Insegnamento a.a. 2017-2018

Classes: 31 (II sem.)

Instructors:
Class 31: PAOLA DUBINI

Content industries are undergoing structural changes driven by technological innovations as well as customer behaviour. 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, in terms of content:

• To analyse digitalization as a context for content industries transformation: what has happened and is happening, its disruptive potential, the emergence of digital platforms as key incumbents.
• To examine consumption processes of content, and the different role of citizens, public and consumers in content access, use, diffusion and co-creation.
• To discuss the relationship among technology, content providers and audiences in music and publishing (news, books, magazines) during industries reconfiguration.
• To analyse the evolution of offering configuration and changes in value appropriation.
• To analyse the conditions of sustainability for different business models.

In terms of pedagogy, the course tests your abilities in:

• Problem setting and customer orientation (field projects).
• Information selection and analytical skills in complex settings (individual essay 1).
• Problem solving and synthesis (individual essay 2).
• Synthesis and macro-trends elaboration (wrap-up case presentation).
• Constructive and active participation (class participation).

The course is logically divided into three blocks.

• Digital platforms and the new ecology for content production, diffusion and access. This part concludes by the end of February.
• Transformation of specific industries: newspapers, books, music. These sessions develop all along the semester.
• Entrepreneurial and project management in content industries. This aspects are highlighted in specific sessions and are tested in practice through the field projects.

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

• Individual essays.
  
• Wrap-up group presentation.
  
• Field project.
  
• Class participation.

Attending students participate to class activity, and prepare all required tests (as detailed below). The status of attending students is valid until June session of exams. Students not completing all requirements automatically become non-attending students.

For non attending students

• Final written exam 100%
  

Non attending students are either students who participate to class activities but opt for final written exam only, or students who decide to take the exam after June session, 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.

• Course material are made available via course reserve. Copyrighted content not available via course reserve (i.e. cases) are made available via Egea. Please check Learning space for updates.
• Materials available in digital form on Bocconi e-learning platform.