Nowhere has the impact of digital technology been felt more keenly than in the entertainment world, where it has dramatically changed how products are developed and managed—and how talent connects with audiences. In this entertainment management course, you will uncover new approaches for driving revenue and success in today's entertainment environment. Through an up-close examination of why some creative businesses thrive while others fail to survive, you will learn when to make smaller versus blockbuster bets, the best way to capitalize on market disruptions, and how to establish long-term competitive advantage.

Summary: Nowhere has the impact of digital technology been felt more keenly than in the entertainment world, where it has dramatically changed how products are developed and managed—and how talent connects with audiences. In this entertainment management course, you will uncover new approaches for driving revenue and success in today's entertainment environment. Through an up-close examination of why some creative businesses thrive while others fail to survive, you will learn when to make smaller versus blockbuster bets, the best way to capitalize on market disruptions, and how to establish long-term competitive advantage.

Key Benefits

Emphasizing the obstacles facing entertainment industry decision-makers, this program will help you develop and execute more effective business strategies. You will debate and analyze the business and technology trends that are redefining the industry—from the viewpoints of the content producer, content reseller/aggregator, talent manager, and consumer—as you learn how to launch and manage creative products and portfolios more strategically.

DetailsExpand All Collapse All

Allocate resources more strategically Allocate resources more strategically

Evaluate the distinct diffusion patterns typically found in the sale of creative goods and services
Balance risks and rewards to manage multiple new releases simultaneously
Execute strategic marketing decisions that take into account different industry players' roles

Make better investments in talent Make better investments in talent

Respond to the challenges and opportunities inherent in acquiring and developing creative talent and teams
Make optimal business arrangements with talent and talent representatives

Respond to advances in digital technology Respond to advances in digital technology

Capitalize on the explosive growth of online distribution channels and social media
Develop strategies to exploit disruptive opportunities and anticipate the continuing impact of technological change on your business

Expand your personal and professional network Expand your personal and professional network

Extend your network by living and working with accomplished executives from various backgrounds, industries, and countries across the globe
Build relationships with a diverse group of peers who can provide wide-ranging insights into your business challenges and career decisions

Key Benefits

Details

Allocate resources more strategically

Evaluate the distinct diffusion patterns typically found in the sale of creative goods and services
Balance risks and rewards to manage multiple new releases simultaneously
Execute strategic marketing decisions that take into account different industry players' roles

Make better investments in talent

Respond to the challenges and opportunities inherent in acquiring and developing creative talent and teams
Make optimal business arrangements with talent and talent representatives

Respond to advances in digital technology

Capitalize on the explosive growth of online distribution channels and social media
Develop strategies to exploit disruptive opportunities and anticipate the continuing impact of technological change on your business

Expand your personal and professional network

Extend your network by living and working with accomplished executives from various backgrounds, industries, and countries across the globe
Build relationships with a diverse group of peers who can provide wide-ranging insights into your business challenges and career decisions

Who Should Attend

Talent in the entertainment sector (film, television, music, nightlife, fashion, publishing, sports, performing arts), such as professional athletes, musicians, and actors
Agents, managers, and other individuals who represent talent
Senior or mid-level executives in business development, marketing, and strategic planning, who work or aspire to work for studios, networks, publishers, music companies, performing arts companies, sports leagues and teams, and other creative enterprises
Brand managers, promoters, consultants, investors, and others who are active in the entertainment industry

Participating Companies Have Included:

BET

Creative Artist Agency

HBO

Live Nation Entertainment

National Basketball Association

Nike

Sony Pictures Entertainment

Snapchat

Univision Communications Inc.

Viacom International Media Networks

Warner Bros. Records

YouTube

Dive Deeper into the Experience

An Exclusive Look

Participants discuss the benefits of attending The Business of Entertainment, Media, and Sports.

Inside the Case Study: "The Rock"

Professor Elberse talks with Dany Garcia of Seven Bucks Productions.

Claudine Joseph, Chief Operating Officer, LL COOL J Inc., U.S.

Challenging Norms in a Changing Industry

Advance your professional skills and enrich your personal development.

Read Her Story

Who Should Attend: Talent in the entertainment sector (film, television, music, nightlife, fashion, publishing, sports, performing arts), such as professional athletes, musicians, and actors

Agents, managers, and other individuals who represent talent

Senior or mid-level executives in business development, marketing, and strategic planning, who work or aspire to work for studios, networks, publishers, music companies, performing arts companies, sports leagues and teams, and other creative enterprises

Brand managers, promoters, consultants, investors, and others who are active in the entertainment industry

Participating Companies Have Included:

BET

Creative Artist Agency

HBO

Live Nation Entertainment

National Basketball Association

Nike

Sony Pictures Entertainment

Snapchat

Univision Communications Inc.

