Entertainment Marketing

This is a specialty marketing course designed to provide students with a framework for understanding the dynamics of marketing in 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.