Universitat Internacional de Catalunya
Creative Industries
Other languages of instruction: English, Spanish,
Introduction
The creative industries refer to the economic activities involved in the creation, mass dissemination and commercial exploitation of cultural products —such as those produced by the publishing, media, recording, audiovisual and video game industries—, forming what is also known as the “cultural industry” or the “creative economy”, one of the main driving forces of societies in the context of globalisation.
Objectives
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To define the concepts of “cultural industry” and “creative economy”.
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To understand the organisational structure of organisations operating in the cultural and creative industries across their different sectors.
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To distinguish between the various cultural industries and understand the specific characteristics of their different sectors.
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To acquire specialised professional vocabulary related to the spaces, techniques and technologies specific to the creative industries.
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To understand the specific characteristics of the production, dissemination/distribution and consumption of cultural goods and services, as well as the value chain built around them.
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To develop an overall understanding of the impact of the creative industries on contemporary societies.
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To foster creativity and innovation in the audiovisual field.
Competences/Learning outcomes of the degree programme
- CN03 - Identify the key stakeholders, departments and professional roles within advertising and public relations agencies, understanding their functions in the design and implementation of communication campaigns.
- CN05 - Recognise the principal artificial intelligence tools with applications in advertising, marketing and public relations.
- HB02 - Use a range of media research and documentation resources.
- HB07 - Analyse macroeconomic data and market statistics using digital tools, including artificial intelligence.
Learning outcomes of the subject
Students will be able to:
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To analyse audiences to predict consumer behaviour using artificial intelligence.
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To acquire a basic understanding of organisations in the advertising and public relations sectors, their structures, and the legal, economic and ethical frameworks within which they are established and develop.
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To describe the current landscape of the production and distribution of goods and services at local and global levels, identifying the main microeconomic factors and macroeconomic indicators.
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To manage brand positioning by defining and communicating a brand’s purpose and values, using artificial intelligence-based tools to monitor brand perception on social media and adjust strategic messaging.
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To identify successful business ventures at local and international levels, as well as the main steps involved in developing and launching a business.
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To identify the main products, professional roles and specialised terminology associated with companies operating in the creative industries.
Syllabus
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Introduction to the concepts of culture, creativity, cultural industries and the creative economy.
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Culture, art and entertainment in the context of the COVID-19 pandemic.
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From popular culture to digital culture.
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Cultural policy and the economics of culture: public and private intervention.
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The audiovisual sector: production, distribution and exploitation.
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The publishing and journalism sectors: the production process and the market.
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The music sector and the performing arts.
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Music festivals in Spain: major business groups and target audiences; international reach, relations with public authorities, and economic impact in depopulated provinces.
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Video games and entertainment software.
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Media convergence.
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Cultural heritage and cultural tourism: architecture, design, gastronomy and folk art.
Bibliography and resources
FLEW, T. (2013). Global Creative Industries. Polity Press.
JONES, C., LORENZEN, M., SAPSED, J. (2015). The Oxford Handbook of Creative Industries. Oxford University Press.
McKINLAY, A., SMITH, C. (2009). Creative Labour: Working in the Creative Industries. Red Globe Press.
McROBBIE, A. (2016). Be Creative: Making a Living in the New Culture Industries. Cambridge UK: Polity Press.