Course Details

Course Number: 95-732

Marketing Digital Media

Units: 6

In this course we analyze how marketing practice changes when entertainment goods are distributed and consumed in digital formats. This course focuses on several areas where digitization is likely to have the most profound affect on the entertainment industry. These areas include promotion, competitive strategy, channel conflict, pricing, and identifying and differentiating customers. We will use both lectures, cases, and analysis of real-world datasets to analyze these issues.

Learning Objectives:

• Analyze how the presence of computer mediated markets will alter marketing and marketing
practice in the entertainment industries,
• Explore current examples of excellence in applying marketing principles to entertainment
goods and other digital products,
• Expose students to relevant marketing and strategic theory that will aid them in making
strategic and tactical decisions about digital marketing,
• Develop a set of marketing and strategic principles that will help students evaluate the

competitive positioning of firms.


Michael D. Smith