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Course 2013-2014 a.y.

30138 - WORKSHOP IN MANAGEMENT OF THE MUSIC BUSINESS


CLEACC
Department of Management and Technology

Course taught in English


Go to class group/s: 31

CLEACC (6 credits - I sem. - OBS  |  SECS-P/08)
Course Director:
STEFANIA BORGHINI

Classes: 31 (I sem.)
Instructors:
Class 31: LORENZO MIZZAU


Course Objectives
The Music Business lab has the purpose to drive participants through the economics, management and organization of firms playing in the music business. The Lab allows to understand how the production, distribution and consumption of music traditionally happened (and partly happen today), as well as how these activities are radically changing due to technology and consumers tastes.

The Lab aims to reach three main goals:
  • Introducing attendants to the birth and evolution of the modern recording industry, in order to get basic knowledge about the economics and management of music content;
  • Discussing the present technological, social and economic radical changes such business is experimenting; 
  • Analyzing the multifaceted network of music business, looking at key actors, roles and specific processes.

Course Content Summary

The course covers the following topics

  • History of the modern music
  • Recording industry
  • Managerial models for strategic and competitive analysis in the music business
  • Analysis of the music business network
  • Music consumption styles
  • Recruiting and selection of music content
  • Marketing and promotion
  • New technologies
  • Copyright and regulation
  • Alliances and diversification


Teaching activity is complemented by the discussion of cases and the presence of guest speakers.

  • Artists’ selection in major and indie labels
  • Market promotion in major and indie labels
  • Organization of live tours and concerts
  • Music publishing
  • Gatekeeping
  • The point of view of the artists


During the course, students are asked to propose, develop and present innovative business models to be purposefully applied in the music business.


Detailed Description of Assessment Methods
Attending students

  • 60% of the grade: Written exam: open questions
  • 30% of the grade: Group work on the development of a new business model (deadline 15/01) 
  • 10% of the grade: Class participation

Non - Attending students

  • 100% of the grade
  • Written exam on the whole material indicated at the beginning of the course


Textbooks
Attending students

  • Material provided by the instructor and posted on the learning space
  • It is recommended to refer to: P. WIKSTRÖM, The music industry: Music in the cloud. Polity Press, 2013 edition

Non-attending students

  • P. WIKSTRÖM, The music industry: Music in the cloud. Polity Press, 2013 edition
  • A. CURRAH, “Hollywood versus the Internet: the media and entertainment industries in a digital and networked economy”, Journal of Economic Geography, 6 (2006), pp. 439-468
  • M. KRETSCHMER, G.M. KLIMIS, C.J. CHOI, “Increasing returns and social contagion in cultural industries”, British Journal of Management, Vol. 10 (1999), s61-s72

or, in alternative:
  • P. TSCHMUCK, Creativity and innovation in the music industry. 2012 edition, Springer
Last change 29/03/2013 14:54