Media Entrtnmt: Strat Dec-Mkg

1.5 Credits · Level: Graduate, Undergraduate

Across the history of dozens of industries, the dramatic changes that have occurred in media and entertainment over the past five years are unparalleled. Business models are being transformed, consumers are consuming content (watching, reading, listening, participating, and even co-creating) in completely new ways. Every few months, the definition and boundaries of the industry are changing. In fact, there have been more changes in the past 5 years than in the previous 50 ... driven primarily by technology allowing consumers to consume content where, when, and how they want it. Whether you are considering a career in media or not, this course will sharpen your understanding of how technology, consumer trends, and culture can impact business models and organizational structures. It will also refine your sense of how/when to invest in new businesses. While we will explore case studies of companies that invested in new technologies and those who didn’t, we will also have a series of senior industry executives join us as guests and share their first-hand accounts of the excitement of making decisions in such a dynamic industry, the difficulty of prioritizing investments, and the challenges of building successful new business models amidst such great upheaval. In addition, the course will be co-taught by Steven Schiffman, a senior media and marketing executive who will share his experiences navigating these choppy waters.