This course offers an engaging introduction to the dynamic world of Cultural and Creative Industries, using the Business Model Canvas as a strategic framework to explore how creative organizations develop and sustain their business models. The main goal is to cultivate students' lateral thinking, a critical skill for navigating the unique challenges and opportunities in these industries. The course is structured around two core objectives: To provide a comprehensive understanding of the distinctive characteristics that define the creative industries. To equip students with both theoretical insights and practical tools, enabling them to contribute effectively to the design and implementation of innovative strategies within creative organizations.

Knowledge and Understanding This course provides students with in-depth knowledge of the processes, content, and defining characteristics of the Cultural and Creative Industries. Students will gain an understanding of how these industries differ from traditional industrial sectors, their economic significance, and their broader social impact. Applying Knowledge and Understanding By the end of the course, students will be able to: Develop innovative strategies tailored to organizations within the creative sector. Analyze and interpret the business models employed by creative organizations. Making Judgements Students will be expected to critically assess the business models of creative organizations, identifying key value drivers and proposing adjustments to enhance strategic effectiveness and innovation. Communication Skills The course will equip students with the vocabulary, concepts, and frameworks necessary to clearly and persuasively communicate their ideas, analyses, and strategic recommendations within the context of creative industries. Learning Skills Students will strengthen their ability to assess why certain business models succeed, fostering the capacity to continuously learn and adapt in the evolving landscape of creative and cultural entrepreneurship.

This course explores the dynamics of Cultural and Creative Industries (CCIs), combining theoretical foundations with practical tools to analyze and innovate business models within creative sectors. It begins with an introduction to the concept of creativity, both from artistic and economic perspectives, and examines how creativity can be assessed and valued. Students are then introduced to the structure and impact of CCIs, including the creative value chain, the role of creative cities, and their contribution to the Sustainable Development Goals (SDGs). A substantial portion of the course is dedicated to understanding, analyzing, and innovating business models. Topics include the definition and structure of business models, with a focus on the Business Model Canvas, the Value Proposition Matrix, and the Value Proposition Canvas. Students will learn how to identify customer segments, build effective customer relationships, and use models such as the Apostle Model and the Customer Journey to map value delivery. The course also examines market approaches, distribution strategies (with specific insights from the music and movie industries), and the various revenue streams and pricing mechanisms used in creative businesses. The final sections focus on the internal structure of business models, including key activities, key resources, partnerships, and cost structures across different business types—product-centric, service-oriented, and platform-based.

Materials provided by the professor and the guest speakers (Articles/Slide)

The course combines a variety of teaching methods aimed at fostering both theoretical understanding and practical engagement with the Cultural and Creative Industries. Lectures will provide the conceptual foundation, offering students a structured overview of key theories, models, and industry-specific dynamics. Case-based discussions and empirical examples will be used to bridge theory and practice, encouraging students to apply abstract concepts to real-world scenarios. Interactive presentations led by students will be integrated into the course, allowing them to explore specific topics in-depth and enhance their communication and critical thinking skills. Guest speakers from the creative industries—such as entrepreneurs, managers, and experts—will be invited to share first-hand experiences, providing students with valuable insights into current trends, challenges, and innovative practices. Group project work is a central component of the course and encourages teamwork, problem-solving, and the application of strategic tools like the Business Model Canvas in practical contexts. Active participation is strongly encouraged and expected throughout the course. Students are invited to contribute to class discussions, engage critically with course materials, and reflect on real-world cases. This interactive approach aims to create a dynamic learning environment and foster the development of soft skills essential for careers in the creative sector.

Attending Students The assessment for attending students follows the standard structure of the university: Continuous Assessment: 30% of the final grade Final Written Exam: 70% of the final grade 1. Continuous Assessment (30% – Mandatory and Non-Refusable) The continuous assessment is composed of two main project-based components: Research Project Work – 30% of the continuous assessment: Students will investigate a relevant topic within the creative industries through group research. This activity aims to develop critical thinking and research skills, as well as a deeper understanding of key theoretical and industry-specific issues. Business Development Project Work – 70% of the continuous assessment: Students will work in teams to analyze an existing business in the creative sector and propose an innovative business model or strategic transformation. This project encourages applied knowledge, creative thinking, and strategic problem-solving using tools such as the Business Model Canvas. 2. Final Written Exam (70% of the final grade) The final exam assesses the students’ grasp of theoretical concepts, frameworks, and their practical application. It may include case analysis, open questions, concept application tasks, multiple choices and true or false questions Note: This assessment structure is valid only for the two official exam dates at the end of the semester in which the course is taught. In retake sessions, students are assessed exclusively via a 100% final written exam. Grades from the continuous assessment are mandatory and cannot be refused. Non-Attending Students Students who do not meet the attendance requirements will be assessed through a final written exam worth 100% of the overall grade. This exam includes both core course content and additional materials to compensate for missed in-class learning and project-based work.

Students interested in writing their final paper or thesis within this course must meet the following criteria: Passing the final exam is a mandatory prerequisite for thesis/project eligibility. Students are required to propose a specific topic to be investigated, which must be relevant to the themes of the course and aligned with the fields of Cultural and Creative Industries. Proposals that adopt a scientific or empirical approach will be strongly favored. The proposal should include a preliminary research question, a brief rationale for the topic, and a suggested methodological approach. All thesis topics are subject to approval by the instructor. Students are encouraged to present their ideas early and to engage in preliminary discussions to refine their research direction.