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EBSC4190 Managing the Creative Industries
Unit Handbook 2022-2023
Unit Lead:
Esther Oladokun
esther.oladokun@uca.ac.uk
Unit Duration:
3 weeks
Teaching Dates:
w/c 29 May – w/c 12 June 2023
Assessment
Deadline:
By 1pm on Tuesday 13th June 2023
Unit study support
Every session is an opportunity to ask questions to your tutors directly.
See the unit on myUCA for:
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Your Unit Handbook (including the Assessment Briefs)
Your Unit Schedule - a plan of the unit
myReading List
Weekly unit sections where lectures, learning materials, and weekly tasks are
published
Turnitin submission boxes in the ‘Submit my Work’ section for submissions
Unit emails which provide important updates on the unit. This will also be sent to your
email inbox.
Unit Team
Unit Lead:
Esther Oladokun
esther.oladokun@uca.ac.uk
English for Academic Practice Tutor:
English.support@uca.ac.uk
Additional learning support
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gatewayepsom@uca.ac.uk for most student support including 1:1 Study Skills,
Learning Wellbeing support, and finance.
For help with myUCA including Collaborate and Turnitin contact
mycoursehelp@uca.ac.uk
Liaison Librarians can offer tutorial support with researching and referencing - if you
would like to book a tutorial, you can check availability and book online
here: https://ucreative.libcal.com/appointments/matthew
myLibrary offers you access to an amazing range of digital research resources - if you
need help with library online resources contact eresources@uca.ac.uk
For Mitigating Circumstances applications, help to view your marks, and other
administrative support contact campusregistryepsom@uca.ac.uk
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For IT assistance visit https://students.uca.ac.uk/it-help/
English for Academic Practice Support
If your first language isn’t English, our team of English for Academic Purposes tutors at
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UNIT TITLE
Managing the Creative Industries
Unit code
EBSC4190
Location
Epsom
Level
Level 4
Duration
3 weeks Spring intake
Credit value
15 credits
Total learning hours for unit
150 hours
Course(s) to which
this unit contributes
BA / BSc (Hons) Business and Management
BA / BSc (Hons) Business and Management with
Professional Practice Year
Content
This unit invites you to explore the creative industries as a whole sector. It respects and
integrates the principles of fashion beauty and lifestyle communications, and how its role within
the consumer landscape relies on creativity to shape newsworthy campaigns. You will explore
the art of advertising as storytelling, conscious connection, and digitalisation as part of a new
marketing mix. To contextualise, analysis and documentation of macro and micro influences,
innovation and culture will be considered throughout. This robust body of findings will inform
what it is to generate clear consistent and creative content. It will also act as a barometer for
future trends. Underpinning study is sensibility of your - self, and a vision of what it is to be a
creative leader in the making.
Syllabus
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Creative direction, brand management and communication
Content creation the ESP and role of influencer marketing
Media studies - what constitutes quality in a digital world
People as purpose, collaboration, and ethical PR
Brand authenticity and B Corporations
The fundamentals of the 7 P’s & the 4 D’s
Aims
The aims of this unit are:
A1
Equip students with broad understanding of the creative industries and the roles within it
A2
Encourage original thinking and opinion forming through in-depth research curiosity and
insight. Inspire sustainable, strategic meets creative practice
A3
Explore Process and how Promotion plays a vital part in consumer-led connection, and
experience
A4
Ignite the creative - self as a key attribute for professional and personal development.
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Learning outcomes
On successful completion of this unit, you will be able to:
LO1. Demonstrate knowledge of underlying theories, concepts and principles associated with
creativity and best industry practice
LO2. Demonstrate sound knowledge of the basic concepts of campaign creation, storytelling
and connecting to key audiences
LO3. Communicate accurate thought processes for idea generation.
Teaching and learning
This will comprise:
Lectures, presentations, seminars, workshops, tutorials, group feedback, individual,
progress tutorials, peer reviews, independent study, set tasks and activities.
Assessment strategy
Table A1- Assessment Components
Assessment
WeighTypical Indicative
Component
ting (%) Assessment tasks
List all separate
Where the
components
component
comprises more than
one assessment task
Portfolio
100%
A portfolio of work
that includes
research and
development. A
range of written and
presented work that
will include a
presentation and
critical reflections.
