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 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.

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 museums, orchestras and theatres, but also from start-ups, crowdfunding platforms and large firms 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.

Track-specific courses

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.

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