Insegnamento a.a. 2013-2014

Course Objectives

Content industries are undergoing structural changes driven by technological innovations as well as customerbehaviour. This course examines the transformation of content industries, namely publishing and music, and the emergence of a multimedia competitive space in which traditional media, digital media and live event interplay and address the conditions for sustainability of different business models.

The goals of the course are:

• to analyse digitalization as a context for content industries transformation: what has happened and is happening, its disruptive potential, the emergence of digital platform as key incumbents;
• to examine consumption processes in value creation;
• to discuss the transformation of music and publishing (news, books, magazines) industries and their interplay with advertising in mass and niche markets;
• to analyse the evolution of offering configuration and changes in value appropriation;
• to analyse the conditions of sustainability for different business models, in traditional and digital settings.

Course Content Summary

The course is logically divided into three blocks:

• The effects of digital technologies;
• Value generation in content industries: Newspapers books music;
• Entrepreneurial and project management in content industries.

Sessions are devoted to either theoretical analysis, case discussion, meetings with managers from the field or student group workand presentations.

Detailed Description of Assessment Methods

Attendance is strongly recommended at all regular class meetings. Class discussions on business cases provide key elements for the exam and the final evaluation.

The attending status is related to the participation to the group projects. The status lasts for the first two exam sessions (January and February).

Final exam

The final exam is administered at the end of the course. It takes the form of an essay on a broadly defined topic, of a series of open ended questions, or a comment to an article or a blog post. The purpose of the exam is to assess the ability of students to synthesize multiple inputs and to elaborate an original point of view taking into consideration often diverging viewpoints. The minimum grade to pass the final exam is 10/16.

Textbooks

• Reading package
• Materials available in digital form on Bocconi e-learning platform.