Table A2 –Categories for Assessment
Assessment Type
Assessment Type
For each component
double click in the
box to see options.
The options equate
to the assessment
types in table A2
Portfolio
% of assessment
Word Count
Approx word
count where
applicable
NA
Category
Written exam
Written
Set exercise (under exam conditions but not
testing practical skills)
Written
Written assignment, including essay
Coursework
Report
Coursework
3
Dissertation
Coursework
Portfolio
100%
Coursework
Project output (other than dissertation)
Coursework
Set exercise (not under exam conditions, e.g.
critiques)
Coursework
Oral assessment and presentation
Practical
Practical skills assessment (including production
of an artefact)
Practical
Set exercise testing practical skills
Practical
Table A3 – Summary of Table A2 data
Assessment Category
Total % for Unit
Written
Coursework
100%
Practical
Table A4 – Assessment Criteria
CRITERION
There should be at least one criterion against
each learning outcome for the unit
Knowledge of:
Underlying theories, concepts and principles
associated with creativity and best industry
practice
MAPS TO LEARNING OUTCOME
LO1 Demonstrate knowledge of underlying theories,
concepts and principles associated with creativity
and best industry practice
Knowledge through the application of:
basic concepts of campaign creation,
storytelling and connecting to key audiences
LO2 Demonstrate sound knowledge of the basic
concepts of campaign creation, storytelling and
connecting to key audiences
Technical and applied skills through:
Communicate thought processes for idea
generation
LO3 Communicate accurate thought processes for
idea generation.
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Important Assessment Procedures & Regulations
Mitigating Circumstances:
UCA has a system for helping students who need extra time to do their learning on a project due
to illness or another circumstance outside their control which occurs suddenly during a Unit’s
teaching and couldn’t be predicted or avoided by the student.
To apply for extra time using this system go to the myA-Z on myUCA. Go to the ‘M’ section.
Read the instructions about mitigating circumstances and download the form (this works best in
Chrome). Fill it in and email it to campusregistryepsom@uca.ac.uk where it will be read by the
Business School administrators.
Please note: You MUST apply for mitigating circumstances before the assessment deadline.
Academic Misconduct Regulations:
UCA has academic misconduct regulations which apply to all students’ submissions. You may
read these regulations in full in the A section of the myA-Z on myUCA.
Here are some important aspects to consider:
The University has a public duty to ensure that the highest standards are maintained in the
conduct of assessment. This is essential to safeguard the legitimate interests of its students and
the University’s academic standards and reputation. Academic misconduct is taken very
seriously. The University will take action against any student who contravenes these regulations
through negligence, carelessness, ignorance or by deliberate intent. The University considers
that an act of academic misconduct is committed irrespective of whether the student intended to
commit the act, e.g., plagiarism may be committed regardless of whether the student
intended to deceive the assessors.
Plagiarism (including self-plagiarism)
2.2.1 This is where a student either:
i) presents work for assessment which contains the unacknowledged published or unpublished
words, thoughts, judgements, ideas, structures or images of another person or persons. This
includes material downloaded from digital sources, and material obtained from a third party; or
ii) presents work for assessment which that student has previously submitted for assessment as
part of the same or another unit or course, or at another institution. This is known as selfplagiarism and relates to the principle that a student may not receive credit for the same piece of
work more than once unless specifically required to resubmit work (e.g., as part of a Resit task.)
2.2.2 It is not an offence for a student to draw upon the work or ideas of another person where
this is appropriately acknowledged. Plagiarism can be avoided by the accurate use of quotation
marks, detailed references and a full bibliography.
Further information, including guidance on how to avoid plagiarism, can be found on the
Academic Integrity section of the myA-Z on myUCA. Students who have any doubts about what
constitutes correct referencing can also look up the Harvard Referencing Guide on the UCA
website at the following link: https://www.uca.ac.uk/library/academic-support/harvardreferencing/
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ASSESSMENT BRIEFING
As the starting point, you will select one business from the list of B Corp businesses below.
https://www.thebodyshop.com/en-gb/
Personal care products
www.Rituals.com
Personal care products
https://eu.patagonia.com/
Apparel
www.veja.fr
Apparel
https://www.toms.com/uk
www.teapigs.co.uk
https://www.benjerry.co.uk/
https://www.innocentdrinks.co.uk/
Apparel
Beverages
Food products
Beverages
SUMMATIVE ASSESSMENT 1
Group Creative Pitch Presentation
• Recorded Narrated PowerPoint, Max 7 slides.
