Teaching code

4S02881

Academic staff

Paola Castellani, Chiara Rossato

Coordinatore

Paola Castellani

Credits

12

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

2 A, 2 B

Lessons timetable Moodle Seminars

Learning outcomes

The course “An Introduction to Publishing Management” aims at providing advanced knowledge which will allow participants to gain interest into and to be able to perform several jobs within a publishing company. In order to allow the students to combine the contents of the course with the practical experience of the firms, two seminars held by industry specialists – who will voluntarily take part to the course to talk about their experience – will be organised.

Program

The business and its functions: the concept and types of business, the economic and meta-economic functions of the business, income, profitability and profit, the conditions for corporate profitability.
The context in which the company operates: the immediate competitive and relational environment and the remote environment. The concept of stakeholder and the different types of stakeholders. The characteristics of the environment, the environmental complexity and its determinants, how to operate in a complex environment. The forms of the market and the barriers to entry and exit of companies from the market.
The original production factors: knowledge, creativity, trust; capital and labor as derivative factors of production.
The entrepreneur and the birth of the company: the traits characterizing the entrepreneur, the entrepreneurial purposes, the stages of the company's birth and the related resources.
Innovation and corporate creativity: terminological issues, types of innovation, corporate creativity and its dimensions, the main innovative paths in the company.
How the company is made: institutional set-up, value substrate, production system and organizational system.
The production function: production capacity, cost trends and sizing choices, types of production process, production location choices, methods of carrying out the production process between integration and decentralization.
Corporate organization and staff management: the organizational structure and organizational principles, organizational structure models, the concept of motivation and motivational theories, management styles.
How the company operates: values, mission, vision, strategic planning process.
Strategic choices: the concept of strategy, overall strategies, competitive strategies. Vertical and horizontal integration.
Operational comparison problems: the Break Even Point model.
Some relevant choices of price, product, distribution and communication.
Marketing applications in publishing.
The book.
The marketing of the book
The book supply chain and the page economy.
The book market and the relationships between the various publishing players.
Digitization in the publishing world.

STUDY MATERIALS:
- Claudio Baccarani, Federico Brunetti, Elena Giaretta (a cura di), Impresa e management tra competitività e progresso, Giappichelli, Torino, 2015 (chapters 2, 3, 4, 5, 6, 7, 8, 9, and paragraphs 11.5, 13.1, 13.3 (and its sub-paragraphs).
- Fabio Severino, Il marketing dei libri: teorie e casi di studio, Editrice Bibliografica, Milano, 2012.
- Lecture notes and company testimonials.
- Materials on e-learning platform.

For further information:
- Paola Dubini, Voltare Pagina, 4° edizione, Pearson, 2017, ISBN 9788871926599

STUDY MATERIALS FOR NOT ATTENDING STUDENTS:
- Claudio Baccarani, Federico Brunetti, Elena Giaretta (a cura di), Impresa e management tra competitività e progresso, Giappichelli, Torino, 2015 (chapters 2, 3, 4, 5, 6, 7, 8, 9, 14, 15 and paragraphs 11.5, 13.1, 13.3 (and its sub-paragraphs).
- Fabio Severino, Il marketing dei libri: teorie e casi di studio, Editrice Bibliografica, Milano, 2012.
- Materials on e-learning platform.
Per approfondimenti:
- Paola Dubini, Voltare Pagina, 4° edizione, Pearson, 2017, ISBN 9788871926599

The content of the textbooks adheres to the program. Additional in-depth educational material on publishing will be made available during the semester of lessons on the teaching e-learning platform.

Examination Methods

The exam is carried out through an oral test, which focuses on the entire course program.
The oral exam aims to ascertain:
- general view of the discipline,
- fluency in language,
- in-depth study of the individual topics,
- ability to connect topics (mental elasticity),
- critical analysis skills,
- ability to apply concepts to reality.
The final evaluation is expressed in thirtieths.