Archives

Fall 2022 Spring 2021

Managing Creative Content Development (MKTG-UB 4)

This course provides students with an opportunity to learn about the individual and collaborative services provided by professional managers both inside and outside EMT companies. It develops a system by which to evaluate the quality of the service provided, the nature of the service and how these services are being implemented through collaboration with industry creative and business executives. Through discussions with and lectures by entertainment and media lawyers, accountants, talent and literary agents, studio executives, producers, publicity and advertising specialists, the student will understand the diversity of talents required to complete a project or product successfully. Course Objectives: To provide students with an understanding of the role of the executive in the entertainment and media industries who can assemble a team of creative professionals and manage their activities so that successful content can be the outcome. To share an overview of the various disciplines and content genres/typology needed for the industry sectors that include movies, television, music, publishing, electronic games, theater, and related businesses. To gain insights into legal and financial issues pertaining to the various entertainment and media industry sectors, including basic copyright, intellectual property and privacy issues. To examine the roles and responsibilities of each of the members of the team assembled by the manager (producer, head of production, student head, manager/agent, manager/lawyer, business coach, management consultant). To review and be capable of implementing business plans for funding entertainment projects offered through venture capital, limited partnerships, angels or other specialists in financial deal making. To learn from the experts using lectures, cases, film, texts and guest lectures.

Marketing (Undergraduate)
2 credits – 15 Weeks

General Elective IMA Electives IMA Electives (Legacy Structure - Seminar/Studies) Undergraduate

Social Media Strategy (MKTG-UB 9045)

Credits: 2
Duration: 14 Weeks
Dates: Mon

This course will introduce students to social media marketing. Through case studies, interactive sessions, and class exercises, students will learn best practices and develop the skills to connect business objectives with social media strategy, platforms and tactics. We will study how to develop a strategy for a product or service in social media, how to execute that strategy and how to assess the results. Topics will include choosing appropriate platforms, creating effective and engaging social media content, content management, social listening and creating a social media plan. The course also has a practical component, for which students work in small groups and individually.

Marketing (Undergraduate)
2 credits – 14 Weeks

General Elective IMA Electives IMA Electives (Legacy Structure - Seminar/Studies) Spring 2026 Undergraduate

Digital Business Strategy (MKTG-UB 9056)

Credits: 2
Duration: 14 Weeks
Dates: Mon

This course covers the digital technology industry (e.g. consumer electronics, software) from a strategic and marketing perspective. The objectives are to understand how these industries function, the unique challenges they face, and how digital technology companies can leverage their strengths to achieve success in the marketplace. The focus is on understanding the interactions between competition, technology evolution, and firm capabilities.

Marketing (Undergraduate)
2 credits – 14 Weeks

Fall 2025 IMA Electives IMA Electives (Legacy Structure - Seminar/Studies) Spring 2026 Undergraduate
Fall 2022 Spring 2021 Spring 2022

Business of Video Games (MKTG-UB 58)

Video games are now a mainstream form of entertainment. In economic terms, this industry has experienced tremendous growth, despite a grueling recession, growing to an estimated $60 billion worldwide. A key development that has changed the playing field for both the producers and consumers of interactive entertainment is a shift away from physical retail to digital and online game distribution. The audience for games has also shifted—no longer the exclusive practice of hardcore gamers, video games have gained mass appeal in the form of social and casual gaming, on the internet, on consoles, and smartphones. At the same time, the development and publishing of games has become far more accessible. The game behind the game, in a manner of speaking, has changed. In this class, we explore the basic components of the current video game industry. Every week, we review major current events, will hear from people currently working in the industry, examine case studies, and discuss the overall business landscape. Central to each class is the notion that practical business considerations and the design-driven creative process do not have to be in opposition.

Marketing (Undergraduate)
2 credits – 15 Weeks

Sections (Spring 2021)

MKTG-UB 58-000 (10780)01/28/2021 – 05/10/2021 Thu4:00 PM – 6:00 PM (Late afternoon)at Washington SquareInstructed by

General Elective IMA Electives IMA Electives (Legacy Structure - Seminar/Studies) Undergraduate
Fall 2022 Fall 2023 Spring 2021 Spring 2023 Summer 2023

Digital Business Strategy (MKTG-UB 56)

This course covers the digital technology industry (e.g. consumer electronics, software) from a strategic and marketing perspective. The objectives are to understand how these industries function, the unique challenges they face, and how digital technology companies can leverage their strengths to achieve success in the marketplace. The focus is on understanding the interactions between competition, technology evolution, and firm capabilities.

