Final Syllabus

Creative Industries: Business, Innovation, Politics, and Culture | DIS |

Creative Industries

Business, Innovation, Politics & Culture

Spring 2017 Location: Copenhagen

Credits: 3 Major Disciplines: Business, Management, Marketing

Faculty: Peter Rantzau Program Director: Susanne Hovmand, V7.36

Assistant Program Director: Anne Christine Nielsen, V7.36 Days: Thursdays Only at 14.50-17.45

Classroom: F24-503

Creativity, innovation and culture are important factors for the competitiveness of

not only companies, but also for nations and regions, particularly as we move from goods and service economies to “experience” economies. Digital technology has also had a massive impact on the commercial creative industries in recent years. In this course, students will critically analyze and investigate questions about creativity’s role in the experience economy and the impact of digital technology in the creative process, distribution and sales of creative products. The course will also explore how traditionally non-creative industry segments are starting to use creativity in communicating, marketing and adding value to their products and services. The course is hands-on and participation based, enabling students to critically analyse and assess theories, examples, cases and trends from the creative industries. The course will have a multidisciplinary approach and through case studies focusing on selected sectors, explore and investigate the link between creativity, culture, innovation, markets and business. The multi-disciplinary approach with literature from business, political science and cultural theory makes this course relevant and accessible also for non-business students.

Final Syllabus

Creative Industries: Business, Innovation, Politics, and Culture | DIS |

The course is for students from all disciplines and majors who wish to:

- Engage in a collaborative learning environment in which participation and hands-on learning are fundamental

- Gain new perspective on creative industries, creative work environments and how the creative sectors shape our business environments

- Get a feel for what it is like to work in the creative industries: media, sports, advertising, design etc.

- Work in traditional business but apply the experience economy approach to make profits

Learning Objectives of Course

- Understand the concept of “experience economy” – and where society, business, and consumers are going in the experience economy.

- Understand how technology, new media, social media and the internet is opening up new opportunities in various markets, and also opening up totally new industries.

- Understand how culture, creative industries, experience economy are important concepts shaping the world.

- Understand unique aspects of the creative industries compared to traditional sectors- complexities, opportunities and future perspectives

- Understand how government policy-makers work with the creative industries locally, nationally and globally

- Gain insight on how to manage creativity and innovation and profit from these ideas

- Understand the intersection of arts and business – the complexities and opportunities

- Understand concept of the “creative class” and creative cities and creative clusters – and how they apply to companies, governments and citizens alike

As defined by the UK’s Department of Culture, Media and Sport, the creative industries are "…those activities which have their origin in individual creativity, skill and talent and which have a potential for wealth and job creation through the generation and exploitation of intellectual property". The Creative Industries thus include the following sectors:

- Architecture

- Design

- Film, Video and other Audiovisual production

- Games and Leisure Software

- Live and Recorded Music

- Crafts, Furniture

- Venues (music, theatre etc.) & Sports

- Theatre, Musicals and Live Entertainment

- Television, Radio and Internet Broadcasting

- Visual Arts

- Fashion Clothing

- Advertising

- Literature and Publishing

- Cultural heritage

Required Texts:

Required texts will be uploaded and available on canvas.

Faculty: Peter Rantzau Master (Strategy, Organisation and Leadership; Copenhagen Business School, 2001), BA (Communication, Colorado State University, 1993). Previously employed as General Manager at From Function, Rosendahl

Final Syllabus

Creative Industries: Business, Innovation, Politics, and Culture | DIS |

A/S (2004-2006), International Brand Director at Pandora A/S (2006-2008), Joint CEO at Munio/Rainforest Protection Initiative (2008-2012), Head of Department at Profilrejser (2013-2014), Managing Director of Kinraden from 2014-2016. Currently Market Manager at Brydehuset as well as External Lecture at Copenhagen Business School. With DIS since 2015. Expectations of Students This class is for students who wish to be part of participative atmosphere and thus there is a large allotment of points given to the participation. Participation and field studies: The course consists of 12 sessions and two field studies. Attendance is mandatory. Field studies will be

relevant assignment topics for some of the students. Additional material will be distributed during the

course.

The course includes two field studies to businesses in the creative sector in Denmark:

Wednesday, January 25 from 08.30-12.30

Wednesday, March 8 from 13.00-17.00 Course Policies Academic Honesty: Plagiarism and Violating the Rules of an Assignment - DIS expects that students abide by the highest standards of intellectual honesty in all academic work. DIS assumes that all students do their own work and credit all work or thought taken from others. Academic dishonesty will result in a final course grade of “F” and can result in dismissal. The students’ home universities will be notified. DIS reserves the right to request that written student assignments be turned in electronic form for submission to plagiarism detection software. See the Academic Handbook for more information, or ask your instructor if you have questions. Attendance – You are expected to attend all DIS classes when scheduled. If you miss multiple classes the Director of Teaching and Learning, and the Director of Student Affairs will be notified and they will follow-up with you to make sure that all is well. Absences will jeopardize your grade and your standing at DIS. Allowances will be made in cases of illness, but in the case of multiple absences you will need to provide a doctor’s note. Disability and Resource Statement: Any student who has a need for accommodation based on the impact of a disability should contact the Office of Academic Support to coordinate this. In order to receive accommodations, students should inform the instructor of approved DIS accommodations within the first two weeks of classes Laptops – Use of laptop computers in class is allowed for the purpose of note-taking ONLY; other computer activities can prove distracting. Students will lose laptop privileges if they use their computers for other activities besides taking notes and a loss of participation points will be assessed. Cell phones and other electronic devices should be turned off and stored away. Schedule – Schedule is subject to change if necessary with as much notice as possible. Requirements and evaluation:

Final Syllabus

Creative Industries: Business, Innovation, Politics, and Culture | DIS |

24 hour exam 25% Final 30% Participation: 20% End of Semester project: 25%

Main Class Group Project Overview The main group project for the creative industries class is creating a physical product to be finished during the course of the semester. The project will be a simulated client project for DIS marketing. DIS marketing will choose a project that will be put in production and sold at DIS. Learning Objectives and Professional Development Benefits The objective is to give a feel of the complexities of working in a commercial creative environment, and to develop professional skills in a team environment, applying collaborative discovery and learning. Class members will also be evaluated on how well they share their discoveries and findings with the class.

