Advances in digital technologies are dramatically disrupting the way sports, media, and other entertainment businesses market their products and talent. Facing a seemingly infinite array of fragmented channels and a public that is more connected than ever, entertainment executives are challenged to allocate resources to those areas that can deliver the best results. In this new HBS Executive Education program, you will examine a wide range of real-world case studies and discern why some creative businesses thrive when others fail to get off the ground. You will learn how to market creative products and portfolios, manage and market talent, and capitalize on market disruptions. You will emerge with a deeper understanding of the marketing strategies that can create lasting competitive advantages.
This program focuses on the unique challenges inherent to developing and marketing a successful entertainment offering. From the National Football League and Lady Gaga to Hulu and the Metropolitan Opera, you will examine the crucial elements of effective entertainment management and marketing strategies.
Structured around three strategic marketing issues, this program examines how to effectively manage products and portfolios, manage and market talent, and respond to advances in digital technology. Engaged in a series of relevant case study discussions, interactive lectures, and dynamic debates, you will gain new perspectives on different facets of the entertainment business—improving your ability to make informed marketing decisions.
This new program is appropriate for senior executives in marketing, business development, and strategic planning who work for large established film studios, television networks, publishers, music companies, sports leagues and teams, as well as for managers and promoters. The program also is appropriate for talent and those who represent talent.
Programs, dates, fees, and faculty are subject to change.
In accordance with Harvard University policy, Harvard Business School does not discriminate against any person on the basis of race, color, sex or sexual orientation, gender identity, religion, age, national or ethnic origin, political beliefs, veteran status, or disability in admission to, access to, treatment in, or employment in its programs and activities.