Professional studies

Teaching language


Type of course


Cycle/level of course


Recommended year of study


Total number of ECTS

5 cr

Competency aims

The aim of the course is to give the student an
understanding about the opportunities and challenges that
creative companies face in the present-day economy and
to provide information about how creative companies can
develop their services and creative capabilities.

Learning outcomes

At the end of the course the student is expected to
understand how the economic, social and technological
changes influence the value creation and management
practices of creative firms and what kind of management
approaches can be applied to managing creative
companies successfully.

Course contents

The course comprises lectures (20 h), student-lead
presentations (5 h) and independent studies (105 h),
wherein the student becomes acquainted with selected
theories of service and relationship management, network
management, creativity management and open innovation.
At the end of the course, the student writes a term paper
(70 points) and presents it to the class (10 p). Each
student shall also give feedback to a fellow student by
opposing her/his term paper (10 p). The student is also
expected to participate actively in discussion during
lectures (10 p). There are compulsory readings or research
assignments on the Internet for each lecture.

Prerequisites and co-requisites

The student should have finished at least 80 ects of
her/his study programme. The student should also have
finished or (s)he is currently attending a course in research
methodology, scientific writing or equivalent (e.g. Pro-
seminar). The 3rd and 4th year production students in the
Film and Television programme have a priority in

Previous course names

Culture Business 2 (2008-10)
Kulturbusiness 2 (2008-10)

Additional information

There is a 70% attendance requirement in lectures and
student presentations. Deadline for the term paper is April
4th, 2011 at noon (12 p.m.). The lecturer distributes
papers to be opposed on April 5th, 2011. The student
prepares her/his opposition for the presentation session
held on April 11th, 2011.

Recommended or required reading

There are compulsory readings or AV material for each
lecture. The literature can be found as open access
sources on the Internet or through the Nelli portal
provided by the 
library of Arcada.

L1: Change in the value-creation logic (14.2.2011)

Look for at least five different meanings for the concept of
‘value’ on the Internet. Who are the people who use these
concepts? In which contexts do they use the concepts?

Prahalad, C.K. & Ramaswamy, Venkat 2004: Co-creation
experiences: the next practice in value creation. Journal of
Interactive Marketing, Vol. 18, Iss. 3 (Summer), pp. 5-14.
Available through Nelli (see the home page of Arcada’s

Hearn, Greg & Pace, Cassandra 2006: Value-creating
ecologies – understanding next generation business
systems. Foresight, Vol. 8, No. 1, pp. 55-65. (Available
through Nelli)

Whitla, Paul 2009: Crowdsourcing and Its Application in
Marketing Activities. Contemporary Management Research,
Vol. 5, No. 1, pp. 15-28. Available at: http://www.cmr External link-

Usher, Nikki 2010: Why spreadable doesn’t equal viral: A
conversation with Henry Jenkins. Nieman Journalism Lab.
Available at: http://www.niemanlab.org/2010/11/why External link-

L2: How to manage services and marketing of services?

The Marketing Mix (4 Ps).
http://www.netmba.com/marketing/mix/ External link

The Extended (Service) Marketing Mix (7 Ps):
http://business-fundas.com/2010/the-7-ps-of-services External link-

The Marketing Communications (Promotion) Mix.
http://davedolak.com/promix.htm External link

Grönroos, Christian 1994: From Marketing Mix to
Relationship Marketing: Towards a Paradigm Shift in
Marketing. Management Decision, Vol. 32, No. 2, pp. 4 –

Ulaga, Wolfgang and Eggert, Andreas 2006: Relationship
value and relationship quality. Broadening the nomological
network of business-to-business relationships. European
Journal of Marketing, Vol. 40 No. 3/4, pp. 311 – 327.

Duncan, Tom and Moriarty, Sandra 1998: A
Communication-Based marketing Model for Managing
Relationships. Journal of Marketing, Vo. 62, Iss. 2 pp. 1-

Roy, Donald P. & Cornwell T. Bettina 2003: Brand equity’s
influence on responses to event sponsorships. Journal of
Product & Brand Management; Volume: 12 Issue: 6; 2003
377 – 393.

L3: How innovative cultural entrepreneurs compete in
today’s market environment? – Case studies from the
music industry (1.3.2011)

Porter’s value chain:
http://www.netmba.com/strategy/value-chain/ External link

Porter’s Five Forces of Competition:
http://www.quickmba.com/strategy/porter.shtml External link

Porter’s generic strategies:
http://www.quickmba.com/strategy/generic.shtml External link

Graham, Gary; Burnes, Bernard; Lewis, Gerard J. and
Langer, Janet 2004: The transformation of the music
industry supply chain – A major label perspective.
International Journal of Operations & Production
Management, Vol. 24, No. 11, pp. 1087-1103.

