While formal knowledge creation has lagged behind business innovation, this course attempts to provide some structure and offer guidelines for the development of marketing programs for high-technology firms. This course is designed to prepare students for real positions at major studios in Los Angeles or small independent film companies in New York. Each class focuses on avoiding the pitfalls that can delay advancement up the ranks to studio chairman. Students examine dozens of recently declassified internal documents used by actual studio executives to track competitors' strengths and weaknesses in the film marketplace. Students also learn how to use the tools real studio executives employ when designing movie posters, planning release schedules, casting top actors, setting up cobranded marketing efforts, greenlighting film scripts, capping production budgets and attending film festivals.
Topics vary by term.
Topics vary by term.