Insegnamento a.a. 2015-2016

Classes: 31 (I sem.)

Instructors:
Class 31: PIER VITTORIO MANNUCCI

The film industry has experienced critical changes in recent years. Technology and market evolutions have significantly transformed the industry, shaping a fast-growing global arena where multinational and local players interact and compete. The course introduces concepts, theories and also practical knowledge needed to understand how the global entertainment industry operates and connects to related sectors such as home entertainment and video games. Through discussions of cases and academic articles, as well as interactions with guest speakers, students develop a critical understanding of the organization of the industry, the different stages of the value-chain (from early production decisions to distribution in various markets), the logics governing the strategies of mainstream and independent players, and the main factors shaping how the industry evolves. The focus is on acquiring the knowledge needed to work in the industry and/or developing entrepreneurial ideas.

The course starts with an examination of the properties that define entertainment industries, and how those properties together introduce a unique set of challenges and opportunities for managers. Subsequent modules explore a variety of questions, including:

• how is the industry structured, and what shapes its current state and future evolution? What are the main institutional logics underlying entertainment production and distribution?
• What drives sustainable competitive advantage in the industry, and how changes in technology (e.g. digital platforms) and markets (e.g. emergence of global markets) shape competitive positions?
• How do entertainment businesses best allocate resources across a portfolio of projects? How do markets for stars and prestige both constrain and enable firm strategies?
• What are the dominant and emerging business models in the industries, and what are the conditions for their sustainability?
  

Cases discussed in class include: Warner Bros., Marvel, Netflix and Hulu (to be confirmed).