NYU Stern School of Business

Undergraduate College


Fall 2010

Instructor Details

Narayanan, Sunder


Thu 2-3 pm or by appt

901 Tisch Hall


Course Meetings

W, 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 course is designed to provide you with a framework for understanding the industry dynamics in several major sectors within the entertainment industry.  The course will cover recent activities including mergers, acquisitions in those key sectors of the entertainment: movies, television, music, radio, interactive games, publishing, and others.  The course will explore marketing techniques that apply across the entertainment companies.  Specifically, this course will help you:


  1. Analyze and identify opportunities in key sectors of the entertainment industry.
  2. Understand the basic economics, concepts, terms, measurements, and principles that apply to marketing in the entertainment industry.
  3. Appreciate recent trends within the industry such as globalization, convergence and cross-media synergies.
  4. Understand the strategies followed by some key global media conglomerates.


These objectives will be achieved through a combination of lectures, readings, discussions, and case analysis.


Course Outline



Readings and Assignments

Module 1:  Theories and Concepts

Sep 8

The Media & Advertising Businesses

Chapters 1 & 2

Sep 15

The Media & Advertising Businesses

Chapters 5, 6 & 15

Sep 22

Films and Television

Chapter 12 (pp. 473-499) & 13 (pp. 513-545)

Sep 29

Quiz 1 (Chapters 1, 2, 5, 6, & 15)

Oct 6

Music and Radio

Chapters 10 (pp. 390-414) & 11 (pp. 432-460)

Oct 13

Print Publishing

Chapters 7 (pp. 272-296); 8 (pp. 312-338); and 9 (pp. 350-375)

Oct 20

Guest Speaker


Oct 27

Quiz 2 (all assigned pages from Chapters 7, 8, 9, 10, 11, 12 & 13)

Module 2:  Cases and Applications

Nov 3

Netflix and Linden Labs

Presentation Slides Due

Nov 10

Facebook’s Platforms and Google’s Android

Presentation Slides Due

Nov 17

Opening Pandora’s Box and Nettwerk

Presentation Slides Due

Nov 24

Marquee and Metropolitan Opera

Presentation Slides Due

Dec 1

Grand Central Pubishing and Kindle

Presentation Slides Due

Dec 8

Quiz 3 (in-class case analysis)



Required Course Materials

Textbook:  “Media Today,” 3rd edition, by Joseph Turow, Routledge Publishing, 2009(Please buy the 3rd edition available in the bookstore).  A copy of the book will also be placed on reserve in Bobst library.

Casebook available for downloading after purchase at the following link: http://cb.hbsp.harvard.edu/cb/access/6361899.   It consists of the following eleven cases:  Netflix, Linden Labs, Facebook, Android, Pandora, Nettwerk, Marquee, Metropolitan Opera, Grand Central Publishing, Kindle, and Hulu


Assessment Components

  1. Class attendance and participation     20%
  2. Group case presentation                    20%
  3. Three quizzes                                    60%



At NYU Stern we seek to teach challenging courses that allow students to demonstrate their mastery of the subject matter. Assigning grades that reward excellence and reflect differences in performance is important to ensuring the integrity of our curriculum.

In general, students in this elective course can expect a grading distribution where about 40-45% of students will receive A’s for excellent work and the remainder will receive B’s for good or very good work. In the event that a student performs only adequately or below, he or she can expect to receive a C or lower.

Note that the actual distribution for this course and your own grade will depend upon how well each of you actually performs in this course.



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




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:




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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