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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Business of Social Media

Social media is no longer just for connection; it is a trillion-dollar industry. This course explores the commercial ecosystems of major platforms, focusing on how value is created, captured, and monetized. Students will analyze the “Creator Economy,” revenue models (Ad-revenue vs. Subscription), and the business strategies required to turn engagement into a sustainable P&L (Profit and Loss) statement.

§ 01 By the end you can
  1. Analyze the revenue models of major platforms (Meta, TikTok, YouTube)
  2. Understand the "Creator Economy" and diversifications of income
  3. Develop strategies for Influencer Marketing negotiation and contracts
  4. Calculate ROI (Return on Investment) and CLV (Customer Lifetime Value)
  5. Create a business plan for a media-first startup or agency
§ 02 Sixteen sessions

The whole semester.

  1. 01The Attention Economy: How Platforms Make Money
  2. 02Ad Revenue Models: CPM, CPC, and Programmatic
  3. 03The Creator Economy: From Hobbyist to LLC
  4. 04Influencer Pricing: Rates, Deliverables, & Contracts
  5. 05Agency Models: Retainers vs. Project Fees
  6. 06B2B Social Selling (LinkedIn Sales Navigator)
  7. 07Data Monetization & Privacy Laws
  8. 08 · MidtermMidterm Examination
  9. 09The Business of Podcasting & Audio Ads
  10. 10Subscription Models: Patreon & Substack
  11. 11Affiliate Marketing & Drop-shipping
  12. 12Social Commerce: TikTok Shop & IG Checkout
  13. 13Mergers & Acquisitions in Tech
  14. 14Valuation: How much is an audience worth?
  15. 15Pitching to Investors: The Media Deck
  16. 16Final Project: The New Media Business Plan

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The New Media Business Plan

How it’s judged

Recommended reading
  1. The Business of Social Media by Angela Weiss
  2. Influencer: Building Your Personal Brand in the Age of Social Media by Brittany Hennessy
  3. Subscribed: Why the Subscription Model Will Be Your Company's Future by Tien Tzuo
  4. Platform Revolution by Geoffrey G. Parker
  5. HBR's 10 Must Reads on Strategic Marketing (Harvard Business Review)
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