The UCLA Anderson Center for Management of Enterprise in Media, Entertainment & Sports (MEMES) is a leading center for education, thought leadership and industry access. Our six-week Media, Entertainment and Sports Summer Institute is designed to give undergraduates and recent college graduates the practical skills and business framework to pursue careers in the industry.
ARE YOU INTERESTED IN LEARNING THE BUSINESSES IN MEDIA, ENTERTAINMENT AND SPORTS?
Join the UCLA Anderson School of Management’s Center for MEMES online this summer. Our unique six-week program, which is open to all students (8 credits for two classes), will allow you to learn directly from top industry professionals.
This one-of-a-kind, multidisciplinary summer program dives into the innovations, decisions and mindsets that drive the multi-billion-dollar businesses of entertainment, media and sports. Plus, you’ll take on a high-profile, team-based capstone project for a major entertainment/sports company.
All students will select two of four curricular specializations, building a custom educational
experience from the following concentrations:
Mark holds an MBA and MA in Sports Administration as well as a Diploma in University Teaching from the University of New Brunswick (Canada). He has served as a in Sports Business Professor at UCLA Anderson’s Center for Media, Entertainment and Sports since 2011, and is also serving as an academic advisor to educational technology company, Athleta-Ed. Mark is also course developer and professor for the MBA program in Hockey Business at the Business of Hockey Institute for Athabasca University in Edmonton. He also had the privilege of acting as the Lead Instructor for UCLA Extension’s Custom Programs in Sports & Entertainment Marketing in Shanghai, China in 2016, and served in a similar capacity for Jiaotong University of Shanghai in 2018. Mark also teaches Sports Law and Sports Finance at Concordia University Irvine. Mark serves on the Board of Advisors for the Sport Management program at California Lutheran University and for IMPACT Internship LLC.
In addition to his professional academic work, Mark also boasts a wealth of consulting experience through his consulting company, MARK ONE Sports & Entertainment, whose clients have included Athleta-Ed, Edwards Technologies International, Panasonic, Business of Hockey Institute, California Center, BaAM Productions, Concordia University Irvine and UC Irvine.
Mark has in depth experience at all levels of Sports & Entertainment with significant expertise in fan/guest engagement technologies and large-scale event management and marketing. He speaks regularly on numerous topics related to the business of sports, hi-lighted by the 2019 Keynote presentation on the NCAA College Admissions Scandal, 2019 Future of Sports Conference with the LA Chargers, 2019, PrimeTime Sports Management Conference (Toronto), 2018 Keynote Presentation for Sport BC AGM, 2017 UCLA Anderson Big Data Conference, 2015 Gravity Summit & UCLA Sports Technology Panel, 2014 SATE Conference in Themed Entertainment, 2014 LA Dodgers/LA Chamber of Commerce panel on Sports Technology, and the 2014 Beverly Hills Chamber of Commerce Panel on the “Art of Negotiation in Sport.”
Through his extensive industry work, Mark has developed a deep professional network of leaders throughout all levels of sports & entertainment, many of whom appear annually during his Sports Business program at UCLA Anderson. He also serves on the international board of advisors for the European-based IBJA Sports Alliance Group.
Mark served Head Coach and Co-Coach for the Men’s Ice Hockey program at UCLA from 2010-2017 and won the 2017 PAC 8 Conference Championship. He was also selected as one of two finalists for the PAC 8 Coach of the Year Award for 2012 and was selected as Head Coach of the PAC-8 Selects at the ACHA National Championships in Philadelphia in 2011 and 2013 respectively. He also served a two-year term serving as the Associate Executive Director of the PAC 8 Men’s Hockey Conference. Mark also served as Head Coach for the University of New Brunswick Women’s Varsity Hockey program from 2004-2007 and holds 2 USports Canada National Silver Medals and 2 Atlantic University Sport Championships as an Assistant Coach with the University of New Brunswick Men’s Ice Hockey program (1999-2004).
