37036 - Economics and Marketing of Audiovisual Media (2nd cycle)

Course contents

Module 1 - MEDIA ECONOMICS (taught by Prof. Guglielmo Pescatore):
This part of the course (30 hours) will be devoted to the analysis of the distinctive features of the media market, with particular reference to audiovisual and network media. The media production chain will be examined in the light of the significant changes it has undergone since the 1980s, whether due to the impact of new technologies, economic aggregation processes, or product changes. Multiplatform production, distribution and fruition models and the creation of franchises related to the audiovisual product will be examined. The course will be organized around the following thematic blocks:

- Cultural Industries
- Basic definitions of Microeconomics
- The advertising market
- Production and distribution of the audiovisual product
- Convergence and digital media
- Non-monetary economies


Module 2 - MARKETING (taught by Prof. Veronica Innocenti):

The second part of the course (30 hours) aim to provide students with an articulated framework of marketing practices applied to the products of cultural industries. The course will be organized around the following thematic blocks:


- Basic principles of marketing
- The promotion and communication of the audiovisual product
- The marketing of the audiovisual product
- Unconventional marketing techniques
- Social media marketing
- Case studies

Readings/Bibliography

Selected material will be made available through the VIRTUALE platform.
Students have to read:

For Module 1


- Alan B. Albarran, The Media Economy, London, Routledge 2016
https://www-taylorfrancis-com.ezproxy.unibo.it/books/9781315715094
- David Hesmondhalgh, The Cultural Industries, Egea, Milan 2008 or 2015, INTRODUCTION AND CHAPTERS 1, 4, 5, 6, 8, 9
- Reports and teaching materials found on the Virtual Teaching Platform


For Module 2


- Stuart Cunningham and David Craig, Social Media Entertainment. When Hollywood meets Silicon Valley, Rome, minimum fax, 2021
- Study materials available via the VIRTUALE platform.

Teaching methods

Lectures supported by audiovisual presentations. Meetings with professionals.

Assessment methods

The exam consists of two tests:


1. Multiple-choice question test to be taken in the classroom and related to the topics covered in the first module. This test involves testing qualitative knowledge of the principles of microeconomics, price, market, supply demand and general knowledge about the mechanisms and strategies specific to media industries. The test includes 31 questions that will be graded as follows: 1 point for each correct answer, -0.5 points for each wrong answer, 0 points for each unanswered question.


2. Paper on the topics covered in MODULE 2 - Marketing. The topic of the term paper, between 20,000 and 30,000 characters in length, should always be agreed with Prof. Innocenti by e-mail or during office hours. The term paper must present a good degree of analysis with respect to the chosen topic; a purely descriptive approach to the phenomena analyzed is not sufficient. The paper should be uploaded in .pdf format on the appropriate link on the day of the written test and will contribute together with it to the determination of the final grade. Papers without bibliography and without notes on the sources consulted will be considered insufficient. Please follow the editorial rules found at the following link https://corsi.unibo.it/magistrale/Cinema/la-tesi-di-laurea


Papers must be uploaded by 9 a.m. on the day of the exam at the link provided one week before the exam here: https://www.unibo.it/sitoweb/veronica.innocenti/contenuti-utili/ce3ef936


At the end of the first module there is mid term test for students who have completed MODULE 1 (this test is optional). If passed, the test will be averaged with the final test related to MODULE 2, which will be held at the end of class and will have specific modalities that will be communicated in class.


The achievement of an organic view of the topics covered, possession of specific language, qualitative knowledge of the principles of microeconomics and general knowledge of the topics covered in the two modules will be assessed with marks of excellence. A manualistic knowledge of the subject, unarticulated synthesis and analysis skills or correct but not always appropriate language, such as a scholastic command of the discipline, lead to fair grades. Formative gaps or inappropriate language, such as poor knowledge of the topics covered, result in grades on the threshold of sufficiency. Formative gaps, inappropriate language, lack of orientation within the bibliography and inability to analyze are rated negatively.


To take the exam, it is necessary to enroll through the AlmaEsami service. Students who are not registered will not be allowed to take the exam. The exam is usually held in computer-equipped classrooms: in order to rationalize its use, it is necessary for registered students to remove themselves from the roll call list if they decide to not show up for the exam. You are also reminded that it is necessary to show up for with your Unibo credentials and with an ID.


Students who have included the exam in their study plan in academic years prior to A.Y. 2020/2021 are invited to contact professor Innocenti to make arrangements for the test.


Students with DSA who need adjustments are asked to write to Professor Innocenti with the Office of Students with DSA in cc.

Teaching tools

Presentations, projection of audiovisual materials, Power point and Prezi, use of clips, links and resources available online on VIRTUALE platform, meetings with professionals in the field.

Office hours

See the website of Veronica Innocenti

See the website of Guglielmo Pescatore