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Media and Entertainment Technologies Syllabus

Media and Entertainment Technologies Syllabus

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Published by DorianBenkoil
Syllabus for summer version of Media & Technology course taught by Dorian Benkoil. Will be updated for Fall, Spring 2011.
Syllabus for summer version of Media & Technology course taught by Dorian Benkoil. Will be updated for Fall, Spring 2011.

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Published by: DorianBenkoil on Jul 11, 2011
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01/09/2013

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Section:
CIS 9775 , S1EA
Time:
M, W, Th 8:15 pm - 10:20pm
Location:
Vertical Campus 13-150Email:Dorian.Benkoil@Baruch.Cuny.edu(preferred mode of communication)Twitter: @dbenkPhone: 646-368-1000, if urgent: 646-258-7879 (cell - can receive text messages)Office: 12-210NOffice Hours: By appointment (before a scheduled class often works well)
Course Objectives
“Every business is a media business,” in the words of one successful media scholar andentrepreneur, and every business executive today needs to understand how to usemedia in the digital age to gain competitive advantage. This course will teach studentsabout the media and entertainment businesses, how they are changing, thetechnologies involved, and what media executives are doing to position their businessesamid severe disruptions that are also creating new opportunities. This course isespecially relevant in New York, the media business center of the United States andmuch of the world.
Students will learn the technologies, techniques and strategies used in the production,distribution and monetization of media in the digital age and learn to understand,analyze and implement media to leverage them for business purposes.During the course students will:
Learn the basic structures and technologies of traditional media and how thosestructures are being transformed in the digital age.
Learn about the new technologies, techniques and tactics of the media andentertainment industries.
Hear guest lectures from current media executives.
See hands-on use of media for the purpose of learning to manage them from abusiness perspective.
Discuss how companies can leverage media technologies to achieve strategicbusiness objectives and remain competitive.
Learn media measurement techniques and technologies to gauge progresstoward strategic goals.
Gain an understanding of the challenges of managing media effectively toachieve business objectives.
Have FUN in a vigorous, collaborative, and energetic learning environmentrelated to one of the most dynamic fields in business today.
CIS: 9775 Media and Entertainment Technologies - Benkoil page 1
 
CIS 9775: “Media and Entertainment Technologies”
 
Zicklin School of Business - Baruch CollegeCity University of New York
SYLLABUSSummer 2011Instructor:
Dorian Benkoil
 
Framework
The structure of this course is based on a framework developed by the Media andEntertainment division of the IBM research consultancy. The framework encompassesthe media value chain from creation through monetization of media. The courseschedule follows the chain, with classes covering each subject area. In every subjectarea, students will be exposed to the tension in the media business of following atechnologically open vs. closed orientation.Subject Areas:Media Value Chain:Creation --> Management --> Distribution --> Awareness --> MonetizationIn addition, we will cover Ethical and Regulatory Issues influencing the media.
Readings
The primary book used in this course is “Googled: The End of The World as We KnowIt,” by noted media writer Ken Auletta, which is a real-world look at the ways the world’sfastest growing company has used powerful technologies to bring severe disruptions tomany parts of the media business, and how those businesses deal with the effects.
Slides
Presentation slides used for lectures will be made available on Blackboard (ClassDocuments).
Announcements
Announcements regarding the class such as schedule changes, assignments, projects,and so on will be made at the beginning of class, posted on Blackboard(Announcements) and emailed to all registered students' Baruch email accounts. Youare responsible for being in class ON TIME to hear the announcements and for checking the class Blackboard site as well as your Baruch email account for announcements regularly.
Course Requirements and Grading
There are four components to the grade for this course. Students are stronglyencouraged to keep up with the readings and pay close attention in class, all the more-so because the course a short intensive one. The components and weighting of thegrades are as follows:First Midterm
!!!!
25%Second Midterm
!!!!
25%Class Participation
!!!!
25%Group Presentation
!
& Outline
!!
25% (Professor 15%, Students 10%)MidtermsThe first midterm will include material covered in class and in readings up to that point inthe course. The second midterm will include material covered between the first andsecond midterms. Knowledge of the material covered before the first midterm will behelpful, though not asked about directly for the second midterm. The exams will becombinations of short questions and essays and may include multiple choice questions.
CIS: 9775 Media and Entertainment Technologies - Benkoil page 2
 
Class ParticipationClass participation is an important component of each class. Attendance, participation inclass and contribution to the class discussion on Blackboard are strong components ofstudents' grades.Students may be called on for their analyses and opinions at any time during thecourse.
Students are expected to read the assigned readings before coming to classand be ready to discuss them during class. Students are encouraged to also providereal world context from their business experience, readings, conversations, and so on.
Itis expected that all class discussion be from the perspective of a media executivemaking decisions based upon business imperatives.At the conclusion of each subject area in the course, students will be expected to beready to aurally sum up, discuss and ask questions about the material that wascovered.
We will also have guest speakers in the class. Attending their talks is not optional. Their lectures are considered class material and may be part of the exams. This is also your opportunity to ask questions and get answers from individuals who are currentlyinvolved in the industry. You are encouraged to participate in class discussions with theguest speakers.On the Blackboard discussion area, you are encouraged to recommend relevantreadings, news articles and observations that contribute to others' knowledge andunderstanding of the topics covered in the course. These contributions to Blackboardwill be credited toward your participation grade.
Group PresentationStudents shall, at the beginning of the term, be asked to form groups of between 3-5people (depending on the number of students in the class). Those who do not do so willbe assigned groups. The groups will be required to analyze an aspect of a mediabusiness and how it could enhance its performance, as if answering a question from thecompany's executives: "Give is one specific way we can improve our businessperformance."It is strongly suggested the companies chosen come from the readings. Thepresentations could thus either be on:-A choice Google made that could have been made or executed better, and how.-A choice a company that came into contact with Google made, and how it could havebeen better executed.Taking the position of analysts hired by the company in question, you will be telling themhow they might better execute their decision, and how, moving forward they can performbetter Use as many specifics as possible, taken from both class lectures and thereadings. You may also use supplementary materials or readings.You should make sure to:A)Present the aspect of the business you are tackling and whyB)Give specifics of what has been done to date
CIS: 9775 Media and Entertainment Technologies - Benkoil page 3

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