TECHCOMM 4001 - Creating Digital Media Ventures

North Terrace Campus - Winter - 2014

This course is designed for those who are, or those who want to be, actively starting a new venture involving digital media technologies. The course is not a technology course but is an entrepreneurial strategy course that deals extensively with the particular dynamics of new industries such as those characterised by digital media. The focus will be on developing business models that maintain revenue streams, build value, engage with continuous research and development and aim to grow by accessing global markets. Students will examine and develop the skills necessary for managing flexible teams that embrace and endorse collaboration and fast decision making in rapidly changing technology environments.

  • General Course Information
    Course Details
    Course Code TECHCOMM 4001
    Course Creating Digital Media Ventures
    Coordinating Unit Entrepreneurship, Commercialisation & Innov Centre
    Term Winter
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Intensive
    Course Description This course is designed for those who are, or those who want to be, actively starting a new venture involving digital media technologies. The course is not a technology course but is an entrepreneurial strategy course that deals extensively with the particular dynamics of new industries such as those characterised by digital media. The focus will be on developing business models that maintain revenue streams, build value, engage with continuous research and development and aim to grow by accessing global markets. Students will examine and develop the skills necessary for managing flexible teams that embrace and endorse collaboration and fast decision making in rapidly changing technology environments.
    Course Staff

    Course Coordinator: Dr Gary Hancock

    Program Director Contact Details:
    Innovation and Entrepreneurship
    Name: Gary Hancock
    Phone: +61 8 8313 0125

    Teaching Staff:
    Name:
    Matthew McKinlay

    Short Bio:
    Matthew is currently completing his PhD in innovation, with a focus on the iPod, digital music and the internet. Previously, Matthew has researched entrepreneurship at a state level in Australia, using data from the Global Entrepreneurship Monitor, which is an international research program coordinated by Babson College (US) and the London School of Economics (UK).  

    Email: matthew.mckinlay@adelaide.edu.au

    Phone: +61 8 8313 7422


    Name: Gerard Reed

    Short Bio:
    Gerard Reed completed a Bachelor of Arts degree at the University of New South Wales where he studied Theatre, History, Politics, Film, and Religion. Gerard holds a Master of Arts degree from the University of the Arts, London where he further developed his interest in the history and production of independent film and documentary. He is a cofounder of digital media company Remo media. He is currently completing his PhD at the ECIC with a particular focus on the digital media industry.  

    Email: gerard.reed@adelaide.edu.au

    Phone: +61 8 8302 7512

    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

    Week long intensive:
    Monday 30 June to Friday 4th July 2014
    9am-5pm
    Badger Labs, G31, Macbeth Lecture Theatre

    Examination:
    Monday 21 July 2014
    9am-11am + reading time
    Masonic Basement B02 East

  • Learning Outcomes
    Course Learning Outcomes

    The overall aim of this course is to have an understanding of the entrepreneurial process, as specifically applied to the digital media sector. At the end of this course, students should have an appreciation of some of the complexities of entrepreneurship within the sector, with particular focus on strategies pertaining to the following:

    1. Having an understanding of innovation as industry disruption
    2. Understanding the elements of innovation opportunity
    3. Value creation and R&D
    4. Maintaining revenue streams and a viable business models
    5. Growth and access to global markets
    6. Developing and managing team relationships that facilitate flexibility, collaboration and quick decision making.
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)
    Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised. 1, 3
    The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. 1
    An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. 1-4
    Skills of a high order in interpersonal understanding, teamwork and communication. 4
    A proficiency in the appropriate use of contemporary technologies. 1, 5-6
    A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life. 1-2
    A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community. 1-2, 6
    An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities. 3-5
  • Learning Resources
    Required Resources

    Text book:
    No text required

    Materials will be made available via the course website, accessible through MyUni. Materials will be released and coordinated with the lecture schedule. Readings, external links and lecture outlines will be available as and when they are covered in class.

