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(2 Credits) TECHNOLOGY's IMPACT on ENTERTAINMENT and MEDIA

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(2 Credits) TECHNOLOGY's IMPACT on ENTERTAINMENT and MEDIA BEMT DRAFT SYLLABUS COURSE IS UNDER REVISION TO GO DEEPER ON FEWER SUBJECT AREAS MKTG–UB.0023.04 (2 credits) TECHNOLOGY’S IMPACT ON ENTERTAINMENT AND MEDIA Spring 2018 |Wednesdays 6:30p -7:45pm Classroom: UC24 Professor: Scott Schiller Office Hours : By Appointment Phone: 917-513-7469 Email: [email protected] TF: Charlie Walters Email [email protected] COURSE BACKGROUND From the eyes of most consumers, media is very simple today: You want your content, your searches, your clicks, your social media comments. Whatever. Whenever. Wherever. Everyone’s a media publisher; everyone’s a media company. Technology has changed consumer behavior and expectations forever and is forcing dramatic evolutions of all forms of media and entertainment. How did this happen? Why did this happen? What will happen next? This course is designed to provide you with a r eal-world perspective for understanding the entertainment and media industry through the eyes of the technology -driven disruption that it is currently experiencing. By the end of this class, we hope that you will be conversant in the major issues, challenges, and opportunities that currently consume the management teams and investors/boards of media entities – both large and small. Through group work, class discussions and the investigation of real -life examples, you will further develop the skills/currency needed to succeed in any fast -moving business today. Having been fortunate to work at some of the most esteemed companies in media, I have experienced the dramatic changes that have consumed the media ecosystem. Today, with more content than ever, the proliferation of social media to distribute it, on- demand content like Netflix and Amazon, technology such as gaming computers and consoles, smartphones, and hardware like Roku and Amazon Fire, media players are all fighting for market share and revenues like never before. But way more is happening and will happen. Evolution of government policy on issues such as privacy and net neutrality, for instance, have important industry implications. And Artificial Intelligence, Augmented Reality, voice-enabled technology, and 5G networks are just the newest disrupters. How will these technologies impact entertainment and media in the years ahead? That’s what we’ll tackle. COURSE OBJECTIVES: Specifically, you'll: 1. Identify the strategies followed by leading media players to create and monetize content. 2. Examine the evolution of core business models in media/entertainment to understand how media has and is changing . 3. Evaluate and analyze the critical industry and consumer trend s and the resulting opportunities. 4. Explore whether the media/entertainment industry could be for you? REQUIREMENTS: Grades are determined on the following basis: Class Participation 30% Midterm Essay 30% 2 Group Presentations 40% OVERALL CLASS SUCCESS: ➢ This class is designed to help you understand how technology has changed the media landscape what the future could be. ➢ We will draw primarily from real-life headlines and case studies. This class is intended to be very practical (rather than theoretical). Keep current on the relevant headlines we’ll discuss in class ➢ Case studies, industry guests and in -class discussions of articles/issues will underscore the concepts we discuss. ➢ Show up on-time. – like a meeting at work – you don’t sh ow up late. ➢ Be inquisitive and ask questions. ➢ Respect the contributions of your classmates. ➢ Have fun – it’s not worth it if you don’t. REQUIREMENTS/EXPECTATIONS: CLASS PARTICIPATION (30%): ➢ Each week (with some exceptions), I will ask some of you (or all of you) in advance to bring in and join in a discussion of something you’ve read related to the topic of the week from one of these sources: o NE WS : NY P ost / WS J C MO / Axios / R ecode / B usiness Insider o ENTER TAINMENT: Deadline Hollywood / The Wrap / Variety o ME DIA: Advertising Age / AdWeek / Mediapost / C ynopsis / MediaVillage o TECHNOLOGY: Ad Exchanger / Beet TV / Digiday o INDUS TR Y OR GANIZATION: IAB S martbrief ➢ P articipation could mean speaking in class but also might encompass small group conversations, too. We’ll mix it up. ➢ C ome prepared with questions and answers having read and analyzed the topics, ready to participate. You are welcome to talk to your classmates and form opinions. Entertainment and Media is a team sport. ➢ Your willingness to “dive in” and offer perspectives and opinions on the case examples each week will help you grow. ➢ How you approach a question is most important: discovery is a process. ➢ Out-of-the-box thinking, taking risks, and curiosity is encouraged. ➢ Be brave. Be bold. ➢ Remember, passion and enthusiasm for the subject are required to be successful in any career, especially entertainment and media. ➢ Any surveys (including the pre-class survey, outlined in the weekly description) will