With the COVID-19 pandemic and the rise of social movements like Black Lives Matter and #metoo, the field of social good advertising has rapidly expanded as brands seek social relevance, governments and nonprofits look to inform, and activists try to persuade. In this course, students will learn to plan and execute powerful social advertising campaigns, while thinking critically about the blurred lines between advertising and information, and branding and politics, in what Sarah Banet-Weiser calls “Shopping for Change.
This course introduces students to the history, theory, and practice of photography. Students will learn foundational image-making techniques with a focus on Black and White analog photography. A range of studio and darkroom tools and approaches will be explored. Students will be introduced to key artists, themes, and developments in photography and will consider the impact of photographic media on the development of art and society.
The course covers sketching, drawing and computer-aided drafting. Topics: Projection theory—multiview, axonometric, oblique. Auxiliaries, sections, isometrics, dimensions, fasteners, detail and assembly drawings. Introduction to blueprint reading. Overview of CIM and CAD integration with other CIM concepts. A design project incorporates developed skills in visualization, drawing techniques, standards and CAD.
This course examines the lifecycle of high-growth new ventures (i.e. startups), with a focus on how they are funded. We will follow a successful startup’s path from founding through the stages of new venture finance. These include developing a business plan and its financials, the core skills of valuation, the venture capital industry, and how entrepreneurs and investors realize returns. Through examples of specific companies and technologies, we will also learn about the emerging landscape of financial technology (fintech) startups. We will consider the following subsectors, where startups are either seeking to displace incumbents or sell them their services: personal finance, blockchain, equity crowdfunding, lending (peer-to-peer and AI-augmented), payments, insurance, institutional investment, and money transfer.
This course is designed for students who intend to pursue careers across the investment banking industry as well as those exploring careers in corporate strategy and management. Areas covered include equity and debt analysis, mergers and acquisitions, and corporate strategy. While the core of the course is corporate finance, the issues encompass strategy, marketing, and economics aspects. Students will learn the unique characteristics of telecom, media and technology companies/industries while building on fundamental analytical skills by examining a series of landmark and potential corporate transactions in telecom, media & technology industries to understand how TMT companies respond to secular changes and transform their business models in the midst of evolving ecosystems. Cases discussed/analyzed include: Instagram, ActivisionBlizzard, Twitch, Apple, Alphabet, Disney, FOX, AT&T, DirecTV and Time Warner.
This course provides an overview of the key components of the global sports management ecosystem. Managing the myriad moving parts that make up the sports industry requires an understanding of general management principles and their special applications to the sports industry. From technology and marketing innovations to improved delivery systems, sports and sports-related content are one of the key drivers of the changing media landscape. The course will explore the critical elements of delivering sports content to viewers in the U.S. and abroad, taking into account constituencies which include the rights holders (e.g. leagues, conferences, teams, national governing bodies) the performers or talent (e.g. players, coaches, general managers) the media the sponsors and the consumer. For each component the course will examine the strategies, history and management perspectives that have informed this massive and evolving sector of media industries.
This is a specialty marketing course designed to provide students with a framework for understanding the dynamics of marketing several leading sectors within the leisure industry. The focus is on understanding the development and application of marketing strategies and tactics for leisure companies competing for a share of the consumers discretionary spending. Key marketing concepts such as segmentation, branding, life-time value, and CRM are examined in the context of leisure industries. The course will also cover recent activities including mergers, acquisitions in those key sectors of the leisure industry: casinos, cruise ships, theme parks, eco-tourism, themed restaurants, resorts, leisure hotels, time shares. The course will explore marketing techniques that apply across the leisure companies, including licensing, sponsorships, line extensions and promotion. Discussion of evolution, and current status in these sectors through lectures, case studies, text and article readings and project work will be included.
This course is designed to provide students with an understanding of the deal-making and business affairs process in the entertainment space, using film and television content as the primary example for what goes into cutting a deal. The course will explore the deal process from the perspective of the different players in entertainment and media, focusing on how each player looks to maximize value. Students will learn the process of striking a deal, from its inception, to the term sheet phase, to the negotiation process and contractual agreements, through to deal implementation. The process will be evaluated in the context of the factors that play into reaching an agreement, such as exclusivity, windowing, multi-platform rights and timing. Students will learn about negotiations strategies for maximizing value in content deals, identifying common issues in the deal process and effective paths to reaching resolution and striking a deal. The course is designed to help students: –Understand the basics of the process for making a deal in the entertainment industry –Appreciate the factors that play into maximizing value through the deal process, including understanding the relative position of the players in the entertainment industry –Learn and understand negotiating strategies and how to navigate the business affairs and deal-making process
This course provides students with working knowledge of the publishing industry comprising newspapers, magazines, and books. It explores traditional business models and how disruptive forces including digitalization, consumer generated content, low barriers to entry, and changing media consumption patterns are reshaping the industry. By the end of the course, students understand the operations of media companies, and can speak to the opportunities and challenges facing the industry, engage in discussions on the economics, terms, and metrics, and explain emerging business models.
