summary future trends

 

Assignment 3

ASSIGNMENT #3, Presentations Dates to be announced

The papers when graded will be returned. In order for the whole class to benefit from these, every team will provide a :15 minute presentation on the highlights of their paper. It can be PowerPoint, or overheads. Six teams will present each evening on dates described in the syllabus.

 

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