LEARNING OUTCOMES

The course aims at introducing some specific economic features of different sectors in the cultural industry, along with their production, marketing and consumption patterns. The course also aintends to provide a basic knowledge of the demand models, production processes, markets, management and financial tools; and to introduce some key features of business management and corporate strategies for firms operating in the cultural industry, as well as of the drafting of a business plan.

AIMS AND LEARNING OUTCOMES

The course focuses on the main current issues in the cultural idustry, in its different sectors: cultural heritage, live performance and entertainment, reproducible artworks, visual arts. For each sector, the fundamentals of demand function, production costs, market structure and competition will be outlined, as well as some macroeconomic issues such as contribution to GDP, employment, induced/multiplier effects, economic impact. Policy issues such as tax policies, incentives, and market regulations are also investigated. 

The course also aims at providing an economic background to topics such as: business intelligence and management; research and forecasts; guidelines for policies and laws.

PREREQUISITES

Basic knowledge in microeconomics, macroeconomics are wlecome, and will be outlined and summarised in the first part of the course.

TEACHING METHODS

Oral lectures, guest lectures and seminars delivered by top representatives of the different sectors, plus a workshop involving students' teamwork and a final essay or multimedial presentation.

SYLLABUS/CONTENT

The cultural industry: the demand for culture, its utility and people's willingness to pay. The production of culture: goods and services, cost structure, production and distribution. The cultural enterprise and the artists in the different sectors of the cultural industry: cultural heritage, live performance and entertainment, reproducible artworks, visual arts. Market patterns and pricing. Public intervention: funding, (tax) incentives, other funding stretegies. Key aspect in the management/strategies of a cultural enterprise.   

RECOMMENDED READING/BIBLIOGRAPHY

The slides of the lectures will be available during the course (issued on the Aulaweb). A basic textbook is the following: G. Candela – A. Scorcu (2004) Economia delle Arti, Zanichelli, Bologna: chapters 1-13.