• Presentation time: 6 minutes maximum
• Deadline: Before 1pm on Tuesday 13th June 2023 – submitted by one group member
only.
Having selected your B Corp, prepare to pitch your creative plan to your Business Manager:
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Groups of 4, no more than 5 members
All group members must take part in the research and development and must present.
Maximum of 8 slides – see template below.
Presentation time: 6 minutes maximum.
To be submitted as a recorded narrated PowerPoint presentation. See here
https://support.microsoft.com/en-us/office/record-a-slide-show-with-narration-and-slidetimings-0b9502c6-5f6c-40ae-b1e7-e47d8741161c for instructions.
Prepare your presentation using the findings from your research:
Explore the strengths and weaknesses of the business in relation to their brand position. Create a
creative plan for 2023 that will help the business to grow their presence in the market and target a
Gen Z audience. This plan can be for the UK or a country focus of your choice - you decide.
Presentation should include the following:
• Slide 1: Title slide including team names and ID numbers
• Slide 2: Introduction to the B Corp business/ethos and values/USP
• Slide 3: Business marketing mix
• Slide 4: SWOT analysis of brand communications and digital marketing
• Slide 5: Creative plan idea for 2023
• Slide 6: Collaborations and PR activity
• Slide 7: Samples of creative content and influencers to support the plan
• Slide 8: Bibliography – Harvard referenced
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SUMMATIVE ASSESSMENT 2
Individual Reflective Log
• Min 4 entries on myUCA Log; each entry 400 words (+/- 10% allowance)
• Deadline: Before 1pm on Tuesday 13th June 2023
• Your reflective blog can be found on your MyUCA account under Managing the
Creative Industries on the left-hand menu. https://myuca.uca.ac.uk/webapps/lobjcampuspackBB5d11c85256e5e/launch/setupForm.form?course_id=_71997_1&contentId=_1230193_1
This is an individual active part of the unit and a chance for you to further explore and reflect on topics
presented in class week by week. You should use your reflective log to elaborate on the ideas and
learnings from class - after each class. This is not an assignment you can do at the end of the unit –
this assessment must be done as the unit progresses.
All reflective entries need to be completed and uploaded by the deadline however there needs to be
clear evidence of your learning and development through time.
What are the requirements?
Every log entry needs to meet the following requirements:
1. Describe something interesting that you have learnt in class.
2. Explain how this learning changes how you think about yourself and/or the industry.
3. Include a link to articles, books, talks, images or videos that helped you expand on this learning.
4. List of References - make sure that you use UCA Harvard Referencing for all visual and written
referenced material. See myUCA Library for further information.
FORMATIVE ASSESSMENT 1
Peer review of Individual Reflective Log
Peer review is evaluative feedback given by a member of your group on Thursday 8th June 2023
Peer review feedback is based on 3 questions:
1. What did my peer do well?
2. How can my peer better support their work and the group?
3. What can they do to improve in the future?
FORMATIVE ASSESSMENT 2
Group Mood Board
Formative assessment to be presented in seminar group on Friday 9th June 2023.
In your group, create two mood boards to support your creative plan
1. Creative plan ideas mood board
2. Customer profile mood board
This will be a collection of visuals, ideas, and concepts that represent your customer profiles and plan
ideas.
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Reading list (Indicative)
Reading list - Essential reading
All Essential readings for each week of the unit are available as clickable links on myUCA/
EBSC4190/Reading List:
https://myuca.uca.ac.uk/webapps/blackboard/content/contentWrapper.jsp?course_id=_71997_1&displayName=Readin
g%20List&href=%2Fwebapps%2Fblackboard%2Fexecute%2Fblti%2FlaunchPlacement%3Fblti_placement_id%3D_300_1
%26course_id%3D_71997_1%26mode%3Dcpview%26wrapped%3Dtrue
The readings marked Essential are the ones you MUST read ready for that week’s lecture and seminar.
