NBA 5770

Course information provided by the Courses of Study 2016-2017.

The venture capitalist Arthur Rock once said, "I prefer to invest in companies that change the way we live and think." This course is focused on strategies for creating and growing such companies: entrepreneurial leaders in the creative industries. Firms in creative industries, play a role in every aspect of our lives, and influence many physical and psychological aspects of our lives, from what we eat and wear to how we entertain ourselves, but markets for cultural goods are complex and difficult to navigate. Entrepreneurs must, therefore, understand the economic sociology of the cultural market and ecosystem in order to capture economic value, a process that recursively relates to cultural norms. At the same time, the creative industries are seen by some as the last frontier for technological innovations, where many of the gains made in other sectors by pioneering entrepreneurial leaders, have not yet been realized. This course will examine why this is the case by shedding light on the underlying economic, social, and cultural rules and norms that govern the structure and functioning of these markets, in order to derive strategies and business models for entrepreneurial success. These firms thus capture economic value by transforming cultural norms in ways that appear to, and sometimes do, change the way we think and live. This course will analyze business cases of such market-pioneers in a wide range of creative industries such as art, fashion, film, food, music, publishing, and theater to explore and understand the economic, organizational, and sociological underpinnings of entrepreneurship, value(s), markets, and culture. The course is targeted towards students who wish to understand the structure of creative industries and be inspired to start, work or consult for, or invest in large and small creative, high-impact firms. The course may also interest students seeking to understand how firms offering radical innovations can create new markets by addressing the entire market ecosystem.

When Offered Spring.

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Enrollment Information
Syllabi: none
  •   Seven Week - Second. 

  • 1.5 Credits S/U NoAud

  • 17954NBA 5770  LEC 001

  • Add/Drop Dates: Johnson Students January 17th thru February 8th with an additional Add/Drop period beginning March 20th at 8:00am to March 27th at 4:00pm. Non-Johnson Students: March 24th at 8:00am to March 27th 4:00pm. You may add or drop a second-half class after March 27th with permission of the faculty. A late fee of $100.00 will be charged for each add or drop transaction. If you are dropping after April 17th you will also receive a "W" on your transcript in addition to the late fees. Non-Johnson students may add themselves to the waitlists during the enrollment periods, however Johnson Students have priority into the classes and non-Johnsons will be enrolled: 1) IF seats are still available after Johnson students complete their enrollment period and 2) IF the instructor allows. Non-Johnson students must see their college registrar regarding policies connected with adding/dropping a second half Johnson School class. A petition may be required.