Sep 24, 2020  
Undergraduate Record 2014-2015 
Undergraduate Record 2014-2015 [ARCHIVED RECORD]

COMM 4320 - Entertainment Marketing

This course is designed to offer students important perspectives of Marketing Management for Entertainment Services. Entertainment services, encompassing motion pictures, television, broadcasting, publishing, music, sports, tourism, Internet, gaming, performing arts, and theme parks, are rapidly growing and taking a center stage in today’s service-driven economy. As the leading U.S. export category, they generate $500 billion worldwide. Entertainment services share several unique features, such as highly uncertain demand, short lifecycles, experiential nature, and sequential distribution. These features require in-depth understanding of the unique challenges and opportunities in managing their new product introductions, pricing, media planning and promotion, and distribution. This course will merge real-world knowledge of how various entertainment services operate, conceptual framework of marketing strategies, and hands-on analytical tools that aid practical decision making. The course is suitable for students who intend to pursue a career in the media, entertainment, or more generally, service industries; and for those who simply wish to gain a better understanding of marketing management for entertainment service industries in general.

Credits: 3