Master of Entertainment Industry Management...Please read these PRIOR to class as it will reflect in your participation. Optional Reading There are 3 books in optional reading that

MasterofEntertainmentIndustryManagement

CourseInformation

BUSINESSDEVELOPMENT93.856-SPRING2017-Mini3Instructor:MattGeiser,[email protected]:MelissaLaRosa,[email protected]–Friday,1/22at2:30pmClass2–Friday,2/3at2:30pmClass3–Friday,2/10at2:30pmClass4–Friday,2/17at2:30pmClass5–Saturday3/4at10amClass6–Friday,3/10at10am

Description Businessdevelopmentusesthelensesofstrategyandcommercializationtoidentifyopportunitiesforexpansionandgrowth.Itreliesheavilyonitsfunctionalcousins-Sales,Marketing,FinanceandCorporateStrategy.Eachfunctionalareawillbeexploredwithinthevarioussectorsoftheentertainmentindustrythroughclassdiscussions,assignmentsandafinalproject.Inthisclass,wewillfocusonbusinessdevelopmentinmediaandentertainment.

• Theclasswillexaminehowentertainmentexecutivesleverageproductdevelopment,salesandmarketingopportunitiestofacilitategrowth.

• Wewilldiscusshowtoeffectivelybeanentrepreneurwhilenavigatingrelationshipsinsideandoutsidethecorporation.

• Studentswillexplorethedevelopmentofbusinessmodels,alternativemonetizationstrategies,anddevelopaPOVoninvestment/fundingaswellasmergersandacquisitions(M&A).

• Wewillcovertopicalchallengesanddecisionsthatentertainmentexecutivesfaceintoday’sfragmentedanddigitallyenabledlandscapeincludingplatformsegmentation,cross-marketing,productwindowing,andbridgingtheculturegapbetweenSiliconValleyandHollywood.

Learning/CourseObjectives*

Theobjectivesofthisclassaretoconveyabroadunderstandingoftheroleofabusinessdevelopmentexecutive,developaPOVaboutthetrendsandchallengesfacingtheentertainmentindustry,andlearnhowtoeffectivelynavigatethroughacrossfunctionalcorporateworld.Bytheendofthecourse,studentsshouldbeableto:LearningObjective HowAssessed

Understandtheroleofthebusinessdevelopmentexecutiveandhowtheyfitintheoverallcorporatelandscape.

ClassdiscussionWrittenassignments

Recognizehowbusinessdisciplinesandfunctionsinfluencethedevelopmentandexecutionofgrowthstrategiesacrossvarioussectorsoftheentertainmentindustry

ClassdiscussionWrittenassignmentsFinalproject

Identifyopportunities,toolsandpracticesthataffectchangeandpromotegrowthwhilegivingconsiderationtoallconstituencies.

ClassdiscussionWrittenassignments

Articulatehowabusinessdevelopmentexecutiveincorporates

WrittenassignmentsFinalproject

innovationintothemarketplacewithinacorporatestructure.

Absences/Tardy: Attendanceismandatoryandwillbereflectedintheclassparticipationportionofyourgrade.Ifyouknowyouaregoingtobelateorabsent,pleasecontactmepriortoclassviaemail(above).Eachunexcusedabsence,unexcusedlatenessorunexcusedearlyexitfromclasswillresultinaone-thirdstepdowningrade(e.g.,A-toB+).

CourseMaterials(RequiredText)

Therewillbeweekly“RequiredReadings”withinthesyllabus.Pleasemakesuretopurchasethematerialfortheclassasneeded.Someofthereadingsarearticlesrevolvingaroundbusinessdevelopmentandourconversationsinclasswillbedirectlyrelatedtothesereadings.PleasereadthesePRIORtoclassasitwillreflectinyourparticipation.

OptionalReading Thereare3booksinoptionalreadingthatwillenhanceyourlearningexperience.• Smith,MichaelD.,andRahulTelang.Streaming,Sharing,Stealing:BigDataandthe

FutureofEntertainment.Cambridge,MA:MIT,2016.Print.• Moore,GeoffreyA.CrossingtheChasm:MarketingandSellingDisruptiveProductsto

MainstreamCustomers.NewYork,NY:HarperBusinessEssentials,2002.Print.• Cline,Ernest.ReadyPlayerOne.NewYork:Crown,2011.Print.

