Course Details

Course Number: 95-732

Marketing Digital Media

Units: 6

In this course we will analyze how cheap and powerful computers and communication networks
can change both marketing practice and the structure of industries. We will analyze these issues in the context of the entertainment industries — publishing, music, and movies — but my goal is that the underlying principles will be generalizable to other industries.

This course focuses on several areas where the presence of computers and networks are likely to
have the most profound affect on marketing and on strategy. These areas include pricing digital
products, distributing digital content, leveraging new digital distribution channels, managing

intellectual property, understanding the drivers of industry power, and analyzing how technology can change power and the structure of industries.

Learning Objectives:

• Analyze how the presence of computer mediated markets will alter marketing and marketing
practice in the entertainment industries,
• Explore current examples of excellence in applying marketing principles to entertainment
goods and other digital products,
• Expose students to relevant marketing and strategic theory that will aid them in making
strategic and tactical decisions about digital marketing,
• Develop a set of marketing and strategic principles that will help students evaluate the

competitive positioning of firms.


Michael D. Smith