About Entertainment Business Management

Imagine watching thousands of people go crazy at a gig you’ve helped to produce, or helping an artist that you represent make it big. 

Thanks to digital technology and social media, there are now so many exciting and ever-changing ways in which you can create a career in events, music or entertainment.  

In response to the diverse needs of this fast-growing industry, this course helps you to be flexible and adapt to opportunities, and provides you with business skills that are transferable across a broad range of music and entertainment-related fields.

Whether you are looking into a rewarding career such as artist management, event planning and production, music and media publishing and distribution, or entertainment marketing, this course can help you become a confident leader in a very exciting industry. 

Diploma of Entertainment Business Management

2 Trimesters
Where / Sydney / Melbourne / Brisbane
Next intake 26/09/2016 / See all intake dates
Entry requirements / Aus / International
If you want to succeed as a creative industry manager, you need a fundamental understanding of entertainment business. 
 
Throughout this Diploma, you will learn about the history of the entertainment industry, while exercising your communication skills in the preparation of marketing plans, briefs, proposals, advertising copy and media releases. 

You will also gain practical experience in various areas of study as you apply to professional arts and entertainment managers, and you can expect first-hand experience in negotiation, copyright, and intellectual property, music publishing and licensing, marketing and a variety of legal scenarios. 

To prepare you for the Bachelor Degree, the first two trimesters provide a core understanding of business practices relating to the creative industries and explore the challenges faced when commercialising music, entertainment and the arts. 
Diploma of Entertainment Business Management
Curriculum
Subject
Entertainment Since 1945
The purpose of this unit is to explore entertainment history and the implications of key industry questions such as: What is entertainment and where did it come from? How does it affect our lives? What are the styles and fashions, and who are the people who have influenced what we consider to be entertainment? By identifying some of the key players and events, as well as the emerging technologies that have been used to exploit and develop entertainment over the past 70 years, students will understand the trends in entertainment that have helped shape popular culture.

Students will work individually and in groups to research and analyse how the entertainment industry has evolved internationally and in Australia since 1945.
Professional Communication
The purpose of this unit is to develop communication skills that are essential for successful communication within the entertainment industry. This unit is designed to provide a practical introduction to fundamental communication principles and a forum for practising communication skills. Students will study business communication practise that helps in the development of a professional style in relation to the writing of business letters, proposals, briefs and advertising copy. They learn about academic writing such as essays, reports and assignments, and develop verbal and non-verbal communication skills to help them speak confidently in public as well as to negotiate, to present, and to debate.
Introduction to Entertainment Business Principles
This unit provides students with an overview of the foundations of the contemporary entertainment business management environment. Students will analyse and evaluate the range of legal and contractual issues that relate to management responsibilities as encountered on a day-to-day basis.

Students will develop an understanding of Australia’s regulatory foundations, the complex inter-relationships that underpin the entertainment industry, and the legal and contractual issues that need to be considered in an entertainment management context.
Professional Practice I
This practical unit enables the student to develop and consolidate their understanding of the complex nature of managing emerging artists and creative projects in the entertainment industry. This “simulated” management project will allow the student to reflect on this trimester’s other units and to apply their critical analysis skills to the range of issues and responsibilities that are involved in the development and management of a performance project.
Entertainment Marketing
Turning the production of creative people (artistic and musical works, performances, events and merchandise) into a solid business is the core responsibility of the entertainment marketer. The entertainment marketer is the key link between the creative artist and the market, and capturing people’s attention and imagination requires a thorough understanding of the theoretical principles that underpin marketing processes.

This unit will provide an overview of the historical development of the socio-economic processes at the core of contemporary marketing with demonstration of the key methodologies accepted by industry and marketing academics alike. Specifically, students will look at the direct application of contemporary marketing practice to the creative industries and the challenges faced when marketing entertainment and the arts.
Accounting Fundamentals
This unit contributes to the degree by enabling students to understand the principles of accounting and its role in providing information about an organisation’s financial position. This unit will introduce the student to financial accounting and taxation as it applies to small business and the critical role that financial accounting plays in the short - and long-term prospects of business success.
Copyright and Publishing
In this unit, management students are given working knowledge of copyright as it broadly applies to musical, literary, dramatic and artistic works and the functions and responsibilities of publishers and publishing companies. All areas relating to the application of copyright and the workings of publishing are considered and this unit also introduces foundational understanding of music publishing contracts.

