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7AAIAM04 The Entrepreneurial Opportunity: Arts & Culture

Module convenor: Dr Jonathan Gross
Teaching pattern: Ten two-hour workshops
Module description:

What is an entrepreneurial opportunity?  How (and when) do you know if you have one? This module is Intended for self-motivated students who already have the beginnings of a creative idea relating to the arts and cultural sectors and wish to develop this into a genuine entrepreneurial project of their own.  The module is designed to provide students with a critical understanding of both the theoretical and practical perspectives (via input from cultural entrepreneurs and practitioners own experiences) relating to entrepreneurship and entrepreneurial opportunities.  Please note this module is not designed to provide training in functional management competences, rather it is an introduction to why these are important for the entrepreneur to be aware of and engage with.

The module will help to foster the student’s (cultural) entrepreneurial capabilities, such that they can identify, evaluate and plan the exploitation of a real entrepreneurial opportunity of their own, in the particular context of arts & culture.  Students will be encouraged to engage with the actual market for their chosen entrepreneurial product or service, and will be guided in the development and planning of an appropriate innovation strategy.  They will also be required to reflect critically on their own emergent experience of managing the entrepreneurial opportunity.

Prohibited module combination:

7AAICC14 Cultural Management: In Small Arts And Cultural Organisations

Module aims

This module aims to:

  • Question widely held perceptions and beliefs concerning the nature of the entrepreneurial opportunity, through analysis of relevant entrepreneurship theory, and personal practice.
  • Provide students with an applied knowledge & understanding of relevant functional management disciplines (marketing, finance, operations and strategy) such that they are able to plan an entrepreneurial project in the particular context of arts & cultural management.
  • Develop students’ enterprising and creative skills and behaviours through self-review, idea generation, and project planning.
  • Encourage students to reflect critically on their developing knowledge, skills and behaviours as cultural entrepreneurs.

Learning outcomes

By the end of the module, the students will be able to demonstrate intellectual, transferable and practicable skills appropriate to a Level 7 module and in particular will be able to:

  • Critically assess what constitutes an entrepreneurial opportunity, distinguishing between good ideas and business opportunities in the arts & cultural sector, and determining what factors comprise opportunity readiness.
  • Critically evaluate the potential of a specific entrepreneurial opportunity to realise value (either as a new arts & cultural enterprise or as an innovation within an existing cultural organization), on the basis of sound market analysis and self-reflection.
  • Plan and manage the enterprise process from idea generation through to the presentation of a justified market opportunity
  • Assess their personal cultural entrepreneurial capabilities, evaluating to what extent these have developed over the duration of the module.

Core reading

  • Henry, C. (2007) Entrepreneurship in the creative industries: an international perspective. Cheltenham: Edward Elgar.
  • Hjorth, D. (2003) Rewriting entrepreneurship, Copenhagen Business School Press.
  • Kolb. B.M. (2015) Entrepreneurship for the Creative and Cultural Industries, Routledge.
  • Moules, J. (2012) The rebel entrepreneur: rewriting the business rulebook, Kogan Page.
  • Mullins, J., (2013) The New Business Road Test: What Entrepreneurs and Executives Should do before Writing a Business Plan, 4th Edition, Financial Times/ Prentice Hall.
  • Southon, M. & West, C. (2002) The Beermat Entrepreneur, Prentice Hall.
  • Stokes, D. & Wilson, N. (2010) Small Business Management and Entrepreneurship. 6th Edition. South-Western, CENAGE.
  • Zander, I., & Scherdin, M. (2011) Art entrepreneurship, Edward Elgar Publishing


  1. Plan: summary innovation strategy/ business plan (2,500 words) (60%)
  2. Critical reflection drawing on relevant theory (1,000) (30%)
  3. PowerPoint presentation (circa 7 slides) (10%)

Selection Process

If you who wish to be considered for this module, you will need to submit your CV and answer the three questions on the online application form which can be found here. You must only complete this form once, and you will be notified of your place on the module during induction week.

  The modules run in each academic year are subject to change in line with staff availability and student demand so there is no guarantee every module will run. Module descriptions and information may vary depending between years.

Module Information page
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