You are here:

B5674 - Management of Digital Media

Academic Year 2026/2027

                
                        Docente:
                        Luca Bersaglia
                    
                        Credits:
                        5
                    
                        SSD:
                        INFO-01/A
                    
                        Language:
                        English
                    
                        Teaching Mode:
                        In-person learning (entirely or partially)
                        
                            Campus:
                            Bologna
                        
                            Corso:
                            Second cycle degree programme (LM) in
                            Innovation and Organization of Culture and the Arts (cod. 6795)

                                    Course Timetable
                                
from Sep 14, 2026 to Oct 14, 2026

Learning outcomes

The student is expected to understand the functions and processes of transformations within the media industries and the innovations connected to new digital technologies applied to creative industries.

Course contents

Course Description

The digital revolution has fundamentally reshaped our world, transforming how we create, distribute, and consume everything from news and entertainment to social connections.

This course, Management of Digital Media, is an in-depth exploration of the economic principles and models that govern this new landscape.

The course will be focused on two of the most important media industries, music and video. For each of them, it will be introduced and analyzed the value chain, all the relevant typologies of players and how the technological evolution and the changes in consumer habits are influencing the markets’ dynamics and their structure.

Learning objectives

Upon successful completion of this course, students will be able to:

Analyze the unique economic characteristics of digital goods and services.
Explain how network effects and economies of scale influence market structure and competition in the digital media industry.
Evaluate the business models of various digital platforms and their implications for consumers and creators.
Apply economic concepts to analyze real-world case studies of digital media companies.
Discuss the major policy challenges related to digital media, including antitrust, privacy, and intellectual property.

Readings/Bibliography

All the materials for the examination will be provided by the Professor at the end of course

Teaching methods

Frontal Lectures, Collaborative Learning, Professional guests

Assessment methods

Individual Oral Examination: 3-4 questions, ca 15 minutes

Teaching tools

Case studies:

“Spotify: Face the Music (Update 2025)” (Govert Vroom, Isaac Sastre Boquet, IESE Business School, September 2025)
“Netflix in 2024” (Jan Rivkin, David Allen – Harvard Business School, January 2026)

Office hours

See the website of Luca Bersaglia