Teaching Interest

Strategic Marketing in Creative Industries (MBA)

by Anita Elberse


This second-year MBA course is primarily designed for students pursuing a career in the creative industries, such as film, television, music, publishing, video games, the performing arts, sports, fashion, and advertising, or who plan to work in companies that advise or support those sectors. It may also be interesting for students seeking to advance their knowledge of strategic marketing in the context of a challenging, rapidly changing environment. The course revolves around three questions:
  1. How can firms best allocate resources across a portfolio of projects and for one project over time? For example, does it pay to pursue a "blockbuster" strategy?
  2. How can firms best approach the management and marketing of creative talent? In particular, how should companies invest in and capture value from superstars and the teams to which they belong?
  3. How are digital technologies changing the creative industries? For instance, how are firms affected by – and how can they benefit from – the increased pressure on prices and the larger assortments offered online? 
Cases focus on established and emerging firms, products, and personalities in media, sports, and other entertainment industries. Examples include Marvel Enterprises, Grand Central Publishing, Warner Bros., Octone Records, Vogue, Real Madrid, Boca Juniors, Manchester United and Sir Alex Ferguson, Maria Sharapova, LeBron James, MGM, Lady Gaga, The Metropolitan Opera, Radiohead, Hulu, Major League Baseball, the NFL, Droga5 and Jay-Z, and Marquee.