2011_4715_SYLLABUS_(2)[1]-1

2011_4715_SYLLABUS_(2)[1]-1 - MAR 4715, section 1...

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MAR 4715, section 1 Entertainment Marketing Spring 2011 Instructor: Nicole Howatt-Moberg Office: BA2 307K Office telephone: (407) 823-5578 E-mail: nicole.howatt@bus.ucf.edu Website: Until January 20 th www.bus.ucf.edu/nhowatt (print all slides and assignments now) Web-site after January 20th: http://web.bus.ucf.edu/faculty/nhowatt Fax: 407-823-3891 Room: BA2, 208 What is This Course About? Entertainment Marketing is designed for students interested in exploring the many intersections of marketing management and entertainment. First, it is designed for students who want to learn how to improve their marketing skills and knowledge by studying the consumers and marketers of entertainment in today’s entertainment-driven economy. Secondly, it is designed to teach the application of marketing principles and tools to the marketing of products and services in the entertainment industry. The course is structured to benefit students with a general interest in marketing and entertainment, how it is merging with technology, and how consumers experience and use entertainment. The frameworks, techniques and tools from this course will inform those interested in careers particular to the entertainment industry (e.g., film, TV, music, radio, events, travel and tourism, theme parks). However, the focus is on the marketing side of these entertainment products and services. The course will include cases, articles, and guest speakers that aim to broaden students’ knowledge of the management of emotional connection, community
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Blair Witch Project, Universal Studios to The Lion King—come alive. What Skills Can I Expect to Gain? 1. You will gain a heightened knowledge and appreciation of the crucial role of marketing and market research in the design, development, and marketing of successful entertainment products and services. 2. You will gain practical experience investigating, learning about, and planning a launch of an entertainment-based product or service. The class project will give you skills and insight in combining competitive analysis, consumer insight research, and marketing planning. 3. You will sharpen and deepen your general marketing skills and knowledge. Course Methodology: 1. Class lecture and discussions 2. In class group/individual exercises 3. In class quizzes 4. Individual cases 5. Guest Speakers 6. Examinations 7. Applicable outside materials Required Readings: The Entertainment Marketing Revolution: Bringing the Moguls, the Media, and the Magic to the World, by Al Lieberman with Patricia Esgate, Upper Saddle River, New Jersey: Financial Times Prentice Hall. This book provides useful background and general overview on the entertainment industry and marketing practices within it. Cases may be assigned throughout the semester
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2011_4715_SYLLABUS_(2)[1]-1 - MAR 4715, section 1...

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