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2016/2017  BA-BHAAI1051U  Management for the Creative Industries

English Title
Management for the Creative Industries

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 120
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Course instructor - Dr. Ginger Grant, Sheridan College, gg.msc@cbs.dk
    Sven Bislev - Department of Management, Society and Communication (MSC)
In case of any academic questions related to the course, please contact the course instructor or the academic director, Sven Bislev at sb.ikl@cbs.dk
Main academic disciplines
  • Marketing
  • Experience economy
  • Strategy
Last updated on 29/05/2017
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • 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; and
  • 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
No prerequisites. This course should be accessible to all undergraduates.
Management of the Creative Industries:
Exam ECTS 7.5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Written assignment
Duration 72 hours to prepare
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: End of July - beginning of August 2017.

Retake exam: End of September - beginning of October 2017.

3rd attempt (2nd retake) exam: End November - beginning of December 2017.

Exam schedule is available on http://www.cbs.dk/summer http:/​/​www.cbs.dk/​uddannelse/​summer-university-programme/​exam.
Make-up exam/re-exam
Same examination form as the ordinary exam
Home project assignment, new exam question
Course content and structure

Students are introduced to the practice of management of 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. The concept of the creative industries emerged in the late 1990’s and has since proven itself to be a foundational component of a postindustrial economy. Today, the creative industries are linked to a variety of discourses on technological convergence, the shift to an information society, design-driven innovation and the ’new’ economy. To drive innovation in private or public-sector institutions, policymakers are looking at the emergence of cultural industries as an economic driver. Tools such as strategic planning frameworks using both domestic and international contexts will be explored.


Class 1:  What is so special about the creative industries? Why should we care? Setting the stage.

Class 2: Cultural audits and corporate culture analysis.

Class 3: Cultural attractors and cultural activators.

Class 4: Collaboration in the Arts.

Class 5: Meaning Making in Cultural Production.

Class 6: Design-Driven Innovation. The Strategy.

feedback activity: survey/stop/start/continue

Class 7: Radical researchers. The culture of innovation.

Class 8: Building Capacity.

Class 9: Cultural Identity.

Class 10: Competitive Identity.

Class 11: Understanding National Image and Branding.

Teaching methods
Lectures, seminars, guest lectures, discussions and presentations. Students are expected to be active participants in the learning experience as opposed to passive receptacles for information. 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 presentations.
Student workload
Preliminary assignment 10 hours
Classroom attendance 33 hours
Preparation 144 hours
Feedback activity 7 hours
Examination 12 hours
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 1 in order to 'jump-start' the learning process.


Feedback Activity: A feedback activity defined by the course instructor will take place approx. half-way through the course.


Course timetable is available on http://www.cbs.dk/uddannelse/summer-university-programme/courses.

Expected literature


Michael Ray. (2005). The Highest Goal. Berrett-Koehler Publishers.

(Available and preferred in Kindle edition)


Roberto Verganti (2009). Design-Driven Innovation. Harvard Business School Press.

(Available and preferred in Kindle edition)



Nice-to-have (but not mandatory):

Simon Anholt (2007). Competitive Identity. Palgrave Macmillan.



Last updated on 29/05/2017