Harvard Business School is launching a new exec education course called Strategic Marketing in Entertainment, Media, and Sports, scheduled to take place from June 5-8, 2013, on the HBS campus. The program will focus on the unique challenges inherent in developing and marketing a successful entertainment franchise. The program is structured around three strategic marketing issues: how to effectively market creative products and portfolios, manage and market talent, and respond to advances in digital technology.
“In this inaugural program, senior executives in marketing, business development, and strategic planning will tackle the new challenges associated with promoting their products and talent within digital technology’s evolving landscape,” said Professor Das Narayandas, Senior Associate Dean and Chair of Executive Education and Publishing in a statement. “Strategic Marketing in Entertainment, Media, and Sports is a dynamic addition to our broad and expanding portfolio of executive education programming.”
Senior executives from a variety of industries – including film, television, music, nightlife, fashion, publishing, sports, and the performing arts – will examine a wide range of real-world case studies and discern why some creative businesses thrive while others fail to get off the ground. Participants will learn to assess how to allocate resources across blockbuster products and smaller bets, invest in creative workers and respond to advances in digital technology.
“After developing an extensive portfolio of groundbreaking case studies on leading entertainment companies and personalities, from Marvel Enterprises to the NFL and from Jay-Z to Lady Gaga — which are all part of one of Harvard Business School’s most highly-ranked MBA courses — we were eager to develop a program for executives to further explore the underlying lessons on how to succeed in the business of entertainment,” said Anita Elberse, Professor of Business Administration and faculty chair of Strategic Marketing in Entertainment, Media, and Sports. “With a diverse set of participants, we know that this program will spark considerable discussion on the future of entertainment and uncover many insights as to how companies can gain an edge over their rivals in the rapidly changing business landscape.”
Engaged in a series of relevant case study discussions, interactive lectures, and dynamic debates, program participants will gain new perspectives on the different facets of the entertainment business and thereby improve their ability to make informed marketing decisions.
Strategic Marketing in Entertainment, Media, and Sports will run from June 5-8, 2013 and will take place at Harvard Business School. Please visit http://www.exed.hbs.edu/programs/smems/ for complete curriculum details and to apply.
Strategic Marketing in Entertainment, Media, and Sports (June 5-8, 2013, Harvard Business School)
Anita Elberse, Associate Professor of Business Administration and faculty chair of Strategic Marketing in Entertainment, Media, and Sports.
Sunil Gupta, Edward W. Carter Professor of Business Administration and faculty cochair of Driving Digital and Social Strategy.
MikoIaj Jan Piskorski, Associate Professor of Business Administration, Richard Hodgson Fellow and faculty cochair of Driving Digital and Social Strategy