Make it.Entertainment Business Management

“Creativity and Innovation always builds on the past” - Lawrence Lessig

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? Who are the people who have influenced what we consider to be entertainment? By identifying some of the key managers, promoters and other industry pioneers you will develop a deep appreciation for those who have gone before us. Covering music, events and festivals, the media industry including television and radio as well as the history of Hollywood; you will understand the trends in entertainment that have helped shape popular culture.

You will work in groups to research and analyse how the entertainment industry has evolved internationally and in Australia throughout the 20th and 21st Century.

Warning! This industry is infectious and will hook you in! If you are not already passionate about an industry sector…..you will be.

This unit provides grounding for many of the concepts studied in later units. The scope of the Entertainment industry is examined and employment opportunities identified. It introduces you to the range of careers available in the industry as well as some of the standard practices in various industry sectors. It introduces professional practice in various settings and identifies the skills required to function within them as well as developing networks for future engagement in industry.

“The best marketing doesn’t feel like marketing.” - Tom Fishburne

The digital marketer is the key link between the creative artist or talent and the market, and capturing people’s attention and imagination with authenticity requires a thorough understanding of the principles that underpin marketing processes. Starting with the key principles and methodologies accepted by the wider entertainment industry, you will learn how to directly apply the latest digital marketing practices to the creative industries and then work through the challenges faced when taking talent, music, content, events, entertainment and the arts to market.

“Talent is cheaper than table salt. What separates the talented individual from the successful one is a lot of hard work” - Stephen King

This unit will be the start of your talent development journey in the entertainment industry.

Traditionally found only in music (A&R), talent development is now found across all sectors of the industry and these specialists exist in many diverse fields such as festivals, tours, acting management and booking agencies, modeling and E-sports as well as video bloggers etc.

This unit will give you a combination of sound fundamentals and principles originally established in music over a long time and adapted to most other areas of entertainment. Developing talent is a highly sought after skill in our industry and we will put you at the cutting edge of this exciting career path.

“Content marketing is like a first date. If all you do is talk about yourself, there won’t be a second date.” - David Beebe, Vice President, Global Creative + Content Marketing, Marriott International

These days content is not only king, it’s the equivalent of the entire royal family. The ability to develop an effective content creation strategy using cutting edge production and publishing tools helps to set us apart from the crowd. As marketing departments are transforming themselves into “Fan” – centric focused operations, the value of creating great stories through engaging content has risen exponentially.

This unit will lead you through the exciting world of content creation as part of the overall genre of content marketing. You will identify what makes a good story and how to apply that to the different content formats and distribution channels available. Finally you will learn valuable production skills that can be transferred into any project, business or marketing department.

“The conventional definition of management is getting work done through people, but real management is developing people though work.” - Agha Hasan Abedi

Did you ever wonder why organisations were managed the way they were? Have you ever thought that there are better ways to manage a situation? This unit will enable you to understand where our management systems have come from and where they are now. You will explore how these systems are applied in the Creative Industries and how they are altered by them.

By the end of the unit you will understand and be able to apply design thinking principles to organisational design. This will enable you to identify gaps, sinkholes and opportunities and appropriately resource and manage organisational change.

Successfully rolling out an IMC campaign includes the tactical deployment of many elements including: digital advertising, PR, influencers and cross-platform channels. All while using the latest in both audience development, psychology and data/analytics.

“People do not buy goods and services. They buy relationships, stories, and magic.” - Seth Godin

This unit seeks to provide you 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 you 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.

“The older I get, the more I look at movies as a moving miracle. Audiences are harder to please if you’re just giving them special effects…but they’re easy to please if it’s a good story.” - Steven Spielberg

The producer is the driving force for film and television productions, setting the goals and steering both the creative and administrative processes. The role starts well before pre production begins, and continues after the final product is delivered.

This unit is designed to further develop your producing skills by covering the current industry protocols from project inception through to distribution for a wide range of screen products. Production management paperwork will be covered including scheduling and budgeting, contracts, music clearances and licences, as well as the more creative endeavours of a producer – pitching, casting, compiling applications, financing, marketing and distribution.

“What we do know now is the ‘E’ in E-Commerce does not stand for easy.” - John Hagel

E-Commerce is not only a trend, it is becoming a way of life for all business. This unit provides you with a thorough understanding of the role that websites play in contemporary entertainment business. You will develop and create a website that utilises key user experience principles and underlying theory, as well as researching and implementing different E-commerce models.

“We don’t create a fantasy world to escape reality, we create it to be able to stay.” - Lynda Barry

What is your favorite festival? Why? What festival is on your bucket list? Why? This unit will explore these questions and more. It takes you through the journey of festival management – both major and minor. We delve into the creativity, the logistics, the regulatory, the production, the ethical, the social and the cultural realms of festivals. At the end of this unit you will not only understand what it takes to stage a festival, you will have created a fully-fledged manual that will enable you actually produce that festival or present your project to someone who does.