ATI5082 · Creative entrepreneurship in cultural industries

Overview

In this unit, you will analyse creative enterprises and creative entrepreneurial mindsets. We differentiate marketing and business approaches in the cultural industries from other sectors by analysing the changing marketing models, the creative industries value chains and their audience. By treating creative entrepreneurship as a specialism, we identify key strategic approaches by entrepreneurs in global cultural industries of various sizes and in both traditional and emergent niche markets. We will also identify challenges in the increasingly commercializing creative industries. The implication of 'creative' solutions to marketing and management outside of creative industries is important for entrepreneurs in order for them to place 'culture' at the heart of what doing business means in contemporary society.

Areas of study: Cultural and creative industries

Offerings

The Handbook publishes no offerings for this unit.

Assessment

The Handbook publishes no assessment items for this unit yet.

Within semester assessment: 100%

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

1. explain creative industries structures and markets;
2. identify business opportunities in specific creative cultural industries;
3. utilise academic concepts to understand audiences and challenges in creative products branding;
4. develop a marketing strategy using independent research skills;
5. engage with different cultural contexts;
6. pitch and communicate ideas to stakeholders effectively.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 288 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Student experience, not official rules. Nothing here changes what the Handbook says.