A specialized EMT course within the Berkley Center for Entrepreneurial Studies designed to provide students with a framework for understanding the dynamics of producing (as a business profession) a finished creative product in the entertainment and media industries, developing a business model, and generating an income stream to repay and provide investors with a profit. Educates the student in the process of feature film and long-form television production from the initial concept of the story, through script development, to completion of the project. Covers the most important steps in the production of an independent film, a studio project, a network TV or cable show, a radio program, a Broadway production, and an advertising television commercial. Explores all the elements a producer must know, understand, and eventually become skilled with through mastery of development, including script selection, finance, budgeting, timetable development, team building, talent selection, sales, contract and union negotiation, regulations, technology, and other relevant core competencies.
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.
This course covers the television industry, focusing on network television, cable, and satellite. It primarily surveys the American market and investigates new technology including digitization and HDTV, while providing some comparison with the international broadcast market. Students explore the organization, programming, and revenue strategies, as well as marketing innovations and competition in the newly configured broadcast landscape. Important legislation including the Telecommunications Act of 1996 are also examined. The recent volume of mergers and acquisitions in the broadcast industry are studied for their impact on the domestic entertainment landscape.
Provides a framework for understanding the global expansion of media and entertainment companies. Examines the impact that the significant export growth of American leisure products and services has on the U.S economy. Analyzes the strategies of several leading entertainment and media multinational companies and the development of their entertainment businesses within the major world economic zones. International speakers, cases and readings are used in this course.
This course evaluates marketing as a system for the satisfaction of human wants and a catalyst of business activity. It presents a comprehensive framework that includes (1) researching and analyzing customers, company, competition, and the marketing environment; (2) identifying and targeting attractive segments with a strategic positioning; and (3) making product, pricing, communication, and distribution decisions. Cases and examples are utilized to develop problem-solving abilities.
This course gives students a basic understanding of key business issues relating to producing, distributing, marketing, and exploiting feature films. The course examines key aspects of the movie business, including managing a creative enterprise, deal making, acquiring rights, building a library, branding, and all aspects of effective marketing. The concepts developed in the course are applied in a group project presentation.
This is a course on how the social, technological, and natural worlds are connected, and how the study of networks sheds light on these connections. Topics include: social network structure and its effects on business and culture; crowdsourcing; games on graphs; the propagation through networks of information, fads and disease; small worlds, network effects, and “rich-get-richer” phenomena; the power of networks for prediction; the power of the network for web search; networks and social revolutions, and the melding of economics, machine learning, and technology into new markets, such as “prediction markets” or markets for on-line advertisements.The class will be a combination of lectures based on the textbook and guest lectures from well-known experts on these topics, primarily Stern faculty (a well-known center of excellence for research on networks, crowds, and markets).One main goal of this class is to work our way through most of the new, acclaimed textbook: Networks, Crowds, and Markets: Reasoning About a Highly Connected World, by David Easley and Jon Kleinberg. http://www.cs.cornell.edu/home/kleinber/networks-book/networks-book.pdf The textbook readings will be complemented with classic and recent research papers.
Introduction to the use of photography as a medium of documentation and expression. Assignments and critiques enhance the development of individual work while developing photographic skills and techniques. Students provide their own cameras. Enlargers and photographic chemicals are provided in class.
This course explores the art and craft of mixing records, with special attention to “mixing in the box” (via a digital audio workstation). Focus on methodology and technique, with particular emphasis on establishing balances, using such tools as compression and automation to enhance dynamics and develop unique coloration. Examines intersection of technology, budgets, and the marketplace. Students execute their own mixes, with guidance and critique from the instructor. Basic level of DAW proficiency required.
Design seems to be omnipresent, but what is it? This course (whose title is Latin for usage, beauty, and stability) explores how design influences our life and investigates the fundamentals of “good design.” It takes a look at the status quo of the use of design in media, objects, and architecture, and observe its influence on art and technology from past to present. Design tools and processes will be highlighted. Based on the fusion of readings, study, discussion, and experiences, over the course of the semester students will develop an understanding of how mutually reinforcing and beneficiary a mix of Arts, Design, and Technology can be. Lecture and discussion will help develop the design of a bricolage: Every student will realize a product prototype to be displayed in an exhibition and a personal philosophy of about Arts, Design, and Technology.
This course is the follow-on course to Introduction to Programming and Data Science, which is offered in the Fall. It is recommended for undergraduate students who 1) are interested in jobs in the rapidly growing fields of data science and data analytics or 2) who are interested in acquiring the technical and data analysis skills that are becoming increasingly relevant in all disciplines. Intro to Programming and Data Science forms the basis for this course, but it is not a pre-requisite. Students with basic knowledge of programming in Python and SQL are welcome to join. This course covers select topics that build on the prior course work and is largely project based. Much of the course will be project-based work, with students working on projects that utilize the skills used in this and the prior Programming and Data Science course.