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KCOE 4170 - Content marketing for the entertainment and media industries

Type d'enseignement : Seminar

Semester : Spring 2017-2018

Number of hours : 24

Language of tuition : English


At least, level 4 in English

Course Description

Movies, TV shows, video games, music, news… Editorial content is everywhere (from TV channels to instant messaging platforms) and multi-faceted (physical or digital, free or paid, linear or on-demand…). This course aims at understanding the theories, techniques and data implemented by the entertainment and media industries to identify, validate, distribute and evaluate the editorial content they offer to their consumers, in a general context characterized by digitalization, globalization and personalization.


  • CHABANNES, Clément (Market strategy manager, Ubisoft International)
  • TOUGERON, Baptiste (Manager Sales Lift Products Southern Europe Google France)

Pedagogical format

24 hours

Course validation

The validation of the course will be based on a case study (in groups of 2 or 3) introducing the topic of each session (40%), an individual presentation of a major entertainment or media content trend (30%), the personal participation in a collaborative class database of press articles related to the topics of the course (20%), and participation and assiduity (10%)

Required reading

  • MYTTON Graham, DIEM Peter, VAN DAM Piet Hein. Media Audience Research: A Guide for Professionals. SAGE Publications, 3rd edition, 2016.
  • WOLFF Michael. Television is the New Television: The Unexpected Triumph of Old Media in the Digital Age. Penguin, 2015.
  • SMITH Michael, TELANG Rahul. Streaming, Sharing, Stealing: Big Data and the Future of Entertainment. MIT Press, 2016
  • GRAHAM Gary, GREENHILL Anita, SHAW Donald, VARGO Chris. Content is King: News Media Management in the Digital Age. Bloomsbury Academic, 2015.