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Economics of communication - programma
Economics of communication - programma

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MARCO GAMBARO , responsabile dell'insegnamento

Corso di laurea in COMUNICAZIONE PUBBLICA E D'IMPRESA (COM) Immatricolati dall'a.a. 2015/2016 - Laurea Magistrale - CORPORATE COMMUNICATION - 2018/2019

Insegnamento obbligatorioNo
Anno di corso1s
Periodo di svolgimentoprimo trimestre
Settori scientifico disciplinari
  • SECS-P/06 - Economia applicata
Crediti (CFU) obbligatori9
Crediti (CFU) facoltativi-

Informazioni generali

Obiettivi: This course is a survey of economic issues in communication and cultural industries.
It examines some of the special aspects of these businesses that complicate the market processes, such as the particular nature of demand for experience goods, pricing strategy, scale economies and obstacles to market equilibrium that motivate public policy
The goal is to give economic instruments for the analysis of the areas of communication and their specific problems with regard to competition, business strategies and public policies.
The course will analyze several industries to provide an overview of the markets for different kinds of information goods.
We will use the tools of microeconomics and of industrial economics to provide insights about features and processes that explain the specific outcomes observed in the markets for experience goods, cultural goods and information goods.

Programma di studio

Programma: Industries examinated will include:
• Movie business: the project nature of production, vertical integration, specific contingent contract
• Music and publishing with emphasis on intellectual property
• Television and radio and the fundamental differences between public and private broadcasting market
• Art market
• Live performances
• Museum and cultural heritage
• Book publishing

Main economic topics include: Production and costs (fixed and variable); Demand and elasticity; Perfect competition and monopoly;
Oligopoly; Vertical integration; Market definition and concentration; Windowing and price discrimination; Definition of media markets; Two sided market. Barriers to entry; Collusion and price war; Differentiation and Pricing; Advertising and competition; Public policy and antitrust .
Topics more related to the economics of cultural sector are: Costs desease, Team production, Subsidies in cultural sector, Merit goods, Principal agent model, Copyright and piracy, Transaction cost theory of the firm, Product novelty and perceived risk, nobody knows, Search and information costs: gate keepers and critics, network effects, bandwagon and snowball

Bibliografia e altri materiali didattici: The mid term exam for attendant students will be held during the lectures on the following program
Ruth Towse, 2013, A textbook of Cultural economics, Cambridge University Press; chapters: 7,8, 9, 10, 13, 14, 15,16, 17, 18
Lipczinski, Wilson Goddard, 2013, Industrial organization: Competition, Strategy and Policy (fourth edition), Pearson; pages 30-60, 61-79, 159-164, 171-172, 174-176, 179-188, 191-200, 203-210, 214-232 (excluding224), 234-246, 253-261, 367-393, 439-445, 447-454, 472-484, 490-504, 571-595, 601-615 669-694.
Evan, Schmalensee, The industrial organization of market with two sided platform , downlodable papers

Bibliografia e altri materiali didattici per non frequentanti: Reading material for non attendant students
Ruth Towse, 2013, A textbook of Cultural economics, Cambridge University Press; chapters: 1, 2, 3, 4, 5 6, 7,8, 9, 10, 11, 13, 14, 15,16, 17, 18
Lipczinski, Wilson Goddard, 2013, Industrial organization: Competition, Strategy and Policy, Pearson; pages 30-60, 61-79, 81 -153, 159-164, 171-172, 174-176, 179-188, 191-200, 203-210, 214-232 (excluding224), 234-246, 253-261, 367-393, 439-445, 447-454, 472-484, 490-504, 571-595, 601-615 669-694, 698-731.
Evan, Schmalensee, The industrial organization of market with two sided platform , downlodable papers https://www.law.berkeley.edu/files/Evans_and_Schmalensee_-_Two_Sided_Markets.pdf
Adler M 2006, Stardom and talent, in: Hanbook of the Economics of art and culture, North Holland, dowlodable paper http://www.columbia.edu/~ma820/Stardom%20and%20Talent.pdf
Armstrong Weed, 2007, Public services broadcasting in the digital world, dowlodable paper http://www.econ.ucl.ac.uk/downloads/armstrong/PSB_Armstrong_Weeds.pdf
Canoy M, J. van Ours, F.van der Ploeg, 2007, The economics of books, downlodable paper http://www.cesifo-group.de/ifoHome/publications/working-papers/CESifoWP/CESifoWPdetails?wp_id=14558993
Christopherson S., M.Storper, The effects of flexible specialization on industrial politics and the labour market: the motion picture industry, dowlodable paper http://www.jstor.org/discover/10.2307/2523392?uid=2&uid=4&sid=21104453971041
Marco Gambaro, 2014, Teaching Notes ( on ariel)
THE LINKS ARE INTENDED ONLY AS A USEFUL SUPPORT: IF ANY LINK CHANGED PLEASE FIND THE PAPER BY YOURSELF

Modalità di esame, prerequisiti, esami propedeutici

Esame in un'unica volta o suddiviso in partiunico
Modalità di accertamento conoscenzeEsame
Giudiziovoto verbalizzato in trentesimi

Prerequisiti e modalità di esame There will be a written exam with 8 open questions with short answers

Attività propedeutiche consigliate In order to follow the course the student must have:
Some basic economic ideas about supply and demand; competition and monopoly
Some knowledge of media organizations and markets. Information products
Some familiarity with graphs and curve representations

Organizzazione della didattica

Settori e relativi crediti

  • Settore: SECS-P/06 - Economia applicata - Crediti: 9
Attività didattiche previste

Lezioni: 60 ore

Ricevimento Docenti

Orario di ricevimento Docenti
DocenteOrario di ricevimentoLuogo di ricevimento
MARCO GAMBARO , responsabile dell'insegnamentogiovedi' ore 12,30 - il ricevimento di giovedì 7 marzo è spostato a venerdì 8 marzo alle 12,30DEMM stanza 24

Avvertenze e altre informazioni

The first part of the course explore economic concepts and communication industries with traditional lectures and policy discussions.
A mid term exam allow to attend the second part with small workgroup that perform an industry analysis.
Each student will produce an individual paper and each group will prepare a presentation that will be delivered in the last lecture.
In order to participate to the workgroup in the second part student must pass the midterm exam