Professional Contexts & Entrepreneurship | Abertay University

Professional Contexts & Entrepreneurship


This module requires students to engage critically with the creative industries. Students should expect to discuss the global marketplace for creative media, the development of business ideas, and the demonstrable knowledge, expertise, and planning expected by employers and investors. Students should consider which creative industries align with their own personal ambitions for employability or entrepreneurship. This could include but is not limited to: Games, Animation and Visual Effects, Film and Television, Graphic Design, Web and Digital Media, and Installation Art.


The aim of this module is to prepare the student for professional practice and entrepreneurship by providing them with a detailed and critical understanding of the creative industries

Learning Outcomes

By the end of this module the student should be able to:

1.  Demonstrate a critical understanding of the social, cultural, and economic factors that impact upon operations, professional practice, and entrepreneurship within a selected creative industry

2.  Identify and discuss the future challenges within a selected creative industry,

3.  Develop and communicate a personal strategy for employment or entrepreneurship in a selected industry

Indicative Content

1 The Creative Industries:

Overview of a range of creative sectors, identifying sources of information. Discussion of professional structures, including: publishers and distributors, content developers, software tool developers and other suppliers, service and support suppliers, industry organisations, pressure groups, and government regulations.

2 Understanding the Marketplace:

Review of the main market information, economic impact, comparative market sizes, and growth.

3 Creative Industries Development Lifecycles:

Critical evaluation of the various phases of development and understanding how the business perspective impacts upon the creative process.

4 People, Roles and Professional Expectations:

Understanding how artistic, design, and development roles interact with each other and with production, support, and management roles.

5 Legal and Financial Understanding:

Discussion of the legal and financial considerations, including intellectual property rights, other computer related laws, funding the business, developing an exit strategy, dealing with publishers, and the impacts of casual copying and piracy.

6 Ethics

Discussion of individual and company ethics, including responsibilities, authority and power, discrimination, and marginalisation. Discussion of social and cultural ethics, including issues of representation, nationalism, stereotyping, gender, violence, sexual content, and racism.

7 Entrepreneurship

Defining and clarifying the business plans and goals, setting measurable targets, writing the business plan as a marketing and management tool, and the start-up process.

8 Personal Branding and Preparing for Employment

Developing a personal brand including: web presence, social media usage, and the creation of an appropriate portfolio. Developing an appropriate CV, writing cover letters, and understanding the interview process.

9 Career Routes and Development

Understanding careers and career development, including working with others, individual management, and company management.

10 Self-Employment in the Creative Industries

The opportunities and challenges that face freelance workers within various creative sectors.

Statement on Teaching, Learning and Assessment

Students will receive a series of lectures supported by seminar sessions. Lectures will cover the core content of the module, highlighting appropriate texts and providing students with the knowledge and awareness to engage critically with their selected creative sector. Seminars will focus on group discussions and analysis of specific events and issues in the creative industries.

Teaching and Learning Work Loads

Total 200
Lecture 12
Tutorial/Seminar 24
Supervised Practical Activity 0
Unsupervised Practical Activity 0
Assessment 80
Independent 84

Guidance notes

Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2018/19 , and may be subject to change for future years.