Media and Creative Industries Management

Introduction

This course addresses the unique characteristics and managerial challenges of organizations in the media and creative industries. The course is relevant for those seeking work within, or will partner with, media and creative industries. It is equally relevant for anyone working in a broader range of industries where the traditional producer or retailer is increasingly expected to behave as an entertainment company. To address key management issues, media and creative organizations are analyzed from four perspectives:

The first perspective examines the major organizational forms and corresponding ecosystems occurring across the media and creative industries. This provides an introduction to the sector and offers a departure point for reflecting on how organizations in the media and creative industries differ from other firms. The second perspective examines different metrics of value and corresponding institutional logics that shape internal and external power relations, and can generate conflict. The third perspective concerns managing creative organizations and creative labour. Here we explore key leadership challenges faced by organizations in the media and creative industries, before discussing common leadership structures and solutions. We also review current theory on the managing and motivating creative labour. The fourth perspective considers the overall management of media and creative assets and assessment of their return. We firstly examine current practices of realizing efficiency in the media and creative industries through technology and other means. We also examine the logic and implementation of a range of financial, cultural and social measures of ‘return on investment’.

Course content

Course content

1. Major organizational forms and corresponding ecosystems in the media and creative industries

• Organizational forms in the media and creative industries
• The media and creative organization and relationships with external actors and stakeholders
• Media and creative industry networks and clusters

2. Metrics of value and institutional logics in creative organisations

• Values, systems of valorization, and value conflict (value theory, institutional logics, and application)
• Communicating value in the competitive marketplace

3. Managing creative organizations and creative labour

• Managing and motivating creative labour
• Leadership challenges in the media and creative industries
• Organizational/management models in the media and creative industries

4. Management of assets and their return

• Managerial challenges for realizing efficiency through technology and other means
• Evaluating and measuring the economic, creative and social goals of organizations in the media and creative industries