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Entrepreneurship and Management in the Creative Industries (MSc Business Administration)

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In the Entrepreneurship and Management in the Creative Industries (EMCI) track, you learn state-of-the-art theories rooted in different business disciplines, such as strategic marketing, management, entrepreneurship and digital innovation. These theories help you to gain a better understanding of dynamic strategic processes in the highly competitive industries of the arts and entertainment.

Be ahead of the competition

While almost everyone has their favourites when it comes to, for instance, movies, music, or books, some of these creative products are far more successful than others. Why? Especially when you consider that in many cases, the differences in underlying product attributes are minimal.

This leads to questions, such as:

  • How, and by whom, is the economic value of creative goods decided?
  • How should we understand the phenomenon of superstars versus celebrities? 
  • Is the industry becoming more liberal and diverse, or will it be dominated by algorithms developed by high-tech businesses like Netflix and Spotify?

In this track, you learn theory and study practice of international competition in creative industries like music, fashion, and the arts. You critically analyse the dynamic processes that drive success (or failure) by addressing tensions that are common in these industries: art versus commerce, creativity versus management, craft versus technology and individual inspiration versus creative systems.

More about the track EMCI

'There will be opportunities to engage in conversations with business leaders and innovators in diverse creative industries.' Watch the video to learn more about the only academic programme in Europe that focuses on the creative industries from a Master in Business Administration perspective.

Guest lectures and teamwork

Dive into diverse business fields, ranging from entrepreneurship and innovation to marketing, strategy and organisational design. Expect inspiring guest lecturers from thought leaders representing the high-arts, like museums, orchestras and theatres, as well as start-ups, crowdfunding platforms and creative organisations such as RTL/Videoland, Armada Music, Amsterdam Dance Event and Endemol. Team up with fellow students to work on interesting business cases and present them in class.

Choose this track if you have the desire to work in the creative industries or if you plan to work in any industry in which creativity and innovation play a central role.

Electronic Dance Music (EDM) strategies on Spotify

What does being on a Spotify playlist do for your reputation as an EDM label? Watch the recorded online lecture about this topic.

Why choose the Entrepreneurship and Management in the Creative Industries track?

  1. Exclusivity. The EMCI track is one of the only MSc Business Administration programmes worldwide that focuses exclusively on studying the cultural and creative industries from a business science perspective.
  2. Academic rigor. Learn from professors who actively advance state-of-the-art academic research in diverse cultural and creative industries. Read their articles published in top marketing, management, and entrepreneurship journals, and participate in their lectures to master your understanding. This track is relatively small, which allows for more one-on-one interaction among students and professors.
  3. Active network. Join a flourishing international network of EMCI alumni active in the arts, fashion, and entertainment industries.
Copyright: iStock-1292653388-Halyna Kabanets
The diversity of interests of my fellow students results in interesting discussions Jessie Rijniers, track Entrepreneurship and Management in the Creative Industries Read the full review

Track-specific courses

Apart from the general courses of the full programme, you will follow 3 track-specific courses.

  • Theories of Entrepreneurship & Management in the Creative Industries

    Obtain an overview of differences and similarities between the creative industries and other sectors by studying different areas in business administration, ranging from strategic management to marketing and from organisation theory to innovation management. Themes include: extremely long versus extremely short product life cycles, extreme market uncertainty with high flops to hits ratios and the role of endorsement and word of mouth.

  • Strategic Management and Marketing Theory in the Creative Industries

    In this course, you will explore the building blocks of strategic management and marketing theory (competition, market, organisation, innovation and strategy), discuss the meaning of these fundamental concepts for the creative industries and make clear how different viewpoints can have significant implications on theoretical understanding and management.

  • Cultural Entrepreneurship and Innovation

    You will be exposed to a wide range of highly relevant issues ranging from how creative entrepreneurs convince others to help finance their ventures, to innovation and leadership in creative organisations. Emphasis is on gaining a fine-grained understanding of the effects of market signals on performance differentials, big data and the art industry, and the impact of art policy and subsidies on cultural entrepreneurship, to name a few.

Real-life case: competition using big data

Simply analysing vast amounts of data does not ensure competitive success. For instance, both Amazon and Netflix use big data to capture customer preferences. However, only a few of their products become hits. Learn what differentiates successful competitive strategies from the rest by applying contemporary theories used in fields like marketing, management and digital innovation. Discover when taking a leap of faith is a viable business strategy or when not to listen to your customer. Bonus: discover why Netflix’s approach to using big data to understand customer preferences led to the hit series House of Cards while Amazon’s series called Alpha House was a flop.

Contemporary issues

Examples of current newspaper headlines and relevant issues that could be discussed:

  • fashion designers and piracy;
  • reality TV;
  • blockchain and empowering artists;
  • crowd-funding and democratizing creative projects;
  • competitive eco-sphere of video on demand (VOD);
  • (e)Books and how to build a market for fan fiction;
  • art galleries and the creations of superstar artists;
  • future sustainability in fashion;
  • blockbuster bets and long-tail investments.
Revenue streams of top 50 DJ mag DJs before and after COVID-19 hit

What is the effect of COVID-19 on revenue streams of top 50 DJ mag DJs? Watch the recorded online lecture about this topic, taught by Dr Joris Ebbers and corporate guest lecturer Denis Doeland.

Career prospects

Graduates of the Master's programme in Business/Entrepreneurship and Management in the Creative Industries (EMCI) have excellent job prospects for positions as managers, consultants, strategists and entrepreneurs in both profit and non-profit organisations.

Our graduates can be found working at:

  • Talpa
  • Netflix
  • Stedelijk Museum Amsterdam
  • Tommy Hilfiger
  • Accenture
  • Booking.com
'I was introduced to actual and relevant theories I still use today'

'I chose the EMCI track, because it is the only MSc programme in Europe that focuses on the Creative Industries from a business economics perspective. On top of that, I am personally interested in the arts and pop-culture, which makes working in the Creative Industries much more fun.'

Facts & Figures
Degree programme MSc
Mode Full-time
Credits 60 ECTS, 12 months
Language of instruction English
Starts in September
CROHO code 60644
Location Roeterseiland campus