Insegnamento a.a. 2015-2016



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.)

Course Objectives

In this course, we will examine some of the critical features that structure the global industry of imaginaries with a particular focus on filmed entertainment (including film, series, digital entertainment, video games, and advertising). We will discuss what drives the emergence of global cultural markets and shape their evolution. We will also document and analyze the principles guiding firm-level strategies in this increasingly competitive arena.

Although we will adopt a global perspective, we will also investigate the importance of national and regional specificities, and discuss how the local coexist and interact with the global.

The course is primarily designed for students who wish to pursue a career in international filmed entertainment industries, or who are planning to work in or create companies that advise or support the sector. It may also be of interest to students seeking to advance their knowledge of strategy and management in the context of a challenging, rapidly changing, and increasingly globalized and digital environment.

Course Content Summary

I have three main goals for the course. First, I intend to help you develop a nuanced and critical understanding of the economic properties and operating principles that drive the global industry of imaginaries. Second, I wish to highlight some of the strategies firms in the industry can use to address these specifics and what drives competitive advantage in these sectors. Third, I hope to improve your understanding of the way digital technologies are reshaping the industry of imagineries, pushing its boundaries, and driving industry growth at the global scale.

Topics covered in class will include (examples):
  • No nation is an island: The rise of the global polity.
  • The production of culture in the global age.
  • The emergence of grass-root cultural industries the case of Nollywood.
  • The rise of stars and celebrities.
  • The development and exploitation of a narrative universe (e.g., Marvel Inc.).
  • The design of blockbuster strategies (e.g., Warner Bros, Disney).

Detailed Description of Assessment Methods

For Attending students:
Grading is based on a team project (50%) and a final written exam (50%). Participation will be accounted and positively or negatively affect the final grade (+2/-2 points).

For Non-attending students:
Grading is based on a final written exam (100%)


Exam textbooks will be available at the beginning of the course.
Exam textbooks & Online Articles (check availability at the Library)
Last change 26/06/2015 10:56