Business of Media, Entertainment, and Sports Summer Institute
Participants of the Business of Media, Entertainment, and Sports Summer Institute will receive UCLA credit for the following course(s):
- Management 180 – Special Topics in Management (8 units)
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 specialized concentrations in the following areas:
- Managing the Entertainment and Media Enterprise
- Modern Marketing
- Film & Television Marketing and Management
- Sports Marketing and Management
Note: It is HIGHLY recommended that students with little to no experience in business, management, or marketing (either academically or professionally) make "Managing the Entertainment and Media Enterprise" one of their specialization selections.
Students will be enrolled in one upper division Management 180 course for each area of specialization (two total).
Managing the Entertainment and Media Enterprise introduces students to the concepts, analyses, and activities that constitute the management of global sports and entertainment. In particular, the course examines enterprises and brands, and provides essential practice in assessing and solving related business problems.
Students benefit from a balanced approach to the business industry for a value-added “real-world” education in the marketing of sports and entertainment products. Considerable focus is placed on customer or user experience through case studies, lectures and guest speakers. The course is designed to blend theory with practical applications.
Throughout the course, students will:
- Build a framework for understanding management strategies in the global marketplace
- Gain a comprehensive overview of the sports and entertainment industry and related business issues through reading materials, case study analysis, and lecture and guest speakers
- Be exposed to unique learning opportunities and insights into various management functions within the sports and entertainment industry
- Become familiar with key strategic issues that cut across the entire sports and entertainment business landscape
- Learn to comprehend the basic economic principles underlying the industry.
This course examines the driving changes transforming media and entertainment. The core of this track will focus on what our media and entertainment enterprises look like now and how they are set to evolve in the future. In this course we will:
- Analyze the business models of traditional media and entertainment companies
- Evaluate the structure of entertainment and the major factors changing the industry
- Conduct an in-depth evaluation of the influential drivers in the industry’s value chain
- Examine the trajectory of current entertainment enterprises
- Survey how different entertainment properties are marketed today
- Obtain valuable insight from guest speakers who are leaders in their fields
- Gain in-depth knowledge of the development of motion pictures and television shows
- Learn and understand the skillful branding practices essential to capturing consumers, whether for marketing a movie franchise, a television program or a celebrity
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 capstone projects:
Lionsgate, Wasserman Media Group, The Film Collaborative, Splashlife, Playboy
This course provides an overview of integrated marketing communications (IMC) and the strategic role of marketing tools. These tools are comprised of advertising, public relations, sales, promotions, event management and media planning. In this course, students will:
- Analyze the marketplace to create an integrated marketing campaign
- Learn how to build brand awareness and drive sales using analytics
- Blend multiple touch points with consistent messaging
- Gain exposure, understanding, and experience with the techniques and tools used to define and execute a cohesive marketing strategy
- Develop keen awareness of the unique challenges involved in creating 360° marketing and branding programs
- Master the tools and skills necessary to innovatively manage brands and influence consumer behavior.
Class will include high profile guest lectures and hands on assignments.
This track emphasizes real-world experience by providing students with career insights that only industry professionals can offer through:
- Immersive in-class learning with experts in their field
- A lecture with one of sports’ most influential individuals
- Onsite behind- the-scenes visits to L.A.’s world-famous stadiums
- Firsthand exposure to the essentials of production of large-scale events
- Mentorship by sports professionals through a capstone project
This course is crucial for anyone who is considering a career in sports.
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 capstone projects:
LA Galaxy, Wasserman Media Group, LA Sparks, LA Dodgers, Mandalay Baseball, UCLA Athletics, ESPN/Epic States
Beverly Macy is a recognized author, educator and thought-leader in emerging technology, social media, Internet of Things, big data and more. She draws on her experience as author, educator and industry expert on the evolution of digital media and emerging technology to help organizations, brands and individuals build effective business strategies to succeed in the new business climate.
She is the host of the popular business podcast Social Media Radio and the coauthor of The Power of Real-Time Social Media Marketing, a critical best-selling business book for understanding social media to help businesses grow and succeed with new communication capabilities. The book is now used in over 20 universities and is on the shelves of many corporate libraries.
Macy is an educator in executive marketing courses for the UCLA Extension business administration and management programs and Kelley School of Business at Indiana University. She is a respected professional speaker on real-time social media strategy, big data and analytics, and marketing and branding. She has worked with Fortune 500 companies such as Toyota, the Walt Disney Company, Xerox Corporation, United Healthcare, Qualcomm, Boeing, Weber Shandwick and more. She spent over a decade at Xerox Corporation, where she received top honors for sales and marketing efforts.
