According to the school's website, the program focuses on the unique challenges of developing, distributing and marketing a successful entertainment offering. From the NFL and Lady Gaga to Hulu and the Metropolitan Opera, students will examine the key elements of talent management and entertainment business strategies.
The course will be taught by Anita Elberse May 7-10. Marshall contacted Elberse after reading her book, "Blockbusters: Hit-making, Risk-taking, and the Big Business of Entertainment." The book details the strategies that give successful entertainment businesses an edge over their competition.
Marshall and others who participate in the program, which is targeted toward senior executives in marketing, business development and strategic planning, will examine a wide variety of real case studies and learn why some entertainment businesses thrive while others fail.