LUISS

Syllabus

Course Contents This course will provide the students with:
An analysis of the creative industries and of the operators and activities that directly contribute to the production of the creative content in terms of:
• Origination, which identifies the creation of cultural and creative ideas and artefacts to embed in a specific product (e.g., designs, songs, stories, pictures, scripts, games, styles, characters);
• Production, which encompasses all the activities to create commercially viable products (e.g., motion picture production, CD recording, TV production);
• Distribution, which allows the diffusion of creative and cultural products in different platforms and channels (e.g., broadcasting, publishing and sale of books, CDs, games, live event production);
• Consumption, which represents the final stage of the process, and endows end consumers with the opportunities to experience cultural and creative products in different ways (e.g., personal equipment like television sets, radios or computers, in concert halls and theatres)It will then look at business model theory, value innovation and business ecosystems, in order to understand how firms in these industries compete and create value. Finally, current and evolving business models in each of the different creative industries will be analysed, applying a number of instruments through active case discussion.
Reference Books This course uses academic papers, industry reports and cases, indicated for each class.
Course Formative Objectives Creative industries are those industries which have their origin in individual creativity, skill and talent and which have a potential for wealth and job creation through the generation and exploitation of intellectual property in different products and services markets.
The emergence of new technologies as well as of innovative consumption styles in these industries represent the main drivers for the development of new marketing and business models. Besides, the take-off of VOD and on-line services in most of the advanced markets has created the room for a debate around the existing organization of the content distribution. Therefore, business models in the the creative industries (encompassing films and performing arts, design and fashion, publishing and software) are becoming one of the most dynamic battlefields. The design and the successful implementation of an innovative business model for these industries may become a credible model for commercialization and a viable avenue for content distribution.
Accordingly, this course aims at providing the students with a comprehensive analysis of the creative industries and of the operators and activities that directly contribute to the production of the creative content (Origination, production, distribution and consumption). It will then look at business model theory, value innovation and business ecosystems, and then at the current and evolving business model, applying a number of instruments through case discussion of business models in the creative industries.
Prerequisites none
Teaching Method – traditional lecture
– team works
– cases studies
– presentations and assignments
Assessment Method Assessment method: –  team work 30 % – written exam (final) 50% – oral exam (final) 20%
Criteria For Deciding On Subject Of Final Paper The final project will be assigned on the basis of the presentation of a original and valid proposal one term before of the final delivery.
Extended Program And Reference Reading Material
Week 1 – Lesson 1 Module I: Creative IndustriesSection I: Creative and cultural production WEEK 1, LESSON 1
• Introduction: the exploitation of individual creativity, skill and talent
• What is a creative industry?
References:
Understanding creative industries: cultural statistics for public-policy makers. 2011, in Global Alliances for Cultural Diversity.
Caves, R.E. 2000. Creative industries. Cambridge, MA: Harvard University Press. Cunningham, S.D. 2002. From cultural to creative industries: Theory, industry, and policy implications. Media International Australia Incorporating Culture and Policy: Quarterly Journal of Media Research and Resources, pp. 54-65.
Week 1 – Lesson 2 WEEK 1, LESSON 2
• The creative production process
• Resources, competences and knowledge
References:
• Amabile, 2010. The three threats to creativity; Harvard Business Review.
• Deuze, M. 2007. Convergence culture in the creative industries.
International Journal of Cultural Studies 10.
Week 2 – Lesson 1 Section 2: Origination PhaseWEEK 2, LESSON 1
• The creation of cultural and creative ideas
• Embedding artefacts in a specific product
• Designs, songs, stories, pictures, scripts, games, styles, characters.References
• Chapain, C., Cooke, P., De Propris, L., MacNeill, S. and Mateos-Garcia, J. 2010. Creative clusters and innovation: putting creativity on the map.
• Hracs, B.J. A Creative Industry in Transition: The Rise of Digitally Driven Independent Music Production, (2012). Growth and Change 
Vol. 4(3) pp. 442–461
Week 2 – Lesson 2 WEEK 2, LESSON 2
• Analysis of a Business Case on the Creation of Creative Contents
References:
• The Business Case will be posted online prior to class.
Week 3 – Lesson 1 Section 3: Production Phase
WEEK 3, LESSON 1
• Creating commercially viable products
• The Characteristics of the production process for creative products
• Motion picture production, CD recording, TV productionReferences:
• Bechky, B.A. 2006. Gaffers, gofers, and grips: Role-based coordination in temporary organizations. Organization Science, 17: 3-21.
• Acheson, K., Maule, C.J. (1994), Understanding Hollywood’s organisation and continuing success, in «Journal of Cultural Economics», 1994, n. 4, pp. 271-300
Week 3 – Lesson 2 WEEK 3, LESSON 2
• Analysis of a Business Case on the Creative production process
References:
• The Business Case will be posted online prior to class.
Week 4 – Lesson 1 Section 4: Creative industries
• Movie and TV industries
Week 4 – Lesson 2 WEEK 4, LESSON 2
• Luxury and fashion industries
Week 5 – Lesson 1 WEEK 5, LESSON 1
• External environmental analysis
Week 5 – Lesson 2 WEEK 5, LESSON 2 Module II: Business Model Innovation• The Business model definition
• Business model building blocks/Canvas
• Business model innovation: industry model, revenue model innovation, enterprise model innovation
• Innovation networks: from technological development to business model re-configuration

References:
• Osterwalder, A., Pigneur, Y., (2010), Business Model Generation, Wiley, Hoboken, New Jersey.
• Zott, C., Amit, R., Massa, L., (2010), The Business Model: Theoretical Roots, Recent Developmenst, and Future Research, Working Paper WP-862, IESE Business School, June 2010.
• Chesbrough, Rosenbloom; The role of the business model in capturing value from innovation: evidence from Xerox Corporation’s technology spin-off companies; Oxford journals, Industrial and corporate change, Vol.11, Issue 3, pp. 529-555; 2002.
• Calia, R. C. Guerrini, F.M., Moura, G.L. 2007. Innovation networks: from technological development to business model reconfiguration; Technovation: 426-432.

Week 6 – Lesson 1 WEEK 6, LESSON 1
• Gaming and music industries
Week 6 – Lesson 2 WEEK 6, LESSON 2
• Publishing and arts industries
Week 7 – Lesson 1 WEEK 7, LESSON 1: I assignment – external environmental analyses

• Movie and TV industries

Week 7 – Lesson 2 WEEK 7, LESSON 2

• Luxury and fashion industries

Week 8 – Lesson 1 WEEK 8, LESSON 1

• Gaming and music industries

Week 8 – Lesson 2 WEEK 8, LESSON 2

• Publishing and arts industries

Week 9 – Lesson 1 WEEK 9, LESSON 1: II assignment – business models in creative industries
• Business models in the movies industry
Week 9 – Lesson 2 WEEK 9, LESSON 2

• Business models in the TV industry

Week 10 – Lesson 1 WEEK 10, LESSON 1
• Business Models in the luxury industry
Week 10 – Lesson 2 WEEK 10, LESSON 2
• Business Models in the fashion industry
Week 11 – Lesson 1 WEEK 11, LESSON 1
• Business Models in the gaming Industry
Week 11 – Lesson 2 WEEK 11, LESSON 2
• Business Models in the music industry
Week 12 – Lesson 1 WEEK 12, LESSON 1
• Business Models in the publishing industry

    Week 12 – Lesson 2

 WEEK 12, LESSON 1
• Business Models in the arts industry
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