Lewis, Gerard J., Gary Graham, Glenn Hardaker 2005:
Evaluating the impact of the internet on barriers to entry in
the music industry. Supply Chain Management: An
International Journal Volume: 10, Issue: 5, Pages: 349 –

Rosoff, Matt 2010: Spotify bleeding from licensing costs.
Business Insider. Available at: http://www.sfgate.com/cgi External link-

Mike Masnick’s case study on Trent Reznor/Nine Inch
Available at: http://www.youtube.com/watch External link?

Creamer, Matthew 2007: How Radiohead Is Rewriting
Rules of Online Revenue: Band lets fans decide how much
they want to pay to download lates record. Available at:
http://adage.com/digital/article?article_id=120980 External link

L4: Managing myself and my company in the networked
environment (10.3.2011)

Lampel, Joseph; Lant, Theresa and Shamsie, Jamal 2000:
Balancing Act: Learning from Organizing Practices in
Cultural Industries. Organization Science, Vol 11, Iss 3, pp.
263- 269.

Blair, Helen; Gray, Susan and Randle, Keith 2001: Working
in film – Employment in a project-based industry.
Personnel Review, Vol. 30, No. 2, pp. 170-186.

Davis, Tim R.V. 2001: Integrating internal marketing with
participative management. Management Decision, 39/2,
pp. 121-130.

Chesbrough, Henry 2007: Embracing Open Business
Models – Even innovative companies can use a helping
hand or two. Optimize, Vol. 6, No. 1, p. 37. Available at:
http://openinnovation.haas.berkeley.edu/papers/Embracin External link

Biem, Alain and Caswell, Nathan 2008: A value network
model for strategic analysis. Proceedings of the 41st
Hawaii International Conference on System Sciences.
Available at:
http://www.openvaluenetworks.com/Articles/VN%20Model External link

L5: Managing creativity (15.3.2011)

Scientific Management:
http://en.wikipedia.org/wiki/Scientific_management External link

RSA Animate: Drive - The surprising truth about what
motivates us. Available at:
http://www.youtube.com/watch?v=u6XAPnuFjJc External link

Anonymous 1999: Making workers more creative. The
Futurist, Vol. 33, No. 4, p. 59.

Andriopoulos, Constantine & Gotsi, Manto 2000:
Benchmarking brand management in the creative industry.
Benchmarking: An International Journal; Vol. 7, No. 5; pp.

Powell, Shaun / Dodd, Chris 2007: Managing vision and
the brand within the creative industries. Corporate
Communications: An International Journal; Vol. 12, No. 4;
pp. 394-413.

Powell, Shaun 2008: The management and consumption of
organisational creativity. Journal of Consumer Marketing,
Vol. 25, No. 3, pp. 158-166.

Lundin, Rolf A. 2008: The beauty and the beast – on the
creativity/project management encounter. International
Journal of Managing Projects in Business, Vol. 1, No. 2,
pp. 206-215.

A list of recommended readings can be found 
in the
course's home page in Blackboard. The student is 

expected to use the compulsory and recommended
readings in the term paper.

Study activities

  • Lectures - 20 hours
  • Small-group work - 5 hours
  • Individual studies - 105 hours


  • Total workload of the course: 130 hours
  • Of which autonomous studies: 130 hours
  • Of which scheduled studies: 0 hours

Mode of Delivery

Participation in tuition

Assessment methods

  • Demonstrations and proficiency exams
  • Essays, reports, productions and portfolio

Assessment requirements

To pass the course the following 
are required: Term paper
(70%), presentation of term paper (10%), opposition of a
fellow student’s term paper (10%) and participation in
lectures and student presentations (10%).


  • Haaranen Tuulikki
  • Hemming Alf


Haaranen Tuulikki

Group size

No limit

Assignments valid until

Until date 2011-04-30

The timetable of the course

The course has a special schedule extending from 14.2. to
11.4.2011. The lectures and student presentations are
held: 14.2.2011 12-16 A311; 22.2.2011 12-16 A310;
1.3.2011 12-16 A310; 10.3.2011 12-16 A310; 15.3.2011
12-16 A311; 11.4.2011 12-17 A311.

Assessment methods

  • 2011-04-11 - Demonstrations and presentations
  • 2011-04-04 - Reports and productions

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