An in-depth look at the market-driven entertainment and sports industries. This course examines the dynamics of marketing various forms of entertainment including product tie-ins, cross promotions, the branding of persons, events and venues, entertainment marketing research, reputation management, the underlying economic factors, and marketing communication strategy. The course will examine marketing strategies based on changing public tastes, expanding channels of distribution, the role of new technology, as well as business venture trends. We will also look at legal issues and other challenges facing the marketing of sports and entertainment products. The course utilizes a combination of lecture, discussion, and project-based learning. Short, current case studies from key areas will be discussed. We will combine theoretical marketing models with practical examples. Three class hours.
Prerequisite: MAR 200 with a C or better OR BUS 104 with a C or better
Course Offered Fall and Spring
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Spring Semester 2016