Theme Park and Experiential Entertainment Marketing

(2 Credits)

This course will take students on a thrilling ride into the global business of fun and immersive experiences. This course will provide an introduction to experiential and location-based entertainment businesses, including: - global theme parks, - location-based, travel and leisure entertainment, - immersive experiences, including concerts, festivals, and live events. This course provides an overview and framework for understanding the key marketing, economic, and strategic issues in these businesses. We will explore how experiential entertainment is created, produced, and consumed by consumers. We will also examine the unique aspects of experiential and location-based entertainment, opportunities, issues, and how these businesses are evolving. We will look at the business models and where these businesses may be heading, including the key players, current trends and new opportunities. We will look at how the trends influence both the business models and the consumer experience.