66261 - Laboratory of Management of Music and New Media

Course Unit Page

Academic Year 2018/2019

Learning outcomes

The student is expected to understanding the functions and processes of transformations within the recording industry and the innovations connected to new ditigal technologies applied to creative industries.

Course contents


The focus of this course is on the business side of the music industry. We’ll emphasize the characteristics of deals, cash flows and valuation within this highly dynamic and uncertain environment. While the core of the material is strategy based, we’ll focus on issues like marketing, digital, economics and strategy. We will also examine the impact that technology has had on them, including a realistic assessment of possibilities for the future, and technology’s role as a fundamental driver of strategic change.

  • Class introduction and overview
  • Economics of the music industry
  • Sources of profitability
  • Review of current business trends
  • Current Events
  • Master and mechanical rights
  • Publishing Industry
  • Current Events
  • Guest Speaker – CFO Universal Italy
  • Review all sources of different digital revenue including subscription, download, internet radio etc
  • Review video platforms including Vevo / MTV
  • Review Apple – the past and the current The Entertainment Value Chain
  • Review of types of music industry deals
  • Social Networks and their impact on Media
  • The future of the Industry
  • Final Presentations


The central goals of this module are:
- Understanding the dynamics, economics, and technologies that are reshaping the media industries worldwide during the 21st Century
- Understanding how these differ from those of 20th Century media.
- Understanding how to adapt to these changing times.
This part of the lab will be mainly focused on the television industry: we will analyse all the different types of players, how the technological evolution has influenced the market dynamics and changed the rules of the game.

Teaching methods

Course style will be power point guided lecture, with occasional guest speakers.

Assessment methods

Final grades will be based on four aspects of student participation:

  • Class Participation: Since I would like to make the class as interactive as possible, a high level of class participation will be expected. Students are expected to bring their name plates (or reasonable facsimile) to each class meeting.
  • Presentations: Final Presentations.
  • Materials: Handouts or news articles throughout the class.

The final grade will be allocated according to the following formula:

Class participation 25%

Final Presentation 75%

Grading: Final grading will be Pass / Fail

Teaching tools

Consulta il sito web di David Ellner [https://www.unibo.it/sitoweb/david.ellner]


Office hours

See the website of David Ellner

See the website of Luca Bersaglia