This unit will provide fundamental understanding of the key principles of publishing and will enable the student to comprehend the legal parameters of copyright and to apply business principles to music, film and entertainment publishing ventures in traditional and digital contexts.
Professional Practice II
The purpose of Professional Practice subjects is to augment face-to-face classroom study by providing students with the opportunity to apply basic concepts and techniques of entertainment business management to a series of tasks relevant to establishing an entertainment business. Professional Practice I focused on helping students identify the valuable aspects of an entertainment product and writing a management plan to develop that product into a market-ready form. In Professional Practice II students build on ENT 203 to identify suitable areas and develop a comprehensive business plan to take that product to market.

This unit contributes to the degree by giving the students the opportunity to apply their acquired skills and knowledge in real world applications involving research and project work and developing their skills in problem identification, analysis and small business development.
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Bachelor of Entertainment
(Business Management)

6 Trimesters
Where / Sydney / Melbourne / Brisbane
Next intake 26/09/2016 / See all intake dates
Entry requirements / Aus / International
This Bachelor Degree gives you critical knowledge to help you tackle the business challenges of the global entertainment industry. You will explore entrepreneurship, film and TV production management, international touring principles, online business systems, marketing, promotions, international licensing and branding and major festival events management.  

You will be required to create national promotional campaigns for products, artists and events, and to plan logistics for music, theatre and performing arts groups. You will even learn about merchandising through traditional and digital channels. You will then be able to apply your skills by managing and coordinating several external and in-house events.

By the end of your Degree, you will be able to identify strategies for selecting and acquiring artists and performers, and developing proposals for management companies, agents and sponsors. This could include festival proposals, feasibility studies, touring plans, research projects and more. You will also complete a self-devised research project and/or an industry engagement program. 
Bachelor of Entertainment
(Business Management)
Curriculum
Subject
Entertainment Since 1945
The purpose of this unit is to explore entertainment history and the implications of key industry questions such as: What is entertainment and where did it come from? How does it affect our lives? What are the styles and fashions, and who are the people who have influenced what we consider to be entertainment? By identifying some of the key players and events, as well as the emerging technologies that have been used to exploit and develop entertainment over the past 70 years, students will understand the trends in entertainment that have helped shape popular culture.

Students will work individually and in groups to research and analyse how the entertainment industry has evolved internationally and in Australia since 1945.
Professional Communication
The purpose of this unit is to develop communication skills that are essential for successful communication within the entertainment industry. This unit is designed to provide a practical introduction to fundamental communication principles and a forum for practising communication skills. Students will study business communication practise that helps in the development of a professional style in relation to the writing of business letters, proposals, briefs and advertising copy. They learn about academic writing such as essays, reports and assignments, and develop verbal and non-verbal communication skills to help them speak confidently in public as well as to negotiate, to present, and to debate.
Introduction to Entertainment Business Principles
This unit provides students with an overview of the foundations of the contemporary entertainment business management environment. Students will analyse and evaluate the range of legal and contractual issues that relate to management responsibilities as encountered on a day-to-day basis.

Students will develop an understanding of Australia’s regulatory foundations, the complex inter-relationships that underpin the entertainment industry, and the legal and contractual issues that need to be considered in an entertainment management context.
Professional Practice I
This practical unit enables the student to develop and consolidate their understanding of the complex nature of managing emerging artists and creative projects in the entertainment industry. This “simulated” management project will allow the student to reflect on this trimester’s other units and to apply their critical analysis skills to the range of issues and responsibilities that are involved in the development and management of a performance project.
Entertainment Marketing
Turning the production of creative people (artistic and musical works, performances, events and merchandise) into a solid business is the core responsibility of the entertainment marketer. The entertainment marketer is the key link between the creative artist and the market, and capturing people’s attention and imagination requires a thorough understanding of the theoretical principles that underpin marketing processes.

This unit will provide an overview of the historical development of the socio-economic processes at the core of contemporary marketing with demonstration of the key methodologies accepted by industry and marketing academics alike. Specifically, students will look at the direct application of contemporary marketing practice to the creative industries and the challenges faced when marketing entertainment and the arts.
Accounting Fundamentals
This unit contributes to the degree by enabling students to understand the principles of accounting and its role in providing information about an organisation’s financial position. This unit will introduce the student to financial accounting and taxation as it applies to small business and the critical role that financial accounting plays in the short - and long-term prospects of business success.
Copyright and Publishing
In this unit, management students are given working knowledge of copyright as it broadly applies to musical, literary, dramatic and artistic works and the functions and responsibilities of publishers and publishing companies. All areas relating to the application of copyright and the workings of publishing are considered and this unit also introduces foundational understanding of music publishing contracts.

