Course 2010-2011 a.y.



Department of Marketing

Course taught in English

Go to class group/s: 31
CLEACC (6 credits - I sem. - OBS  |  SECS-P/08)
Course Director:

Classes: 31 (I sem.)

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 for understanding 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 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 and recording industry
  • Managerial models for strategic and competitive analysis in the music business
  • Analysis of the music business network
  • Music consumptionstyles
  • 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 indy labels
  • Market promotion in major and indy labels
  • Organization of live tours and concerts
  • Music publishing
  • Gatekeeping
  • The point of view of the artist
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
Written exam on topics developed in class (60%) + workgroup (30%) + class participation (10%)

Non-attending students
Oral exam on the whole material indicated by the instructor at the beginning of the course


Attending students

  • Material provided by the instructor and posted on the learning space

Non-attending students

  • Material provided by the instructor and posted on the learning space
  • Further books/articles are communicated by the instructor at the beginning of the course 
Exam textbooks & Online Articles (check availability at the Library)
Last change 13/05/2010 16:05