Content
• Marketing Review
• Strategic Management Review
• General Entertainment Marketing, Management, and Operations
• A look at the different entertainments and media
• The audience as customers – also different cultures, sub-cultures, research, etc.
• The Entertainment Marketing Mix and Branding
• Integrated and Convergent Promotional Communications
• Industry Applications & Management Issues – e.g. Event Management
• The Music Industry / Marketing Music versus Performance Marketing
• Sports Marketing
• Understanding spectators as customers
• Internal / External contingencies
• Segmentations, Targeting & Positioning in sports
• The Promotional (Communications) Mix applied
Learning objectives
• To explore the various strategic options and implementations in different industries, cultures, and/or types of organizations with a specialized focus on entertainment, music and sports marketing
• To apply previous curriculum elements in a specific context
• To specialize in a specific area – develop marketing plans, business models and begin the foundations of a thesis and even possibly a career
Prerequisites
Marketing and Foundations of Management or equivalent studies
Teaching methods
Lectures, reviews and review tools - individual projects. After reviews of basic relevant theory, tools, and terminology in Marketing and Management, the participants will learn a little about all areas of the program from lectures and material and then specialize in a chosen area to develop competencies in analysis for decision-making, problem-solving, and communications. The reviews will entail review tools (questions and answers); the course material covering our subjects will also be tested – but only very basic structure and key elements of the chosen subject for the individual term project; the individual term project is to apply the tools of marketing and management to a specific concept – to create a business model and marketing plan (or business plan), or to create a research paper, to learn more about a particular area and target for further exploration, market penetration, and possible (market or product) development.
Learning material and recommended literature
CONTENTS and Textbooks
-Strategic Marketing - strategic planning and strategy development
-Strategic Management – also a look at
International Management
-General Entertainment Marketing, Management, and Operations
-A look at the different entertainments and media
-The audience as customers – also different cultures, sub-cultures, research, etc.
-The Entertainment Marketing Mix and Branding
-Integrated and Convergent Promotional Communications
-Industry Applications & Management Issues – e.g. Event Management
-The Music Industry / Marketing Music versus Performance Marketing
-Sports Marketing
- Understanding spectators as customers
- Internal / External contingencies
- Segmentations, Targeting & Positioning in sports
- The Promotional (Communications) Mix applied
- Other Industry-Dependent Strategies (Undertaking? Luxury Markets? Spelunking?)
Evaluation criteria
Review tools and Assignment = 40%
Individual Projects = 60%
