UCLA Anderson School of Management
Managing Enterprise in Media, Entertainment, and SportsJune 24 - August 2, 2013
Curriculum
This program carries quarter units of UC credit.
Students will learn to think and act like seasoned leaders in the entertainment business, understanding the complexities of the business, contemporary issues and maintaining the aptitude to navigate industry challenges with maximum effectiveness. The Institute is a significant complement to any liberal arts or technical education. The Institute offers specialize concentration “tracks” in the following areas:
- Lights, Cameras, Business: A Primer on the Film Industry
- Music Industry in the Digital Age
- Social Media and Digital Communication
- Sports Marketing and Management
Students will be enrolled in two-upper division Management 180 courses for each track. Students in all tracks will attend a morning session and then break-out into their respective track in the afternoon.
The Business of Entertainment, Media & Sports: Leading Change in Challenging Times
How did such mature, long-standing industry business models – sports, film, music, television, publishing, gaming, and more – shift into such flux and transformation? This course will examine how major factors have been pushing these sectors to change, and provides analytical tools to understand their changing fates of long-standing business models. What are the current change trends, long-term trends, and possible directions that mass and niche content industries might go in the U.S. and globally? The course will focus on value chain change drivers across these cultural industries:
- Deregulation/consolidation of distribution ownership;
- Technologies impacting media production and distribution, including new form factors for consumption and co-viewing;
- Data-driven ecosystems to capture consumer behavior, intent, and consumption; and
- Roles of risk and investment, which historically have looked to leverage stable (vs. instable) cash flow streams as asset bases to grow empires.
The course is designed as an introductory survey class to provide frameworks for understanding media, sports, and other cultural industries. Competitive forces from within various sectors will be closely examined. The goal is that by the end of the course students will understand how those industries are structured, understanding where opportunities for future managers might be created. We will explore decisions about investments, joint ventures, new technologies, and decision-making in organizations, given uncertain future value chains and relationships with consumers.
View the syllabus for MGMT 180, The Business of Entertainment, Media & Sports: Leading Change in Challenging Times
Lights, Cameras, Business: A Primer on the Film Industry
Examining the structure of traditional media and entertainment companies and their business models and to focus better on the roles over time of influential drivers in the industry’s value chain, the core of this track focuses on what our media and entertainment enterprises look like today, what they may be like in the future and why. Ultimately, the course will examine the driving changes that will transform these experiences as businesses.
Competitive forces from within each industry and from outside will be closely examined. Students will gain management and industry insight and understand the major institutions in the entertainment and media industries, how those industries are structured, and how major factors have been pushing these sectors into periods of change, providing a strategic framework to assess these changes.
With consumers overwhelmed with entertainment options, creating an entertainment “brand” is more important than ever. Whether it be a movie franchise such as “Pirates of the Caribbean”, a TV powerhouse such as the “CSI” series or a celebrity such as Oprah Winfrey, consumers’ ease in quickly understanding what they’re being offered and why they’ll enjoy it is the best path to success.
This class will provide a framework for understanding what an entertainment brand is and why it’s important, as well as the different ways entertainment properties are being marketed today. While the emphasis is on the creation and marketing of entertainment brands, students will also gain a strong understanding of the development and production of motion pictures and television shows, as well as the creation of brands in other channels such as music, digital and branded entertainment with the help of guest speakers who are leaders in their field.
Past guest speakers have included:
Gregoire Gensollen (Lionsgate), Bob Dowling (Paley Media Center), Craig Dehmel (Fox), Mark Lam (Live 365), Bruce Cohen (Jinks/Cohen Productions), Tristan Coopersmith, Apollonia Kotero
Past experience days:
Sony Studios, LA Film Festival, Fox Studios, Disney Studios, Universal Studios,
Past internship projects:
Lionsgate, Wasserman Media Group, The Film Collaborative, Splashlife, Playboy
Syllabus
View the syllabus for MGMT 180, Lights, Cameras, Business: A Primer on the Film IndustryMusic Industry in the Digital Age
The primary objective of this course is to provide students with comprehensive exposure to the significant topics facing the Music Industry in the Digital Age, with a primary focus on the â??YouTube Effect.â?? Through class lectures, class discussions, guest speakers and team learning opportunities, students will be exposed to multiple major topics affecting the music business. They will become familiar with key concepts & terminology that are unique and relevant to the music industry, understand the importance of both business and legal principles as they pertain to becoming a successful music artist in the digital age, gain exposure to the wide range of opportunities that music artists can avail themselves of including social media and the web, namely YouTube. Additionally, students will initiate professional networking activities within the Music Industry by meeting and interacting with major industry executives who come to guest speak throughout the 6 week Summer Institute Series.
Syllabus
View the syllabus for MGMT 180, Music Industry in the Digital Age
Social Media and Digital Communication
With the prevalence of social media, many businesses have started to incorporate some of the basics by adding a Facebook page or a twitter handle, but are at a loss to prove how its affecting the bottom-line. This course is intended for executives and professionals that want to go beyond the basics to learn how to apply social media to get concrete business results. The course puts students on the leadership path with strategies, tactical plans that lead to bottom-line success. This highly experiential program delivers the latest best practices to drive more revenue and save costs by incorporating social media into traditional business practices. With this curriculum, attendees will learn practical steps, techniques and best practices geared towards integrating social media and digital programs within their businesses with higher monetization of their investments.
Syllabus
View the syllabus for MGMT 180, Social Media and Digital Communication
Sports Marketing and Management
This course values and emphasizes real world experience and thus focuses on providing students with insights which only industry professionals and insiders can offer. Each class will host a lecture by some of the sports industries most preeminent and influential individuals. Furthermore, students themselves will be given the chance to experience the business of sports, going on site and behind the scenes at LA’s world famous stadiums and arenas, and getting a first hand look at what it takes to produce these spectacles. Finally, as part of their culminating internship project, students will work under the mentorship of these sports professionals, coming away from this course with not only several weeks’ worth of in-class knowledge, but also a resume boosting internship with one of the nation’s most well known sports companies. If you’re thinking about a career in sports, look no further.
Past guest speakers have included:
Ted Yeschin (Wasserman Media Group), Barry Axelrod (MLB Agent), Darrin Smith (NCAA and Super Bowl Champion), Josh Rawitch (VP Dodgers), James Voris (CTO NFL), among many others.
Past experience days:
NHL Draft, Sports Career Conference, Galaxy Game and Stadium Tour, AEG Tour of Staples Center, AVP Volleyball Tournament, NFL 101, Dodgers Game and Stadium Tour
Past internship projects:
LA Galaxy, Wasserman Media Group, LA Sparks, LA Dodgers, Mandalay Baseball, UCLA Athletics, ESPN/Epic States
Syllabus
View the syllabus for MGMT 180 (Afternoon Session), Sports Marketing and Management
Schedule and Program Layout
View the program layout
Grades
Program participants will
earn units of credit and will be recorded on an official University of California transcript. Please note that official transcripts are not automatically sent to students. You can view more information about UCLA grading policies and course descriptions.