NYU MKTG-GB 2118 - Television Management - In the Digital Era Syllabus (2 pages)

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Television Management - In the Digital Era Syllabus



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Television Management - In the Digital Era Syllabus

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New York University
Course:
Mktg-Gb 2118 - Television Management
Television Management Documents
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This is a draft syllabus Please check later for updates New York University Stern School of Business TELEVISION MANAGEMENT IN THE DIGITAL ERA B70 2118 30 Spring 2005 David F Poltrack Thursday 6 00pm 7 20pm Location Kaufman Management Center 44 West Fourth Street Room TBA Course Description This course will be designed to provide a comprehensive look at the world of marketing management in the television industry as it is practiced today and how it will change from today to 2010 It should serve as an excellent primer for students of and new practitioners within the television and advertising fields This course will also provide the student with a look further into the 21st century and the new digital age of television It will encompass both the marketing of television to the viewer and television advertising time to the advertiser The last section of the course will focus on the emergence of the Internet and its impact on the television industry today and tomorrow Emphasis will be on the marketing implications of the convergence of the TV and the computer particularly as it pertains to changes in the role of advertising Required Reading 1 The Business of Television by Howard J Blumenthal Oliver Goodenough Billboard Press 1998 Supplemental Reading 1 Television Today and Tomorrow It Won t Be What You Think by Gene F Jankowski and David F Fuchs Oxford University Press 1995 2 Three Blind Mice by Ken Auletta Random House 1991 3 The Sweeps Behind the Scenes in Network TV by Mark Christensen Cameron Stauth Morrow 1984 4 The Late Shift by Bill Carter Hyperion 1994 5 The Age of Access by Jeremy Rifkin Putnam 2000 6 Turn of the Century by Kurt Anderson Random House 2000 Requirements 1 Mid term Paper Choose the one new technology that you believe will affect the television industry the most in the next year Explain what you believe the impact of this new technology will be and why you feel it will have the most significant impact 3 5 pages Due March 25th Value One third of the course grade 2 Final Paper Choose either a Television Station or a Cable TV System in a specific market Develop a strategic plan for the Station System The paper should provide a thorough situation analysis and should address the impact of the changes in the TV Marketplace discussed in the course 10 15 pages with tables and exhibits Due May 13th Value Two thirds of the course grade 3 Class Participation Attendance and participation in class will provide student bonus points which will be added to the paper grades Office Hours Due to the fact that I am not a full time professor at NYU I will have no scheduled office hours However students can make appointments to meet with me before class or at other mutually convenient times My phone number at CBS is 212 975 3883 Appointments can be arranged by calling my assistant Lauren George at that number Additionally my email address is dfpoltrack cbs com and my assistant s is lageorge cbs com Please include your name phone number very important and course title in all communications This is a draft syllabus Please check later for updates TELEVISION MANAGEMENT IN THE DIGITAL ERA Schedule of Classes and Assignments Date Topic February 10th The Broadcast and Cable Industries in 2010 The General Outlook th The Currency of the TV Ad Market Television Audience Measurement February 17 February 24 rd March 3 The Broadcast and Cable Industries Today A Brief Overview th The Television Advertising Market th Broadcast Networks and Affiliates Cable Networks and Systems h No class th March 24 Television Enters the Digital Era March 31st Changing the Rules of the Game Media Planning and Buying Tomorrow March 10 March 17 th April 7 th Mid Term Paper Due The Program Selection Process 2000 2010 Part One April 14 The Program Selection Process 2000 2010 Part Two April 21st The Cable Challenge Subscription vs Advertising Revenue Part One th The Cable Challenge Subscription vs Advertising Revenue Part Two April 28 th May 5 Course Summary Last Class May 12th No class Final Paper Due


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