WrittenAssignments

Allwrittenassignmentsareduea½hourpriortothestartofthescheduledclass.(e.g.,2pmifclassbeginsat2:30pm);WrittenassignmenttopicsshouldbeselectedbystudentsandmustbesenttoTA,MelissaLaRosa([email protected])by11:59pmPTtheWednesdaypriortotheFridayorSaturdayclass.Sometopicsmaybeselectedfordiscussionduringclass.PleasemaketheSubjectofallemailsubmissions=AssignmentTopic:BusinessDevelopment–Class“X”TheformatforallAssignmentsmustbethefollowingorstudentswillbededucteda1/3ofalettergradeontheassignment(e.g.,A-toB+):

- 1inchmargins- 12ptCourierfont- Doublespace- One-pagemaximum

*PleaseincludeName,AssignmentandTopicintheHeadersectionArubricfortheWrittenAssignmentsisprovidedonthelastpageofthesyllabus.Alllateormissingassignmenttopicsubmissionswillbededucteda1/3ofalettergradeontheassignment(e.g.,A-toB+).Alllateormissingwrittenassignmentswillreceivea0.

Evaluation*Method

ClassParticipation 20%WrittenAssignments(10%Each) 40%

FinalProject 40%

ClassParticipationRubric

GradingforClassParticipationAsparticipationisamajorfactorinthegradingofthisclass,I’mincludingarubricforhowIwillbegrading.Again,ifyoureadtheassignedarticlesandcontributeinclassyoushouldbefine.

AGrade

BGrade

CGrade

D/RGrade

FrequencyandQuality

Attendsclassregularlyandalwayscontributestothediscussionbyraisingthoughtfulquestions,analyzingrelevantissues,buildingonothers’ideas,synthesizingacrossreadingsanddiscussions,expandingtheclass’perspective,andappropriatelychallengingassumptionsandperspectives

Attendsclassregularlyandsometimescontributestothediscussionintheaforementionedways.

Attendsclassregularlybutrarelycontributestothediscussionintheaforementionedways.

Attendsclassregularlybutnevercontributestothediscussionintheaforementionedways.

GradingScale* A+ 99.0-100% ExceptionalA 94.0-98.9% ExcellentA- 91.0-93.9% VeryGoodB+ 88.0-90.9% GoodB 84.0-87.9% AcceptableB- 81.0-83.9% FairC+ 78.0-80.9% PoorC 74.0-77.9% VeryPoorC- 71.0-73.9% MinimumPassingR Below71pts(<71%) Failing

Course/TopicalOutline

Class1–Friday,1/22at2:30pm–5:30pmTopic PerspectivesonBusinessDevelopment

• Entrepreneurshipandbusinessdevelopment• Strategicmanagement• Product/offeringmanagement• Businessdevelopmentjobopeningsatthemajorfilm,TV,

gamingstudios

RequiredReadings

• ACultureofThink:http://www-03.ibm.com/ibm/history/ibm100/us/en/icons/think_culture/

• CrossingtheChasm-TechnologyAdoptionLifecycle:http://www.forbes.com/sites/danschawbel/2013/12/17/geoffrey-moore-why-crossing-the-chasm-is-still-relevant/

• FrameworksfromtheChasmInstitute:http://chasminstitute.com/Resources/Frameworks/tabid/309/Default.aspx

• Disruptiveinnovation:https://youtu.be/qDrMAzCHFUU

• StrategicManagement&StrategicPlanninghttps://www.strategicmanagementinsight.com/topics/strategic-management-planning.html

• 2016Entertainment&MediaTrendshttp://www.strategyand.pwc.com/trends/2016-entertainment-media-industry-trends

• The7BiggestTrendsinEntrepreneurshipof2016http://www.inc.com/neil-patel/the-biggest-trends-in-entrepreneurship-i-ve-seen-this-year.html

OptionalReadings

• Streaming,Sharing,Stealing:BigDataandtheFutureofEntertainment,MichaelSmithandRahulTelangIntroductionChapter1–HouseofCardsChapter3–ForAFewMoreDollars

• CrossingtheChasm:MarketingandSellingDisruptiveProductstoMainstreamCustomers,GeoffreyMooreIntroductionandChapter1–High-TechMarketingIllusion

