Course Description
This course examines the design, evaluation, and transformation of business models within the creative and cultural economy. It explores how value is created, delivered, and captured in sectors characterized by symbolic goods, intellectual property, platform intermediation, project-based production, and hybrid public–private funding structures. The course integrates theories of business model innovation, cultural economics, and digital platform strategy to analyze emerging monetization mechanisms across creative industries, including media, performing arts, design, gaming, digital content, immersive experiences, and cultural institutions.
Particular attention is given to the structural specificities of cultural markets—such as demand uncertainty, high upfront creative costs, network effects, reputation systems, and the role of public policy and subsidies. Students critically assess how digital transformation, artificial intelligence, and platformization are reshaping traditional cultural value chains. Through applied case analysis and venture modeling exercises, students develop innovative business model architectures tailored to creative and cultural ventures.
Learning Outcomes
Upon successful completion of the course, students will be expected to demonstrate the following:
Knowledge
- Demonstrate advanced understanding of business model theory, including value proposition design, revenue logic, and ecosystem positioning
- Explain economic characteristics specific to creative and cultural industries, including symbolic value, non-rival goods, and experience-based consumption
- Analyze the impact of digital platforms and technological innovation on cultural production and distribution systems
Skills
- Design innovative business models adapted to cultural and creative ventures
- Evaluate monetization strategies, including subscription models, licensing, platform intermediation, hybrid funding, and impact-driven revenue streams
- Conduct ecosystem and stakeholder analysis within creative industry contexts
- Develop financially coherent and strategically aligned business model canvases
Competencies
- Integrate economic, strategic, and cultural considerations into sustainable venture design
- Critically assess trade-offs between artistic integrity, market viability, and public value creation
- Adapt business model architectures to technological disruption and shifting audience behaviors
- Align commercial sustainability with social and cultural impact objectives
Key Topics Covered
- Business model theory and innovation frameworks
- Economic characteristics of cultural and creative industries
- Value creation in symbolic and experience-based markets
- Digital platform models and network effects
- Intellectual property-driven monetization strategies
- Subscription, freemium, and hybrid revenue models
- Public funding, grants, and blended finance in cultural ventures
- Ecosystem mapping and stakeholder governance
- Platformization and disintermediation in creative sectors
- Sustainability and resilience in cultural enterprises