NEWYORKUNIVERSITY

SternSchoolofBusiness

MKTG-GB.2173.30:New Media inMarketing

1.5Credits

Instructor:JamynEdis

CourseDescription

Technologyhasalwaysprovidedtheengineforchangeandgrowthinthemediaindustry.The printingpress, motionpictures,satellitedistribution,theinternet,mobility–eachnewwaveofinnovationhascreated atransformationacrossallsub‐sectors,fromthemusicindustrytoprinttovideogamestoTVandfilm.

Asthepenetrationofeachtechnologyincreases,theimpactisfeltacrossthevaluechain,fromcontentcreation,todistributiontoconsumption.Changeis manifestbothontheconsumersideandcorporateenterprise;fromprogrammingtodeliveryandbusinessmodel.

Andasmuchastechnologycanprovidetheenablerstogreaterconsumptionof media–increasingreach, engagementandmonetizationopportunities–it alsocreatesfrictionbetweentheoldandthenew, betweentheincumbentsandthestartups,andbetweenthe culturesof companiesandexecutivesfromtheworldsofmedia,technologyand communications.

Socialnetworking,onlinevideo,mobility,digitaladvertising, interactiveTV, and the emergence of big dataallcreatetremendousopportunitiesformarketers,buttheyalsorequiresignificantchangestotheexistingapproaches toreaching consumersaswellaschangestotheunderlyingbusinessmodels.Themajorchallengeforallfirmsasthey confrontmassivedisruptionsto“businessasusual”istocraftnewstrategies formarketinganddistributing contentacrossalldigitalplatform(eitherasareplacementorcomplement totraditionalapproaches).

Drivenbythetrifectaof theinternet(includingincreasedaccessibility,bandwidth,loweringconsumerpricing),proliferationofdevices(including consumerelectronicsand computing;athome/officeandonthego)and the creators/distributorsof contentandservices,the collidingworldsofmediaandtechnology areevolvingatanever fasterspeedandinanevermoreconfusinglandscape.Innovationanddisruptiongohandinhand.

Thiscoursewilllooktoprovideaframeworkforunderstandingthevarioustechnologiesimpactingthemedia inthemarketplacetoday– usingsubjectsbothrippedfromtheheadlinesandgroundedinnear‐term history–as wellasprovideastructureforassessingtheopportunitiesandchallengesofinnovations inthe3‐5 yeartimehorizon.Itis designedtohelpstudentsbecomeeffectivemarketersinthe21stcentury.

Topicscoveredwillinclude big data, thedigitalhome,web2.0 and 3.0,socialmedia,onlinevideo,digitaladvertising, video‐on‐demand,mobileapplications,interactiveTVandemerging, next‐ generation technologies.

Lecturematerialsandclassdiscussionswillattempttodelineatethetrueimpactof technologyonthemedia industry–separatingthePR‐drivenhypeor‘vapor’ ofstartups,digitalinitiativesandproductlaunches, versus thetechnologiesandtrendswhichwillcreatearealimpactonthewaycontentiscreated andanaudienceconsumethemediaof thefuture.

Questionsaskedinclude:whatarethemajortechnologiestodayandonthehorizon?Whoarethemajorplayers?Whatistheimpacttothevaluechainandbusinesseconomics?Whatarethechallengesandopportunities?Howdothesetechnologieschangethewaymediacompaniesmarket,distributeandmonetize its content?Whatdoestheindustrylooklikein5,10,20years?

CoursestylewillbePowerPoint‐guidedlecture,withguestspeakers including marketing executives, entrepreneurs, VCs, technologists, and product developers. Classes will be highly interactive, and students will be asked to provide a well-structured point of view.

The course will include real-life exercises (including, but not limited to, quantified social campaigns, analytics, product mock-ups, app creation) to bring topics covered in class to life. All students will be expected to engage in this process to demonstrate proficiency in the course content.

Theclassoutlineisillustrativeandflexible,inordertoreflectcontemporaryissues(newheadlines,product releases,deals)thatmayberelevanttoclassdiscussion.

