Marketing Digital Media
Description: In this course we analyze how marketing practice changes when entertainment goods are distributed and consumed in digital formats. This course focuses on several areas where digitization is likely to have the most profound affect on the entertainment industry. These areas include promotion, competitive strategy, channel conflict, pricing, and identifying and differentiating customers. We will use both lectures, cases, and analysis of real-world datasets to analyze these issues.
Learning Outcomes: • 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.