The course aims at creating a basic understanding of business and marketing management and therefore a good knowledge of editorial companies, market and marketing in the digital context with particular focus on the television industry.
The course will have a business oriented approach with a constant reference to case studies and market analysis. In addition, students will have the opportunity of interacting with managers from the industry to deepen some of the main topics of the course.
The course will have a business oriented approach with a constant reference to case studies and market analysis. In addition, students will have the opportunity of interacting with managers from the industry to deepen some of the main topics of the course.
teacher profile teaching materials
- Introduction to editorial companies and industry
- Tv companies
- Financing models
- Business models
- Offering models
- The Tv industry: history and current trends
- Marketing in Tv companies
- Market research
- Audience measurement and profiling
- Quantitative and qualitative research
- Social media analysis
- Intelligence and competitive analysis
- Scheduling
- Promotion and onair/online identity
- Advertising and commercial exploitation
- Marketing of pay Tv services
Chapters 1, 4, 7
Economia e management dei media – Perretti, Basaglia – Egea
Chapters 1, 3 (paragraphs 3.1-3.9)
Marketing Televisivo – A cura di Nardello, Pratesi – Ilsole24ore/Rai Eri
Chapter 7
TvBrand – Mattiacci, Militi – Fausto Lupetti Editore
Chapter 1, 6, 7
Indagine conoscitiva sul mercato pubblicitario – AGCOM
(https://www.agcom.it/documents/10179/1/document/bd184d98-cdcd-41e1-b141-9864dcfba8d6)
Chapter 1 (paragraphs 1.1, 1.2, 1.2.1)
Readings, papers and slides provided by the professor to be distributed at the end of the course
The course will include three lectures by professionals from the Tv industry
Programme
- Basic principles of business administration and marketing management- Introduction to editorial companies and industry
- Tv companies
- Financing models
- Business models
- Offering models
- The Tv industry: history and current trends
- Marketing in Tv companies
- Market research
- Audience measurement and profiling
- Quantitative and qualitative research
- Social media analysis
- Intelligence and competitive analysis
- Scheduling
- Promotion and onair/online identity
- Advertising and commercial exploitation
- Marketing of pay Tv services
Core Documentation
Marketing, VI Edizione – Peter, Donnelly Jr., Pratesi – Mc Graw HillChapters 1, 4, 7
Economia e management dei media – Perretti, Basaglia – Egea
Chapters 1, 3 (paragraphs 3.1-3.9)
Marketing Televisivo – A cura di Nardello, Pratesi – Ilsole24ore/Rai Eri
Chapter 7
TvBrand – Mattiacci, Militi – Fausto Lupetti Editore
Chapter 1, 6, 7
Indagine conoscitiva sul mercato pubblicitario – AGCOM
(https://www.agcom.it/documents/10179/1/document/bd184d98-cdcd-41e1-b141-9864dcfba8d6)
Chapter 1 (paragraphs 1.1, 1.2, 1.2.1)
Readings, papers and slides provided by the professor to be distributed at the end of the course
The course will include three lectures by professionals from the Tv industry
Type of evaluation
Oral Exam