Curriculum

2017 PROGRAM DATES: June 26 – August 4

Through academics and industry relevant co-curricular activities, students will learn the principals of business management and how each applies to managing enterprises in media, entertainment and sports

Course Offerings

 

For the 2017 MEMES Summer Institute, students are required to enroll in the 4-unit Global Business of Media, Entertainment & Sports class, and one of four 4-unit industry courses. These two classes combine for a total of 8 units of credit. Academic credit is guaranteed only to UC undergraduate students. If you are not a UC student, please confirm with your academic advisors if credits will transfer.

Required Course:

The Global Business of Media, Entertainment & Sports

4 UNITS | With instructor Beverly Macy

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Global Business of Media, Entertainment & Sports introduces students to the concepts, analyses, and activities that constitute the management of global sports and entertainment. In particular, the course examines enterprises and brands, and provides essential practice in assessing and solving related business problems.

Students benefit from a balanced approach to the business industry for a value-added “real-world” education in the marketing of sports and entertainment products. Considerable focus is placed on customer or user experience through case studies, lectures and guest speakers. The course is designed to blend theory with practical applications.

Throughout the course, students will:

  • Build a framework for understanding management strategies in the global marketplace
  • Gain a comprehensive overview of the sports and entertainment industry and related business issues through reading materials, case study analysis, and lecture and guest speakers
  • Be exposed to unique learning opportunities and insights into various management functions within the sports and entertainment industry
  • Become familiar with key strategic issues that cut across the entire sports and entertainment business landscape
  • Learn to comprehend the basic economic principles underlying the industry

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Film & Television Marketing and Management

4 UNITS | With instructor Karen Glass (’89)

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This course examines the driving changes transforming media and entertainment. The core of this track will focus on what our media and entertainment enterprises look like now and how they are set to evolve in the future. In this course we will:

  • Analyze the business models of traditional media and entertainment companies
  • Evaluate the structure of entertainment and the major factors changing the industry
  • Conduct an in-depth evaluation of the influential drivers in the industry’s value chain
  • Examine the trajectory of current entertainment enterprises
  • Survey how different entertainment properties are marketed today
  • Obtain valuable insight from guest speakers who are leaders in their fields
  • Gain in-depth knowledge of the development of motion pictures and television shows
  • Learn and understand the skillful branding practices essential to capturing consumers, whether for marketing a movie franchise, a television program or a celebrity

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Sports Marketing and Management

4 UNITS | With instructor Mark Francis

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This track emphasizes real-world experience by providing students with career insights that only industry professionals can offer through:

  • Immersive in-class learning with experts in their field
  • A lecture with one of sports’ most influential individuals
  • Onsite behind- the-scenes visits to L.A.’s world-famous stadiums
  • Firsthand exposure to the essentials of production of large-scale events
  • Mentorship by sports professionals through an internship project

Students walk away with a resume-boosting internship at one of the nation’s most well-known sports companies. This course is crucial for anyone who is considering a career in sports.

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Integrated Marketing: A New World of Advertising

4 UNITS | Instructor coming soon.

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This course provides an overview of integrated marketing communications and the strategic roles of marketing tools for the entertainment Industry. These tools comprise:

  • Advertising
  • Public relations
  • Sales
  • Promotions
  • Event management
  • Media planning

Students are provided with both a historical context and in-depth analysis of current trends, gaining the knowledge and resources to creatively manage brands and influence consumer behavior. The goal of this class is to introduce students to the various business models underlying the industry, focusing on:

  • TV
  • Film
  • New media
  • Music

Guest speakers drive discussion of what is current in the industry. At every stage, we will be discussing the background of the industry, revenue streams, how the industry is changing and foreseeable opportunities.

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