Course Materials

HBSCase#9-510-005"Hulu: an Evil Plot to Destroy the World"

Available at the NYU Book Store

Grading

  • Classparticipation–40%
  • Studentsareexpectedtocometoclasspreparedand readytoparticipateactivelyintheclass discussion(commentary,questions),including readingof materialsorvotingin polls,where appropriate;fullattendanceis expectedandallstudentsshoulddiscussexceptionswiththeprofessor inadvanceofanyclass
  • The course has one assigned case, listed in the course materials above.Students should read, and be prepared to discuss, the Hulu case for class, as our discussion that day will be primarily based on group discussion rather than lecture. The case is available for purchase at the NYU Bookstore
  • Students will be expected to maintain a Twitter account and tweet at least once per week questions, interesting facts, constructive feedback, and/or observations from class. The hashtag students should include is #SternNMM. Please direct tweets @jamyn and @lphentschel
  • Students will complete an introductory Javascript coding course through Codecademy. No prior coding experience is necessary. The Codecademy course must be completed by the last day of class. A screenshot showing completion must be sent to the TA.
  • Students will complete HootSuite Certification. Detailed instructions will be provided in class and via email. Students will receive a badge verifying their expertise, and will be added to HootSuite’s directory of HootSuite Certified Professionals upon completion of the certification process (roughly two hours of work and students can work at their own pace). HootSuite Certification must be completed by the last day of class. A screenshot showing completion must be sent to the TA.
  • Students will be notified of any additional required reading ahead of time via email. Optional papers or articles will be periodically posted on the NYU Classessite
  • Paper– 35%
  • Studentswillindividuallyprepareapaper(approx.2sidesin MS Wordor1000+/‐words).
  • Exact topics will be assigned on the first day of class and will be focused on current media issues. Illustrative questions in the past haveincluded the future of print and television media, net neutrality, open vs. closed networks, piracy, cord cutting, the economics of web content, etc.
  • The paper will be due at 6pm on November 16th (the third class session). Please bring a paper copy to class and email a copy to .
  • GroupProject–25%
  • Groupprojectswilllookatcreating go-to-market campaignstrategiesformarketinganddistributingcontentacrossalldigitalplatforms (eitherasareplacementorcomplementtotraditionalapproaches): suggested approaches include social networks, online video, mobile, digital advertising, interactive TV and new media stunts
  • Groups should include 4-5 students; please email names of team members to the TAby the day after our second class.
  • Each group will be randomly assigned a media property and a platform on which to focus; topics may include TV and film products, includingpremiumvs.reality programming,orblockbuster vs.nichetheatricals, as well as music, video games, magazines, books and toys
  • Presentationsshouldincludea mixofstrategicandtacticalrecommendations (e.g. potential partnership opportunities,)aswellascreatingprototypes/proofofconceptsfortactics(e.g.creativeworks,blogcreation,videosampling,merchandizing,communitynetworks)
  • A select number of teams will be chosen for a 10-minute presentation/Q&A during the last class; presentations can take the form of PowerPoint, Prezi, etc.
  • Examples of last semester’s projects are available on NYU Classes.
  • The project will be due by 6pm on December 7th, the Monday before the final class. Please send a copy to and bring a printed copy to class on the final day.

OVERVIEWCLASSDESCRIPTION

Note: the order and format of the content are all subject to change

  • Introduction
  • DigitalLifestyle
  • Web2.0
  • SocialMedia
  • Future of TV
  • Hulu Case Study
  • Mobile
  • ComingSoon

Speakers will be joining us to discuss these topics throughout the semester.

Introduction

  • Personalintroduction
  • High‐leveloverviewofcourseandclassstructure
  • SummaryofkeyissuesintheM&Esector,including:
  • Leisuretime‐wherespendingtime
  • SectorrevenuesandCAGR;sub‐sectoranalysis
  • What'sdrivinggrowth‐ keytrendsandtechnologies
  • Overviewofdisruptioninthevaluechain,fromcontentcreation,distribution,consumption
  • Generationalshifts(predict18yearsfromnow)
  • Hypecycle ‐sortingrealityfromPR
  • Discussion:whatdoyouthinkwillbe majortechnologydriversinnext5years?

DigitalLifestyle

  • Describethedigitalhomeecosystem,howthedifferentdevicefunction,inter‐relate,talktoeachother, including:
  • Consumerelectronics(TV,audio,DVRs,AppleTV, Google TV, etc)
  • Computers(PC,Macs,netbooksetc)
  • Mobiledevices(tablets,cellphones,eReaders,PMPsetc)
  • Networking (e.g. broadbandcable,Wifi,cellnetworks,Bluetooth)
  • Other (e.g.healthmonitoring,homesecurity)
  • Whatarethechallengestoseamlessecosystem,? Notecoalitionsandpartnerships andstandardsbodies
  • Whatwillthedigitalfuturelooklike–inhome,ontheroad,intheoffice?

