APG5082 - Creative entrepreneurship in cultural industries - 2019

In this unit, students 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.

Upon successful completion of the unit, students should be able to:

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 marketing strategy using independent research skills;
5. engage with different cultural contexts;
6. pitch and communicate ideas to stakeholders effectively.

Within semester assessment: 100%

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. A unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Master of Public PolicyMaster of Public Policy (http://www.monash.edu.au/pubs/2019handbooks/courses/A6028.html)

Cultural and creative industries