Reading list - Recommended reading
All Recommended readings for each week are available as clickable links on myUCA
EBSC4190/Reading List:
https://myuca.uca.ac.uk/webapps/blackboard/content/contentWrapper.jsp?course_id=_71997_1&displayName=Readin
g%20List&href=%2Fwebapps%2Fblackboard%2Fexecute%2Fblti%2FlaunchPlacement%3Fblti_placement_id%3D_300_1
%26course_id%3D_71997_1%26mode%3Dcpview%26wrapped%3Dtrue
The ones marked Recommended are ones you might be interesting in reading to deepen your
understanding.
Databases
Mintel
Expert reports with detailed information on consumer buying patterns, product and service sector
performance, and emerging trends.
Euromonitor Passport
Passport provides data and insight on industries, economies, and consumers worldwide, helping you to
analyse market context and identify future trends
Nexis
Research across global news and business sources.
LS:N
LS:N Global is an online trend forecasting and consumer insight service used in industry, which tracks
trends which are influencing consumer needs and brand buy-in.
Unique Style Platform
Unique Style Platform is a world class forecasting service for the fashion and lifestyle industries, offering
curated insights to inform the creative process and inspire innovation.
WGSN
WGSN is a world leading online research, trend analysis and news service for the fashion and style industry
Glossary and useful terminology for this unit
Audience - The intended target market for an advert, usually defined in terms of specific
demographics (age, gender) and psychographics (interests, behaviours).
Brand Positioning - The brand position is the place that a brand sits in relation to that of its
competitors. All elements of the marketing mix are carefully manipulated to ensure that the target
market sees the brand as distinctive from the competition.
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Brand Values - Brand values act as a guiding hand for brand behaviours and performance and
are the principles by which a brand is governed.
B2B - A B2B (business to business) company is one that offers products or services directly to
other businesses. The business can be a buyer, such as when a company purchases material
for its products, or it can be a supplier providing products to other companies.
B2C - B2C is an acronym for business-to-consumer. A B2C business is one that sells products
or services directly to the consumer.
Internal Analysis - The process of identifying strengths, weaknesses, opportunities and threats
(SWOT analysis) of a company's internal marketing resources and environment. This aids plans
and strategy development to move the company forward.
Logo - A brand name, publication title, or the like, presented in a special lettering style or
typeface and used in the manner of a trademark.
Macro Environment - The external environment factors of a business which affect the planning
and performance. Factors include; political, economic, environmental, socio-cultural and
technological (PEEST).
Marketing - The Chartered Institute of Marketing defines marketing as “the management
process responsible for identifying, anticipating and satisfying customer requirements profitably”.
Marketing Mix - A process used to assess and analyse a product or service by method of the 4
Ps; Product, Price, Promotion and Place. This has been extended to the 7 Ps including; People,
Process and Physical evidence.
Mission Statement - The core aim and philosophy of a company, usually summarised in a
paragraph, which aims to drive and aid objective, strategic and future decisions.
Micro Environment - The internal and immediate environmental factors which affect an
organisation's operations, including influences from customers and supplies, for example.
Mood Board - A visual collage that can represent a direction of style that a graphic designer
would use to present their thoughts/research on a particular project, advertisement or brand.
Niche Marketing - Where a product is marketed to a subsection of a market with certain
characteristics (e.g. gender, age, demographic, etc).
Product Life Cycle (PLC) - The process of a product in terms of sales and profit. Usually
defined by the following stages: introduction, growth, maturity and decline.
Profit and Loss Statement - A profit and loss statement (called an income statement under
GAAP), is a business report that shows net income as the difference between revenue and
expenses.
Public Relations (PR) - The activity that aims to develop a relationship between the public and a
company by stabilising a good reputation and communicating efficiently and effectively.
Pull Promotion - An approach that aims to address the consumer directly and create consumer
demand for a product through promotional activities, such as advertising. It works by the
producer promoting to the wholesaler, the wholesaler promoting to the retailers and the retailers
promoting to the consumer.
