The International Licensing Industry Merchandisers’ Association and University of California Los Angeles Extension have teamed up to create a dedicated course for licensing industry professionals.
The 12-week course, “Licensing Entertainment: Strategies for the Global Marketplace,” will be held at UCLA on Tuesday evenings beginning Jan. 6. The course will be led by licensing and marketing veteran Kenneth K. Markman, chief executive officer, KKM Global Brand Strategies, who has also held senior marketing posts at Universal Studios, 20th Century Fox and Mattel Toys.
Featured speakers will include Elie Dekel of Saban Brands, George Leon and Greg Economos of Sony Pictures Consumer Products, Henry Stupp of The Cherokee Group, Tim Kilpin of Mattel and Russell Binder of Striker Entertainment.
The course will provide a 360-degree view of licensing as both a brand extender and financial enhancement. Markman will lead sessions on how retailers, licensees, licensors and consumers exert influence, financial outcomes and creative control; the ways consultants maximize brand-centric franchise-driven strategies; the power and potential of an expanding international marketplace; and how media platforms, technology and consumer habits influence purchase and behavior.
“We are excited to be working with UCLA Extension on this educational program,” says Charles Riotto, president, LIMA. “This new course provides a wonderful opportunity for entertainment property owners, agents, lawyers and producers who want a deeper understanding of the business principles of licensing to get the information they need directly from the experts.”