The Business of Broadway (MKTG-UB 25)

This is a specialty marketing course designed to provide students with a framework for understanding the dynamics of Broadway and live theater, as an important business enterprise within the entertainment industry. The focus is on understanding the development and application of the economics, finance, structure, implementation and staging of performances, as well as the marketing strategies and tactics for gaining audience awareness and decision to purchase. The course will examine funding, marketing, branding, product positioning and the global distribution of live theatrical entertainment. The course will cover the history, venues, vocabulary, players, business and creative structures, budget development, supplementary revenue streams, successes and failures, relationship with the movie and music industries, the important figures and support systems that make the system work, global reach, and other topics. Lecture, discussions, site visits, and project work will be included.

Marketing (Undergraduate)
2 credits – 15 Weeks

Sections (Spring 2021)

MKTG-UB 25-000 (10616)
01/28/2021 – 05/10/2021 Mon
3:00 PM – 4:00 PM (Late afternoon)
at Washington Square
Instructed by