AUSTRALIAN INSTITUTE OF MUSIC (AIM) UNIT DESCRIPTIONS: BACHELOR OF ENTERTAINMENT MGMT STAGE 1: FOUNDATION STAGE (TRIMESTER 1)

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1 STAGE 1: FOUNDATION STAGE (TRIMESTER 1) Introduction to Arts and Entertainment Management (M1AE1) Provides a broad overview of the arts and entertainment industry. Industry trends are examined such as the impact of digitisation, and the importance of media. The unit is delivered by 1 two hour lecture and 1 two hour tutorial. The lecture will present the unit content, and the tutorial provides an opportunity for interactive exercises, student discussion and student presentations. INTRODUCTION TO AND COMMUNICATIONS (M1IC1) This unit aims to provide the student with an understanding of the basic principles and practices of marketing in an arts and entertainment environment. ECONOMICS OF THE ENTERTAINMENT INDUSTRY (M1ME1) Introduction to economics, with specific reference to arts and entertainment industries. It discusses supply and demand factors, pricing and elasticities, industry structures and segments, economics concepts such as opportunity cost, sunk costs, public-good characteristics, game theory, the long tail and the changing economic models in digital industries. INTRODUCTION TO ENTERTAINMENT (M1AL1) Designed to provide a basis of understanding of the legal environment of the entertainment industry in Australia. The unit focuses on providing a broad overview of legal issues that arise in arts and entertainment This includes copyright and contractual issues, anti-competitive behaviour, trade practices legislation, defamation, censorship, contempt, employee rights protected by legislation and Occupational Health and Safety. ORGANISATIONAL BEHAVIOUR AND HUMAN RESOURCES (M1MOB) Focuses on the human dimension of management, drawing upon the disciplines of psychology, sociology, economics, and anthropology. It provides an overview of: organisational structure; systems; culture; staff motivation and management; leadership; power, control and conflict issues; and change management. Popular Culture & the Arts: The 20TH Century to the present (G1FH1) Popular culture is embodied in the cultural forms consumed daily by all people. The arts and popular culture have been intimately intertwined throughout the twentieth century growing into a billion dollar entertainment industry. This unit draws upon historical methods and contemporary cultural theory to examine critically the relationship of the arts and popular culture in the twentieth century up to the present.

2 STAGE 2: FOUNDATION STAGE (TRIMESTER 2) PROJECT AND EVENT MANAGEMENT (M1PE1) Promotions & Publicity provides the student with an understanding of core promotional activities, plus further development of written and verbal communication skills. Students will be required to: - Develop a thorough understanding of the principles & practice of promotions integrated marketing program. - Acquire the skills to develop promotional and media strategies, involving advertising and publicity. - Gain insight into the uniqueness of TV, radio, print & online as distinctive media with their own requirements. - Receive guidance on working with video, audio and photographic resources. - Develop skills such as writing a media release and organising news conferences and media events. - Understand advertising fundamentals, how to develop creative media strategies & brief an agency. - Understand how to integrate social networking sites into a marketing campaign; - Develop an understanding of Sales Promotion. - Understand issues that arise in developing direct marketing campaigns; - Receive guidance on handling communications in a crisis situation. - Understand the constraints of government regulation & the ethical issues that can arise in promotional activity. CONSUMER BEHAVIOUR (M1CB1) Develop an understanding of consumer behaviour. Arising from the marketer s need to further understand the reasons why consumers act the way they do, the study of consumer behaviour has developed to include such disciplines as: psychology, statistics, demography, economics, sociology. The impact of the internet and information technology on consumer behaviour is also considered. The subject areas covered are: - Consumer Decision Making - The Individual Consumer - Environmental Influences - Communication technology and the Consumer - Market Segmentation & Positioning - A Consumer Psychology Perspective - Subcultures - Psychology in Promotions & Advertising - Consumerism and the Societal Marketing Ethic PERSPECTIVES ON CULTURAL POLICY (M1CP1) Examines Australian cultural policy in an international context. What is cultural policy? What role does government play in the arts and culture and why? What is the relevance of cultural policy to arts managers? Various views will be explored, and students will be expected to critically evaluate the various positions. INTELLECTUAL PROPERTY (M1AL2) Develops a deeper understanding of intellectual property rights introduced in Introduction to Entertainment Law. The course covers the economic tort of Passing-Off, Trade Marks, Copyright and the action for Breach of Confidence. The course will focus on the relevance and application of these rights in the context of the entertainment industry. MANAGERIAL CULTURE (M1MC1) Cultivate the further development of a range of skills, such as teamwork skills, interpersonal skills, presentation skills and conflict resolution skills. THE HISTORY OF CULTURE, THE ARTS AND IDEAS: A SURVEY (G1FH2) Introduces students to some of the most influential and significant ideas of recent world history. Starting with the second industrial revolution, this unit spans from modernity to the present day and explores the ideas that formed and transformed later cultures. Throughout the unit, ideas are explored in relation to the development of art forms and art as cultural phenomena.