    Materials will be distributed in class throughout the two intensive sessions.
    Recommended Resources
    Harvard referencing guide:
    http://www.adelaide.edu.au/writingcentre/referencing_guides/harvardStyleGuide.pdf 

    Library Resources
    The University of Adelaide’s Barr Smith Library provides a range of learning resources including texts, journals, periodicals, magazines, and access to online databases and information services. It also offers a virtual library which is accessible via the University’s website. The University Library web page is: http://www.adelaide.edu.au/library/ 
    From this link, you are able to access the Library's electronic resources.
    Online Learning

    MyUni is the University of Adelaide's online learning environment. It is used to support traditional face-to-face lectures, tutorials and workshops at the University. MyUni provides access to various features including announcements, course materials, discussion boards and assessments for each online course of study (see: https://myuni.adelaide.edu.au)

  • Learning & Teaching Activities
    Learning & Teaching Modes
    This course is offered in blended learning mode with the face-to-face component offered as intensives
    Workload

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    As a guide, a 3 unit course comprises a total of 156 hours work (this includes face-to-face contact, any online components, and self directed study).
    Learning Activities Summary
    This is a provisional schedule. Whilst it is expected to remain the same, it is flexible and is dependent on our progress in class.
    Day Content Readings/Activities
    1 Introduction to the course All readings for all activities will be provided in class.
    Introduction to digital media An introduction of both the concepts of digital media and entrepreneurship.
    2 Opportunity (part 1) Innovation, content creation, timing, apprenticeship.
    3 Opportunity (part 2) The significance of digital media contacts, competition in digital media.
    Workshop Innovation and creative destruction/assignment
    4 Resources Introduction to resources, teams, physical resources, outsourcing
    Workshop Outsourcing, finance, pitching for finance/assignment
    5 Presentation session Teams present their opportunity analysis
    Digital media entrepreneurial strategy Intellectual property, growth, shipping, practical marketing
    Digital media entrepreneurial strategy Distribution channels, business models, open source innovation
    Specific Course Requirements
    None
  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary

    An overview of the course assessment appears in the following Table. Details appear in the following section:

    #AssessmentLengthWeightingDue DateLearning Outcomes
    1 Digital media opportunity analysis Presentation 5 min + Q&A 15% See MyUni 1-2
    2 Digital Media Opportunity Analysis (group) 2500 words 15% See MyUni 1-3, 6
    3 Participation   N/A 10% See MyUni 3-5
    4 Exam 2 hours 60% See MyUni 1-6
    Total 100%
    Assessment Related Requirements
    Students should attend all classes in order to pass the course. There is considerable experiential learning in workshops during the intensive classes that build your knowledge and thus enable you to be
    successful in this course.  

    Course results are subject to moderation by the ECIC Board of Examiners

    Assessment Detail

    Assessment 1: Digital media industry analysis presentation
    Weighting: 15%
    Due Dates: See MyUni
    Submission Details: In class

    Task:
    This is a presentation of your assignment 2 group task. You will be required to talk through the major parts of your assignment, and then also field questions from other teams. This presentation will cover: a background of your assigned digital media company, an assessment of the changing market conditions affecting that company, and a strategic response to these conditions specifically providing directives about the future direction of the business.  

    This assignment will assess your understanding of innovation, market change and resources as well as providing students an ability to think creatively and strategically about the assigned company.  

    Length and Presentation:
    Presentations of 5 minutes are expected, plus time to field and answer questions from other students as well as staff.

    Criteria by which your assessment will be marked:
    Key criteria for marking in this assignment will be covered specifically in class, but, in brief, the focus of your assignment is the following:

    • Depth of research on your assigned digital media company
    • Depth of research on the state of technology within the TV market
    • Capacity to present in a clear and articulate manner, with a focus of facts as the basis for opinion
    • Capacity to respond to questions
    • Overall presentation skills, including use of materials

    Students who do not attend this presentation will receive zero.