Learning objectives

The semester project provides the students real world experience in many aspects of the creative industries, allowing them to apply these skills towards the class project. Important elements of the project and assigned roles In order to finish the project satisfactorily it must include different important business elements including market research, business planning, design, product development, production, marketing and selling the physical product. Students will be required to present the project to the DIS marketing department as well as the class at the end of the semester. The students must be able to field questions from DIS marketing as well as the class regarding their particular solution and product. The students will be graded on their ability to incorporate the necessary business elements into the solution, what they have learned, and their ability to share this to the rest of the class.

Final Syllabus

Creative Industries: Business, Innovation, Politics, and Culture | DIS |

SESSIONS Lecturer: Peter Rantzau

1. Thursday, Jan 19

Class introductions

Introduction to the creative industries

Introduction to in class project and description

Sector focus: Animated Film

Groups

Wednesday, Jan 25

08.30 – 12.30

Copenhagen Bombay Field study Text o How Pixar Fosters Collective Creativity. Catmull, Ed, Harvard Business

Review, September 2008

2. Thursday, Jan 26

Sector focus: Film with a special focus on the unique Danish film industry

o Film: TBA

Texts

o Denmark: a small film industry with great shape, Scoffier,, Axel, INA Global, 2014 (Forum)

o After the Celebration: The Effect of Dogme on Danish Cinema. Scheperlern, Peter, Kosmorama, December 2013

3. Thursday, Feb 2

Introduction to The Experience Economy

Cities, Clusters, Culture and Policy – and their impact on the creative industries

Text

o Welcome to the Experience Economy. Pine II, Joseph B and Gilmore, James H, Harvard Business Review, July-August 1998.

o Guest speaker: Rasmus Tscherning

Semester project brief from DIS marketing: Lauren Chaney

o Thursday, Feb 16 The Creative Man: Implications for the Individual

Text

o Creative Man, Copenhagen Institute for Future Studies, Ch. 2 “The Story of the Dream Society,”

o Methodology

o Design Thinking

o Sector focus: The Music Industry – changes in distribution, venues, business models, IPR, etc.

Text

o Profiting from creativity? The music industry in Stockholm, Sweden and Kingston, Jamaica, Power, Dominic og Hallencreutz, Daniel in: Cultural industries and the production of culture, Power, Dominic og

Final Syllabus

Creative Industries: Business, Innovation, Politics, and Culture | DIS |

Scott, Allen, ch. 13, pp. 224-239 (16 p.), Routledge, New York, 2004

o Segmentation and market research

o Concert – Blossoms Vega

5. Thursday, Feb 23 Entrepreneurship

Text

o The Founder’s Dilemma. Wasserman, Noam, Harvard Business Review, 2008, pp 1-8

o BMC

IPR (Intellectual Property Rights)

Text

o What is Intellectual Property? World Intellectual Property Organization

Sector focus: Gaming with a special focus on the Danish and Scandinavian gaming industry

o Gaming industry as a part of the Creative Industries and its role in the economy as a whole

Text

The Danish Game Industry - an overview, Scandinavian Game Developers, 2011

Wednesday, March 8

13.00 – 17.00

24 hour exam to be handed in during class the day after

6. Thursday, March 9 Sector focus: Technology and online media, Technological disruption, social and SEO

Technology/Bitcoins/Block chains in innovation

o Guest speaker: Karim Jabbar

Text

o TBA

Case: Apple

Theory: Branding

Texts

o The Innovator’s Dilemma, Christensen, Clayton

Project halfway evaluations in groups

7. Thursday, March 16 Sector focus: Design

Text

o http://www.wired.com/2014/12/disappearing-business-of-design/?mbid=social_fb

Sector focus: Jewelry and fashion

Text

Final Syllabus

Creative Industries: Business, Innovation, Politics, and Culture | DIS |

o http://www.mckinsey.com/insights/consumer_and_retail/a_multifaceted_future_the_jewelry_industry_in_2020

The role of sustainability in creative industries

o Case: Two very different design companies: Fritz Hansen vs Piet Hein Eek

o In class video and discussion

8. Thursday, March 30 Sector focus: The arts in Denmark o The special Danish model for subsidizing art and culture

Creative industries case: Cirque du Soleil

Theory: Corporate Strategy Texts

o Billion-dollar circus, Sylt, Christian, Eurobusiness (4 p.), 2002 (Forum) o Blue Ocean Strategy, Mauborgne & Kim (Forum)

Sector Focus: Architecture Text: TBA

9. Thursday, April 6 End of semester project

10. Thursday, April 20 Final exam

Sector focus: Culinary industry as a part of the Creative Industries

In class video and discussion: El Bulli

11. Thursday, April 27 Sector focus: TV and radio and their changing roles, streaming and internet based news and entertainment.

Text: TBA

Sector focus: The role of sports in society and as part of the creative industries

Text: TBA

12. Thursday, May 4 Class evaluations

Wrap up and social

Schedule is subject to change if necessary with as much notice as possible.