In this course, students analyse creative enterprises and creative entrepreneurial mindsets.
We differentiate marketing and business approaches in the cultural industries from other sectors by analysing the changing marketing models, the creative industries value chains and their audience. By treating creative entrepreneurship as a specialism, we identify key strategic approaches by entrepreneurs in global cultural industries of various sizes and in both traditional and emergent niche markets.
We will also identify challenges in the increasingly commercializing creative industries. The implication of ‘creative’ solutions to marketing and management outside of creative industries is important for entrepreneurs in order for them to place ‘culture’ at the heart of what doing business means in contemporary society.
Introduction from David Parrish (go to video)
Introduction from Xin Gu (go to video)
Week 1. Introducing Creative Entrepreneurship
David talks about the reality of why and how people become creative entrepreneurs, deliberately or accidentally.
Plus his own personal story of setting up his first business, without any business qualifications, then learning by mistakes and experience.
Video 1.1. Why and how people become Creative Entrepreneurs (go to video)
Video 1.2. My Story of becoming a Creative Entrepreneur (go to video)
Week 2. The Creative Industries Value Chain
In these two videos, David talks about how individuals and organisations generate income from their creativity. With examples and details of distribution networks and other matters that creative entrepreneurs need to consider.
Video presentation from Dr Xin Gu. (go to video)
Video 2.1. Business Models and Income Generation (go to video)
Video 2.2. Production, Distribution, Logistics and Retail (go to video)
Week 3. Market Structure for the Creative Industries
Consumers of creative products and services are becoming increasingly demanding. Customers expect more choices and more involvement. This presents opportunities for creative entrepreneurs to add more value, increase prices and build closer relationships with customers.
Video 3.1. The Active Role of Consumers (go to video)
Week 4. The New Business Model
Intellectual property (IP) is at the heart of the creative and cultural industries. So creative entrepreneurs need to understand how they can protect their intellectual property rights (IPR). Furthermore IP can be used to generate income, including “making money while you sleep”.
Video 4.1. Intellectual Property and New Business Models (go to video)
Video 4.2. Intellectual Property Rights: An Overview (go to video)
Video 4.3. Who Owns Copyright? (go to video)
Video 4.4. Intellectual Property Rights: It’s not just about the money (go to video)
Video 4.5. How to Make Money While You Sleep (go to video)
Week 5. Business in the Creative Economy: Products and Experiences
Customers increasingly want to buy experiences. Goods and services in the creative industries often have additional features that customers value. These are mainly intangible: a sense of connection; buying into the story; communication with the creators; kudos; etc.
So it’s fascinating, and commercially important, to deeply understand what customers are really buying – and what you are really selling.
Video 5.1. What are you selling, really? (go to video)
Week 6. Marketing Strategy
Marketing is a word that means different things to different people. David explains the importance of distinguishing between strategic marketing and operational marketing. And how both aspects of marketing can be used in the creative industries.
Video 6.1. What ‘Marketing’ really means (go to video)
Week 7. Creative Eco-system: Competitors and Collaborators
Competition is a feature of all markets, including markets for creative and cultural goods and services. David talks about ways in which creative entrepreneurs can survive and thrive in the competitive environment.
Video 7.1. Competition and Co-opetition (go to video)
Video 7.2. Competitive Advantage (go to video)
Week 8. Pitching Ideas: Evaluating Opportunities
Creative entrepreneurs need to be able to communicate effectively about their business. Sometimes to customers, potentially to investors, and to other stakeholders. David talks about how and idea can become a business and then how to explain and pitch the business to funders and others.
Video 8.1. Ideas, Evaluation and Commercialisation (go to video)
Video 8.2. Financing Ideas (go to video)
Video 8.3. An Introduction to Pitching (go to video)
Video 8.4. Making a Winning Pitch (go to video)
Week 9. Pitching Ideas: Business Realities of an Idea; Evaluating Opportunties
[No videos this week. Pitching exercise]
Week 10. Creative Ecosystem: Understanding Audiences
The world is constantly changing and the internet has radically changed communication and commerce. David talks about the impact of digitization and the internet on the creative industries and what this means for entrepreneurs.
Video 10.1. Impact of the Internet on the Creative and Cultural Industries (go to video)
Week 11. Creative Marketing outside the Creative Industries
Creativity can be found in all fields of human endeavour. Creativity is not the monopoly of the artists. Creative entrepreneurs can use two kinds of creativity, in the studio and the office, to achieve greater creative and commercial success.
Video 11.1. Creativity and Entrepreneurship (go to video)
Week 12. Rules for Success
David summarises the key lessons for creative entrepreneurs into ten ‘rules for success’.
Video 12.1. The Rules for Success (go to video)
Invitation to Discussion Forum
Invitation to Online Discussion Forum for Students at Monash University (go to video)
Videos produced by T-Shirts and Suits TV.
Copyright © David Parrish/T-Shirts and Suits Ltd 2020.
Used with permission by Monash University.
Not for use elsewhere without permission.
Contact David Parrish regarding licensing arrangements for other universities and organisations.
David Parrish works with Universities around the world, giving university lectures, advising universities on curriculum development, delivering workshops and signing books for students.
He has worked with universities in Armenia, Azerbaijan, Belarus, Bosnia & Herzegovina, Brazil, Chile, China, Colombia, Estonia, Kazakhstan, Lithuania, Moldova, Morocco, Netherlands, New Zealand, Portugal, Spain, Thailand, the United Kingdom and Vietnam.
