The course will be concerned with the economics of strategic behavior as applied to the Media Industry. This course is designed to reinforce and develop student abilities to apply the concepts of industry analysis and game theory that were introduced in the core course in Business Economics (B6005). The important distinctions will be among the nature of content provision, packaging and distribution businesses. The course will cover a long but not exhaustive list of media industry segments with the aim of providing the tools necessary to assess the strategy of any media company. The textbook for the class is: The Curse of the Mogul: What’s Wrong with the World’s Leading Media Companies by Jonathan Knee, Bruce Greenwald and Ava Seave. The reading assignments for class combine chapters of the book, relevant articles and cases for most weeks.
Coursework will be distributed among lectures, cases, and guest speakers. Grades will be based on:
• Class participation in case discussions.
• Graded homework - which must be handed in at the beginning of class the day the case is being discussed (see below for details)
• A final presentation that describes and argues for a media strategy for a particular company in one of the areas covered.