MBA Courses

Courses cover the disciplines of marketing, management, information systems, finance, accounting, law and international business as they relate to the EMT industries. They are designed so that students interested in these industries will understand their impact on the economy, the changing nature of jobs, international opportunities, and the businesses that have been redefined to serve these new transnational entertainment and media conglomerates.

Students interested in the EMT specialization must take MKTG-GB.2119, Entertainment and Media Industries, plus 7.5 additional credits.

Please note that our course designators have changed. Previous course designators are in parentheses.

Below is a list of EMT courses offered in the Marketing Department.

For a listing of all graduate EMT courses offered in the 2020-21 academic year, please click here.

 

MBA Elective Courses

REQUIRED COURSE: Entertainment and Media Industries
MKTG-GB.2119 (B70.2119) (1.5 Credits)
Prerequisite: COR1-GB.2310 or equivalent.
This course serves as a foundation for those interested in Stern's Entertainment, Media, and Technology (EMT) program. Students who intend to have a specialization in EMT are required to take this course. It provides a framework for understanding the key marketing and strategic issues facing organizations in the entertainment industry. Key sectors of the entertainment industry are covered, focusing on film, television, home video, cable, music, and publishing. Lectures and case studies are utitlized.

The Business of Sports Marketing
MTKG-GB.2114 (B70.2114) (1.5 Credits)
Prerequisite: COR1-GB.2310 or equivalent.
The business of sports has become a persistent and integral part of our economy, specifically in the multi-media and entertainment arena. This is a specialized course for the MBA student interested in expanding knowledge of the sports industry as a business and a world economic force. It provides students with a framework for understanding the scope of the sports business across various leagues, venues, athletes and their relationship to internal and external factors, infrastructures, professional-support systems and the marketing applications that drive this complex and growing multibillion dollar industry.

The Business of Producing
MKTG-GB.2116 (B70.2116) (1.5 Credits)
Prerequisite: COR1-GB.2310 or equivalent.
The course is designed to provide students with a framework for understanding the dynamics of producing a finished creative product in the entertainment and media industries. It covers the process of feature production from the initial concept of the story, through script development, to completion of the project. All the facets of the production process are explored, including script selection, finance, budgeting, timetable development, team building, talent selection, contract and union negotiating, regulation, and technology.

Television Management
MKTG-GB.2118 (B70.2118) (1.5 Credits)
Prerequisite: COR1-GB.2310 or equivalent.
This course is designed to provide a comprehensive look at the world of marketing in the television industry as it is practiced today and how it will change in the television and advertising fields. It provides the student with a look further into the 21st century and the new age of digital television. It also examines the emergence of the Internet and its impact on the television industry today and tomorrow. Emphasis is on the marketing implications of the convergence of the TV and the computer, particularly as it pertains to changes in the role of advertising.

Movie Marketing
MKTG-GB.2120 (B70.2120) (1.5 Credits)
Prerequisite: COR1-GB.2310 or equivalent.
The course focuses on marketing, distribution, and exhibition of Hollywood and art house movies. It applies business school marketing methodology to the movie industry and provides a rigorous analysis of why movies succeed or fail regardless of their inherent quality. The class covers strategies used by studio executives to track competitors' strengths and weaknesses in the ever-shifting marketplace and how product tie-ins are increasingly used to raise awareness and sell tickets. Students also learn how film executives think when designing movie posters, planning release schedules, casting top actors, setting up co-branded marketing efforts, green lighting scripts, capping production budgets, and attending film festivals. Emerging technologies such as video on demand, satellite distribution, and digital projection are also examined. Class sessions are based on lectures and case studies.

Digital Disruption: Creating and Capturing Value
MKTG-GB.2124 (B70.2124) (1.5 Credits)
Prerequisite: COR1-GB.2310 or equivalent. 
The digital economy has grown rapidly since the 90s, but until the last few years, its major impact was focused on a few verticals (e.g., media, retail, travel). Now, digital is disrupting most industries led by “Born of the Web” companies (e.g., Facebook, Amazon, Netflix, and Google), venture capitalists, and entrepreneurs creating new businesses and disrupting many existing business models. This disruption, whether from Amazon buying Whole Foods, ESPN launching a full direct-to-consumer product, or venture backed companies, is likely to expand quickly as financing and consumer demand are readily available for these businesses to invest in new markets. Three critical frameworks underlie the structure of the proposed course: 1.Value Development and Delivery: Device, Content, Curation and Distribution. This framework explores how to develop and sustain a profitable digital business across the digital value chain. 2.Consumer Journey: Interest, Engagement, Becoming a customer, sustainable monetization. Explores the customer lifecycle and how to maximize total profitability (# of customers and profit per customer) over their full lifecycle vs. just looking at point transactions ROI. 3.Marketing measurement: Online micro measurement, Total Media Mix Measurement, Online/Offline micro attribution. Going beyond current media mix models to understand how to measure and manage marketing’s impact on sales and profitability.

