Course 2018-2019 a.y.


Department of Management and Technology

Course taught in English
Go to class group/s: 31
ACME (6 credits - I sem. - OBS  |  3 credits L-ART/06  |  3 credits SECS-P/07)
Course Director:

Classes: 31 (I sem.)

Class-group lessons delivered  on campus

Mission & Content Summary


This course explores some of the critical features that structure the global movie industry and video-making industry, how these features pose specific managerial challenges, and some approaches to overcome those challenges. It examines the trends that shape how the industry is evolving, and discusses the challenges and opportunities these trends bring about. The focus is on all the activities of the movie value chain. In particular, it concentrates on production (in its various phases), financing, marketing and distribution on different supports and platforms. It also looks at specific genres and production models that follow logics that are different from those of the industry as a whole. Although the course adopts a global perspective, the main focus is on US and European industries. The program is primarily designed for students who wish to pursue a career in the industry, or who are planning to work in companies that advise or support the sector. It may also be interesting for students seeking to advance their knowledge of strategy and management in the context of a challenging, rapidly changing, and increasingly digital environment.


The course treats relevant topics for the movie and video-making industries:

  • Market and industry characteristics.
  • Business and corporate strategy.
  • Product development.
  • Strategic and operational marketing.
  • Distribution.
  • Budgeting, finaincing and funding.

Intended Learning Outcomes (ILO)


At the end of the course student will be able to...
  • Understand the managerial, financial and operating principles that drive these industries.
  • Identify strategic principles that guide firms in seeking competitive advantage in these industries.
  • Understand how new technologies are reshaping the industry, pushing its boundaries, and driving industry growth at the global scale.


At the end of the course student will be able to...
  • Development a critical understanding and application of the managerial principles that drive these industries.
  • Highlight key success factors and resources that firms in the industry can use to address specific challenges.
  • Demonstrate ability in information selection and elaboration in complex settings.
  • Demonstrate organizational and teamwork abilities as well as presentation and communication skills.

Teaching methods

  • Face-to-face lectures
  • Guest speaker's talks (in class or in distance)
  • Company visits
  • Case studies /Incidents (traditional, online)
  • Individual assignments
  • Group assignments


Course work consists of required weekly class meetings and participation activities, readings, and in-class group exercises and presentations.

  • Given the interactive nature of the coursework, most of the learning take place in the classroom through the discussion of theories, cases, and interactions with the instructors and guest speakers.
  • The diverse range of teaching methods allow students to better work through difficult concepts and theories and to develop their skills in tackling real issues and situations by applying theoretical constructs.
  • Being a workshop, it is firmly believed that class participation is the crucial element for a successful learning: students are an integral part of the good outcomes and enjoyability of the course. 

Assessment methods

  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  • Group assignment (report, exercise, presentation, project work etc.)
  • Active class participation (virtual, attendance)
  • Peer evaluation


  1. Participation in class discussions (10% of grade). Because case courses require active participation in order to advance the learning of all participants, students’ overall commitment and attitude toward this course and daily active verbal participation in case discussions are closely monitored. In grading class commitment and participation, the teacher considers both the quantity and quality of class contributions.  Class participation is obviously a function of students’ preparation, skills, attitude, and willingness to commit actively in front of colleagues and instructors. A classroom is a cost-free environment for experimenting. Make use of it.
  2. Group projects (40% of grade). Detailed description of group projects is provided on the first day of class.
  3. Individual written exam (50% of the grade). The final exam is administered at the end of the course (scheduled sessions on You@B agenda). It is a 90-minute comprehensive written exam covering all of the modules and material addressed in the course (e.g., readings, cases, text, lectures, and discussions).


Non-attending students are evaluated based on the final exam only.

  1. Final written exam (100% of the grade). It is based on the materials assigned to non-attending students, and consists in a written test with theoretical open questions regarding the compulsory readings.

Teaching materials


Course material is made available via:

  • Course reserve (Bocconi Library).
  • Lecturers’ slides and other relevant material are uploaded  on Bocconi e-learning platform, Bboard.
  • Attending is tested on the provided slides and multimedia materials available via Bboard, on the Case Studies discussed in class and upon a selection of book chapters, acedemic papers and articles (the detailed list is provided in the syllbus of the course).


Course material is made available via:

  • Course reserve (Bocconi Library).
  • Copyrighted material will be uploaded  on Bocconi e-learning platform, Bboard.
  • Non attending students are tested on a selection of book chapters, acedemic papers and articles (the detailed list is provided in the syllbus of the course).
Last change 26/06/2018 09:39