Marketing Digital Media
In this course we will analyze how cheap and powerful computers and communication networks can change both marketing practice and the structure of industries. We will analyze these issues in the context of the entertainment industries — publishing, music, and movies. However, my goal is that the underlying principles will be generalizable across a variety of industries.
The objectives of this course are to
Analyze how the presence of computer mediated markets will alter marketing and marketing practice in the entertainment industries,
Explore current examples of excellence in applying marketing principles to entertainment goods and other digital products,
Expose students to relevant marketing and strategic theory that will aid them in making strategic and tactical decisions about digital marketing,
Develop a set of marketing and strategic principles that will help students evaluate the competitive positioning of firms.