David’s book ‘T-Shirts and Suits: A Guide to the Business of Creativity’ was first translated and published in Spanish by the Universidad de Bogotá Jorge Tadeo Lozano in Colombia. David also delivered a presentation for students and advised senior staff on including entrepreneurship within the curriculum for creative subjects.
David was invited by the Auckland University of Technology in New Zealand to advise on developing creative entrepreneurship modules for students.
At the Baku State University in Azerbaijan, David was interviewed by students for the BSU Radio and TV Station and also gave a guest lecture on the subject of
‘a-Creativity and i-Creativity for Business Success’.
His TEDx talk in Morocco was a student-led event at ENCGJ University in Al Jadida, Morocco.
The Baltic Film, Media, Arts and Communication School at Tallinn University, Estonia invited David to give a guest lecture to students on the subject of ‘How to be a Creative Entrepreneur’.
The Leadership School Armenia hosted an online lecture from David on the subject of “How leaders can inspire creativity for business success”.
David is an associate lecturer at the Leadership School Armenia.
David was a guest lecturer on the MSc in Creative Entrepreneurship at Vilnius University Business School in Lithuania.
At International Burch University in Sarajevo, Bosnia & Herzegovina, David gave a guest lecture on ‘Entrepreneurial Marketing’ to students in the university’s startup incubator.
David was engaged as an international expert and lecturer on marketing at the Business School of Telfort Business Institute in Shanghai, China.
David was invited as an international guest lecturer to give a lecture entitled: “T-Shirts and Suits: How to combine creative talent with smart business thinking” at Faculty of Creative Industries at Vilnius Gediminas Technical University in Lithuania.
At the HCMC Univ of Architecture, in Ho Chi Minh City, Vietnam, David was an international guest lecturer.
David gave a presentation to students at the prestigious Academy of Economic Studies in Chisinau, Moldova.
David was the guest speaker at an academic meeting about creative business and business models in the creative industries at the Faculty of Business Administration, Chiang Mai University, Thailand.
At the Belarus State University in Minsk, David gave a university guest lecture on combining creativity with business to students, using a presentation featuring creative entrepreneurs from Vietnam, Brazil and the UK.
At the University of the Arts in London, United Kingdom, David was the guest speaker on business and creativity at the graduation event for students.
David was a special guest lecturer at the Universidade Federal Fluminense in Brazil, where he spoke about business models in the creative industries.
At Narxoz University Kazakhstan, David gave a presentation to students on ‘Successful Creative Entrepreneurship in the Creative Economy Worldwide’.
At Liverpool John Moores University in the UK, David gave a lecture to digital marketing students on ‘Marketing Mistakes they Make’, outlining common digital marketing and strategic marketing mistakes made by many companies and organisations world-wide.
In Portugal, at the Catolica University in Porto, David gave a special lecture to MBA Students at the beginning of their course.
He developed a module and delivered a workshop on Change Management for the Australian National University and Thames Water International for international executives.
He provided Leadership and Management training for the ‘Grow Creative’ programme for senior executives of creative and digital businesses at Lancaster University in England. He also developed and delivered the ‘Leading Creative Cultures’ module and a workshop on ‘Leadership: Culture and Strategy’.
David was a guest lecturer at the ISM University of Management and Economics in Vilnius, Lithuania. He spoke about ‘Creativity and Business’ when his book was published in translation in Lithuania.
He was the guest speaker at an Impulse Night event for creative entrepreneurs and students at CMKBU in Utrecht, Netherlands.
At KIMEP University in Kazakhstan, David gave a guest lecture to students at on the subject of ‘Creativity and Business’.
David has also presented university lectures at the Universidad Austral de Chile, in Valdivia, Chile and at the University of Deusto, Bilbao, Spain.
“David Parrish’s presentation was inspirational and educational for all at the Leadership School in Armenia.
It was wonderful working with you and we are incredibly thankful that you were able to join us for your lecture and Q&A. Your remarks were so heartfelt and that standing ovation was well deserved! Thank you.”
Samvel Movsisyan, Founder, Leadership School Armenia
“David Parrish is an inspirational and quietly powerful person. His time with the students was very crucial: Reading is one thing, but listening and talking is an entirely different experience. The Portuguese national media also picked up on his visit which was GREAT for Católica University, the Creative Industries Management Masters team and David of course!”
Michael daCosta Babb. Universidade Católica Portuguesa. Porto. Portugal
“David Parrish’s unique ability to get groups to think about business in a broad and creative manner is refreshing and stimulating. Our group was inspired by David’s talk which included excellent business examples of how change could trigger new opportunities and helped us to understand and reflect on the power of vary business systems that are currently relevant to any business operations”.
Traci Morachnick, Assistant Professor, Business Administration Faculty, Chiang Mai University, Thailand
“At the workshop, Mr. David Parrish exposed us the Businesses which had become real due to his guidance as well as the concept of Latin American “Orange economy”, so that it was an excellent start to thinking of our own new model in Moldova – Sunny Grape Economy clustered in Creative Industries that Mr. Parrish successfully promotes”.
Zorina Shishcan, Associate Professor, Ph.D. Department of International Economic Relations, Academy of Economic Studies of Moldova.
David has a range of academic and professional qualifications and accreditations including:
• Masters Degree in Business Administration (MBA)
with distinction, from Bradford University School of Management,
one of Europe’s leading business schools.
• Fellow of the Chartered Institute of Marketing (FCIM)
• CIM ‘Chartered Marketer’.
• Fellow of the Chartered Management Institute (FCMI)
• Member of the Institute of Consulting (MIC)
• Fellow of the Institute of Leadership and Management (FInstLM)
• Fellow of the Royal Society of Arts (FRSA)
See full details of David’s qualifications and publications.