The course is based on lectures and uses Web-based materials and exercises. It provides an interdisciplinary approach, using the economics of industrial organization as well as management strategy, policy and technology. It covers television, print and electronic publishing, telecommunications network, computers, the Internet and intellectual property, including their international dimensions. This seminar examines the media industries in flux, covering the implications of digitalization on the established media, the outlook for emerging systems and the domestic and global strategies of the leading communications conglomerates. It also examines the roles of government and Wall Street in shaping the media.
Some firms produce information content, some deliver it, and some do both.
The basic premise of the course is that this will bring about radical change in the way many markets work. The course is designed to apply the basic principles of marketing to computer-mediated environments and to understand how these principles will have to change. This is a half-term course. The course also examines trends and leaders in each segment. This course reviews the process of developing new media services in banking, electronic commerce, entertainment, publishing and telecommunications.