COM337X

Taught by Alan Ives, ABC News SVP of Marketing & Creative, this course will survey the strategy, tactics, creative campaigns, and communication employed to market priority content to television and streaming audiences, build brand equity, and deliver real return. The course examines the vital touchpoints for effective entertainment and news marketing initiatives from the original business goals, to creative conception, strategy, and through execution. How audiences receive and engage with the marketing messaging and how campaigns evolve and optimize will be explored - across traditional television, streaming, social and digital, radio, and alternative media. The course demonstrates how advertising, promotion, publicity, research and marketing campaigns come together and impact the creative and business operations of entertainment and news organizations. Prequisite: COM Majors only, Jr or Sr status or Permission of Dean.