Digital Transformations in Media & Entertainment
MKTG-GB.2132 (1.5 Credits)
Prerequisite: COR1-GB.2310 or equivalent. 
Almost all of segments of the media industry, e.g.: newspapers, magazines, television, film, music are experiencing frequent and significant discontinuities. Collectively these discontinuities are disrupting the competitive dynamics, business models and the key factors for success that have defined these industry segments and on which major players have built and maintained leadership positions. In addition to disrupting current approaches to growth and value creation, these discontinuities are creating significant uncertainty about the future shape of each of these segments and the approaches that will be needed to succeed. These changes pose unique problems because while massively disruptive, they are also slow moving in that they take relatively long times to manifest – until there is a tipping point. The goal of this course will be to explore these challenges and their potential solutions.

This will be accomplished by approaching the topic in several ways:
1) Examining the dynamics and nature of disruption in several key media segments: music news television entertainment and video sports
2) Exploring a range of management and analytic tools and methodologies available to help companies address these challenges. They will include new approaches to strategy/strategic planning management of transformation journeys – from both an organization and technology perspective total shareholder return – including investor strategy and financial policies.
3) Reviewing the actions – successful and unsuccessful – taken by some of leading players in each of these segments


Social Media for Brand Managers
MKTG-GB.2150 (B70.2150) (1.5 Credits)
Social media is transforming the way marketing organizations are thinking about building strong brands and durable customer relationships. Increasingly, brands are being managed as conversations and personifications that transcend the features and functions they offer. This course is intended to equip marketing students to lead brands in a social media world and to contribute and even run cross-functional social media teams in a marketing world that is moving from brands broadcasting a message to brands listening and then engaging with people.

New Media in Marketing
MKTG-GB.2173 (B70.2173) (1.5 Credits)
Prerequisite: COR1-GB.2310 or equivalent.
This course will look to provide a framework for understanding the various technologies impacting the media in the marketplace today—using subjects both ripped from the headlines and grounded in near-term history—as well as provide a structure for assessing the opportunities and challenges of innovations in the 3 to 5 year time horizon. It is designed to help students become effective marketers in the 21st century. Topics covered will include the digital home, web 2.0, social media, online video, digital advertising, video-on-demand, mobile applications, gaming, sports technologies, and interactive TV.

Craft and Commerce of Cinema: Cannes Film Festival
MKTG-GB.2313 (B70.2313) (3.0 Credits)
Prerequisite: MKTG-GB.2119 and COR1-GB.2310
This is a specialized EMT course designed to provide students with a framework for understanding the dynamics of the film industry including the complete process from crafting the idea for a film script, hiring or becoming a producer, financing the project, selling it to a studio or independent production company, building a team, production elements, post production including music acquisition, marketing, distribution and exhibition, international, and domestic. The course includes learning about distribution and exhibition, marketing and building audience awareness, research applications, international licensing, and preparation for career in the industry. In addition to on-campus lectures, students will have the unique opportunity to attend the Cannes Film Festival.

Digital Media Innovation
MKTG-GB.2325 (3.0 Credits)
Prerequisite: COR1-GB.2310
This course is designed to provide you with information and best practices in the most cutting edge marketing practices in the digital world. This course will examine the inner workings of some of the most interesting and fastest growing companies in the digital world and you will be meeting from some of the leaders of these companies to give you a first hand, up close and personal view of how digital marketing is evolving and progressing. The ideas of the mid to late '90s that resulted in the bubble were the foundation and learning experiences of the successful companies today.

Mobile for Managers
MKTG-GB.2151 (1.5 Credits)
Prerequisite: COR1-GB.2310
This course is designed to provide managers with a framework for understanding and succeeding in the burgeoning mobile ecosystem. The course covers trends in the industry and foundational pieces, including but not limited to: mobile design and development, B2B/B2C applications, business models, data collection/privacy.

Digital Music Business
INTA-GB.3143 (1.5 Credits)
This course is an all access pass into the "CEO Suite" of the world's largest record company at the most challenging and pivotal time the music industry's history. Interwoven through lectures are stories and conversations between some of the most powerful people in the entertainment and tech industries; including Steve Jobs, Rupert Murdoch, the founders of Google and more. This course covers: 1. The inner workings of the music industry - signing artists, making records, getting records played on radio etc; 2. The new revenue models - from their economics, distribution strategies, and the technologies that power them. We'll analyze VEVO, a venture I helped form, the reasons why it was created based on the issues we were having with Google, the decision to license Spotify and how we set the pricing for the entire subscription industry.