Web2.0

  • DefinewhatWeb2.0mean,including:
  • Socialmedia(seenextsession)
  • Networkeffect,cloud
  • Crowd‐sourcing,Wikipedia,blogs,etc
  • Opensourcevs.proprietary
  • Portalvs.super‐syndication
  • Search,data,meta‐data–what’snext(‘instant’,video,images,real‐time)
  • Digitaladvertising‐ targeting,analytics,ROI
  • ECDN,DRM
  • Discussion:IsWeb2.0realandwhatdoesthenextphasemean(e.g.Web3.0)?

Social Media

  • Discussionofdefinition
  • Briefhistory(e.g. fromGeocitiesandFriendster totoday’sservices)
  • Keytrends
  • Majorplayersandtechnologies
  • Facebook, Twitter, and other majors,e.g.Google,Microsoft,Yahoo,LinkedIN
  • Other niches,e.g. FourSquare
  • Blogs,RSS,Digg,crowdsourcing,eZines,eNewslettters
  • Enablers,e.g.eModeration, ad platforms
  • Discussion: Howis mainstream adapting?Print,TV,news
  • Campaign case studies
  • Measuring Social Media ROI
  • Issocialmediaheretostayandif so,howwillitevolve?

Future of TV

  • DiscussIPTV–includingAT&T,Verizon
  • BluRayonline,bundling,X‐Box
  • NewcomerslikeGoogleTV,AppleTV,Vudu,Roku,Sling,P2Ptechnology
  • TVEverywhere,payingforcontent,bundles
  • DifferencesbetweenstudioandTVnetworkresponses
  • InteractiveTVis coming–keyplayers,technologies,features
  • Gaming
  • Majorplayers/segment,including:
  • Consoles‐ PlayStation/X-Box
  • Casualgamingandsocialgaming(Zynga)
  • Mobilegaming
  • Convergenceofdevices,contentanddistribution

Hulu Case Study and Discussion of OnlineVideo (Case is available for purchase at NYU Bookstore)

  • Interactive discussion of case, including responses to key questions (sent in advance)
  • FrombroadcasttocabletosatellitetoIPTVtoonlinetobeyond
  • ‘Traditional'innovations,differentiatorsanddisruptors(multiplex,compression,HD,VOD,DVRs)
  • Online and multi-platform video:
  • YouTubefirstmover
  • UGCvsPremium(pyramidofcontent)
  • Hulu, Netflixandothers
  • Electronic SellThrough(iTunes,Amazon)
  • Discussion:Is‘onlinevideo’stillrelevantasastandalonecategoryvs.partofavideoecosystem?

THE CASE DISCUSSION WILL BE ANNOUNCED THE WEEK BEFORE SO YOU WILL HAVE AMPLE TIME TO PREPARE

Mobile

  • Sectoroverview,revenues(voicevs.data;servicesvs.content)
  • Fourscreensandconvergence
  • Keytrends‐ device,content,network(4G,WIFI),consumerreadiness
  • Keyplayers(networkoperators,serviceproviders,handsetmanufacturers,content/app creators)andecosystem differentiators,including;
  • iPhone
  • Android
  • Windows Mobile
  • Browservs.applicationapproach
  • Walledgardenvs.openinternetapproach
  • Tablets
  • Discussion: Whereisit headedandwhoarethewinners?

ComingSoon

  • What’scomingoverthehorizon?Emergingtechnologyroadmap,1‐5yearsout,including;
  • 3DmoviesandTV
  • Interactiveadvertising
  • Multi‐touchdisplays(e.g.phonedisplays)
  • SocialTV
  • Personalviewingdevices
  • Touchlesspowercharging
  • Broadbandoverpowerlines
  • Metrowifi
  • Nextgengames
  • Remotecontrols
  • Holographics
  • Augmented/virtualreality
  • Keyareasofinterestandwhereinvestmentmoneyisflowing
  • What’sreal,what’svapor?Whatwill bethetippingpoint?Whowillleaders?

WrapUp

  • Lookbackandsummary ofcourse
  • Overarchingthemes,plus:
  • R&D‐inventionvs.innovation;productdevelopment;risk,willingnesstofail,process,incubation(seedisruptivebydesignWiredconferencethingy),Schumpetercreativedestruction,disruptvs.bedisrupted
  • Whatisa digitalstrategy?Howtoworkwithmulti‐departmental/functionalteamstoexecuteon innovation
  • Generationalshiftsandpredictions–whatmediawilllooklikeinfive,ten,twentyyears
  • Grouppresentation(select groups)

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