COURSE NUMBER: MBA 267.2

    Cross-listed with EWMBA

COURSE TITLE: Entertainment Marketing

UNITS OF CREDIT: 1 Unit

INSTRUCTOR: Peter Sealey with Peter Dekom

E-MAIL ADDRESS: peter@losaltosgroup.com, pjdekom@aol.com

CLASS WEB PAGE LOCATION (HTTP URL): In Development

MEETING DAY(S)/TIME: Saturday, 9:00 a.m. to 5:00 p.m., 4/9 and 4/30

 NOTE:  This class will meet in C125 Cheit on Saturday, April 9 and in F295 Haas (aka Andersen Auditorium) on Saturday, April 30th

PREREQUISITE(S): Undergraduate or Graduate Level Marketing Course

CLASS FORMAT: Lectures and a group project. No final examination.

REQUIRED READINGS: The course will be largely based on the instructor's co-authored book ­ Not on My Watch: Hollywood vs. the Future, New Millennium Press, Beverly Hills, CA September 2003 ISBN: 1-893224-95-3

BASIS FOR FINAL GRADE: Class Participation 50%, Group Project 50%

ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:
This course is about fear, the fear that grips an entire industry and allows executives to create mythologies, to create illusive group comfort, while the world morphs seemingly malevolently around them. This is the course of an industry we loosely call "Hollywood" and its inevitable headlong collision into a hyper-accelerating storm of new technologies, and into the globalization of this once neighborhood business. This course is concerned with the profound changes in the manner in which consumers make the ultimate choices of what, how and when they will watch, read or listen. In our course, we will explore the impacts digital technologies are having on the business models for filmed entertainment, recorded music and television. We will then discuss the implications all this has on the evolving marketing strategies for entertainment firms, i.e., how will movies, recorded music and television marketed to consumers in a digital environment. There will be a group project where students will be asked to formulate a digital era marketing strategy and plan for one sector of the entertainment business in order to maintain profitability in this new environment. Projects will be presented on the afternoon of the last class.

BIOGRAPHICAL SKETCH
Peter Sealey is the founder, CEO and majority shareholder of Los Altos Group, Inc. and specializes in business and marketing strategy. His background includes over 20 years at The Coca-Cola Company where he held a variety of key positions including the role of Chief Marketing Officer in the early 90's (responsible for the now-famous "Always Coca-Cola " advertising campaign) and President of Marketing and Distribution at Columbia Pictures in the late 80's (where his releases include GhostBusters, La Bamba, Karate Kid, Stand By Me & Tootsie.) In addition to his role with LAG, he is a member of the boards of directors and boards of advisors of a number of technology companies. He also serves as Adjunct Professor of Marketing at the Haas School of Business at the University of California - Berkeley, where he is also Co-Director of the Center for Marketing and Technology. In the Spring of 2004, Peter will serve on the faculty of the Graduate School of Business at Stanford University as a Visiting Professor where he will teach MKTG 392: Marketing and Brand Strategy. He has co-authored two books: Simplicity Marketing: End Brand Complexity, Clutter and Confusion (The Free Press, New York City, 2000) and Not on My Watch: Hollywood vs. the Future (New Millennium Entertainment, Beverly Hills, 2003).

Peter Dekom cut his teeth representing the top movies stars, directors, writers, directors and senior executives in Hollywood. Named one of America's top 50 corporate attorneys by Forbes Magazine, Mr. Dekom has lived in the trenches and fought on the battlefields of the entertainment industry, and defined many aspects of film and television financing/deal-making that the industry now takes for granted.