• ReadyPlayerOne,ErnestClineAsmuchasyoufindinteresting…

• TheTop5CultureStoriesoftheYear,inOneEasyVideohttps://www.wired.com/2016/12/video-5-top-culture-stories-2016/

• FourthIndustrialRevolution(Video):https://youtu.be/khjY5LWF3tg

Deliverable • BepreparedtodefineanddiscusstheroleofBusinessDevelopmentinacorporation

• Searchforandselectabusinessdevelopmentjobopeningthatyoufindinterestingandbringittoclassfordiscussion

Class2–Friday,2/3at2:30pm–5:30pmTopic BusinessDevelopmentOpportunitiesinMovies

• Productionlifecycle• Marketinganddistribution• Internationalmarkets• Homeentertainment

RequiredReadings

• Moviefranchisemanagementhttp://www.businessinsider.com/movie-studios-produce-more-franchise-movies-2015-12

• HollywoodClingstoSequelsDespiteDiminishingReturns:http://variety.com/2016/film/features/hollywood-franchises-sequels-box-office-1201789704/

• MPAATechnologyandInnovationhttp://www.mpaa.org/technology-and-innovation/

• DayandDate-Hower:ExpansionofOTTservicesimpactsmotionpicturewindowingstrategies:http://www.fiercecable.com/online-video/expansion-ott-services-impacts-motion-picture-windowing-strategies

• Studio,ExhibitorsConsiderRevolutionaryPlanforDayandDateMoviesatHome:http://variety.com/2016/film/news/studios-exhibitors-consider-revolutionary-plan-for-day-and-date-movies-at-home-exclusive-1201725168/

• China'sFilmIndustry:ABlockbusterintheMaking:http://knowledge.wharton.upenn.edu/article/lights-china-action-how-china-is-getting-into-the-global-entertainment-business/

• Wanda,DolbyGrowStateoftheArtTheaters,EyeProduction:http://chinafilminsider.com/wanda-dolby-grow-state-of-the-art-theaters-eye-production/

• ChinaBoxOfficeCrawlsto3%Gainin2016:http://variety.com/2016/film/asia/china-box-office-3-percent-gain-in-2016-1201950775/

• ChinaBoxOffice:FirstWeekendofNewYearNotSoHappy:http://chinafilminsider.com/china-box-office-first-weekend-new-year-not-happy/

OptionalReadings

• Streaming,Sharing,Stealing:BigDataandtheFutureofEntertainmentChapter5–BlockbustersandtheLongTailChapter6–RaisedonRobbery

• CrossingtheChasm:MarketingandSellingDisruptiveProductstoMainstreamCustomersChapter2–High-techMarketingEnlightenmentChapter3–TheD-DayAnalogy

• TheFourthIndustrialRevolution:whatitmeans,howtorespond:https://www.weforum.org/agenda/2016/01/the-fourth-industrial-revolution-what-it-means-and-how-to-respond


DeliverableWritingassignment#1-Identifyanimportanthistoricalbusinessdevelopmentopportunityandoutcomeformovies/filmmakingfromoneofthesixmajorstudios.

• Describetheopportunity,timeframeandoutcome• Describewhichcorporatefunctionswereinvolvedinidentifying

theopportunityandplanningandexecutingthebusinessdevelopmentactivities.

• Explainwhyyoubelievetheeventisimportantincludingitsalignmentwiththestudio’sstrategyandimplicationsforfutureopportunities.

• Bepreparedtodiscuss/defend/debateyourfindingsinclass.• Hereisanexamplefromarecentnewsarticle.Yourwritten

assignmentsmustbemoresuccinctasyouhavespace/wordlimitations.http://www.houstonpress.com/arts/how-disney-became-hollywood-s-most-dominant-studio-9049967

Class3–Friday,2/10at2:30pm–5:30pmTopic BusinessDevelopmentinMusic

• Contentproduction(songs,musicvideos,albums,etc.)• Musicdistribution• Tours,concerts,liveshows,promotions

RequiredReadings

• SonyandJacksonEstateReachAgreementforSonytoAcquireRemainingHalfofSony/ATVMusicPublishing:https://www.sony.net/SonyInfo/News/Press/201603/16-0315E/index.html

