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Strategies and Markets of Digital Media


Prario B.

Course director


This module examines the concept of “digital media”, highlighting the innovation that is characterizing the media system and its evolution in the last three decades, and illustrating if and how the strategies of media industries are changing.

The course is composed of three parts:

  1. The main features of the editorial and audiovisual industry
  2. The business models and the value chain of the editorial and audiovisual products, as well as the demand and the supply
  3. The main strategies (integration, internationalization, diversification, etc.) of the industries involved in the launch of digital media in the European countries (France, Germany, United Kingdom, Italy and Switzerland).

Particular attention to new forms of digital television, e-books, audio-books and videogames will be given.

In order to complete the course successfully, students will need to present the strategies adopted by a digital media company.


Miller V. (2011). Understanding Digital Culture, London: Sage (chapter 2). 

Optional articles distubuted in class.