3.pdf - New York University Stern School of Business - UG...

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New York University
Stern School of Business - UG Division
Entertainment and Media Industries
(Fall 2015)
Course Description
This course is designed to provide you with a framework for understanding the industry
dynamics in several major sectors within the entertainment industry. In addition, the course will
also explore recent trends in these sectors and their implications for all elements of the industry
value chain. 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 project presentations.
Course Material
1. Harvard case packet available for purchase and downloading at the following link:
2. Harvard case available for purchase through link provided in NYU Classes.
3. Exam case to be purchased from HBS (link provided later).
4. Chapters 2&5 from Media Today, 4
th
edition, by Joseph Turow, Routledge. You can access
it at Bobst online for free at the following link:
.
Course Evaluation
1. Class attendance and participation 20%
2. Exam 60%
3. Case presentation 20%
Professor Sunder Narayanan
( [email protected] )
Office: 901 Tisch Hall
Office Hours: T 2-3 pm
MKTG-
UB.0040.01
MKTG-
UB.0040.02
MKTG-
UB.0040.05
MKTG-
UB.0040.06
Class Meeting Time M 3:30-4:45 M 4:55-6:10 R 3:30-4:45 R 4:55-6:10
Class Room
Teaching Fellow
TF’s Stern Email Address:
@stern.nyu.edu

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Class Schedule
Mon Thu Topic Readings
Module 1 – Industry Overview
Sep 7 Sep 3 The Entertainment and Media Business
Sep 21 Sep 10 The Entertainment and Media Business Turow – Ch. 2 & 5
Sep 28 Sep 17 The Motion Pictures Industry HBS: Warner Bros Entertainment
Oct 5 Sep 24 The Motion Pictures Industry
Oct 13
(Tue)
Oct 1 Television and Cable HBS: Fox Entertainment
Oct 19 Oct 8 Television and Cable
Oct 26 Oct 15 Music and Radio HBS: Beyoncé
Nov 2 Oct 22 Print Publishing
Module 2 – Company Strategies
Nov 9 Oct 29 MGM and Netflix Due: Presentation Slides
Nov 16 Nov 5 IMAX and Sundance
Nov 23 Nov 12 Exam Case TBA
Nov 30 Nov 19 Pandora and MTV
Dec 7 Dec 3 YouTube and Live Nation
Dec 14 Dec 10 Kindle and Chegg
Exam (60%)
The exam will be open book and notes and will be based on the assigned readings and
class discussions. Details on the exams will be provided later. If you miss the exam for a valid,
documented medical reason (on a doctor’s letterhead indicating the date and time of the injury or
illness), then a make-up exam will be given on the scheduled final exam date. Please plan on
staying during the final exam period if you happen to miss the exam.