3 STAGE 3: INDUSTRY STAGE (TRIMESTER 3) Entrepreneurialism & Small Business Management (M1EB1) Many students will one day establish a small business, and this unit provides them with the tools to do so. Students will: identify the management issues surrounding the establishment and survival of a small business; understand the key steps in setting up a small business and the resources that are available; understand typical traits and characteristics of entrepreneurs and the entrepreneurial process. STRATEGIC PARTNERSHIP DEVELOPMENT AND NEGOTIATION (M1PD1) Provides an opportunity for students to learn best practice in strategic partnership development. This encompasses Corporate Partnership Development (sponsorship) for not-for-profit organisations, media partnerships, strategic alliances and commercial joint venture partnerships. The key focus is using partnerships as a platform for business development, and exploring the value a proposal creates for all stakeholders. FINANCIAL MGMT IN THE MUSIC INDUSTRY (M1FM1) Provides an induction into the fundamentals of financial management, providing an overview of foundation concepts. Particular emphasis is placed in this unit on the completion of tutorial exercises to demonstrate understanding of these concepts. Three of these exercises are for assessment. AIM s experience presenting financial units has taught us that students must be particularly encouraged to apply themselves in the first half of the Semester. High failure rates are experienced among students who neglect to do so. BUSINESS STRUCTURES AND TAXATION AND THE ARTS (M1AL3) Designed to introduce students to the tax system in Australia and to provide a fundamental understanding of the impact of tax on decision-making with respect to the entertainment industry. The course will be practically oriented to develop skills required in managing tax issues. The unit also covers business structures and the use of business structures in managing tax liability. CREATIVITY (M1CA1) Managing Creativity is built on the recognition that creativity and innovation have become more necessary than ever to achieve differentiation in an increasingly competitive market. Creativity is the very life blood of arts and entertainment organisations. This unit will examine ways to cultivate and increase creativity and innovation, and both a personal and organisational level.

4 STAGE 4: INDUSTRY STAGE (TRIMESTER 4) Introduction to Arts and Entertainment Management (M1IB1) Examines the management of international arts and entertainment companies. Focuses on modern entertainment conglomerates, but also examines smaller entertainment concerns based on different models (such as Australian export companies). Specific attention is given to: international growth strategies; structures and control systems (such as matrix organisations, decentralised profit centres, internal royalty flows etc); cross-cultural management; international marketing; trade fairs, expos and vehicles for international promotion; the impact of digital encoding and distribution on the entertainment industry. PROMOTIONS & PUBLICITY (M1PP1) Provides the student with an understanding of core promotional activities, plus further development of written and verbal communication skills. Governance, Ethics & Social Responsibility (M1GE1) Covers the nature of Boards; their principles and processes; the legal responsibilities faced by directors and the heightened risk in under resourced arts organisations; a broad range of impacts that an arts organization can have on individuals, the local community and the broader environment that require understanding and sensitive management.. MEDIA AND COMMUNICATIONS (M1AL4) This unit will complete the study of law within the arts and entertainment industries with an examination of the legal issues associated with the regulation of communications and the area of electronic communications in particular. Students will gain an understanding of the framework behind commercial and public radio and television, broadcasting and narrow casting. Students will also develop understanding of the forms of control over the press, including censorship, defamation and contempt. ARTIST MANAGEMENT (M1AM1) This unit studies those who actively manage the careers of artists. Learning s from the unit are relevant to anyone who wishes to work with artists in a managerial capacity. It covers the legal distinction between agent and manager; the roles of a manager and agent; management contracts; developing artist careers; developing artist image and narratives; negotiating and developing brand endorsements; and managing artist relations.

