COURSE NUMBER:  MBA277.2

COURSE TITLE:  Media & Entertainment: Economics, Policy and Strategy

UNITS OF CREDIT: 2

INSTRUCTOR:  Pablo Spiller and Jeffrey Ulin

E-MAIL ADDRESS:  spiller@haas.berkeley.edu; ulin@haas.berkeley.edu

CLASS WEB PAGE LOCATION (HTTP URL): http://bspace.berkeley.edu

MEETING DAY(S)/TIME:  Wednesday, 4:00-6:00 PM

PREREQUISITE(S): None.

CLASS FORMAT: Lectures, outside speakers

REQUIRED READINGS: Electronic course reader, textbook

BASIS FOR FINAL GRADE:Class presentations, class participation, project

ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:

This course provides an introduction to the key management and economic issues driving the media and entertainment business, a sector currently wrestling with dynamic change from the influences of online and digital technology.

The course is divided into two principal parts: an overview of the key business fundamentals driving media and entertainment businesses and a series of practical case studies focused around guest speakers from leading executives of both online and traditional media companies. More specifically, the first part of the course will cover the economics, contracting and organizational underpinnings of creative businesses, as understanding pricing, peculiarities (and leverage issues) in engaging creative talent, and the dynamics of production and distribution are fundamental to managing creative properties. The second part of the course will deal with the most important issues today impacting the sector, including changes in the music market, influences of digital downloads, the importance of online to games, the growth and impact of online advertising, fundamental changes to the video market, and the mobility of content.

BIOGRAPHICAL SKETCHES:

Pablo Spiller is a graduate from the University of Chicago, having joined Berkeley more than a decade ago.  His research interests are in the economics of institutions.  His web site is http://faculty.haas.berkeley.edu/spiller/.  

Jeff Ulin’s background includes being a media executive, attorney and entrepreneur, with over 20 years experience as in the industry across studios (Paramount/Universal) and independents (Lucasfilm, Wild Brain); at Lucasfilm he headed worldwide distribution for all rights (theatrical, video, TV, online), and oversaw the release of the last Star Wars movie, Episode III, in all distribution markets. He has just published (10/09) a Variety endorsed book titled: The Business of Media Distribution- Monetizing Film, TV and Video Content in an Online World. His website is jeffulin.com, and for his website for teaching is http://www2.haas.berkeley.edu/Faculty/ulin_jeff.aspx