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2014/2015  BA-BHAAI1019U  Marketing for the Creative Industries

English Title
Marketing for the Creative Industries

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration Summer
Course period Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Course instructor - Dr. Ginger Grant, Sheridan Institute of Technology
    Patricia Plackett - MPP
Main academic disciplines
  • Communication
  • Marketing
  • Experience economy and service management
  • Corporate and Business Strategy
Last updated on 12-02-2014
Learning objectives
At the end of the course the student should be able to:
  • discuss collaboration strategies for municipal, educational and community partners to develop socially responsible partnerships in an increasingly global business context
  • develop a knowledge and appreciation for cultural orientations other than their own
  • learn the basic fundamentals of working with transmedia; one story over multiple media where each individual story makes a contribution
  • explore the relationship between art and politics in order to develop skills in critical understanding and cross-cultural awareness
  • develop a theoretical framework for narrative to understand how it works with an emphasis on cultural attractors, cultural activators and archetypes
  • discuss the role of the creative industries as the intersection point between the essence of a brand and the creation of a storyworld in order to maximize both the creative potential of a body of work and sustainable economic viability
Course prerequisites
This course should be accessible to all undergraduate students, especially those who are considering graduate studies.
Prerequisites for registering for the exam
Number of mandatory activities: 1
Compulsory assignments (assessed approved/not approved)
Mandatory Mid-term Assignment: Students will complete a cultural stakeholder ‘daisy’ for review and prepare to present their findings in Class 5.
Home Assignment:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual
Size of written product Max. 10 pages
Assignment type Written assignment
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer Term
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure
“Do not go where the path may lead.
Go instead where there is no path, and leave a trail.”

- Ralph Waldo Emerson
Students are introduced to the practice of marketing for the creative industries, and competitive identity or nation branding. The course will explore two new fronts in business administration: (1) art as a business and (2) the role the arts play in place branding. Tools such as strategic planning frameworks using both domestic and international contexts will be explored.
Students must prepare a Preliminary Assignment and a Mid-term Assignment. For the Preliminary Assignment students will view seven TED Talks, compare and contrast them in response to several specific questions and prepare to present their findings in Class 3.

Class Schedule
Class 1Why Creative Strategy and what is so special about the creative industries? Why should we care? **
Class 2Cultural Entrepreneurship
Class 3Preliminary Assignment
Class 4Collaboration in the Arts
Class 5Mandatory Mid-term Assignment Presentation
Class 6Artistic Leadership or Leading from the Middle
Class 7Segmentation, Targeting and Differentiation
Class 8Organizational Metaphors
Class 9Positioning and Brand Identity
Class 10Cultural and Competitive Identity
Class 11Understanding National Image and Comprehensive Review
** Students will be assigned groups on the first day of class and tasked with defining a current business challenge from an organization. The students will approach the challenge based on the theoretical materials covered in class and present their findings.
Teaching methods
Lectures, seminars, discussions and presentations. Students are expected to be active participants in the learning experience. The importance of clear and concise written and verbal communication will be stressed throughout the course. In addition to the material covered in the texts, students will develop hands-on skills in analysis, participant observation, group dynamics and formal business presentations. Each lesson contains a lecture, possible group presentations and discussion.
Further Information
Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 3 in order to 'jump-start' the learning process.
Expected literature
Bilton, Chris and Cummings, Stephen. Creative Strategy: Reconnecting Business and Innovation. (2010). West Sussex: Wiley and Sons. (257 pages)
Chong, Derrick. Arts Management. (2009 – Kindle Edition). London: Routledge. (150 pages)
Anholt, Simon. Competitive Identity: The New Brand Management for Nations, Cities and Regions. (2007). Palgrave Macmillan (160 pages)
Last updated on 12-02-2014