Managing Disruption in Media and Entertainment
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. However, my goal is that the underlying principles will be generalizable across a variety of industries.
This course focuses on several areas where the presence of computers and networks are likely to have the most profound effect on management and strategy. These areas include pricing and 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.
The objectives of this course are to:
- Analyze how the presence of computer mediated markets will alter management and strategy in the entertainment industries,
- Explore current examples of excellence in applying marketing principles to entertainment goods and other digital products,
- Expose students to relevant management and strategic theory that will aid them in making strategic and tactical decisions about digital marketing,
- Develop a set of managerial and strategic principles that will help students evaluate the competitive positioning of firms.
To achieve these objectives, we will use a combination of lectures, cases, research results, and class discussions.