A.F.7560 Multimedia Platform Programming Positioning and Branding (3 units)
This course enables students to gain perspective on and acquire a comprehensive basic understanding of the features, opportunities, challenges and issues with programming and conceptualizing multimedia content for new platforms. Equal in its aim is for students to gain experience with methodologies for working with these platforms amidst the larger entertainment landscape. The course expands on the perspective cultivated in the Programme's marketing courses -- the importance of innovation in the contemporary media production industry -- as well as elucidates the challenges that professionals are now facing within the emergent platforms and formats with positioning and branding. Through lectures, guest lectures, discussions and international case studies of the latest market intelligence students will analyse five new media platforms gaining depth in four essential aspects consisting of: positioning/branding; programming strategy; platform operation/production; and its business model. This depth, along with the perspective of the history of platforms will help to bring into focus the larger picture of how programs (media content) are selected (or not selected), arranged, evaluated, positioned, promoted and branded within pressures from technology, financing and marketing.
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