​​​​Luiz G. Duarte​

Telecommunication Classes – GPA 3.9166

    •    TC 310 Basic Telecommunication Policy (4.0)
    •    TC831 Media Research I (4.0)
    •    TC 810 Telecommunication Policy Analysis (4.0)
    •    TC 850 Telecommunication Sales & Management (3.0)
    •    TC 815 Multichannel TV Operations & Programming (4.0)
    •    TC 852 Telecommunication Industries (4.0)
    •    TC 801 Telecommunication Technologies (4.0)
    •    TC 851 Telecommunication Financial Management (4.0)
 
Master's Thesis
Television segmentation : will Brazil follow the American model?
Abstract: (1992)
This study traced the related evolution of American and Brazilian television marketing strategies, from mass-oriented to segment-focused, in order to assess the context in which the new Brazilian channels are being created. This is estimated through industry professional's recollection of facts either in personal interviews or quoted in the press. The analysis was based on theoretical framework provided by economist Philip Kotler and advertising men Al Ries and Jack Trout.
The major findings are that Brazilian companies are adopting technologies such as UHF, STV, MMDS and DBS to import foreign television signals to a reduced elite audience. The recent American trend toward international co-productions and a future stability in the Brazilian economy represent, however, a possible increase of subscription base and more national program production.
Adviser: Joseph D. Straubhaar
 
Mass Media/ MBA Classes – GPA 3.8075

    •    ADV 921 Media Theory (3.5)
    •    ADV 975 Quantitative Research Design (3.5)
    •    JRN 930 Law and Public Policy (3.5)
    •    JRN 916 Qualitative Research Methods (4.0)
    •    TC 960 Media & Technology (4.0)
    •    TC 965 Media Economics (4.0)
    •    ML 805 Marketing Management (4.0)
    •    ML 860 International Business (4.0)
    •    ML 905 Theory Development & Research Design in Marketing (3.5)
    •    ML 940 International Business Theory (4.0)
    •    COM 828 Cross-Cultural Communication (4.0)
    •    ML 941 International Business Research Issues (3.5)
    •    FI 860 International Financial Management (3.5)
    •    ML 906 Seminars in Organizational Research Methods (3.0)
    •    ML 862 International Marketing (4.0)
    •    TC 877 Comparative International Telecommunication (3.5)
 
 

Dissertation
Due South: American Television Adaptation Strategies in Latin America
Abstract: (2001)
The primary hypothesis of this study is that firms at a more advanced level of involvement in foreign markets are more likely to make adaptations to their offerings. Such thinking comes from Marketing studies on the Internationalization process of the firms. This researcher extrapolated such concept to confront theories of television transnational border flows, which imply the imposition of an American content and culture over other countries and cultures. The analysis is that firms concerned about adapting their offerings cannot impose their content and culture.An exploratory case study was conducted of the American pay television currently venturing into Latin America. The most committed networks were shown to be linked to large conglomerates, focused on the top six country markets and cooperating to face the strong competition from a handful of local players. These networks have developed a variety of adaptation strategies, including language translations, production and co-productions at the local markets, multiple transmission feeds and repackaging of programs and graphic vignettes.The evidence supports new theoretical models that suggest an asymmetrical interdependence of industries and a transborder flow based on audience demands for content in close proximity to their own culture.
 
Committee:
Joseph D. Straubhaar, Initial Chairman - University of Texas, Austin
Thomas Muth, Chairman - MSU Dept. Telecommunication
S. Tamer Cavusgil - MSU Dept. Marketing
Thomas Baldwin - MSU Dept. Telecommunication
Barry Litman - MSU Dept. Telecommunication