Push Promotion - The opposite to pull promotion; this approach aims to build up consumer
demand by creating a product or service that is sought after by consumers. This is done through
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sales promotions, such as point of sale displays and price reduction, and usually results in the
consumers requesting the product or service from the retailer.
Qualitative Research - Research undertaken that is not numerical but instead based on quality
measurement and meaning. This can be in the form of interviews (focus groups) and often result
in data that is detailed and broad rather than numeric and categorised.
Relationship Marketing - The strategy based on creating a relationship with a consumer in
order to influence and sustain future purchasing of a product.
Revenue - A business's revenue is the money generated by all its operations before deductions
are taken for expenses. Revenue can come from the sale of the company's products or services,
from the sale of surplus equipment or property, or from the sale of shares of stock in the
company. It can come from a variety of other sources such as interest, royalties, and fees.
SWOT Analysis - A method of analysing a company based on its Strengths, Weaknesses,
Opportunities and Threats. This is usually followed by a written-up marketing plan based on the
results.
Targeting - To identify and address a key group of consumers or potential consumers based on
characteristic preference. Often it is derived from ‘market segmentation’.
Unique Selling Point (USP) - A feature of a product or service that a company offers that no
other competitor does, which creates market advantage. Often used as a key basis for
advertisements, promotions and marketing activities for that business.
Vision - Vision is the dream of what the owners want the organisation to be. It should not be
confused with strategy, which is the large-scale plan the company follows to make the dream
happen.
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Unit Schedule
Week commencing 29 May
Week commencing 5 June
Week commencing 12 June
EBSC4190 Managing the Creative Industries - Auditorium
Week 1
10:00 12:00 12:00 - 13:00
Week 2
14:0016:00
16:0017:00
10:00 - 12:00 12:00-13:00
Week
14:0016:00
16:0017:00
10:00- 12:0012:00 13:00
Online
Q&A/
Tutorial
Mo
n
Tue
We
d
Unit
Briefing
Reflective Blog
Demonstration
Life’s A
Pitch
Q&A/
Tutorial
Storytelling
Brand Strategies
Library
Research
Market
Research
Q&A/
Tutorial
Th
u
B Corp
Business,
People,
Purpose,
and Planet
Reflective
Writing
Creative
Thinking
Q&A/
Tutorial
Communications
& PR
Comp Shop
Trip
Peer
Review
Q&A/
Tutorial
Fri
Research
Tools
Mood board
Demonstration
Formative
Brief
/Activity
Q&A/
Tutorial
Mood board Formatives
Reflections
Q&A/
Tutorial
14:0016:00
16:0017:00
Submissi
on by
13:00
Online
Resit
briefing
Q&A (1
hour)
IT
Surgery Yousef
UCA Common Credit Framework: Generic Mark Descriptors
According to the UCA Common Credit Framework Regulations, each assessment component will be assessed against the assessment criteria as published in the unit
descriptor for that unit and awarded a mark between 0 and 100 in accordance with the University’s published mark descriptors (Appendix 1). All marks are provisional
until formally confirmed by the Board of Examiners.