This unit will provide fundamental understanding of the key principles of publishing and will enable the student to comprehend the legal parameters of copyright and to apply business principles to music, film and entertainment publishing ventures in traditional and digital contexts.
Professional Practice II
The purpose of Professional Practice subjects is to augment face-to-face classroom study by providing students with the opportunity to apply basic concepts and techniques of entertainment business management to a series of tasks relevant to establishing an entertainment business. Professional Practice I focused on helping students identify the valuable aspects of an entertainment product and writing a management plan to develop that product into a market-ready form. In Professional Practice II students build on ENT 203 to identify suitable areas and develop a comprehensive business plan to take that product to market.

This unit contributes to the degree by giving the students the opportunity to apply their acquired skills and knowledge in real world applications involving research and project work and developing their skills in problem identification, analysis and small business development.
Creative Content: Design and Distribution
The purpose of this unit is to introduce students to the concepts and principals associated with asset development and merchandising of artistic works in the entertainment industry. The concept of what constitutes contemporary product development has undergone radical change in recent years, yet the fundamental principles related to licensing and brand management have become more important than ever.

This unit will explore the impact of technology on the creative industries, challenging the historical notion of product development, merchandising and ownership whilst re-evaluating the role that traditional business models can play. Regardless of the specific artistic endeavour, this unit will explore the processes involved in the development and distribution of creative and artistic works. The potential for the creator to produce and distribute their work whether independently or through traditional business models will be deconstructed to reflect the impact that digital technology has had on the creative industries.
Entertainment Industry Financial Management
This unit provides the student with the opportunity to investigate and analyse the financial statements of entertainment businesses. Students will develop their knowledge of the costing of goods and services, inventory and the role of budgeting in an entertainment business. In this context, knowledge of short term and long term decision making techniques is necessary. These techniques are used in raising revenue, tendering for projects or contracts, and maximising potential returns.
Entertainment Management: Theory and Practice
The purpose of this unit is to introduce students to the fundamental historical and contemporary management theories within an arts and entertainment industry context.

Students will investigate management theories and practice, and gain insights into the principles involved in negotiating to reach positive management outcomes in the creative industries. Participants will gain an understanding of the importance of strategic planning within an arts and entertainment context, evaluating the range of activities that the entertainment manager will engage with regularly.

Throughout this unit students will be required to assess potential opportunities for sponsorship and joint ventures, human resource management issues, fundraising and grants, project development and the complexities associated with establishing trade opportunities as they relate to the entertainment industry. Entertainment Business Management. * Please note that units of competency may change from time to time and are not listed in running order. 19 This unit contributes to the degree by enabling students to begin to develop their understanding of entertainment industry management principles within a contemporary environment.
Professional Practice III: Integration
The purpose of this unit is to provide students with the opportunity to apply a wide range of organisational skills and knowledge to an applied entertainment business project.

Integration I is a whole-of-campus collaborative project involving students from three departments, Entertainment, Audio and Music, which is managed and coordinated by students in this unit. The complex nature of the Integration project will require Entertainment Business students to work in a highly organised manner to facilitate the creation of a developed musical product. This final product will be a professionally recorded song that is of a high enough standard to compete in the contemporary entertainment industry.

Students will form teams that are responsible for the careful planning and coordination of this project and are ultimately accountable for the timely delivery of the finished product. It is the responsibility of the Entertainment Business students to manage the Performance students and coordinate the recording process with the Audio students. Students will also be involved in staging and promoting their band’s performances.
Integrated Promotions and Publicity
The purpose of this unit is to provide students with the opportunity to investigate approaches to contemporary planning for communications and promotional tools for music, entertainment arts products and services.

Marketing mix theory prescribes the way we plan communications via the promotional ‘P’ framework. This “public face” of marketing includes the tactical deployment of advertising, public relations/publicity, sales-promotion, direct marketing, sales management and experiential marketing.