count towards class participation. ESSAY MIDTERM (30%): ➢ You will have one written assignment. ➢ For the essay, we will ask you to answer a question regarding technology’s impact on entertainment/media. ➢ We will provide the prompt in class, the week before Spring break. ➢ P aper to be submitted via Turnitin, by noon, on April 10 th. ➢ Writing for business requires concise verbal and written communication. ➢ Typed double-spaced; 1000 words. ➢ Please take the time to organize your work ➢ You may want to construct charts or exhibits only if necessary, and not included in the 1000 words to communicate your thoughts. The analysis is key. What does the data mean? TWO GROUP PROJECTS (40%): S uccess in the media and entertainment industry often involves group effort. Consequently, learning how to work effectively as a team is a critical part of your business education. We will support your efforts as necessary, so everyone succeeds. ➢ There will be two projects/presentations. ➢ Most groups will have four people, and two might have five people. ➢ You will be asked to present for 5 minutes, mirroring a quick but effective business-style presentation. ➢ We expect that over the two presentations, each student will present at least once, but all group members do not have to present each time. ➢ Groups for each project will be assigned during class in Weeks’ 3 and 10 ➢ Presentations will be on: th o Week 7 – March 1 3 o Week 14 – May 1st ➢ You will be graded as a group, in teams of four or five. ➢ Every teammate is expected to carry an equal share of the group’s workload. As such, it is in your interest to be aware of all of the aspects of the project. Ideating, writing, presenting, etc. ➢ Even if you divide the work rather than work on each piece together, you are still responsible for each part. ➢ The group project will be evaluated as a whole. You all will receive the same grade. ➢ Each group shall establish ground rules early in the process to facilitate joint work, including a problem-solving process for handling conflicts. We will assign groups for each of the two projects. ➢ In the infrequent case where you believe that a group member is not carrying out his or her fair share of work, you should resolve conflicts internally with your best efforts. Professor or TF is the last resort. Doing this is like going to the boss if you and your co-workers can't get along. Everyone loses. UNIVERSITY POLICIES: Notebook Computer and Phone Policy Please do not open your notebook computer. Please turn off and put away all phones. Note Taking: Studies have shown that old fashioned, handwritten note taking is the best way to retain concepts – let’s abide by this. If you must use a laptop for notetaking, please see me. Attendance/Tardiness The class will start and end promptly. Show up ready to start promptly and be respectful of the group. Punctuality is i mportant here, in business, for your future. You are allowed no more than two absences from class (excused or unexcused). Media is a participation sport! Showing up late or missing a meeting is disruptive at work. Academic Policies For information on Stern’s Academic Policies including Student Code of Conduct and In-Class Behavior & Expectations, please see the link: http://www.stern.nyu.edu/portal -partners/current -students/undergraduate/resources - policies/academic -policies Cheating/Plagiarism All students are expected to abide by the NYU Stern Student Code of Conduct. Students with Disabilities Students whose class performance may be affected due to a disability should notify the professor early in the semester so that arrangements can be made, in consultation with the Henry and Lucy Moses Center for Students with Disabilities, to accommodate the ir needs. Please see http://www.nyu.edu/csd for more information. Re-Grading In line with Grading Guidelines for the NYU Stern Undergraduate College, the process of assigning of grades is intended to be one of un biased evaluation. Students are encouraged to respect the integrity and authority of the professor's grading system and discouraged from pursuing arbitrary challenges to it. If you feel that an inadvertent error has been made in the grading of an individua l assignment or in assessing an overall course grade, a request to re -evaluate your grade may be submitted in writing to your TF within seven days of receiving the grade. Yop¨might be asked to include a brief written statement as to why you believe that an error in grading was made. In line with Grading Guidelines for the NYU Stern Undergraduate College, the process of assigning of grades is intended to be one of un biased evaluation. Students are encouraged to respect the integrity and authority of the professor's grading system and discouraged from pursuing arbitrary challenges to it. If you feel that an inadvertent error has been made in the grading of an individua l assignment or in assessing an overall course grade, a request to re-evaluate your grade may be submitted in writing to your TF within seven days of receiving the grade.
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