Mali Heled Kinberg
Film and Television Marketing and Management - 4 units
Dr. Mali Heled Kinberg has expertise in foreign film sales and distribution with more than 10 years of experience in the foreign side of the film business. After obtaining her M.A and B.A. at the University of Pennsylvania (Summa Cum Laude, Phi Beta Kappa), Kinberg attended Cambridge University (St. John's College) on a Thouron Fellowship where she completed a Ph.D. in English Literature with a dissertation on James Joyce and Virginia Woolf. She ran the international division at Mandate Pictures for six years, overseeing the sales, financing, delivery and foreign distribution of approximately 10-12 films per years, including box-office successes such as Juno and The Grudge. For the past five years, Kinberg has been EVP, head of international at Media Rights Capital (MRC) in Century City and has worked on such films as Seth McFarlane's summer blockbuster TED, starring Mark Whalberg; Sacha Baron Cohen's Bruno; George Nolfi's The Adjustment Bureau, starring Matt Damon and Emily Blunt; and Neill Blomkamp's Elysium, starring Damon and Jodie Foster.
Jae Goodman is CEO of Observatory Marketing (Formerly CAA Marketing), jointly backed by Stagwell Media and Creative Artists Agency (CAA). Observatory provides corporate clients with strategic and creative solutions that leverage the power of popular culture to build brands and drive business results. Observatory clients include Activision Blizzard, Anheuser-Busch/InBev, Bonobos, Chipotle, Coca-Cola, Diageo, Esprit, GE, ModCloth and VCA. Past projects include work for Burberry, Dell, Dolby, GAP, LVMH, Microsoft, Neiman Marcus, Old Navy, QVC, (RED), Revlon, Umpqua Bank, Virgin and many more.
Under Goodman’s leadership, CAA Marketing grew exponentially and expanded internationally, including global initiatives for Budweiser, Coca Cola and Canada Goose, and regional initiatives in China and South America for AB/InBev, all of which resulted in significant sales gains for their respective brands.
CAA Marketing (now Observatory) has earned four Cannes Lions Grand Prix in four different categories (Film, Cyber, PR, Branded Content & Entertainment) and thirty Cannes Lions in total. CAA marketing is also responsible for the first and second brand films ever accepted to the Sundance Film Festival, eleven Emmy nominations for four different clients with four wins, and ten Webby Awards.
In the past three consecutive years Goodman has been named to Fast Company’s Most Creative People in Business 1000, AdWeek's Creative 100, and Ad Age’s Creativity 50 list. In 2016, Goodman was elected to the Board of Effie Worldwide and selected as the inaugural President of the Cannes Lions Entertainment Jury.
Goodman lives in Los Angeles with his wife and two children, where he serves on the Board of Trustees of St. John’s Hospital and is on the faculty at his alma mater, UCLA.
Managing the Entertainment and Media Enterprise - 4 units
Beverly Macy is a recognized author, educator and thought-leader in emerging technology, social media, Internet of Things, big data and more. She draws on her experience as author, educator and industry expert on the evolution of digital media and emerging technology to help organizations, brands and individuals build effective business strategies to succeed in the new business climate.
She is the host of the popular business podcast Social Media Radio and the co-author of The Power of Real-Time Social Media Marketing, a critical best-selling business book for understanding social media to help businesses grow and succeed with new communication capabilities. The book is now used in over 20 universities and is on the shelves of many corporate libraries.
Macy is an educator in executive marketing courses for the UCLA Extension business administration and management programs and Kelley School of Business at Indiana University. She is a respected professional speaker on real-time social media strategy, big data and analytics, and marketing and branding. She has worked with Fortune 500 companies such as Toyota, the Walt Disney Company, Xerox Corporation, United Healthcare, Qualcomm, Boeing, Weber Shandwick and more.
She spent over a decade at Xerox Corporation, where she received top honors for sales and marketing efforts.
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
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 cap-stone projects: Lionsgate, Wasserman Media Group, The Film Collaborative, Splashlife, Playboy
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 a cap-stone project
Students walk away with a resume-boosting cap-stone project 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 cap-stone projects: LA Galaxy, Wasserman Media Group, LA Sparks, LA Dodgers, Mandalay Baseball, UCLA Athletics, ESPN/Epic States
This course provides an overview of integrated marketing communications and the strategic roles of marketing tools for the entertainment Industry. These tools comprise:
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:
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.
The program fee includes the course unit fees and supplemental curricular activity fees. This program offers four tracks, all of which carry 8 quarter units of UC credit. Most courses that constitute Summer Business Institutes curricula charge an Instructional Enhancement Initiative (IEI) fee.
Below is a summary of the program fees and other additional fees that may apply. Please note that the non-refundable deposit ($400 for international students, $150 for all others) required for registration prior to the payment deadline is not an additional fee and will apply toward your summer balance. All fees are subject to change without notice.