Viacom International Media Networks

Warner Bros. Records

YouTube

Dive Deeper into the Experience

An Exclusive Look

Participants discuss the benefits of attending The Business of Entertainment, Media, and Sports.

Learn More Learn More

Inside the Case Study: "The Rock"

Professor Elberse talks with Dany Garcia of Seven Bucks Productions.

Learn More Learn More

Challenging Norms in a Changing Industry

Advance your professional skills and enrich your personal development.

Read Her Story

Learning and Living at HBS

When you participate in an Executive Education program on the HBS campus, you enter an immersive experience where every aspect of the learning model has been carefully designed to facilitate your growth. Your learning will take place on your own, in your living group, and in the larger classroom, driven by the renowned HBS case method.

Learning and Living at HBS: When you participate in an Executive Education program on the HBS campus, you enter an immersive experience where every aspect of the learning model has been carefully designed to facilitate your growth. Your learning will take place on your own, in your living group, and in the larger classroom, driven by the renowned HBS case method.

Admissions Criteria and Process

We admit candidates to specific sessions on a rolling, space-available basis, and encourage you to apply as early as possible. Although most programs have no formal educational requirements, admission is a selective process based on your professional achievement and organizational responsibilities.

Admissions Criteria and Process

Answering Your Questions

Our Program Advising team can help you at any stage of the admissions process—starting with identifying the program that best addresses your learning and development goals. Contact a program advisor via email or call 1.800.427.5577 (outside the U.S., call +1.617.495.6555).

Application Submission

We recommend that you apply at least four weeks before the program start date. You may use our online form or download an application. HBS maintains all application information in strict confidentiality. We acknowledge receipt of applications via email. In the unlikely event that you do not receive an acknowledgment, please email us at exed_admissions@hbs.edu or call us at +1.617.495.6226.

Application Review

To optimize the learning experience and maximize the exchange of ideas, our Admissions Committee makes selections that balance each participant's experience, scope of current responsibilities, and type of organization. HBS seeks candidates who reflect a broad range of industries, functions, countries, and backgrounds. We review applications monthly and will contact you via email with the Admissions Committee's decision.

Fee, Payment, and Cancellations

The program fee covers tuition, books, case materials, accommodations, and most meals. No payment is necessary until you have been accepted. Payment is required prior to the program start date. If you need to cancel or defer participation, you must submit your request in writing more than 30 days before the start of the program to receive a full refund. Cancellations or deferrals received 14 to 30 days prior to the start of the program are subject to a fee of one-half of the program fee. Requests received within 14 days are subject to full payment.

What You Will Learn

Immersed in a rich and focused learning experience that includes faculty presentations, group discussions, and case studies, you will examine best practices and winning strategies in the worlds of film, television, publishing, music, and sports. Through enlightening cases featuring Dwayne "The Rock" Johnson, Hamilton: An American Musical, MRC's House of Cards, and The Walt Disney Studios, the program provides new insight into strategic entertainment business challenges.

What You Will Learn: Immersed in a rich and focused learning experience that includes faculty presentations, group discussions, and case studies, you will examine best practices and winning strategies in the worlds of film, television, publishing, music, and sports. Through enlightening cases featuring Dwayne "The Rock" Johnson, Hamilton: An American Musical, MRC's House of Cards, and The Walt Disney Studios, the program provides new insight into strategic entertainment business challenges.

Key TopicsExpand All Collapse All

Launching and managing creative products and portfolios Launching and managing creative products and portfolios

Allocating scarce resources across a product portfolio
Managing production and marketing budgets more effectively
Comparing potential strategies, such as betting on a blockbuster versus a number of smaller "plays"
Developing blockbuster strategies for digital markets
Discovering new ways to engage with audiences
Measuring threats to revenue models, including piracy, changing consumer perceptions of a fair price, and unbundling

Managing and marketing talent Managing and marketing talent

Analyzing approaches for acquiring, developing, managing, and marketing creative talent
Determining when it pays to bet on A-list talent
Structuring contracts with top-tier and up-and-coming talent
Collaborating with agencies and other intermediaries in the creative marketplace
Evaluating the effectiveness of strategies that play to the value of star talent
Assessing the impact of star-driven, revenue-sharing models

Responding to advances in digital technology Responding to advances in digital technology

Surveying how online distribution channels are disrupting the entertainment landscape
Examining product and talent strategies that succeed in the face of intensifying competition
Considering how technology is changing the way entertainment executives bet on blockbusters and superstars
Understanding marketplace disruptors, such as the impact of disintermediation on current distribution models
Discovering how digital technology is transforming the marketing and distribution of content