In this unit not only will we look at how to create advertising, promotion and public relations collateral – but we will do so with an integrated marketing communications (IMC) framework, meaning we will be looking at the strategic coordination of all forms of communication between a product and its target markets. In this case, we look at how music, entertainment and arts organisations engage with identified target markets/audiences and investigate the on-line social network environment.
Project and Event Management
This unit gives the student an introduction to the underpinning knowledge that is required to gain contextual awareness of the event management industry. The selection and acquisition of artists and performers via proposals to management companies and agents will be considered, as will the selection of sponsors, endorsements, and print/electronic media strategies.

Students are required to develop a detailed event management manual for the event to show their understanding of the essential components that are required to successfully complete an event of this nature. It will have a significant emphasis towards risk management, legal and financial safeguards, OH&S, and ethics in event management.
Tour and Performance Management
In this unit, students gain the knowledge and skills required to set up a wide range of touring strategies, adaptable to all genres of music and performing arts commonly toured in the contemporary entertainment industry.

By developing competencies in tour and performance management, students will increase their potential as professional practitioners. There has been significant growth in the national live touring industry across all areas of performance.

This unit provides the student with the opportunity to examine both the creative and business elements of touring and performance management. Students will consider tour design, planning and coordination, and apply business principles to create national touring strategies.
Professional Practice IV: Integration
The purpose of this unit is to provide a platform for group-based creative projects to be launched in real time and assessed academically and, where possible, professionally.

The dynamic nature of this unit will also provide opportunities for entertainment business management students to provide their practical project management skills and engage in small group work on other JMC Academy activities.

There will be opportunities throughout the trimester for students to provide event management and booking services for events that showcase student work such as music performance nights, film festivals, and video clip shoots. Students are also provided with collaborative engagement opportunities with projects that are developed by other departments throughout the semester.

To facilitate these types of activities the classes for this unit will reflect the pace and tone of a busy agency/events management office where all students will manage multiple tasks and be responsible for delivering the finished projects to tight deadlines.
The Reinvention of Cool
Defining the contributing elements that determine the “cool” factor of a design is a complex task. In this subject you will investigate the interrelationships between people, networks and society in the proliferation of the notion of “cool”.
Entrepreneurship and the Creative Industries
The purpose of this unit is to introduce students to the concepts that underpin the principles of entrepreneurship. This unit will broadly assess the historical importance of entrepreneurship to industry, contextualised for the innovation and development of business units within the arts and entertainment sector.

Students will gain the ability to identify opportunities and plan the growth of creative ventures. They will gain an understanding of the processes required to grow existing businesses in new markets and to develop new and emerging businesses. The learning materials will focus on the key attributes and psychological characteristics found in entrepreneurs and on the environmental idiosyncrasies that are commonly experienced in an arts and entertainment context.
Professional Development
This subject is aimed at giving the student the tools and skills needed to seek employment upon completion of the program. Preparation of showreels and portfolios, letter writing and interview skills, and the promotion of oneself as a unique “brand” in a creative industry all form part of the content. Students will have the opportunity to test their presentation skills in both mock and real environments. They will draw on the work completed during the course as well as charting a direction for the future, and preparing a set of materials to take with them into their job-seeking. Students may, as a part of this unit, have the opportunity to connect with industry representatives at site visits, “speed-dating’ interviews, and other events.
Film and Television Production Management
In this unit, Entertainment Business Management students will form teams that are responsible for setting up a simulated production company that will initiate the process of managing TV/Film productions to the development stage. Students will have the opportunity to apply advanced conceptual knowledge and management techniques to the marketing and selling of student productions to organisations that support the development of Australian TV and Film.
International Licensing and Branding
This unit seeks to provide students with the knowledge and skills to develop marketing strategies with international scope. As technology rapidly increases the speed of information, and globalisation continues to shrink the world, marketers must increasingly view markets from a global perspective.

Whether students are looking to distribute internationally, form strategic international partnerships or establish operations in other territories, this unit will explore those requirements through legal, cultural and best practice lenses.

The unit will explore the opportunities associated with international licensing and the benefits and pitfalls of opening brands to exploitation by external organisations. Key licensing partnerships will also be explored to fast-track business profiles in international markets, and contemporary examples of brand leveraging will be presented as case studies for this unit.
International Touring Concepts
This unit exposes students to the potential for entertainment products to grow into international markets. Investigation and exploration will help the student develop their knowledge of current arts and contemporary entertainment industry touring practice. This will inform their ability to trade their entertainment product and/or service in other countries.

