{"id":150540,"date":"2026-02-27T09:55:25","date_gmt":"2026-02-27T08:55:25","guid":{"rendered":"https:\/\/www.bbs.unibo.it\/?p=150540"},"modified":"2026-02-27T09:55:25","modified_gmt":"2026-02-27T08:55:25","slug":"steering-creativity-bologna-business-schools-new-master-in-media-publishing-and-content-management","status":"publish","type":"post","link":"https:\/\/www.bbs.unibo.it\/en\/steering-creativity-bologna-business-schools-new-master-in-media-publishing-and-content-management\/","title":{"rendered":"Steering Creativity: Bologna Business School\u2019s new Master in Media, Publishing and Content Management"},"content":{"rendered":"

In the media world, creativity remains vital. But today it is no longer enough. In an ecosystem reshaped by digitalization, global platforms, and new consumption patterns, innovation must be supported by managerial skills that can make it sustainable.<\/span><\/p>\n

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This is the thinking behind the new <\/span>Media, Publishing and Content Management<\/b> track within Bologna Business School\u2019s <\/span>Professional Master in Business Management (Gestione d\u2019Impresa)<\/b>: a program that integrates culture, strategy, and business to train professionals able to lead the evolution of the content industry.<\/span><\/p>\n

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Beyond the \u201cromantic\u201d view of media<\/b><\/h3>\n

Publishing, audiovisual, digital: these sectors are often described through a creative\u2014almost \u201cromantic\u201d\u2014lens. Yet behind every piece of content there is a production, organizational, and economic system.<\/span><\/p>\n

As Professor <\/span>Luca Barra<\/b>, lecturer of the course <\/span>Organization and Business Models in Media<\/span><\/i> within the Master, explains:<\/span><\/p>\n

\u201cThese are sectors where there is often a somewhat romantic idea of their function and role. Since they deal with art and communication, creativity is rightly given great importance. But every idea inevitably has to face its own feasibility.\u201d<\/span><\/p>\n

And again:<\/span><\/p>\n

\u201cNo work is an individual work: it is a collective one. Every product is the work of the name on the cover or in the end credits, but also of countless intermediaries and professionals who contribute to making that product effective.\u201d<\/span><\/p>\n

Management does not constrain creativity: it makes it possible, scalable, and sustainable.<\/span><\/p>\n

 <\/p>\n

After disruption: toward a new balance<\/b><\/h3>\n

In recent years, the sector has undergone profound transformation. Today, according to Barra, we are in a very different situation than in the past:<\/span><\/p>\n

\u201cWe are not only in a phase of change, but also in a search for a new balance after change. We are in a phase after the revolution, after disruption: a realignment, where dynamics are now returning to follow economic logic in a very consistent way.\u201d<\/span><\/p>\n

In a context of overproduction and competition for attention, a one-off breakthrough is no longer enough:<\/span><\/p>\n

\u201cTo turn a breakthrough into something solid and structured\u2014something that can stay in the market, not just enter it\u2014you need robust tools to understand the market and to develop business strategy.\u201d<\/span><\/p>\n

This is where the new Master track comes in.<\/span><\/p>\n

 <\/p>\n

Training professionals who manage business models\u2014not just content<\/b><\/h3>\n

The <\/span>Professional Master in Business Management \u2013 Media, Publishing and Content Management<\/b><\/a> is a 12-month, full-time program that combines managerial education with the content industry: book and periodical publishing, film and audiovisual, music, radio, podcasts, digital platforms, and social media.<\/span><\/p>\n

The goal is not simply to train content creators, but professionals capable of navigating complex business models.<\/span><\/p>\n

As Barra emphasizes:<\/span><\/p>\n

\u201cAmong the fundamental tools for anyone who wants to work in this sector are understanding markets, knowing how media companies operate, and understanding economic models\u2014revenue streams, investments, and costs.\u201d<\/span><\/p>\n

And:<\/span><\/p>\n

\u201cA product is the result of an alchemy of many factors, where organizational, managerial, and commercial-economic aspects play a role that may be hidden, but is absolutely crucial.\u201d<\/span><\/p>\n

Today, digitalization, convergence, and the industrialization of cultural businesses require an integrated perspective\u2014one that brings together strategy, organization, innovation, and the ability to enhance intellectual property.<\/span><\/p>\n

In the classroom: analysis, strategy, project work<\/b><\/p>\n

The track combines:<\/span><\/p>\n