Key Topics

Launching and managing creative products and portfolios

Allocating scarce resources across a product portfolio
Managing production and marketing budgets more effectively
Comparing potential strategies, such as betting on a blockbuster versus a number of smaller "plays"
Developing blockbuster strategies for digital markets
Discovering new ways to engage with audiences
Measuring threats to revenue models, including piracy, changing consumer perceptions of a fair price, and unbundling

Managing and marketing talent

Analyzing approaches for acquiring, developing, managing, and marketing creative talent
Determining when it pays to bet on A-list talent
Structuring contracts with top-tier and up-and-coming talent
Collaborating with agencies and other intermediaries in the creative marketplace
Evaluating the effectiveness of strategies that play to the value of star talent
Assessing the impact of star-driven, revenue-sharing models

Responding to advances in digital technology

Surveying how online distribution channels are disrupting the entertainment landscape
Examining product and talent strategies that succeed in the face of intensifying competition
Considering how technology is changing the way entertainment executives bet on blockbusters and superstars
Understanding marketplace disruptors, such as the impact of disintermediation on current distribution models
Discovering how digital technology is transforming the marketing and distribution of content

The HBS Advantage

Our Executive Education programs are developed and taught by HBS faculty who are widely recognized as skilled educators, groundbreaking researchers, and award-winning authors. Through their board memberships, consulting, and field-based research, they address the complex challenges facing business leaders across the globe

Faculty Chair

Anita Elberse

Lincoln Filene Professor of Business Administration. Member of the Marketing Unit; and faculty chair of "The Business of Entertainment, Media, and Sports."

Read Full Bio

Faculty

Karim R. Lakhani

Charles Edward Wilson Professor of Business Administration. Member of the Technology and Operations Management Unit; and faculty cochair of "Competing on Business Analytics and Big Data."

Read Full Bio

Kristin Williams Mugford

Melvin Tukman Senior Lecturer of Business Administration. Member of the Finance Unit.

Read Full Bio

The HBS Advantage: Our Executive Education programs are developed and taught by HBS faculty who are widely recognized as skilled educators, groundbreaking researchers, and award-winning authors. Through their board memberships, consulting, and field-based research, they address the complex challenges facing business leaders across the globe

Faculty Chair

Anita Elberse

Lincoln Filene Professor of Business Administration. Member of the Marketing Unit; and faculty chair of "The Business of Entertainment, Media, and Sports."

Read Full Bio

Faculty

Karim R. Lakhani

Charles Edward Wilson Professor of Business Administration. Member of the Technology and Operations Management Unit; and faculty cochair of "Competing on Business Analytics and Big Data."

Read Full Bio

Kristin Williams Mugford

Melvin Tukman Senior Lecturer of Business Administration. Member of the Finance Unit.

Read Full Bio

Apply Download Brochure

More Admissions Information

Request the Brochure

Download Brochure

LL Cool J shares his favorite moments from the program experience.

LL Cool J

President, LL Cool J Inc., U.S.

Need Help? Contact Us:

Program Advising team

Email: executive_education@hbs.edu

Identify the Right Program for You

Program Finder

Request the Brochure

Download Brochure

LL Cool J shares his favorite moments from the program experience.

LL Cool J

President, LL Cool J Inc., U.S.

Need Help? Contact Us:

Program Advising team

Email: executive_education@hbs.edu

Identify the Right Program for You

Program Finder

Related Programs

Explore All Programs Download Program Portfolio

Explore All Programs Application PDF

The Business of Entertainment, Media, and Sports

Participants discuss the benefits of different points of view in the classroom.

Participants discuss the benefits of different points of view in the classroom.

LL Cool J shares his favorite moments from the program experience.

LL Cool J shares his favorite moments from the program experience.

A look inside the Dwayne "The Rock" Johnson case study. Prof. Elberse talks with Dany Garcia of Seven Bucks Productions.

A look inside the Dwayne "The Rock" Johnson case study. Prof. Elberse talks with Dany Garcia of Seven Bucks Productions.

Summary

Summary

DetailsExpand AllCollapse All

Allocate resources more strategicallyAllocate resources more strategically icon-dropdown-down

Make better investments in talent Make better investments in talent icon-dropdown-down

Respond to advances in digital technologyRespond to advances in digital technology icon-dropdown-down

Expand your personal and professional networkExpand your personal and professional network icon-dropdown-down

Allocate resources more strategically

Make better investments in talent

Respond to advances in digital technology

Expand your personal and professional network

Who Should Attend

Who Should Attend

Learning and Living at HBS

Learning and Living at HBS