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Content Creation · MS elective · 3 credit hours · 16 sessions

Content Monetization and Revenue Streams

“Views are vanity; revenue is sanity.” This course explores the complex economics of the modern media landscape. Students will move beyond simple ad-supported models to explore diverse revenue streams available to creators and media companies today. The curriculum covers the mechanics of subscriptions (paywalls), brand sponsorships, affiliate marketing, merchandise, and the licensing of Intellectual Property (IP).

§ 01 By the end you can
  1. Analyze the shift from "Ad-based" (CPM) to "User-funded" (Subscription/Patronage) models
  2. Master the mechanics of Programmatic Advertising and Sponsorship negotiation
  3. Design a "Value Ladder" to upsell free audiences into paying customers
  4. Understand Intellectual Property (IP) licensing and syndication deals
  5. Evaluate emerging revenue streams: NFTs, Tipping, and "Creator Funds"
§ 02 Sixteen sessions

The whole semester.

  1. 01The Economics of Attention: CPM, CPC, & CPA
  2. 02Ad-Supported Models: YouTube & Programmatic
  3. 03The Subscription Economy: Paywalls & Memberships
  4. 04Brand Sponsorships: Pitching & Pricing
  5. 05The "Freemium" Model: Converting Users
  6. 06Influencer Marketing from the Creator Side
  7. 07The Creator Economy Funnel
  8. 08 · MidtermMidterm Examination
  9. 09Affiliate Marketing: Passive Income?
  10. 10Merchandising: Print-on-Demand to Inventory
  11. 11Digital Products: Courses & E-books
  12. 12Licensing & Syndication: Selling Rights
  13. 13Crowdfunding: Kickstarter vs. Patreon
  14. 14Live Streaming Monetization (Bits/Donations)
  15. 15Financial Management for Creators
  16. 16Final Project: The Monetization Strategy Deck

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 Monetization Strategy Deck

How it’s judged

Recommended reading
  1. Content Inc. by Joe Pulizzi
  2. Subscribed: Why the Subscription Model Will Be Your Company's Future by Tien Tzuo
  3. The Business of Media Distribution by Jeffrey C. Ulin
  4. Real Artists Don't Starve by Jeff Goins
  5. Create and Prosper (Industry Reports/Whitepapers)
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