Generic Criteria
90 - 100
80 - 89
70 - 79
60 - 69
50 - 59
40 - 49
30 - 39
0 - 29
Knowledge of contexts,
concepts, technologies
and processes
Outstanding
breadth of
knowledge of
fundamental
contextual and
theoretical issues
and critical
concepts and their
relationship to
historical and
contemporary
practices
Extensive
knowledge of
fundamental
contextual and
theoretical issues
and critical
concepts and a
widening
appreciation of
historical and
contemporary
practices
Significant
knowledge of
fundamental
contextual and
theoretical issues
and critical
concepts and a
widening
appreciation of
historical and
contemporary
practices
Confident familiarity
with fundamental
contextual and
theoretical issues
and critical
concepts
Familiar with
fundamental
contextual and
theoretical issues
and critical
concepts
Adequate
knowledge of
fundamental
contextual and
theoretical issues
and critical
concepts
Limited knowledge
of fundamental
contextual and
theoretical issues
and critical
concepts
Little or no
knowledge of
fundamental
contextual and
theoretical issues
or critical concepts
Significant
knowledge of
appropriate
technologies and
processes
Thorough
knowledge of
appropriate
technologies and
processes
Sound knowledge
of appropriate
technologies and
processes
Limited knowledge
of appropriate
technologies and
processes
Little or no
knowledge of
appropriate
technologies or
processes
Deep level of
comprehension and
exploration of
relevant knowledge
in seeking solutions
to projects or
problems
Deep level of
comprehension of
relevant knowledge
in seeking solutions
to projects or
problems
Strong
comprehension of
relevant knowledge
in seeking solutions
to projects or
problems
Sound
comprehension of
relevant knowledge
in seeking solutions
to projects or
problems
Surface-level
comprehension of
relevant knowledge
in seeking solutions
to projects or
problems
Incomplete
comprehension of
relevant knowledge
in seeking solutions
to projects or
problems
Outstanding ability
to analyse and
synthesise
knowledge in order
to produce creative
practice in standard
Strong ability to
apply and analyse
knowledge to
produce creative
practice in standard
situations, with
Sound ability to
apply and analyse
knowledge to
produce creative
practice in standard
situations
Sound ability to
apply knowledge to
produce creative
practice in standard
situations
Competent
application of
knowledge to the
production of
creative practice in
standard situations
Limited ability to
apply knowledge to
produce creative
practice in standard
situations
The extent to which
knowledge is
demonstrated:
relevant contextual or
theoretical issues are
identified, defined and
described
historical or
contemporary practices
are identified, defined
and described
appropriate technologies,
methods and processes
are identified, defined
and described
Understanding through
application of
knowledge
Level 4
The degree to which
research methods are
demonstrated:
relevant knowledge and
information is
compared, contrasted,
manipulated, translated
and interpreted
knowledge and
information is selected,
Extensive
knowledge of
relevant and
specialist
technologies and
processes
Relevant
knowledge is
explored and
interpreted when
proposing solutions
to projects and
problems which
demonstrate
evidence of
independent
thought
Outstanding ability
to analyse and
In depth and
broadening
knowledge of
appropriate
technologies and
processes
Adequate
knowledge of
appropriate
technologies and
processes
Little or no
comprehension of
relevant knowledge
in seeking
solutions to
projects or
problems
Little or no ability to
apply relevant
knowledge to
produce creative
analysed, synthesized
and evaluated in order to
generate creative ideas,
practices, solutions,
arguments or hypotheses
Application of technical
and professional skills
The degree to which:
appropriate materials
and media are selected,
tested and utilised to
realise and present ideas
and solutions
appropriate technologies,
methods and processes
are demonstrated
transferable, professional
skills are effectively
demonstrated
self management and
independent learning are
demonstrated
synthesise
knowledge to
produce own
creative practice in
standard situations
and to evaluate
results
Accomplished and
fluent application of
appropriate
practical and
technical skills
situations and to
evaluate the results
some evaluation of
the results
Relevant,
accomplished and
fluent application of
basic practical and
technical skills
Relevant and
accomplished
application of basic
practical and
technical skills
Strong application
of basic practical
and technical skills
Sound application
of basic practical
and technical skills
Outstanding
application of
appropriate
transferable and
professional skills
Outstanding
application of
fundamental
transferable and
professional skills
Highly effective
application of
fundamental
transferable and
professional skills
Strong application
of fundamental
transferable and
professional skills
Sound application
of fundamental
transferable and
professional skills
Strong ability to
work independently
and use feedback
to plan future tasks
effectively
Evidence of
developing well as
an independent
learner
Evidence of
beginning to
develop as an
independent
learner
Significant ability to
learn independently
and critically
evaluate own
progress using a
wide range of
feedback sources
Substantial ability
to work
independently and
use feedback to
reflect critically on
own progress
practice in standard
situations
Competent
application of
practical and
technical skills
Rudimentary
application of basic
practical and
technical skills
Competent
application of
fundamental
transferable and
professional skills
Limited application
of fundamental
transferable and
professional skills
Adequate evidence
of beginning to
develop as an
independent
learner
Limited evidence of
ability to learn
independently
Scant application of
basic practical and
technical skills
Ineffective
application of
fundamental
transferable and
professional skills
Little or no
evidence of ability
to learn
independently