BUS 236T Marketing for Movies
This course will expose students to the challenges of creating a market for artistic products, in particular for movies. Marketing movies requires a deep understanding of the needs consumers are trying to satisfy when deciding to consume an experience. At the same time, dealing with artists and managers of artistic institutions requires a solid understanding of their mindset and the intrinsic motivations for creating artistic pieces. There is thus a constant trade off between market orientation and product orientation. This course will focus in particular on understanding the specifics of creative production and aligning it with the right audience. Students will learn how to create a marketing plan for such an endeavor.
The travel component will explore two cities in Italy, Rome and Bologna, so as to take advantage of the Rome Film Festival and the Cineteca (in Bologna).