Insegnamento a.a. 2020-2021


Department of Management and Technology

Course taught in English
Go to class group/s: 31
CLEACC (6 credits - II sem. - OBS  |  SECS-P/10)
Course Director:

Classes: 31 (II sem.)

Mission & Content Summary


In the last decades, content industries (TV, movies, music, advertising, and publishing) have been undergoing structural transformations driven by compelling technological innovations, unprecedented changes in consumption behaviors and the emergence of new global competitive scenarios. This course aims at framing such radical changes and pondering on their impacts upon firms’ competitive strategies and sustainability conditions. In addition, the course takes into consideration the socio-cultural dimensions of content industries, by analysing their representation-building activity, its meaning and functioning. The course is primarily designed for students who wish to pursue a career in content industries, or who are planning to work in or create companies that advise or support the fields. It may also be of interest to students seeking to complement their knowledge of strategy and management with an understanding of cultural, social role of media industries in the context of a challenging, rapidly changing, and increasingly globalized and digital environment.


The course is conceptually divided in two parts:

  1. In the first part, we examine and discuss what drives the competition within and among these industries in the wake of digital and cultural convergence, the emergence of global cultural markets and the principles guiding firm-level strategies in this increasingly complex arena. More specifically, we ponder on value shifts along and among industries’ value chains, new sources of competitive advantage, new business models and sustainability challenges.
  2. In the second part, working on selected case studies, we discuss critical issues related to the role of such industries in building, putting in place and fostering imaginaries and representations of the world we live in.

Intended Learning Outcomes (ILO)


At the end of the course student will be able to...
  • Identify strategic principles that drive the industries of imaginaries in the global setting.
  • Understand what we mean when we talk about global cultural markets.
  • Understand the way digital technologies are reshaping these industries.
  • Build a nuanced understanding of how global coexist with local, mainstream with niche, dominant culture with subcultures.
  • Analyse the role of these industries in creating and shaping social imaginaries.


At the end of the course student will be able to...
  • Analyse conditions of sustainability of firms operating in content industries (tested through written essay).
  • Apply entrepreneurial attitude and ability to read contemporaneity (tested through active participation and group activities).
  • Demonstrate ability in information selection and elaboration in complex settings (tested through written essay).
  • Demonstrate organizational and teamwork abilities as well as presentation and communication skills (tested through group activities).

Teaching methods

  • Face-to-face lectures
  • Guest speaker's talks (in class or in distance)
  • Case studies /Incidents (traditional, online)
  • Individual assignments
  • Group assignments
  • Interactive class activities (role playing, business game, simulation, online forum, instant polls)


  • This course includes diverse teaching methods and learning styles. Frontal lectures are coupled with guest speakers as well as intense class participation, discussion and debates (both group-led and individually-driven), in class exercises and impromptu Q&A. This allow students to better work through difficult concepts and theories and to develop their skills in tackling real issues and situations by applying theoretical constructs.
  • Media screenings and analyisis (tv, film, documentaries, music videos, advertising, etc), will partially occupy the second part of the course.
  • Being a workshop, it is firmly believed that class participation is the crucial element for a successful learning: students are an integral part of the good outcomes and enjoyability of the course. That is why dialogue and frequent interactions are encouraged: instructor is available and happy to listen to you during class or office hours.

Assessment methods

  Continuous assessment Partial exams General exam
  • Oral individual exam
  • Individual assignment (report, exercise, presentation, project work etc.)
  • Group assignment (report, exercise, presentation, project work etc.)
  • Active class participation (virtual, attendance)
  • Peer evaluation


Attending students participate to class activity and prepare all required tests (as detailed below).


Individual essay (50%)

Students are asked to write a short essay in which they prove the ability to analyse conditions of sustainability of firms operating in content industries, elaborating on the theoretical tools provided within the course.


Group works (35%)

Group-works are designed in order to enhance the acquisition of course core issues, granting students the chance to immerse themselves in analytical or creative thinking exercises, or engage with challenges proposed by guest speakers. Group-work activities will be scattered across the semester and may imply pre-work at home.

Group-work activities will test students’ ability to select critical information, make hypotheses and organize evidence.

At the same time, they will be the chance for students to hone their relational and presentation skills.

At the end of the course, an oral individual exam will be administered in order to discuss with students about their learning through group works.


Class participation (15%)

Participation to class activity, contributions to in class-discussions, proactivity and hands-on attitude will be taken into consideration to complete the evaluation. In order to encourage participation, attending students will be asked to prepare for specific sessions on several short-form materials, and work on instant assignments during class.


Non-attending students are either students who participate to class activities but opt for final written exam only, or students who do not complete ALL requirements needed to be considered attending.

Non-attending students are required to take a final written exam only, indeed.


Final written exam (100%)

The final exam will be administered at the end of the course (regular exam sessions available on your agenda).

It will consist of open theoretical questions and multiple-choice questions regarding the compulsory readings for non-attending students. The purpose of this assessment is to verify that students master the underlying theoretical concepts and methods presented in the textbooks. 

Teaching materials


Course material is made available via:

  • Course reserve (Bocconi Library).
  • Lecturers’ slides and other relevant material are uploaded  on Bocconi e-learning platform, Bboard.
  • Attending students are tested on the provided slides and multimedia materials available via Bboard, on the Case Studies discussed in class and upon a selection of book chapters, acedemic papers and articles (the detailed list is provided in the syllbus of the course).


Course material is made available via:

  • Course reserve (Bocconi Library).
  • Copyrighted material are uploaded  on Bocconi e-learning platform, Bboard.

Non attending students are tested on a selection of book chapters, acedemic papers and articles (the detailed list is provided in the syllbus of the course).

Last change 14/12/2020 14:42