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

Learning outcomes

The course aims at investigating the fundamental notions related to all the aspects that characterize the economic chain of media products, in particular cinema and television, both as far as production and related institutions are concerned, and as far as the setting up of an economic and communication plan related to audiovisual products or events linked to them are concerned. At the end of the course, students: - possess the basic knowledge related to the main economic and marketing tools in the context of audiovisual media; - know the different applications of these tools; - are able to analyze the economic production context and the promotion process (promotional and launch strategies) of the audiovisual product.

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. Matteo Marinello):

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 film, digital media, television and music
• Social media marketing, audience design
• Case studies

Students with SLD or temporary or permanent disabilities. It is suggested that they get in touch as soon as possible with the relevant University office (https://site.unibo.it/studenti-con-disabilita-e-dsa/en) and with the lecturer in order to seek together the most effective strategies for following the lessons and/or preparing for the examination.

Readings/Bibliography

Selected material will be made available through the VIRTUALE platform.

Students have to read:

For Module 1 - Economy

• Alan B. Albarran, The Media Economy, London, Routledge 2016
  https://www-taylorfrancis-com.ezproxy.unibo.it/books/978131571509
• Reports and teaching materials found on the Virtual Teaching Platform

For Module 2 - Marketing 

• Alessandro Bollo, Il marketing della cultura, Carocci, 2019 [112 pp.]
  
• Finola Kerrigan, Film marketing, Routledge 2017 [200 pp.]
• Letture sulla piattaforma Virtuale nella sezione "Letture marketing dei media" (consigliate per la preparazione della tesina) [circa 40 pp.]

Teaching methods

Lectures supported by audiovisual presentations. Meetings with professionals.

Assessment methods

The examination for the course “Economics and Marketing of Audiovisual Media” consists of two parts:

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. A written exam comprising 6 open-ended questions, to be taken in class, covering the content of MODULE 2 – Marketing. The examination assesses students’ knowledge and ability to articulate the concepts of cultural, media and audiovisual marketing, as well as the case studies covered in the course materials and discussed in class. The examination may be taken ONLY by those who have successfully passed the Media Economy test
   

Guidance for attending students:

1.  At the end of MODULE 1 – Economics, there will be a written multiple-choice exam (optional). Students who sit this exam may also register for MODULE 2 – Marketing as attending students.
2. Students attending MODULE 2 may choose to sit the Marketing exam in the form of a 15-minute in-class presentation, using slides, during a dedicated examination session at the end of the lectures, regarding a case study of their choice. Joint presentations are not permitted.
   
3. Students are considered to be attending the Marketing module if they have sat the mid-term Media Economy exam and have attended at least 7 out of 10 Media Marketing lectures.

Prof. Matteo Marinello will answer any doubts regarding partecipation and exams on the first class of the Marketing module.

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 with SLD or temporary or permanent disabilities. It is necessary to contact the relevant University office (https://site.unibo.it/studenti-con-disabilita-e-dsa/en) with ample time in advance: the office will propose some adjustments, which must in any case be submitted 15 days in advance to the lecturer, who will assess the appropriateness of these in relation to the teaching objectives.

AI can be a useful tool to support individual study through in-depth explanations, summaries, and self-assessment activities. As regards assessment of learning, the use of AI during the in-person exam is prohibited. Regarding the preparation of the paper, a limited, declared, and non-substantial use of AI is allowed for support activities (such as summaries and rewording). Substantial use of AI for completing parts of the assignment is not permitted.

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 Matteo Marinello

See the website of Guglielmo Pescatore