Units
Entertainment Marketing
Unit code: AMB207
Credit points: 12
Information about fees and unit costs
The entertainment industry is the second largest in the world, worth nearly US$2 Trillion and offers great opportunities. However the marketing of entertainment provides some unique challenges to the application of marketing tools. Students will complete a marketing case study that will clearly demonstrate to potential employers that students have the necessary skills and abilities to work in an entry-level position/analytical role within a marketing department in the entertainment or arts field.
Availability
| Semester | Available |
|---|---|
| 2013 Semester 2 | Yes |
Sample subject outline - Semester 2 2012
Note: Subject outlines often change before the semester begins. Below is a sample outline.
Rationale
As one of the largest industries in the world, the entertainment industry offers significant opportunities along with unique challenges for the application of marketing and communication tools. The unit is designed to be part of the Tourism and Entertainment Marketing minor or to be taken as an elective by students with a particular interest in the area of entertainment marketing.
Aims
The unit aims to develop an appreciation of the marketing issues faced by organisations and individuals operating in the entertainment industry. Students will develop skills and knowledge to apply marketing and communication concepts in the specific context of the entertainment industry.
Objectives
Course Learning Goals (Undergraduate)
The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:
Have knowledge and skills pertinent to a particular discipline (KS)
1.1 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context
Be critical thinkers and effective problem solvers (CTA)
2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue
Be professional communicators in an intercultural context (PC)
3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences
Be able to work effectively in a Team Environment (TW)
4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output
Have a Social and Ethical Understanding (SEU)
5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding
Unit Objectives
Upon completion of the unit, students will be able to:
1. Identify and apply the concepts and knowledge specific to entertainment marketing
2. Analyse entertainment markets and prepare communication strategies for audiences
3. Critique entertainment marketing concepts and construct a proposal for industry clients
4. Justify, propose and effectively communicate in multiple formats
5. Work independently and collaboratively
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Content
Entertainment Marketing considers marketing theories and concepts in a specific context. Content to be explored in the unit includes:
Approaches to Teaching and Learning
The unit is designed to introduce students to the theoretical underpinnings and professional practice of marketing in the entertainment industry using a variety of resources and activities delivered through lectures, tutorials, workshops and online via the AMB207 Blackboard site. Students will have opportunities to develop their knowledge and skills through participation in learning activities which encourage both independent and collaborative learning.
Assessment
Students will receive feedback in various forms throughout the semester which may include:
Assessment name:
Exam
Description:
The Exam will focus on the early lectures including entertainment theory and models. It will be short answer. More details will be given out in class.
Length/Duration: 2 hours
Formative or Summative: Summative
Relates to objectives:
Unit objectives: 1, 2, 3, 4, 5 and AOL goals: KS (1.1), SEU (5.1)
Weight:
40%
Internal or external:
Internal
Group or individual:
Individual
Due date:
7
Assessment name:
Oral presentation-Client Pitch
Description:
Pecha Kucha: You will 'pitch' your industry analysis to your class colleagues and client. You will be required to outline key industry and entertainment product information and present supporting material; a poster, multimedia presentation or handout to engage with your audience which supports your presentation. This assessment will test ability to synthesise and present information while testing communication skills.
Length/Duration: 7 minutes
Formative or Summative: Summative
Relates to objectives:
Unit objectives: 1, 2, 3, 4, 5 and AOL goals: KS (1.1), SEU (5.1)
Weight:
20%
Internal or external:
Internal
Group or individual:
Individual
Due date:
11-13
Assessment name:
Concept Proposal
Description:
Prepare a creative entertainment marketing concept idea for engaging with your audience/s based on a clients' profile. Based on your clients' needs, you may need to identify and define your product, research audiences, undertake a SWOT and competitor analysis. Your report must include a detailed analysis of the marketing environment, provide a compelling justification for the characteristics of your audience and suggest IMC strategies for engaging with your audience based on marketing environment concepts and entertainment product characteristics. Your report must include detailed information for the planning of this campaign and outline strategies, tactics and outcomes for your entertainment product. You should include budget activities, pricing and any legal matters. You must present your campaign in the form of a business marketing report and provide suggestions for implementation and evaluation
Length/Duration: 2,000 words
Formative or Summative: Summative
Relates to objectives:
Unit objectives:1, 2, 3, 4, 5 and AOL goals: KS (1.1), SEU (5.1)
Weight:
40%
Internal or external:
Internal
Group or individual:
Group
Due date:
13
Academic Honesty
QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.
A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.
Resource materials
Prescribed Text
There is no assigned textbook for AMB207 Entertainment Marketing.
Other Resources
A number of recommended chapters from texts and other resources will be provided on the AMB207 Blackboard site. Prescribed readings will be available via the AMB207 Course Materials Database (CMD).
Risk assessment statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.
Last modified: 12-Jun-2012
