Course 2013-2014 a.y.

Course Objectives

The course "From paper to bit" analyses the transformation of different industries that have paper as the traditional medium to transfer content: books, magazines and newspapers. Through a rich and diverse series of examples in the three industries, students:

• assess the structural characteristics of an industry
• explore the challenges companies face during structural transitions, both as incumbents and as newcomers
• understand the importance of segmentation and the criteria used to segment the industry
• discuss the evolving consumer behaviour as industries transform.

By the end of the program you are be able to understand the structural characteristics of an industry, the evolution of companies within industries, the impact of technological change on industry structure, company strategy, company organizational structure, product configuration.

Course Content Summary

The course provides participants with the essential conceptual tools to understand the specificities of information industry chains within cultural industries. The course covers the following topics:

Detailed Description of Assessment Methods

Attendance is not compulsory, but is warmly recommended, as the program is highly interactive. Students are expected to be familiar with the tools used to assess industry attractiveness and competitive advantage. In addition to these models, students explore the economics of information and the organizational implications of digitization on publishing companies.

As you may notice from the program, the course is rich in examples and cases. It is extremely important that you come to class having read the case and ready to discuss it, as cases more than theory will be the core elements through which collective learning takes place. Also, publishing and news industries are undergoing very rapid changes. You are therefore asked to find updated info beyond those offered in the case, even though I tried to find as updated cases as possible.

For students attending the course, the exam consists of:

• a final individual exam (40%)
• a written 3 pages discussion of one of the cases discussed in class (20%)
• a simulation during the last day of class (40%).

Up to 3 points will be given to reward active class participation or individual commitment to the success of the course.

For students not attending the course, the exam consists on a written test accounting for 100% of the total grade. Failure to participate to the simulation or to hand in the 3 page discussion automatically qualifies the student as non attendant, even if students were physically in class during the semester. Attending students may opt to become non attending students if they clearly mark on their final their status.

The final exam consists of an essay, or of two open questions. The final exam is evaluated according to the following dimensions:

• ability to contextualise the issue
• reference to theory
• variety of examples covered
• style

The written discussion is the individual 3 pages answer to the questions addressing a specific case discussed in class. PLEASE NOTE: when sending the file make sure to write 30144 as the object of your email.

Simulation. During the semester, students are exposed to a variety of data and information regarding the industries considered. In due time, a list of startups and of a variety of organizations is distributed. Students are asked to study the different offering configurations and business models. During the last day of class, students are divided into groups and have to develop a proposal for a new product/service and its related revenue models. The proposal is presented to the class at the end of the session. Half of the grade is assigned by faculty and half by peers.

Active class participation does not equate with mere presence in class. The industries we are studying are in continuous transformation and there is a wealth of material being published on the topics that we are addressing. People showing interest and active contribution in the interest of collective as well as individual learning is rewarded.

Textbooks

Non attending students

• Materials available on Bocconi e-learning
• Reading package

• Materials available on Bocconi e-learning
• Reading package