Università Roma Tre

- Basic principles of business administration and marketing management
- Introduction to editorial companies and industry
- Tv companies
- Financing models
- Business models
- Offering models
- The Tv industry: history and current trends
- Marketing in Tv companies
- Market research
- Audience measurement and profiling
- Quantitative and qualitative research
- Social media analysis
- Intelligence and competitive analysis
- Scheduling
- Promotion and onair/online identity
- Advertising and commercial exploitation
- Marketing of pay Tv services

Marketing, VI Edizione – Peter, Donnelly Jr., Pratesi – Mc Graw Hill
Chapters 1, 4, 7

Economia e management dei media – Perretti, Basaglia – Egea
Chapters 1, 3 (paragraphs 3.1-3.9)

Marketing Televisivo – A cura di Nardello, Pratesi – Ilsole24ore/Rai Eri
Chapter 7

TvBrand – Mattiacci, Militi – Fausto Lupetti Editore
Chapter 1, 6, 7

Indagine conoscitiva sul mercato pubblicitario – AGCOM
(https://www.agcom.it/documents/10179/1/document/bd184d98-cdcd-41e1-b141-9864dcfba8d6)
Chapter 1 (paragraphs 1.1, 1.2, 1.2.1)

Readings, papers and slides provided by the professor to be distributed at the end of the course

The course will include three lectures by professionals from the Tv industry