Marketing in media
media marketing: audience acquisition and retention, windowing and release strategy, franchises and fandom, and monetizing engagement.
Media and entertainment marketing operates under conditions distinct from most industries: content is both product and promotion, audiences fragment across platforms, and success depends on driving discovery, engagement and retention simultaneously. This block builds fluency in applying core marketing principles (segmentation, positioning, channel strategy) to films, streaming, gaming, publishing and live events. You will learn how the sector measures acquisition and lifetime value differently depending on business model (subscription, ad-supported, transactional), what benchmarks signal healthy performance, and how advertising standards, endorsement disclosure rules and consumer-protection regulations shape what can be promised and promoted before and after launch.
What you'll master
- Apply positioning and segmentation frameworks to content and platform marketing decisions
- Calculate and interpret CAC, LTV, churn and engagement metrics specific to subscription and ad-supported media models
- Benchmark funnel and retention performance against sector norms across streaming, gaming and publishing
- Run pre-launch compliance checks covering advertising standards, influencer disclosure and consumer-protection rules