Jae Goodman is CEO of Observatory Marketing (Formerly CAA Marketing), jointly backed by Stagwell Media and Creative Artists Agency (CAA). Observatory provides corporate clients with strategic and creative solutions that leverage the power of popular culture to build brands and drive business results. Observatory clients include Activision Blizzard, Anheuser-Busch/InBev, Bonobos, Chipotle, Coca-Cola, Diageo, Esprit, GE, ModCloth and VCA. Past projects include work for Burberry, Dell, Dolby, GAP, LVMH, Microsoft, Neiman Marcus, Old Navy, QVC, (RED), Revlon, Umpqua Bank, Virgin and many more.Under Goodman’s leadership, CAA Marketing grew exponentially and expanded internationally, including global initiatives for Budweiser, Coca Cola and Canada Goose, and regional initiatives in China and South America for AB/InBev, all of which resulted in significant sales gains for their respective brands.
CAA Marketing (now Observatory) has earned four Cannes Lions Grand Prix in four different categories (Film, Cyber, PR, Branded Content & Entertainment) and thirty Cannes Lions in total. CAA marketing is also responsible for the first and second brand films ever accepted to the Sundance Film Festival, eleven Emmy nominations for four different clients with four wins, and ten Webby Awards.
In the past three consecutive years Goodman has been named to Fast Company’s Most Creative People in Business 1000, AdWeek's Creative 100, and Ad Age’s Creativity 50 list. In 2016, Goodman was elected to the Board of Effie Worldwide and selected as the inaugural President of the Cannes Lions Entertainment Jury. Goodman lives in Los Angeles with his wife and two children, where he serves on the Board of Trustees of St. John’s Hospital and is on the faculty at his alma mater, UCLA.
Mark Francis, a native of Fredericton, NB, Canada, holds an MBA and M.A. in sports administration as well as a diploma in university teaching from the University of New Brunswick. He works as an instructor in sports management at UCLA’s Center for Managing Enterprise in Media, Entertainment & Sports (MEMES ); an adjunct instructor in sports technology at Camosun College; and a sports management consultant for BaAM Productions in Los Angeles, overseeing the firm’s interests throughout the professional sports industry.
BaAM is a premier event production and management firm whose signature events include the NHL Winter Classic, MLB All-Star FanFest, 2014 NHL Coors Light Stadium Series, Pro Football Hall of Fame FanFest 2014 and the 2015 Pan American Games. A specialist in the area of fan experience and engagement, Francis has significant interests in social media marketing and ROI, brand management, marketing, business development, sports technology and law. He boasts a wealth of experience at all levels of sport, from academic, business, administrative and high-performance coaching perspectives, which enable him to speak from experience when it comes to his business relationships and teachings. Through his current and prior professional associations with numerous esteemed sports organizations, Francis has developed an extensive professional network throughout all levels of the sports industry, many of whom appear annually during his Sports Business program delivered through the Center for MEMES at UCLA Anderson School of Management.
A dedicated supporter of community involvement, Francis also serves as advisory board chair of the African Sports Business Association, and as volunteer head coach of the men’s hockey program at UCLA, where he was selected as one of two finalists for the PAC-8 Coach of the Year Award for 2012. Francis was also selected as head coach of the PAC-8 selects at the ACHA National Championships in Philadelphia in 2011 and 2013. He recently completed a two-year term serving as the executive director of the PAC-8 Men’s Hockey Conference.
SCHEDULE AND SYLLABUS
As a participant, you are expected to complete all assigned coursework, take all examinations, attend class regularly, and submit all required work by the end of the program. No part of the coursework may be continued beyond the close of the program unless prearranged by the student and the instructor.
The program instructor is required to assign a final grade for each student enrolled in a course. A letter grade will be assigned unless prior to the start of the program Pass/No Pass (or Satisfactory/Unsatisfactory for those with a bachelor degree) is requested via email (firstname.lastname@example.org). Grades A, B, C, and D may be modified by a plus or minus suffix.
For more information on grades, visit the Registrar's website.
UCLA is on the quarter system. While some schools are also on the quarter system, most colleges and universities are on the semester system. As a general guide to transferring quarter units to a semester system school, one semester unit or credit is worth 1.5 quarter units (e.g., 4 quarter units = 2.5 semester units).
UCLA courses are generally accepted for transfer credit, but all decisions on transferability rest with the home institution. Students should get advance approval of their UCLA Summer Sessions course selections from the home institution prior to registration.
The transcript is a permanent record that reflects all undergraduate and graduate work completed at UCLA. It lists courses, units, grades, cumulative grade-point average, transfer credits, total units, and work in progress in chronological order.
Requests are not processed if students have outstanding financial, academic, or administrative obligations to the University.
NOTE: Current or newly admitted UCLA students will have their grades appear on their UCLA transcript immediately after grades are submitted by the course instructor. Current or newly admitted visiting UC students will have their grades appear on their home UC campus's transcript in October or November.
JUNE 21 - JULY 31, 2021