Elective course

1 Course Unit

An introduction to the strategic challenges media companies engage due to the influence of digital media technology. The class studies how traditional products and services are not only challenged by “category breakers”, but by flawed “best practices” successful in the past, but no longer effective. Students will analyze how widely accepted strategic planning and business development “myths” often lead companies astray, inhibiting companies from introducing effective strategies that are seemingly counter-intuitive.

As student s develop a critical faculty for making sense of varying strategic approaches, we use case studies to analyze conventional media strategy theory with strategies that disassemble convention. We examine fashionable terms such as “disruptive” and “creative innovation”, working to separate hype from what is practicable and sustainable, while learning how to objectively assess construction and implementation of sustained competitive advantage and successful strategy.