Marketing (Undergraduate)
2 credits – 15 Weeks

General Elective IMA Electives IMA Electives (Legacy Structure - Seminar/Studies) Undergraduate

Entertainment & Media Industries (MKTG-UB 40)

This course provides students with a framework for understanding the economics and key strategic issues facing organizations in the entertainment industry. It establishes a basis for the formulation of marketing tactics and strategies for firms competing for consumers’ discretionary spending. Recent developments in major sectors of the entertainment industry are covered, including movies, television and cable, theatre, and sports. Issues that cut across all types of entertainment industries are examined, including licensing, promotion, and new technologies.

Marketing (Undergraduate)
2 credits – 15 Weeks

General Elective IMA Electives IMA Electives (Legacy Structure - Seminar/Studies) Societies & the Social Sciences Spring 2025 Undergraduate
Spring 2021

Technology’s Impact On Entertainment & Media (MKTG-UB 23)

Throughout the industry value chain, from content creation to distribution and consumption, technology has changed the way consumers view and use entertainment. Technology has also changed the advertising industry, which is a major source of revenue for the entertainment industry. This course explores the impact of technology, such as interactivity and VOD, on audience trends and fragmentation. The course provides a brief introduction to each of these industries and examines the impact that technology has had on them, including assessment of possibilities for the future.

Marketing (Undergraduate)
2 credits – 15 Weeks

Liberal Arts & Sciences - Electives Undergraduate
Fall 2020 Fall 2022 Spring 2020 Spring 2021 Spring 2022 Spring 2023

Advertising (MKTG-UB 3)

This course provides students with a comprehensive framework and tools to understand the advertising process and to appreciate managerial and theoretical perspectives in advertising. It tackles the stages in developing an advertising plan- from analyzing the situation and defining clear advertising objectives to execution. Students learn tools related to various skill areas in advertising, including account planning, media planning and buying, and copywriting/art direction, while developing a broader appreciation of how each skill area fits into the overall structure of the advertising process. Coursework involves a comprehensive group project that utilizes learning in all functional areas of advertising, while simulating the development of an advertising campaign.

Marketing (Undergraduate)
3 credits – 15 Weeks

Sections (Fall 2022)

MKTG-UB 3-000 (10504)09/01/2022 – 12/14/2022 Thu6:00 PM – 9:00 PM (Evening)at Washington SquareInstructed by Cohen, Daniel

General Elective Undergraduate
Spring 2021

Practicum on Innovation and Branding (MKTG-SHU 110)

Innovation is the process by which an organization generates creative new ideas and converts them into viable commercial products. Branding, on the other hand, is the process of creating a unique image for the product in the consumers’ mind. This perception reflects on the organization as a whole. Moreover, branding aims to establish a differentiated presence in the marketplace to attract and retain loyal customers. Thus, innovation and branding are inextricably linked for organizational success, or survival, in today’s hyper-competitive business landscape. This course aims to equip students with knowledge in both the innovation and branding processes. By participating in the International L’Oreal Brandstorm Competition, students will gain practical experience in formulating an idea, develop branding around said idea, and then pitching said idea (innovation and branding) in a competitive forum. Students will also develop an understanding of the role of design and innovation as a collaborative, multidisciplinary group activity; and improve writing and presentation skills. The course incorporates multiple ways of learning including: lectures, case studies, ethnographic research, industry expert feedback on projects and guest presentations, and design activities in the interactive media lab. In essence, the course integrates a project-based learning approach. (No Pre-requisites; satisfies IMB Major, and Business Major – Marketing Elective if Intro to Marketing has been taken, otherwise Non-finance/Non-marketing Elective)

Marketing (Undergraduate)
4 credits – 16 Weeks

Sections (Spring 2021)

MKTG-SHU 110-000 (18163)01/25/2021 – 05/14/2021 Thu1:00 PM – 4:00 PM (Early afternoon)at ShanghaiInstructed by Ro, Raymond

IMA Electives IMA Electives (Legacy Structure - Seminar/Studies) Undergraduate