• TheMusicIndustry'sTopLawyers2016:WhoMadetheList?:http://www.billboard.com/articles/business/7438537/music-industry-top-lawyers-list-2016

• EverythingYouNeedtoKnowAboutTidal,JayZ'sStreamingMusicService:http://www.businessinsider.com/what-is-tidal-and-why-you-should-try-it-2016-2

• 4HugeTrendsintheMusicIndustryin2016/2017:https://medium.com/@AlexMoskov/4-huge-trends-in-the-music-industry-for-2016-2017-63b6924f4c2e#.pzzmnbag7

• WhichMusicStreamingAppisRightforYou?:https://www.cnet.com/how-to/best-music-streaming-service/

• Universal,Warner,SonyInvest9MillioninShazam:http://www.hypebot.com/hypebot/2014/05/universal-warner-sony-invest-9m-in-shazam.html

• TonyViscontiTalkstheFutureoftheMusicIndustryandProducingforDavidBowie:http://www.businessinsider.com/david-bowie-on-future-of-music-2016-1

• WhatDavidBowieGotRightAbouttheMusicIndustry:http://theweek.com/articles/598535/what-david-bowie-got-

right-about-future-music-industry

• AppleMusicandSpotifyaretheFutureoftheMusicIndustry:http://www.businessinsider.com/streaming-music-growing-fast-2016-1

• BlockchainCouldBeMusic'sNextBigDisrupter:http://fortune.com/2016/09/22/blockchain-music-disruption/

OptionalReadings

• Streaming,Sharing,Stealing:BigDataandtheFutureofEntertainmentChapter2–BackinTimeChapter4–ThePerfectStorm

• CrossingtheChasm:MarketingandSellingDisruptiveProductstoMainstreamCustomersChapter4–TargetthePointofAttackChapter5–AssembletheInvasionForce

• TheLefsetzLetter(BlogbyBobLefsetz)DavidBowie:Link&LinkGlennFry:LinkPrince:LinkGeorgeMichael:LinkAnyothersyoufindinteresting:http://lefsetz.com/wordpress/


Deliverable Writingassignment#2-Identifyanimportanthistoricalbusiness

developmentopportunityandoutcomeforthemusicindustry.• Describetheopportunity,timeframeandoutcome.• Describewhichcorporatefunctionswereinvolvedinidentifying


• Explainwhyyoubelievetheeventisimportantincludingitsalignmentwiththecompany’sstrategyandimplicationsforfutureopportunities.

• Bepreparedtodiscuss/defend/debateyourfindingsinclass.

Class4–Friday,2/17at2:30pm–5:30pmTopic BusinessDevelopmentinTelevision

• Productionlifecycle• Marketinganddistribution• Advertisingvs.subscription

RequiredReadings

• 6TrendsthatWillChangetheTVIndustry:http://www.ey.com/Publication/vwLUAssets/EY_-_6_trends_that_will_change_the_TV_industry/$FILE/EY-6-trends-that-will-change-the-TV-industry.pdf

• TheFutureoftheTVBusinessModel:http://www.investopedia.com/articles/investing/090715/future-tv-business-model.asp

• IsThistheFutureofBroadcastTV?FoxTriesLiveStreamingofPrimeTimeProgramming:http://www.tvweek.com/tvbizwire/2016/07/is-this-the-future-of-broadcast-tv-fox-tries-live-streaming-of-prime-time-programming/

• Accenture-FutureofBroadcasting:https://www.accenture.com/t20160422T103424__w__/us-en/_acnmedia/Accenture/next-gen/pulse-of-media/pdf/Accenture_Future_of_Broadcast_V_POV.pdf

• Comcast,cableindustrysaysitalreadyhastheanswertoTV'sfuture:http://www.marketwatch.com/story/comcast-cable-industry-says-it-already-has-the-answer-to-tvs-future-2016-04-22

• ThisisAT&T'sStrategytoConquertheFutureofTV:http://www.businessinsider.com/att-thinks-directv-now-is-the-future-of-tv-2016-10

• FCCWantstoReplaceYourCableTVBoxwithanApp:http://www.npr.org/sections/alltechconsidered/2016/09/08/493163493/fcc-wants-to-replace-your-cable-tv-box-with-an-app

