Entertainment, Sports and Music Marketing (5 cr)

Objectives (course unit)

• To explore the various strategic options and implementations in different industries, cultures, and/or types of organizations with a specialized focus on entertainment, music and sports marketing • To apply previous curriculum elements in a specific context • To specialize in a specific area – develop marketing plans, business models and begin the foundations of a thesis and even possibly a career

Content (course unit)

• Marketing Review • Strategic Management Review • General Entertainment Marketing, Management, and Operations • A look at the different entertainments and media • The audience as customers – also different cultures, sub-cultures, research, etc. • The Entertainment Marketing Mix and Branding • Integrated and Convergent Promotional Communications • Industry Applications & Management Issues – e.g. Event Management • The Music Industry / Marketing Music versus Performance Marketing • Sports Marketing • Understanding spectators as customers • Internal / External contingencies • Segmentations, Targeting & Positioning in sports • The Promotional (Communications) Mix applied

Prerequisites (course unit)

Marketing and Foundations of Management or equivalent studies

Location and time

Online via Zoom (To be recorded - so may view according to own schedule - but better to attend to ask questions) Join Zoom Meeting https://metropolia.zoom.us/j/64968871226

Exam schedules

To be provided in course syllabus first day of program

Assessment methods and criteria

Review tools and Assignment = 40% Individual Projects = 60%

Assessment scale

0-5

Teaching methods

Lectures, reviews and review tools - individual projects. After reviews of basic relevant theory, tools, and terminology in Marketing and Management, the participants will learn a little about all areas of the program from lectures and material and then specialize in a chosen area to develop competencies in analysis for decision-making, problem-solving, and communications. The reviews will entail review tools (questions and answers); the course material covering our subjects will also be tested – but only very basic structure and key elements of the chosen subject for the individual term project; the individual term project is to apply the tools of marketing and management to a specific concept – to create a business model and marketing plan (or business plan), or to create a research paper, to learn more about a particular area and target for further exploration, market penetration, and possible (market or product) development.

Learning materials

CONTENTS and Textbooks -Strategic Marketing - strategic planning and strategy development -Strategic Management – also a look at International Management -General Entertainment Marketing, Management, and Operations -A look at the different entertainments and media -The audience as customers – also different cultures, sub-cultures, research, etc. -The Entertainment Marketing Mix and Branding -Integrated and Convergent Promotional Communications -Industry Applications & Management Issues – e.g. Event Management -The Music Industry / Marketing Music versus Performance Marketing -Sports Marketing - Understanding spectators as customers - Internal / External contingencies - Segmentations, Targeting & Positioning in sports - The Promotional (Communications) Mix applied - Other Industry-Dependent Strategies (Undertaking? Luxury Markets? Spelunking?)

Student workload

The students is responsible for reviewing material provided, taking review tools, then following a self-study program with individual consultations scheduled. This is a highly independent, individual process, with supervision, after the initial reviews.

Content scheduling

Course Gantt Chart provided first day of program

Practical training and working life cooperation

To specialize in a specific area – and begin the foundations of a thesis and even possibly a career

International connections

-A look at International Management -The audience as customers – also different cultures, sub-cultures, research, etc.

Further information

OBJECTIVES -To explore the various strategic options and implementations in different industries, cultures, and/or types of organizations with a specialized project focused on entertainment, music or sports marketing - To apply previous curriculum elements to a specific context -To specialize in a specific area – develop marketing plans, business models and begin the foundations of a thesis and even possibly a career PREREQUISITES - very good command of English language at least first year marketing course, research, and a course in management is an advantage