Students will be required to devise a six-week international tour for their entertainment product or service. They must learn about international logistics, trade laws, tour routes, current best touring practices and the potential for joint-venture relationships.
Online Management Systems
This unit will contribute to the degree by providing students with a thorough understanding of the role that the online environment plays in contemporary entertainment business. Students will discover a range of marketing tools that add value to online initiatives, as well as business models adapted by internet-based ventures and ‘clicks-and-mortar’ enterprises, while developing an understanding of the underlying technology and its implementation in popular and common technologies.
Creativity and Festival Management
The purpose of this unit is to give the students the opportunity to conceptualise and develop a major outdoor event. Students will develop a plan for a hypothetical or real outdoor music, live entertainment and multimedia festival based in a “real world” location. This will require the students to consider and evaluate the event’s staging, production, security, staffing, ticketing, marketing and merchandising needs into their final plan.

The student will have to consider and satisfy the range of government, statutory and regulatory legislation such as liquor licensing, workplace health and safety, environmental protection or police and security requirements that apply in their state to this type of event. They will also be required to satisfy the requirements of local government bodies, such as planning and building permits, parking, noise, waste management, risk management, and the complexities of road closures and traffic management.

Careers in the Industry

Graduates may find employment with

The opportunities for finding work across a diverse range of entertainment business related fields after graduation are great. As you will graduate with strong business skills and an understanding of how to apply these concepts across many different projects, you'll be well prepared to take the entertainment business world by storm. You will also come away with a strong network of business contacts made throughout the course, so chances are you will have a firm idea of where you are headed before you even graduate! 

Specific roles may include

Artist Manager
Business Manager 
Booking Agent
Promoter
Event Manager
Licensing Agent
Promotions Director
Label Manager
A&R Manager
Sales Director
Media Director

Copyright/Royalties Manager
Licensing Manager
Music Production Manager
Promotions Manager
Media Publisher
Festival Organiser
Social Media Strategist

Interships are a big part of the Entertainment Business Management experience both during and during the transition into the workforce.

We have assisted our students in securing internships at the following organisations:

Big Tree Artists
Universal Music Publishing
Ditto Music (digital music distribution management)
Hay house Publishing
Furst Media
Parker and Mr French (Artist Management Company)
Great Big Events 
George P Johnson Experience Marketing Powerhouse Museum
Vivid Light AGB Events
Sydney Gay and Lesbian Mardis Gras
Fast Impressions
Resources for Courses
Sydney Garden Show
Merchfan
New Years Eve Sydney- Sydney City Council 

Student testimonials

  • "I discovered and managed the band 5 Seconds of Summer. JMC is where I learned not only how to recognise an artist's potential, but how to take it to the top."
    - Adam Wilkinson
    Former Manager of band '5 Seconds of Summer' | Entertainment Business Management Alumni
  • "To collaborate with all departments at JMC; production, audio, management, and come up with a great outcome is what it’s all about in the real world – I work that way every day!"
    - Emma Chow
    Host on the Edge 96.1 Breakfast Show with Mike. E & Emma | Entertainment Business Management Alumni
  • "Getting feedback from industry professionals at JMC before I jumped into the industry allowed me to operate with the knowledge and comfort level of someone with experience."
    - Jeremy Stones
    Music Co-ordinator on 'The Voice' | Entertainment Business Management Alumni

Faqs

I specifically want to be an event manager. Is Entertainment Business Management the right course for me?
Yes, while the content covers a range of arts management areas, there is a large focus on events, touring and festivals. In fact, the wide range of operational, business and marketing skills you are taught can be applied to a wide range of careers and the running of any business but would be particularly useful for event management. 
How will the Entertainment Business Management course differ from a university business degree?
Our degree offers many similar units of study, however it is focused specifically on the entertainment and creative industries, as opposed to a university business degree which would cover business management skills across all industries. Our course therefore has a more specialised outcome with a great emphasis placed on practical application and internship opportunities. 
What kind of assessments will I do in the Entertainment Business Management course?
As the entertainment management industry is ‘people oriented’, there is a focus on presentations, but you will also do things like business and marketing plans, event manuals, tour and festival schedules, and other theoretical assessments such as essays and exams.