MDS 2300-01

Entrepreneurial Media
Spring, 2015
Tuesday-Thursday 11-12:15
WAC 1034
Professors: Sybril Bennett, Ph.D.
Office: Gabhart Media Studies Center Room 201D (above safety and security)
Office Phone: 460-6383
E-mail: Sybril.bennett@belmont.edu
Twitter: @drsyb
Office Hours: Mondays & Wednesdays 9:30-12:30, Tuesdays and Thursdays 8:30-9:30.
Attendance Policy: With regard to absences, follow the Belmont University Policy. If
violated, you will be involuntarily dropped from the course and given the grade of WF.
WF stands for failing at the time of withdrawal and is the equivalent of an F. My
policy is that for every absence beyond 3, 10 points will be deducted from your grade.
YOU are RESPONSIBLE for the class work you miss. DO NOT SCHEDULE
TRAVEL DURING CLASS TIME PERIOD. IT WILL AFFECT YOUR GRADE.
YOU WILL LOSE 5 points for unexcused absences and 10 points for missing classes
before and after breaks.
Honor Code: Any violation of academic integrity, cheating, plagiarism, fabrication,
aiding and abetting, etc will not be tolerated. Offenses will be prosecuted through the
appropriate University channels.
Honor Pledge: I will not give or receive aid during examinations; I will not give or
receive false or impermissible aid in course work, in the preparation of reports, or in any
other type of work that is to be used by the instructor as the basis of my grade; I will not
engage in any form of academic fraud. Furthermore, I will uphold my responsibility to
see to it that others abide by the spirit and letter of this Honor Pledge.
Accommodation for Students with Disabilities:
In compliance with section 504 of the Vocational Rehabilitation Act and Americans with
Disabilities Act, Belmont University will provide reasonable accommodation of all
medically documented disabilities. If you have a disability and would like the University
to provide reasonable accommodations for your disability during this course, please
notify Tammye Tanksley, Director of Counseling and Developmental Support, in the
Office of Student Affairs (460-6875) as soon as possible.
Course Description:
MDS 2300. Entrepreneurial Media (3). A study of the business of media, startups,
mobile application development and marketing. Students will present revenue models
focusing on entrepreneurship and the media and develop mobile applications. Legal and
ethical issues in the new media world will be addressed.

Required Text:
Crush It! Vaynerchuk
Steal Like An Artist Kleon
The Four-Hour Work Week Ferriss
Google the research and work of Harvard University Professor, Dr. Clayton Christensen
Other Requirements:
Google Plus Set-Up
You are also required to join the private Google Plus community
Entrepreneurial Media 2015 I have created. You need a Gmail
account, click your name with the +sign at the top right of your
gmail account. Go to drop down menu, top left by HOME icon.
Choose people. On the left side, you will see the search
anyone option. Put in Dr. Syb Bennett. Add me to your friend
or acquaintance circle. Send me your gmail address when you
are finished. Please email your gmail address to
sybril.bennett@belmont.edu BEFORE class on January 13.
Then I can add you to the class community. You will need to add
Dr. Syb Bennett to your circles.
Twitter Account Set-Up
Select a Twitter handle it is your BRAND, think of a short professionally
meaningful twitter name. You may use your name. I use @drsyb for
example.
Your account must be public. We will discuss how to use the account to
build relationships, reputation and to conduct research.
http://www.slideshare.net/drsyb/basic-twitter-tweet-that
http://www.forbes.com/sites/stevecooper/2013/09/30/the-ultimate-guideto-hosting-a-tweet-chat/
https://blog.bufferapp.com/twitter-chat-101
Objectives:

To explore and to create a new economic model.

To experiment with mobile application development and game
dynamics.
To improve group work
To improve oral communication
To strengthen research skills
To strengthen students critical and lateral thinking skills.

To provide information about the principles, history and current innovative

developments upon which students may build as they seek employment in the
media industry.
Business Model Presentations (Each one is worth 100pts)
Influenced by each book, this is your opportunity to apply the acquired
knowledge and create a website, a game, a mobile app or some media related tool.
You will decide what the audience wants, how they want it, where they want it
and when they want it. You will monetize the model. In other words, you will
determine the sources of revenue. Clearly, advertising, subscriptions are not
enough. You will be graded on content, research, creativity, organization and the
overall presentation (did each member contribute, what is a collaborative or
individual effort, etc.). RESEARCH is key. Justify your decisions with statistical
data.
The presentation should be approximately 20 minutes. This will leave 5 minutes
for questions. You are expected to use video, photographs, text, audio, graphics,
etc. A resource/reference list is also required. What sources did you consult to
complete the project? You are expected to interview sources for your
presentation. Attribution is imperative. Look at this as one long story with many
components. You may wish to create a website. You may use a documentary
style approach. Be creative and be sure that your argument is not only
compelling, its engaging.

Case Studies (100 points each)

You will be assigned two start-ups to teach the class. What is the audience?
research the industry, determine what other businesses can and should be created
to complement the new business. Who owns it? Who is funding it? Try to
contact the founders via social media and arrange to interview them during class
via videoconferencing or Twitter. Or you and record an interview with them. You
may embed relevant youtube videos. In addition, use research, statistics and other
substantive information to further explain your start-up. 20 minutes, 10 minutes
for Q & A.

Mobile Application Development (100 points)

Each group will create a mobile application. You will design and layout the
application, research the target audience, analyze the competition, provide
SUBSTANTIVE research, work through userability and functionality issues.
Your presentation will include: research, the designed app, a marketing plan and
an explanation of what it does, how it works and how it will benefit the target
audience. This is an in-depth presentation. Pretend you are presenting to Angel
Investors. Do your research and see what questions they want answered. FINAL
EXAM Project. Each project will be 15 minutes with 5 minutes for questions.

Grades
Business Model Presentations
Mobile App Development

40%
20%
3

Case Studies

40%

Class participation, assignments, attendance etc. (This is where you will lose
points for not participating, for skipping class, etc.) 5 points per unexcused
absence
Standard Scale: A 100-90, B 89-80, C 79-70, D 69-60, F 59-0.
CHANGES MAY BE MADE AT THE INSTRUCTORS DISCRETION
Date

Assignment

January 8

Get Acquainted Skits

13

15

Feb.

Course Introduction
Sir Ken Robinson
IDEO
Innovative Framework
Course Introduction
Innovation & Disruption
Who Owns What?
http://www.freepress.net/content/ownership

20

Crush It!

22

Crush It!

27

Crush It!

29

Group Work

Case Study-1 & 6 Slack/Headspace

Case Study-4 & 5 Wish/Cyber Dust

10

Case Study-2 & 3 Instacart/Dots

12

Steal Like An Artist

17

Steal Like An Artist

19

Group Work

24

Steal Like An Artist Presentations

26
March

April

Group Work

Steal Like An Artist Presentations

Steal Like An Artist Presentations

9-13

Spring Break

17

Group Work

19

Group Work

24

Case Studies 2 & 3 Hampton Creek/Jet

26

Case Studies 1 & 6 Mic/Yik Yak

31

Case Studies 4 & 5 Electric Objects/Gimlet

2-3

Easter Break

Four Hour Work Week

Four Hour Work Week

14

Four Hour Work Week

16

Group Work

21

Four Hour Work Week Presentations

23

Four Hour Work Week Presentations

28

Four Hour Work Week Presentations

Final Exam Monday, May 4 at 11am. DO NOT SCHEDULE TRAVEL DURING

THE FINAL EXAM PERIOD, you will lose 20 points on your overall grade.