Course 2007-2008 a.y.

Course Objectives

The laboratory's educational goals arise from the most recognized evidence and need of professional families operating within the gate keeping agencies and into the industrial system:

• Acquiring a deeper and more aware knowledge of cultural production systems: understanding contexts and markets, connections between the creative production dynamics and social, infrastructural, institutional, economic, technological, environmental and urban situations. 
• Obtaining professional skills in both 'scouting' and developing new products, or rather in launching already-established products:
• Knowledge of specific processes -to gather and manage information, understanding, structuring and transferring new products and processes, integrating the institutional, social, managerial and cultural spheres.  
• Launching, developing, diversifying and supporting (re-launching) products (relation between catalogue and innovation). 

Course Content Summary

Cultural and artistic sectors are explored focusing on the following aspects:

• Product Innovation: talent search, identifying new products, new territories, new production and creative processes, new markets; understanding the conditions for their supports (e.g. the operation of incubations structures), the role of institutions, enterprises and infrastructures, characterization of training, skills and specific managerial crossroads.
• Diversified Use Models and Processes: translations and internalization, media translation (books, films, music, etc...), branding, licensing and intellectual property rights, investments and channel and awareness management, product life cycle support.

Detailed Description of Assessment Methods

Attending students

• 50% Written/oral examination on the course materials for attending students
• 50% Project in teams on different creative industries in Milan

Non Attending students

Oral exam

Textbooks

Attending students

• Issue by the teachers, published by EGEA

Non attending students

• R. Florida, (2002), The rise of creative class, Basic Books, NY
• Scott A.J. (2000), The cultural economy of cities, Sage Publications Ltd, London

Course Objectives

Production systems for arts and media are linked to and embedded into the concept of creativity, which is a multi-faceted concept, particularly complex as it regards both the actors involved in production and consumption and the urban settings in which production and consumption occur. For many years, creative value has been considered the outcome of an individuals activities, influenced by the social context. Recently the relevance of a systemic level for the cultural industries has been remarked. On one hand, the urban setting and the community play relevant roles in producing creative value, providing spatial-economic conditions, societal and political support, and physical and human resources. On the other hand, cultural industries have a range of impact on their host communities and stakeholders.
The course gives the possibility to acquire a deeper and more aware knowledge of cultural production systems in the urban setting and to understand contexts, markets and connections between the creative production dynamics and the social, infrastructural, institutional, economic, technological, environmental and urban situations.

Course Content Summary

The course integrates managerial and urban studies contents and approaches. It explores the traditional framework on creativity involved in the art production systems, the Floridas perspective and the urban policies. Moreover it analyses cultural professional families and profiles working on the urban scene. Specific seminars (e.g. the case of the cultural industries system in Los Angeles) give the possibility to draw a parallel with Milan, while group works provide the experience of working on the cultural industries scene in Milan.

The course is divided into four modules

• Managerial studies and creative systems
• Urban studies and creative systems
• Seminars about international specific realities
• Group works on different creative industries in Milan

Detailed Description of Assessment Methods

Attending students

• Written/oral exam on the course materials for attending students
• Project in teams on different creative industries in Milan

Non Attending students
Written/oral exam

Textbooks

Attendine students

• Issue by the teachers, published by EGEA

Non attending students

• R. Florida, (2002), The rise of creative class, Basic Books, NY
• Currid E. (2007), The Warhol Economy: How Fashion, Art, and Music Drive New York City, Princeton University Press
• Scott A.J. (2000), The cultural economy of cities, Sage Publications Ltd, London