30380 - THE GLOBAL INDUSTRY OF IMAGINARIES

In the last decades, content industries (TV, movies, music, advertising, and publishing) have been undergoing structural transformations driven by compelling technological innovations, unprecedented changes in consumption behaviors and the emergence of new global competitive scenarios. This course aims at framing such radical changes and pondering on their impacts upon firms’ competitive strategies and sustainability conditions. In addition, the course takes into consideration the socio-cultural dimensions of content industries, by analysing their representation-building activity, its meaning and functioning. The course is primarily designed for students who wish to pursue a career in content industries, or who are planning to work in or create companies that advise or support the fields. It may also be of interest to students seeking to complement their knowledge of strategy and management with an understanding of cultural, social role of media industries in the context of a challenging, rapidly changing, and increasingly globalized and digital environment.

The course is conceptually divided in two parts:

1. In the first part, we examine and discuss what drives the competition within and among these industries in the wake of digital and cultural convergence, the emergence of global cultural markets and the principles guiding firm-level strategies in this increasingly complex arena. More specifically, we ponder on value shifts along and among industries’ value chains, new sources of competitive advantage, new business models and sustainability challenges.
2. In the second part, working on selected case studies, we discuss critical issues related to the role of such industries in building, putting in place and fostering imaginaries and representations of the world we live in.

• Identify strategic principles that drive the industries of imaginaries in the global setting.
• Understand what we mean when we talk about global cultural markets.
• Understand the way digital technologies are reshaping these industries.
• Build a nuanced understanding of how global coexist with local, mainstream with niche, dominant culture with subcultures.
• Analyse the role of these industries in creating and shaping social imaginaries.

• Analyse conditions of sustainability of firms operating in content industries.
• Apply entrepreneurial attitude and ability to read contemporaneity.
• Demonstrate ability in information selection and elaboration in complex settings.
• Demonstrate organizational and teamwork abilities as well as presentation and communication skills.

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

• This course includes diverse teaching methods and learning styles. Frontal lectures are coupled with guest speakers as well as intense class participation, discussion and debates (both group and individual based), in class exercises and impromptu Q&A. This 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.
• Media screenings and analyisis (tv, film, documentaries, music videos, advertising, etc), occupy the second part of the course.
• 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. That is why dialogue and frequent interactions are encouraged: instructors are available and happy to listen to you during class or in office hours.

Detailed assessment methods are provided at the beginning of the course.

Detailed assessment methods are provided at the beginning of the course.

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 students are 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 are 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).