• AsNetflixSays'No"toStreamingAbroad,ViewersSkirttheRules...orLeave:http://www.digitaltrends.com/movies/why-frustrated-users-are-finally-fleeing-netflix/

OptionalReadings

• Streaming,Sharing,Stealing:BigDataandtheFutureofEntertainmentChapter7–PowertothePeopleChapter8–RevengeoftheNerds

• CrossingtheChasm:MarketingandSellingDisruptiveProductstoMainstreamCustomersChapter6–DefinetheBattleChapter7–LaunchtheInvasion

• AnnualMeetingoftheNewChampions2016:TheFourthIndustrialRevolutionandItsTransformationalImpacthttps://www.weforum.org/reports/meeting-report-annual-meeting-of-the-new-champions-2016


Deliverable Writingassignment#3-Identifyanimportanthistoricalbusinessdevelopmentopportunityandoutcomefortelevisionfromoneofthemajorbroadcastnetwork,cableorOTTcompanies.• Describetheopportunity,timeframeandoutcome• Describewhichcorporatefunctionswereinvolvedinidentifying




Class5–Saturday3/4at10:00am–1:00pm–NotedaychangeTopic BusinessDevelopmentinInteractiveEntertainment

• VideoGames• Virtual/AugmentedReality

RequiredReadings

• TheDigitalApocalypse:HowtheGamesIndustryisRisingagain:https://www.theguardian.com/technology/2016/may/17/video-game-industry-changing-virtual-studios

• GrandTheftAuto:http://fortune.com/2016/02/04/grand-theft-auto-franchise-sales/

• HowtheRiseofIndieGameshasRevitalizedtheVideoGameIndustry:https://www.allbusiness.com/indie-games-video-game-industry-101485-1.html

• NinjaTheoryHellbladeDeveloperJournals:Diary#1–TheAnnouncementDiary#5–BusinessofCreationAnyothersyoufindinteresting…https://www.youtube.com/playlist?list=PLbpkF8TRYizaT6GfMcKBG-RoUOQ6BJRXp

• MobileGameRevenuetoPassConsole,PCforfirsttime:http://www.cnbc.com/2016/04/22/mobile-game-revenue-to-pass-console-pc-for-first-time.html

• MobileGamesHit$34.8Billionin2015,Taking85%inAppRevenue:http://www.cnbc.com/2016/04/22/mobile-game-revenue-to-pass-console-pc-for-first-time.html

• 'PokémonGO'WasTheYear'sGreatestSuccessAndBiggestDisappointmenthttp://www.forbes.com/sites/davidthier/2016/12/16/pokemon-go-was-the-years-greatest-success-and-biggest-dissapointment/

• WefinallyknowhowmuchNintendomadefromPokémonGohttp://qz.com/819677/nintendo-pokemon-go-profits-we-finally-know-how-much-nintendo-made-from-pokemon-go/

• Amazon'sNextGamewillHaveaTwitch-CentricWagerSystem:https://www.engadget.com/2016/09/30/amazon-twitch-stream-plus-esports/

• DigitalHollywood:TheRiseofVRStudios:http://www.thedrum.com/news/2016/01/07/digital-hollywood-rise-virtual-reality-studios

• HowAugmentedRealityWorks:http://www.augment.com/how-augmented-reality-works/?nabe=5656178646581248:1&utm_referrer=https%3A%2F%2Fwww.google.com%2F

• TheUntoldStoryofMagicLeap,theWorld’sMostSecretiveStartup(video)https://youtu.be/BLkFWq_ipCc

OptionalReadings

• Streaming,Sharing,Stealing:BigDataandtheFutureofEntertainmentChapter9–MoneyBallChapter10–PrideandPrejudice

• CrossingtheChasm:MarketingandSellingDisruptiveProductstoMainstreamCustomersConclusion:LeavingtheChasmBehind

• TheUntoldStoryofMagicLeap,theWorld’sMostSecretiveStartup(video)https://www.wired.com/2016/04/magic-leap-vr/


Deliverable Writingassignment#4-Identifyanimportanthistoricalbusiness

developmentopportunityandoutcomeforinteractiveentertainment.• Describetheopportunity,timeframeandoutcome• Describewhichcorporatefunctionswereinvolvedinidentifying




