SYLLABUS
Course Title: EIS 2350.01 – Technology in the Entertainment Industry (3)
Semester: Fall 2008
Instructor: Pinky Gonzales
Phone/Fax: 615-509-7577
E-mail: zpinkster@gmail.com
Office Hours: by appointment
Course Credit: 3 Units
Class Location: Inman 140
Meeting Time: Tuesday and Thursday 3:30-4:45 PM
Final Exam: Monday – December 16 – 2:00AM
Educational
Objectives of the Mike Curb College of Entertainment & Music:
1) To provide a personalized, career-oriented and practical
education that emphasizes leadership, innovation, private enterprise and
entrepreneurship.
2) To equip students with the tools to think critically, communicate effectively, accept responsibility, make successful decisions, and prosper in diverse work environments.
3) To emphasize quality classroom instruction within the parameters of ethical Christian principles.
Course Description:
A study in entertainment marketing trends and techniques applied in theoretical and workshop format. Guest speakers will augment each of four primary areas of expertise, including brand development, social networking, mobile marketing and fan management strategies.
Learning Outcomes:
Each course participant will gain real-world experience in developing and marketing an artist’s brand online. The course of study will serve as a general overview of the most significant opportunities available to artists and their representatives online today, while underscoring the critical thinking and leadership necessary to identify and exploit future opportunities in this rapidly evolving landscape.
Performance Criteria:
Students will be observed, tested and judged based on the following criteria:
1) Class participation and attendance.
2) Applied use of the theory covered in each area of study via coursework and special assignments.
3) Delivery of a final project that illustrates a firm understanding of opportunity assessment, critical thinking and quantifiable results in each of the four primary categories covered throughout the semester.
Honor Code:
It is the responsibility of each student to abide by the Belmont University Honor Code. “In affirmation of the Belmont University Statement of Values, I pledge that I will not give or receive aid during examinations; I will not give or receive false or impermissible aid in course work, in the preparation of reports, or in any other type of work that is to be used by the instructor as the basis of my grade; I will not engage in any form of academic fraud. Furthermore, I will uphold my responsibility to see to it that others abide by the spirit and letter of this Honor Pledge.”
Accommodation of Disabilities:
In compliance with Section 504 of the Rehabilitation Act and the Americans with Disabilities Act, Belmont University will provide reasonable accommodation of all medically documented disabilities. If you have a disability and would like the university to provide reasonable accommodations of the disability during this course, please notify the Office of the Dean of Students located in Beaman Student Life Center (460-6407) as soon as possible.
Attendance:
Class attendance follows university policy as stated in the current Undergraduate Bulletin. Class participation is expected; attendance and absence will be noted. Lectures are only given once, and it is the student’s responsibility to obtain any missed notes from a fellow student. You are responsible for all material covered in class and class readings.
Notebook:
A paper notebook or electronic equivalent is suggested for use in documenting class discussion and areas of study covered during class time throughout the semester.
Reading Materials:
Online articles and handouts including but not limited to:
Grading Procedure:
There will be quizzes during the semester based on weekly lectures. If the student misses a quiz without prior clearance, no make-up tests will be given.
Final Project:
All students will be required to complete and present a final project on the last Tuesday before the final exam (12/9) in the form of a 10+ page paper, typed in single-space, 12pt Times New Roman text, that includes the following:
1.)1) A comprehensive online marketing plan
based on an artist of your choosing. Assistance in finding a suitable local
artist to work with can be provided. The plan should include specific target
opportunities and written justification for each. If more than one online
partner is used in a given space, such as social networking or mobile
marketing, an explanation of your reasoning behind each and how they relate to
each other will be expected.
2.)2) A written analysis of the online presence
of one artist of your choosing. (Must be separate from the subject of your
marketing plan.) Include specific locations the brand can be found online and
your assessment of the strategic thinking, or lack there-of, behind their
chosen strategy. Grading of this section will be based on your critical
thinking and justification skills rather than the literal reasoning behind a
brand’s marketing decisions. Choosing a brand with weak online presence may
not afford you the opportunity to illustrate your comprehension of the topics
covered throughout the course, so choose wisely.
3) A “state of the union” summary of how artists are and should be using each of the four primary categories covered throughout the semester, and a prediction for how the Industry will evolve in the next 3 – 5 years. Grading on this section will again be based on your ability to illustrate a comprehensive understanding of the material covered within the course rather than the accuracy of your predictions.
Some Suggestions for a Well-Written Paper:
1.)1) Choose an artist or artists that you can
meet with personally for one or both of your paper’s subjects. Not only will
it afford you a deeper understanding of how and why they have made the
decisions they have, you may actually be of service to them in the process. If
you intend to pursue a career in this field, I *strongly* recommend this
avenue, but it is not required.
2.)2) Suggesting partner sites or strategies
outside of those covered during the course, as long as they are actionable and
well thought-out, will receive extra notice.
3.)3) Interviews with industry professionals
(managers, label execs, etc.) may be of value in justifying your reasoning
behind certain strategic decisions. The use of quotes from such individuals
throughout your paper will help to reinforce your assumptions while giving you
reason to approach and/or learn from executives in the field. Just be sure to
get permission to use quotes from your interviewee.
4.)4) Above all, this course is about critical
thinking and strategy in a digital world. Those with a demonstrated
understanding of the reasoning behind the promotional efforts chosen and/or
analyzed will score more highly than those that simply state the obvious.
Percentage of Point Values:
Tests 20%
Coursework 20%
Final Project 25%
Final Exam 25%
Class Participation 10%
Grading Scale:
Final grades will be points accumulated from: attendance, coursework, quizzes, extra credit, and your final paper.
90% - 100% = A
80% - 89% = B
70% - 79% = C
60% - 69% = D
Below 60% = F
Topics and Lectures:
Schedule and speakers are subject to change, but will typically be structured as follows:
*** SECTION TWO – SOCIAL NETWORKING
9/30 What is a social network?/Core
tenets and SN strategies
10/2 MySpace
10/7 (FALL BREAK)
10/9 Facebook
10/14 Strategic applications of Bebo, Hi5, Orukut, iLike, and Friendster
10/16 Working with widgets
10/21 Guest Speaker
10/23 Quiz #3
*** SECTION THREE – FAN MANAGEMENT
10/28th – 30th Managing the masses
11/4th – 6th Street team & fan club development
11/11 Guest Speaker
11/13 Quiz #4
*** SECTION FOUR – MOBILE MARKETING
11/18th – 20th Mobile Matters – Why, When and for Whom
11/25 Mobile commerce –
Now & Later
11/27 (THANKSGIVING)
12/2 Mobile music
12/4 Guest Speaker
12/9 Final Project Due
12/16 Final Exam