The Business of Fandom
The Business of Fandom
MGMT 767.1
Explore how fandom drives identity, loyalty, and economic value – and how brands, creators, and platforms can design and grow fan-powered ecosystems while building transferable skills applicable across marketing, media, and brand strategy roles.
Duration
As few as 1 day
Units
0.0
Current Formats
In Person
Cost
$0
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About This Course
Fandom is one of the most powerful cultural and economic forces shaping modern entertainment, sports, gaming, and brands. This course examines fandom as a structured system and how fan communities form, grow, organize, commercialize, fracture, and endure, drawing from cultural anthropology, sociology, psychology, media studies, and business. The curriculum integrates foundational frameworks from leading scholars and practitioners including Susan Kresnicka (Founder, Kresnicka Research & Insights), Robert Kozinets (netnography and community behavior), and Henry Jenkins (participatory culture), alongside applied business strategy through relevant case studies. Students will learn to translate fan behavior into actionable insights that strengthen brand building, audience strategy, and career readiness across industries.
Winter 2026 Schedule
Date
Details
Format
Wednesday 4:00PM - 6:00PM PT
Instructor:
Brett Schneider
REG#
408210
In Person
UCLA Extension Gayley Center in Westwood
Schedule
Type
Date
Time
Location
Lecture
Wed Mar 25, 2026
4:00PM PT - 6:00PM PT
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 121ABC
UCLA Extension Gayley Center 121ABC