Entertainment & Music and Sports Marketing (5 cr)

Objective

• To explore the various strategic options and implementations in different industries, cultures, and/or types of organizations with a specialized focus on entertainment, music and sports marketing
• To apply previous curriculum elements in a specific context
• To specialize in a specific area – develop marketing plans, business models and begin the foundations of a thesis and even possibly a career

Content

• Marketing Review
• Strategic Management Review
• General Entertainment Marketing, Management, and Operations
• A look at the different entertainments and media
• The audience as customers – also different cultures, sub-cultures, research, etc.
• The Entertainment Marketing Mix and Branding
• Integrated and Convergent Promotional Communications
• Industry Applications & Management Issues – e.g. Event Management
• The Music Industry / Marketing Music versus Performance Marketing
• Sports Marketing
• Understanding spectators as customers
• Internal / External contingencies
• Segmentations, Targeting & Positioning in sports
• The Promotional (Communications) Mix applied

Location and time

Location is online - timing to be announced

Materials

CONTENTS and Textbooks
-Strategic Marketing - strategic planning and strategy development
-Strategic Management – also a look at
International Management
-General Entertainment Marketing, Management, and Operations
-A look at the different entertainments and media
-The audience as customers – also different cultures, sub-cultures, research, etc.
-The Entertainment Marketing Mix and Branding
-Integrated and Convergent Promotional Communications
-Industry Applications & Management Issues – e.g. Event Management
-The Music Industry / Marketing Music versus Performance Marketing
-Sports Marketing
- Understanding spectators as customers
- Internal / External contingencies
- Segmentations, Targeting & Positioning in sports
- The Promotional (Communications) Mix applied
- Other Industry-Dependent Strategies (Undertaking? Luxury Markets? Spelunking?)

Teaching methods

Lectures, reviews and review tools - individual projects. After reviews of basic relevant theory, tools, and terminology in Marketing and Management, the participants will learn a little about all areas of the program from lectures and material and then specialize in a chosen area to develop competencies in analysis for decision-making, problem-solving, and communications. The reviews will entail review tools (questions and answers); the course material covering our subjects will also be tested – but only very basic structure and key elements of the chosen subject for the individual term project; the individual term project is to apply the tools of marketing and management to a specific concept – to create a business model and marketing plan (or business plan), or to create a research paper, to learn more about a particular area and target for further exploration, market penetration, and possible (market or product) development.

Employer connections

To specialize in a specific area – and begin the foundations of a thesis and even possibly a career

Exam schedules

To be provided in course syllabus first day of program

International connections

-A look at International Management
-The audience as customers – also different cultures, sub-cultures, research, etc.

Student workload

The students is responsible for reviewing material provided, taking review tools, then following a self-study program with individual consultations scheduled. This is a highly independent, individual process, with supervision, after the initial reviews.

Content scheduling

Course Gantt Chart provided first day of program

Further information

OBJECTIVES
-To explore the various strategic options and implementations in different industries, cultures, and/or types of organizations with a specialized project focused on entertainment, music or sports marketing
- To apply previous curriculum elements to a specific context
-To specialize in a specific area – develop marketing plans, business models and begin the foundations of a thesis and even possibly a career

PREREQUISITES - very good command of English language at least first year marketing course, research, and a course in management is an advantage

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

The student has achieved the course objectives fairly. Student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment criteria, good (3)

The student has achieved the course objectives well, even though the knowledge and skills need improvement on some areas. Student is able to define the course concepts and models and are able to justify the analysis. The student is able to apply their knowledge in leisure, study and work situations. The student understands the importance of expertise in the field of business and is able to analyze his/her own expertise.

Assessment criteria, excellent (5)

The student has achieved the objectives of the course with excellent marks. Student masters commendably the course subject area’s concepts and models. Student is able to make justified and fluent analysis and to present concrete development measures. The student is well prepared to apply their knowledge in leisure, study and work situations. Student is able to analyze the business sector expertise and the development of his/her own expertise.

Assessment criteria, approved/failed

The student has achieved the course objectives fairly. Student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment methods and criteria

Review tools and Assignment = 40%
Individual Projects = 60%

Qualifications

Marketing and Foundations of Management or equivalent studies