Curriculum

2017 PROGRAM DATES: June 26 – August 4

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

Course Offerings

 

All students select two of four curricular specializations, building a custom educational experience from the following concentrations:

  • • Managing the Entertainment and Media Enterprise
  • • Sports Marketing and Management
  • • Film and Television Marketing and Management
  • • Integrated Marketing: A New World of Advertising

Note: It is recommended that students with little to no experience in business, management or marketing (either academically or professionally) make "Managing the Entertainment and Media Enterprise" one of their specialization selections.

Managing the Entertainment & Media Enterprise

4 UNITS | With instructor Beverly Macy

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Managing the Entertainment & Media Enterprise 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, lectures 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 and 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

Past guest speakers have included:Gregoire Gensollen (Lionsgate), Bob Dowling (Paley Media Center), Craig Dehmel (Fox), Mark Lam (Live 365), Bruce Cohen (Jinks/Cohen Productions), Tristan Coopersmith, Apollonia Kotero

Past experience days: Sony Studios, LA Film Festival, Fox Studios, Disney Studios, Universal Studios,

Past internship projects: Lionsgate, Wasserman Media Group, The Film Collaborative, Splashlife, Playboy

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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.

Past guest speakers have included: Ted Yeschin (Wasserman Media Group), Barry Axelrod (MLB Agent), Darrin Smith (NCAA and Super Bowl Champion), Josh Rawitch (VP Dodgers), James Voris (CTO NFL), among many others.

Past experience days: NHL Draft, Sports Career Conference, Galaxy Game and Stadium Tour, AEG Tour of Staples Center, AVP Volleyball Tournament, NFL 101, Dodgers Game and Stadium Tour

Past internship projects: LA Galaxy, Wasserman Media Group, LA Sparks, LA Dodgers, Mandalay Baseball, UCLA Athletics, ESPN/Epic States

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Integrated Marketing: A New World of Advertising

4 UNITS | Instructor TBD.

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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.

View Archive Syllabus