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Business Development


93-856

Units: 6

Description

Business development is the intersection of strategy and commercialization and it leans into its functional cousins - Sales, Marketing, Finance and Corporate Strategy. In this class, we will be focused on business development in the media and entertainment space. The class will examine how entertainment executives leverage product development, sales and marketing opportunities. We will discuss how to effectively be an entrepreneur while navigating corporate relationships. Students will explore developing unique business models, alternative monetization strategies, differentiating between audience and customer, and developing POV on investment/funding as well as mergers and acquisitions (M&A). We will cover topical challenges and decisions that media and entertainment executives are faced with in today's fragmented and digitally enabled landscape including platform segmentation, cross-marketing, product windowing, and bridging the culture gap between Silicon Valley and Hollywood.

Learning Outcomes

  • Understand the role of the business development executive and how they fit in the overall corporate landscape.
  • Recognize how business disciplines and functions influence the development and execution of growth strategies across various sectors of the entertainment industry.
  • Identify opportunities, tools and practices that affect change and promote growth while giving consideration to relevant stakeholders
  • Articulate how a business development executive incorporates innovation into the marketplace within a corporate structure.

Syllabus