5 STAGE 5: INDUSTRY STAGE (TRIMESTER 5) DEVELOPING A STRATEGIC PLAN ( M1DS1) This unit examines the strategic planning process in the context of the organisational mission, internal skills and resources, and the external environment leading to the development of a strategic plan. Students learn techniques for undertaking industry and competitor analysis, such as those developed by Michael Porter. Specific issues that arise with strategic planning in the entertainment industry are covered. RELATIONSHIP (M1RM1) Relationship Marketing examines theories of customer relationship management (CRM) in the context of entertainment. Students will be introduced to costs of acquisition, retention and customer lifetime value calculations. Techniques for customer retention and acquisition will be analysed. The implementation of CRM software will also be covered, such as Tessitura. VENUE & GALLERY MANAGEMENT (M1VG1) This unit examines the management of entertainment venues, from night clubs and small community arts venues to major performing arts centres. It examines issues specifically relevant to venue management. This unit also aims to broaden the student s perspective on arts and entertainment to cover the work done by community arts, local government, galleries, museums and libraries. Students will gain an understanding of: the exhibition of artistic and cultural works; the way this varies for a variety of media such as film, video, paper, letters, documents, paintings, sculpture, sound recordings and other cultural artefacts; current practices in cataloguing and maintaining collection records; current practices in the care and conservation of artworks; exhibition installation and de-installation; contractual issues that arise in the gallery and museum environment; budgeting and insurance. BEM INTERNSHIP (i) To complete this degree, students are required to undertake a minimum 72 hours (one semester) internship with a host organisation from the entertainment, music or performing arts sectors. This internship completes the student s practical training and opens up invaluable networking opportunities for possible employment within the industry. The internship provides an insight into managerial and organisational issues, with involvement of the student in areas such as event management, project management, marketing and business plan development.

6 STAGE 6: INDUSTRY STAGE (TRIMESTER 6) NEW VENTURE BUSINESS PLANNING ( M1MB1) New Venture Business Planning is devoted to creating a business plan for a new venture or product launch (which can include service products). It provides an opportunity to apply theoretical knowledge acquired in the various course modules to a concrete, real world example. The plan may explore a business development opportunity for a third party sponsor or employer, or provide momentum to a personal hobby (eg a website). MARKET RESEARCH (M1MR1) The purpose of this unit is to assist the student to plan and conduct practical marketing research relevant to the arts and entertainment industries. The lecture subject areas covered are: The Research Process, Research Design, Sources of Marketing Data, Data Collection Methods, Qualitative and Quantitative Research, Descriptive Research, Measurement Standards & Questionnaire Design, Sampling Procedures, Communication Technology and Market Research, Market Analysis, Forecasting Methods. PUBLISHING AND BROADCASTING (M1PB1) This unit will examine contemporary issues in publishing and broadcasting. It encompasses radio, TV, cable TV, and web. It examines publishing businesses and music publishing. BEM INTERNSHIP (ii) To complete this degree, students are required to undertake a minimum 72 hours (one semester) internship with a host organisation from the entertainment, music or performing arts sectors. This internship completes the student s practical training and opens up invaluable networking opportunities for possible employment within the industry. The internship provides an insight into managerial and organisational issues, with involvement of the student in areas such as event management, project management, marketing and business plan development.

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