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New York University Stern School of Business TELEVISION MANAGEMENT: IN THE DIGITAL ERA B70.2118.30, Spring 2006 David F. Poltrack Thursday, 6:00pm – 7:20pm Location: Kaufman Management Center, 44 West Fourth Street, Room: TBD 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 three years. 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 23rd 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 12th 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 [email protected] and my assistant’s is [email protected]. Please copy her on email correspondence. Also, please include your name, phone number (very important), and course title in all communications. Thank you.NYU Spring 2006 TELEVISION MANAGEMENT: IN THE DIGITAL ERA Schedule of Classes and Assignments Date Topic February 9th The Broadcast and Cable Industries Today: A Brief Overview February 16th No class meeting on 2/17—to be rescheduled February 23rd The Currency of the TV Ad Market: Television Audience Measurement March 2nd The Television Advertising Market March 9th Broadcast Networks and Affiliates / Cable Networks and Systems March 16th No class March 23rd Television Enters the Digital Era Mid-Term Paper Due March 30th Changing the Rules of the Game: Media Planning and Buying Tomorrow April 6th The Program Selection Process: Part One April 13th No class April 20th The Program Selection Process: Part Two April 27th New Technologies: Part One May 4th New Technologies: Part Two May 11th No class Final Paper


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NYU MKTG-GB 2118 - MKTG-GB 2118 Syllabus

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