Licensing Entertainment: Strategies for the Global Marketplace

Offered in association with LIMA,  this new course at UCLA Extension is for entertainment property owners, agents, lawyers, and producers who want a deeper understanding of the business principles of licensing.

Today, licensing properties is an integral strategy in the marketing and monetizing process for entertainment/content creators and popular culture curators. The goal of licensing is to fully leverage the engagement of the entertainment property, as an experience, across channels of distribution, locations, and media platforms.  How a property is licensed, sold and managed as a brand determines its financial success and longevity.

The instructor, Ken Markman, and a select number of the industry’s top licensing professionals address myriad issues on how to license entertainment properties in today’s increasingly competitive marketplace. Topics include how retailers, licensees, licensors and consumers exerts influence, financial outcomes and creative control; how consultants maximize brand-centric franchise-driven strategies; the power and potential of an expanding international marketplace; and how media platforms, technology, and consumer habits are influencing purchase and behavior.

Featured speakers include:

Howard Ballon, Networked Insights
Russell Binder, Striker Entertainment
Elie Dekel, Saban Brands
Greg Economos, Sony Pictures Consumer Products
Fred Fierst, Fierst, Kane & Bloomberg LLP
Ted Larkins, CPLG
George Leon, Sony Pictures Consumer Products
Tim Kilpin, Mattel
Jim McCafferty, JMP Creative
Dan Romanelli 
John Rood
Henry Stupp, The Cherokee Group

Prerequisite: Participants must have a  fundamental understanding of and experience in the licensing industry. Internet access required to retrieve course materials. Required course reader available at Lu Valle Commons bookstore.  LIMA members receive a $100 discount on this UCLA Extension Entertainment Studies course – contact Louise Caron, SVP of Member Relations, at louise@licensing.org for discount information.

Reg# 252781
Cost: $645
UCLA: 1434A Physics & Astronomy Bldg.
Tue 7-10pm, Jan 6-Mar 24, 12 mtgs
Enrollment deadline: Jan 20

Kenneth K. Markman, CEO, KKM Global Brand Strategies is a diversified brand strategy and licensing management company. Mr. Markman’s career spans the marketing of over 400 motion pictures. He has held senior marketing positions at Universal Studios, 20th Century Fox, MTM Entertainment, J. Walter Thompson Advertising Agency, and Mattel Toys. Mr. Markman received the UCLA Extension Department of the Arts Outstanding Instructor of the Year Award in 2010.