APG5082 Creative entrepreneurship in cultural industries

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.