54003 Creative Entrepreneurship
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particular session, location and mode of offering is the authoritative source
of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.
Subject handbook information prior to 2025 is available in the Archives.
Credit points: 8 cp
Result type: Grade and marks
Requisite(s): 56 credit points of completed study in spk(s): MAJ10062 80cp Music and Sound Design Major OR 56 credit points of completed study in spk(s): MAJ10063 80cp Music and Sound Design Major
Description
In this subject students explore scenario-based models of working in a changing commercial creative field. Using student-generated creative business proposals and challenging supplied briefs, students, over the course of the subject, develop approaches to managing the demands of clients and creative content markets while staying fiscally solvent and producing creatively vital work. Alongside this, students develop skills in collaborative project management, the production of promotional materials, and in pitching ideas and honing concepts and models in response to feedback.
Subject learning objectives (SLOs)
| a. | Identify a range of business structures for bringing people together in a creative enterprise |
|---|---|
| b. | Use a critical, socially-engaged methodology to guide the selection of creative projects |
| c. | Analyse strategic considerations in the funding and growth of a creative enterprise |
| d. | Present a persuasive plan for a creative enterprise |
| e. | Reflect on the intersections between creativity and business practices |
Course intended learning outcomes (CILOs)
This subject engages with the following Course Intended Learning Outcomes (CILOs), which are tailored to the Graduate Attributes set for all graduates of the Faculty of Arts and Social Sciences:
- Graduates possess a well-developed awareness of culture and professional practice of music and sound in the context of the technological and creative industries (1.1)
- Graduates are able to present, explain and evaluate their own and others' work in independent and collaborative contexts (1.2)
- Graduates are reflexive critical thinkers and creative practitioners who are intellectually curious, imaginative and innovative (2.1)
- Graduates possess the awareness and skills to behave ethically in personal and professional contexts (5.1)
- Graduates are innovative agents for change in the creative industries of their local and wider communities (5.2)
- Graduates possess reflective and analytical skills enabling them to synthesise ideas from a diverse range of sources and communicate effectively to different audiences using appropriate media and modes (6.1)
Teaching and learning strategies
This subject will be delivered through a combination of lectures, discussions and exercises. In tutorials, students will examine and discuss a series of readings and case studies. Students will collaborate in small groups on a creative enterprise of their own design that will test their creative and business vision. On the final day, groups will pitch their work to a panel of industry experts who will provide detailed, interactive feedback. Students will be encouraged to reflect on the intersection of their creative and business goals, and their interactions with others to achieve these goals. Formative feedback on student preparation will be provided in class in Week 4.
Content (topics)
This subject addresses the core elements of designing, building, financing and growing a creative enterprise (whether a one-off project or a continuing business). Students explore the methods for choosing the best structure to attract and hold together a diverse group of people in a high risk enterprise. They learn about creating value through engagement with audiences and understanding the perspectives and expectations of investors; they practice the elements of persuasion and successful pitching. They assess strategic choices of projects to achieve social, psychological and environmental sustainability.
Assessment
Assessment task 1: Industry Positioning
| Objective(s): | a, d and e | ||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 35% | ||||||||||||||||||||
| Length: | 1000 words | ||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 2: Group Presentation
| Objective(s): | a, b, c and d | ||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 30% | ||||||||||||||||||||
| Length: | 10 minutes | ||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 3: Evaluation of Creative Enterprise
| Objective(s): | a, c, d and e | ||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 35% | ||||||||||||||||||||
| Length: | 1500 words | ||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Minimum requirements
Minimum attendance at tutorials is 80%.
Required texts
Anantrasirichai, N., Bull, D. (2022). Artificial intelligence in the creative industries: a review. Artif Intell Rev 55, 589–656. https://doi.org/10.1007/s10462-021-10039-7 (accessed 22/07/2024).
Anderson, C. (2004). 'The long tail. Wired, 12 (10)', October. Available at http://www. wired. com/wired/archive/12.10/tail. html.
Arts Law Centre of Australia, Copyright, https://www.artslaw.com.au/info-sheets/info-sheet/copyright/ (accessed 22/07/2024).
Bagal, Y. (2022). New rails for the music industry. Appetite for Distraction. https://protect-au.mimecast.com/s/ExeyCvl1zNup9Pm9uXyd- g?domain=yashbagal.substack.com (accessed 23/06/22)
Benghozi, P.-J. & Benhamou, F. (2010). 'The Long Tail: Myth or Reality?', International Journal of Arts Management, vol. 12, no. 3, p. 10.
Bite Size Learning (2024) Forming, storming, norming & performing: Tuckman’s stages of team development https://www.bitesizelearning.co.uk/resources/tuckman-stages-team-development-forming-norming-storming-performing (accessed 20/7/2024)
Canva (nd). How to design a pitch deck that will impress investors https://www.canva.com/learn/design-a-pitch-deck-that-makes-investors-say-yes/ (accessed 22/07/2024).
Cialdini, R. B. (2001). The science of persuasion. Scientific American, 284(2), 76-81.
Crabtree, J.M & Crabtree, J. R. (2011). Creativity in Living with A Creative Mind (3rd Ed pp 16-37) Zebra Collective, Sydney NSW.
Crabtree, J.M & Crabtree, J. R. (2011). Collaboration in Living with A Creative Mind (3rd Ed pp 39-74) Zebra Collective, Sydney NSW.
Csikszentmihalyi, M. (1999). 'Implications of a systems perspective for the study of creativity', in R.J. Sternberg (ed.), Handbook of creativity, Cambridge University Press, New York, NY, pp. 313-35.
Duhigg, C, (2016) What Google Learned From Its Quest to Build the Perfect Team https://www.nytimes.com/2016/02/28/magazine/what-google-learned-from-its-quest-to-build-the-perfect-team.html (accessed 22/07/2024)
Kapferer, J. N. (2009). Kapferer's Brand-Identity Prism Model. European Institute for Brand Management, 24, 2014.
McIntyre, P., Fulton, J., Kerrigan, S., & Meany, M. (2023). Introduction to entrepreneurship in the creative industries. In Entrepreneurship in the creative industries: How innovative agents, skills and networks interact (pp. 3-19). Cham: Springer International Publishing.
McIntyre, P., Fulton, J., Kerrigan, S., & Meany, M. (2023). Entrepreneurial Business Plans and Models: The Nuts and Bolts of Running a Business in Entrepreneurship in the Creative Industries Palgrave MacMillan, London pp89-107
Osterwalder, A. & Pigneur, Y. (2010). The Business Model Canvas in Business model generation: a handbook for visionaries, game changers, and challengers, John Wiley & Sons.
Pereira, G. (2019). Brand storytelling: A three-dimensional perspective. Journal of Brand Strategy, 8(2), 146-159.
Simpson, S. (2012). Copyright & Music – The Basics in Music business: a musician's guide to the Australian music industry, 4th ed, Omnibus Press, London, pp. 141-178.
The Lean Start Up (2024, July 20) Methodology https://theleanstartup.com/principles (accessed 22/07/2024).
Treasure, J. (2013) How to Speak so that People Want to Listen [video]. TED. https://www.ted.com/talks/julian_treasure_how_to_speak_so_that_people_want_to_listen?subtitle=en (accessed 26/07/2024).
World Economic Forum (2024). This is how AI is impacting – and shaping – the creative industries, according to experts at Davos https://www.weforum.org/agenda/2024/02/ai-creative-industries-davos/ (accessed 22/07/2024).
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