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 enrollment.

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 library). 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- journal.org/article/viewFile/1145/2641 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- spreadable-doesnt-equal-viral-a-conversation-with- henry-jenkins/ L2: How to manage services and marketing of services? (22.2.2011) 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- marketing/ 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 – 20. 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- 13. 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 – 356. Rosoff, Matt 2010: Spotify bleeding from licensing costs. Business Insider. Available at: http://www.sfgate.com/cgi External link- bin/article.cgi? f=%2Fg%2Fa%2F2010%2F11%2F22%2Fbusinessinsider- spotify-needs-more-paying-subscribers-to-survive- 2010-11.DTL Mike Masnick’s case study on Trent Reznor/Nine Inch Nails Available at: http://www.youtube.com/watch External link? v=Njuo1puB1lg&feature=player_embedded 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 g_Open_Business_Models.pdf 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 %20for%20Strategic%20Analysis.pdf 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. 360-372. 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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