I.

IDENTIFICATION

CURSO : ENTERTAINMENT MARKETING

TRADUCCIÓN : MARKETING DEL ENTRETENIMIENTO
SIGLA : EAM588-1
CRÉDITOS : 02 UC
MÓDULOS : 01/Trimestral
REQUISITOS : Sin requisitos
CARÁCTER : Optativo
TIPO : Taller
CALIFICACIÓN : Estándar (Calificación 1.0 a 7.0)
PROFESORA : Tatiana Golubeva
HORARIO : Viernes de 18:00 a 21:00 hrs.
Sábado de 09:00 a 14:00 hrs.
FECHAS : 20 y 21 de noviembre, 2020

II. COURSE DESCRIPTION

Students will examine the three main pillars of the entertainment industry (esports, film, and music), how
entertainment companies were marketing their products before the digital disruption and how the
technology have changed the industry. Students will analyze best practices of how brands partner with
entertainment companies or use entertainment marketing principles to attract consumers. Finally,
students will investigate the user-generated entertainment content trends. The course is case and lecture-
based, it will include talks from industry experts, and will be evaluated based on class participation and a
final multiple-choice test.

III. LEARNING OBJETIVES

- Evaluate the universe of entertainment, particularly such pillars as film, music, and esports, through
the history, best practices and famous failures of the companies.
- Evaluate the complexity of Entertainment marketing and the key differences from marketing in
other industries, from the cases, dissected in class.
- Debate how digital disruption has changed the entertainment industry, taking into account the role
of 5G, IoT, AR/VR, and other current technological trends.
- Analyze how entertainment companies market their content to consumers and how brands benefit
from entertainment marketing, with the purpose of gaining practical skills.

IV. CONTENT

1. Introduction to Entertainment Marketing

1.1. Evolution of Entertainment, industry landscape, the four realms of an experience
1.2. Characteristics of entertainment business
1.3. Digital disruption and trends 2020 – 5G, voice as interface, streaming, original content
2. Esports Marketing
2.1. Ecosystem of Esports, market growth trends and revenue streams: advertising and
sponsorships, in-game purchases, media rights, events and competitions, game sales, streaming
2.2. Sponsorship in Esports – endemic & non-endemic brands and their marketing strategies
2.3. Future of Esports and main challenges of the industry

3. Marketing of Music
3.1. Music industry ecosystem overview and consumer listening habits
3.2. Music streaming services – catalog size, exclusivity, music discovery, curation and
personalization, playlists and non-music content, shareability, pricing (freemium vs premium),
marketing and the value of partnerships (Telecom, consumer brands, radio, etc.)
3.3. Future of music streaming services (in general and by company)

4. Marketing of Film Content

4.1. Movie business overview – majors and independent films, Theatrical and Home Entertainment,
marketing of new releases and catalog, piracy in the film business
4.2. The streaming wars and original content – profitability and the future of film entertainment
4.3. Brand partnerships in the industry - product placement, celebrities endorsements, events
sponsorships, brand integration, etc.

5. User generated content in entertainment - TikTok

5.1. Rise of TikTok and why it is important, major trends to watch in 2020
5.2. TikTok for business, education, shopping
5.3. Marketing on TikTok – influencer marketing, leveraging existing trends and developing a TikTok
marketing strategy for your brand

V. METHODOLOGICAL STRATEGIES

- Case studies
- In-class exercises
- Lecture (Talks included)

VI. EVALUATION MECHANISMS

- In class participation – 30% of the grade

- Final multiple-choice test – 70% of the grade

Class participation does not mean you need to speak up in every class, actually 1-2 meaningful
contributions during the course could get you a better grade than trying to speak in every class, but not
contributing much to the discussion. Reading optional readings, provided in the program and doing your
own research prior to the class is the best way to prepare for class. Preparation for case discussion should
include reading the case, and being prepared to answer questions, provided in advance by professor.
VII. BIBLIOGRAPHY

- Mandatory readings:

Case discussion: Boquet I.S., Vroom G. (2018) “Spotify: Face the Music (update 2018)” (case # IES678-
PDF-ENG), IESE

Case discussion: Elberse A. y Cody M. (2019). “The Video-Streaming Wars in 2019: Can Disney Catch
Netflix?” (Case # 519094). Boston: Harvard Business School

- Optional readings (the list will be updated prior to the course):

A. Introduction:

Perspectives from the Global Entertainment & Media Outlook 2019-2023, PWC
https://www.pwc.com/gx/en/entertainment-media/outlook-2019/entertainment-and-media-outlook-
perspectives-2019-2023.pdf

2020 Telecommunications, media, and entertainment outlook, Deloitte

https://www2.deloitte.com/content/dam/Deloitte/us/Documents/technology-media-
telecommunications/us-tme-tmt-outlook-2020.pdf

PINE II, B. JOSEPH. GILMORE, JAMES H. EXPERIENCE ECONOMY, WITH A NEW PREFACE BY THE AUTHORS:
Competing for Customer Time, Attention... , and Money. HARVARD BUS REVIEW PRESS, 2019.

B. Esports

Singer D., Chi J (2019), “The keys to esports marketing: Don’t get ‘ganked’”
https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/the-
keys-to-esports-marketing-dont-get-ganked

C. Music

Music listening 2019, IFPI

https://www.ifpi.org/downloads/Music-Listening-2019.pdf

D. Film

Netflix's View: streaming entertainment is replacing linear TV

https://www.netflixinvestor.com/ir-overview/long-term-view/default.aspx

Netflix Is Ad Free, but It Isn’t Brand Free

https://www.nytimes.com/2019/12/16/business/media/netflix-commercials.html

Future scenarios for the TV and video industry by 2030

https://www2.deloitte.com/global/en/pages/technology-media-and-telecommunications/articles/gx-
future-of-tv-video.html

E. User generated entertainment content

TikTok crosses 2Bn downloads, after racking up 500M in just 5 months

https://www.musicbusinessworldwide.com/tiktok-crosses-2bn-downloads-after-racking-up-500m-in-
just-5-months/

How Much Financial Influence Does Gen Z Have?

https://www.forbes.com/sites/jefffromm/2018/01/10/what-you-need-to-know-about-the-financial-
impact-of-gen-z-influence/#45fe5d4856fc