High School Summer Discovery

The multi-billion dollar industries of entertainment, media, and sports have become increasingly global. This phenomenon is reflected in worldwide coverage of mega-events from the Olympics and the World Cup, to top-grossing movies and concerts of international superstars. Explore the evolution of these global trends this summer at the Business of Entertainment, Media, and Sports Program.

This program is taught and sponsored by the Center for Management of Enterprise in Media, Entertainment, and Sports at UCLA Anderson School of Management. Classes have been specifically designed for high school students based on Anderson's graduate and summer undergraduate classes. Through an introduction to concepts, analyses, and principles - this program will help you understand the business aspects of entertainment, media, and sports and culminates with final team projects in which students develop solutions for a company business. Through an introduction to concepts, analyses, and principles - this program will help you understand the business aspects of entertainment, media, and sports.

During this 3 week intensive full-day program, gain insight into the ever-changing business of entertainment, media, and sports. Explore business frameworks including finance, marketing, strategy, and economics. Review case studies, meet with industry professionals, and examine the challenges that face these industries in our fast-paced global environment.

The goal of this intensive full-day program is to help you:

• Build a framework for understanding entertainment and sports marketing strategies
• Learn about key strategic issues across the entertainment and sports business landscape
• Examine concepts and management principles unique to these industries
• Appreciate the challenges involved in marketing and managing entertainment and sports in a world of rapidly changing technology

Class meets weekdays (Monday - Thursday) in the morning and afternoon.

YouTube is now the world's second largest search engine and the new TV platform for millennials. If Facebook were a country, it would be third in population size behind India and China. News breaks today not on CNN but rather on Twitter, where real-time user generated content exposes the next big story. Technology has created a seismic shift in the way media is consumed, and by extension the way marketers reach and engage consumers. The shift of advertising dollars away from traditional media to online platforms requires students learning marketing to be well-versed in digital marketing.

The Digital Marketing and Social Media Institute will give students both the strategic framework and tactical approach to develop and execute goal-oriented digital marketing and advertising campaigns that enhance brands, create a buzz, and motivate desired consumer behavior. Students will learn strategies for how to use platforms such as Facebook, YouTube, Twitter, mobile apps, online/display, search engine marketing, email, and more. Students will also learn about the various tools and software used to track and optimize campaign performance.

This 3 week institute will provide a solid foundation in the key concepts around digital strategy, campaign execution, and measurement. Students will have the opportunity to examine these topics firsthand through reading, case studies, industry speakers, and hands-on projects.

Lecture topics include:

Class meets weekdays (Monday - Thursday) in the morning and afternoon.