Class6–Friday,3/10at10:00am–1:00pmTopic

ExecutivePanel&DiscussionTheInternalPitch–SecuringanExecutiveSponsorforyourProject

RequiredReadings

None

OptionalReadings

• Streaming,Sharing,Stealing:BigDataandtheFutureofEntertainmentChapter11–TheShowMustGoOn


Deliverable FinalPresentation-Identifyacurrentbusinessdevelopmentopportunityforanyaspectintheentertainmentandmediaindustryandcreateabusinessplanoverviewforastartup,majororindependentstudio.• (1)YourproposalwillbeaPowerPointpresentation(nomore

than5slides,notincludingcoverandagenda),withanemailcoverletteraddressedtotheappropriatecompanyorbusinessunitleader.

o Proposeastrategyforaddressingtheopportunityo Explainwhyyoubelievetheopportunityisimportant

includingitsalignmentwiththecompany’sstrategyandimplicationsforfutureopportunities.

o Describewhichcorporatefunctionsarenecessaryforplanningandexecutingthebusinessdevelopmentactivities.

o Includeatimeline/scheduleforkeyeventsandmilestones

• (2)Prepareaone-slideelevatorpitchofyouropportunityforsubmissionalongwithyouremailcoverlettertheWednesdaypriortoourfinalclass.

o Bepreparedtodiscuss/defend/debateyourproposalinclass.

Plagiarismandcheatingnotice*

Plagiarismandotherformsofacademicmisrepresentationareviewedasextremelyseriousmatters.Misrepresentationofanother’sworkasone’sowniswidelyrecognizedasamongthemostseriousviolations.Theviolationisclearlyflagrantwhenitoccursasplagiarismonarequiredpaperoracheatingonanexamination,includingtake-homeaswellasin-classexaminations.ThepunishmentforsuchoffensescaninvolveexpulsionfromtheMEIMProgramandHeinzSchool.Cheatingincludes,butisnotlimitedto:1.Plagiarism(explainedbelow);2.Submissionofworkthatisnotthestudent’sown;3.Submissionoruseoffalsifieddata;4.Unauthorizedaccesstoanexamorassignment;5.Useofastand-inforanexam;6.Useofunauthorizedmaterialinthepreparationofanassignmentorduringanexamination;7.Supplyingorcommunicatingunauthorizedinformationtoanotherstudentforuseinanassignmentorexam;8.Unauthorizedcollaborationonanassignment.Collaborationmustbeexplicitlypermittedbyaninstructorforittobeconsideredauthorized.9.Submissionofthesameworkforcreditinmorethanonecourse.

Plagiarismisthefailuretoindicatethesourceofworkeitherwithquotationmarksorfootnotes.Thesourcecanbeaphrase,agraphicelement,aproof,specificlanguage,oranideaderivedfromtheworkofanotherperson.Notethatmaterialonthewebisanotherperson’sworkandisthereforeequallysubjecttotherulesonplagiarismandcheatingasanyothersourcematerial.Cheatingand/orplagiarismonanessayassignmentwillresultinafailinggrade(0points)forthatassignment.Theessayinwhichthecheatingoccurswillnotbeexcludedfromtheoffendingstudent’sassignmentsincludedingradecalculations;thepointsforthatessayzero(0)willbefactoredintothegrade.Furthermore,thecheatingstudent’sfinalgradewillbereducedonefulllettergrade.Acheatingstudent’sfinalgradewillbeimpactedsignificantly.Inaddition,casesofcheatingandplagiarismwillbesubmittedtoandreviewedbytheDean’sOffice;moreseverepenaltiesmaybeimposed,uptoandincludingexpulsionfromtheHeinzSchool.AcademicDishonesty:Studentsareexpectedtomaintainthehighestethicalstandardsinsideandoutsidetheclassroom.Cheatingonexamsandtermpapers(i.e.plagiarismandunauthorizedcollaboration)isobviouslydiscouragedandwillbetreatedappropriately.Theusualpenaltyforviolationsisafailinggradefortheparticularassignmentinquestion;however,insomeinstances,suchactionsmayresultinafailinggradeforthecourse.

Documents

Master of Entertainment Industry Management...Please read these PRIOR to class as it will reflect in your participation. Optional Reading There are 3 books in optional reading that