Introductory description

This module introduces theories and practices of management in the media, creative and cultural industries. The module highlights the need for creative enterprise to connect with stakeholders inside and outside the business, and for creative practice to connect with markets, customers and partners.

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Part 1: Structures and systems – what are we managing? (weeks 1-3)

• Overview of organisations in the cultural and media sector
• Teams, hierarchies and individuals
• Legal structures
  Part 2: Finance and planning – how are we managing? (weeks 4-7)
• Understanding accounts: cashflow, balance sheets, profit and loss.
• Project management and planning
• Roles and responsibilities
• Organisational change
  Part 3: Marketing and strategy – why / for whom are we managing? (weeks 8-10)
• Strategic planning
• Market environment
• Value chain
• Audience research
• Customer relationship management
• Marketing and promotion
  In addition to the taught content, the module will include a field trip and case studies of cultural and media organisations and a visiting speaker.

Learning outcomes

By the end of the module, students should be able to:

• Demonstrate an understanding of core principles of management and marketing and their application in the media, cultural and creative industries.
• Demonstrate an understanding of how organisational and institutional structures influence management and creative practice in the media, cultural and creative industries
• Gather, interpret and present evidence, with which to analyse organisations and organisational cultures in the media, cultural and creative industries
• Reason critically and debate interpretations to identify the strengths and weaknesses of models and different scenarios
• Communicate what they have learned both orally and in writing
• Work collaboratively with others in seminar presentations and solve problems

Indicative reading list

Colbert, Francois (2007) Marketing Culture and the Arts 3rd edition, Montréal: HEC
Deuze, Mark and Prenger, Mirjam (ed.) (2018): Making Media (Amsterdam University Press)
Dyson.J.R (2010) Accounting for non-accounting students, Financial Times Prentice Hall, 2010. 8th ed.
Hewison.R, Holden.J & Jones.S (2010) All Together: A creative approach to organisational change, DEMOS
Lawrie, A. (2005): The Complete Guide to Business and Strategic Planning (Directory of Social Change)

Subject specific skills

Understanding of core principles of management and marketing and their application in the media, cultural and creative industries.
Understanding of how organisational and institutional structures influence management and creative practice in the media, cultural and creative industries
Ability to gather, interpret and present evidence, with which to analyse organisations and organisational cultures in the media, cultural and creative industries

Transferable skills

Ability to reason critically and debate interpretations to identify the strengths and weaknesses of models and different scenarios
Ability to communicate both orally and in writing
Ability to work collaboratively with others in seminar presentations and solve problems