    Assessment 2:
    Digital media opportunity analysis (Group)
    Weighting: 15%
    Due Dates: See MyUni
    Submission Details: Online through MyUni (One assignment per group)

    Task:
    Students are required to assess the market position of a business within an assigned digital media industry within Australia. You will be assigned an entrepreneurial company in class.   It will require groups to imagine being in a leadership position of a designated company, and then from that perspective analyse the company in light of the changing market conditions and nature of opportunity affecting the industry due to digital media technologies. Companies will be assigned in class on the 17th of January.

    Groups will have to analyse both an individual company, as well as the changing landscape of the digital media industry in which they operate. Groups will have to provide entrepreneurial strategy directives for their assigned company with the intention of capitalising on changing consumer preference as well as digital technology capability.

    A template for the assignment will be provided.

    Length and Presentation:
    2000 words

    Criteria by which your assessment will be marked:
    Key criteria for marking in this assignment will be covered specifically in class, but, in brief, the focus of your assignment is the following:

    • Depth of research on your assigned digital media company
    • Depth of research on the state of technology within the TV market
    • Capacity to assess the elements of opportunity which drive innovation with the television broadcast market.
    • An ability to critically compare the capacity, skills and technological skills of your assigned digital media company, against the wider elements of opportunity in the marketplace.



    Assessment 3:
    Class attendance
    Weighting: 10%
    Due Dates: Ongoing
    Submission Details: In class

    Task:
    Your attendance and contribution to class is a graded part of this course. You will be marked on the amount you contribute to class discussion, your day to day attendance, as well as your preparedness in resepct to discussed readings and materials.  

    Details:
    Your attendance is required for all five days of the intensive class.

    Criteria by which your assessment will be marked:
    Key criteria for marking in this assignment will be covered specifically in class, but, in brief, the focus of your assignment is the following:

    • Daily attendance
    • Contribution to class discussion
    • Familiarity and preparation of course readings provided in class.



    Assessment 4:
    Individual exam
    Weighting: 60%
    Due Dates: See MyUni
    Submission Details: Online through MyUni

    Task:
    Students are required to sit an exam which covers theoretical material provided and discussed in class.

    The structure of the exam is as follows:

    • You will be given a list of approximately 15 possible exam questions at the start of the course.
    • In the exam, you will have to answer 4 of these questions.
    • These four questions will be chosen, and you will not be told which four questions you will need to answer.
    • You must answer the four questions provided.

    This assessment is the culmination of the course. It will draw on most of the key areas discussed, and will require students to apply theory to their own unique business idea.

    • If you cannot sit the exam for medical reasons, you must provide appropriate medical documentation.
    • Failure to sit the exam will result in course failure. 

    Length and Presentation:
    2 hours exam. 4 essay questons. How you divide this time is up to you, but, it is recommended you spend equal time on each question (30 minutes per question).

    Criteria by which your assessment will be marked:
    Key criteria for marking in this assignment will be covered specifically in class, but, in brief, the focus of your assignment is the following:

    • Your ability to identify and describe appropriate theory from the course materials that answers the specific question.  
    • Your ability to use real world examples to demonstrate your understanding of the theory. Specifically, these examples must be web 2.0 companies, such as the number discussed in class.
    • The overall quality and depth of your argument
    • The clarity, simplicity and brevity of your writing.
    Submission
    All text based assignments must be submitted via MyUni.
    Please refer to step by step instructions: http://www.adelaide.edu.au/myuni/tutorials/files/AssignmentStudentSubmission.pdf

    There are a few points to note about the submission of assignments:
    • Assignment Submission:  Assignments should not be emailed to the instructor; they must be lodged via the MyUni Course site (unless specified to do both). Note that assignments may be processed via TURNITIN, which is an online plagiarism prevention tool.
    • Cover Sheet:  Please submit, separate to your assignment, the completed University of Adelaide Assessment Cover Sheet providing details of yourself and your team members (if applicable), your assignment, the course, date submitted, etc. as well as the declaration signed by you that this is your (your team’s) work.  Note that the declaration on any electronically submitted assignment will be deemed to have the same authority as a signed declaration.
    • Backup Copy of Assignments:  You are advised to keep a copy of your assignments in case the submitted copy goes missing.  Please ensure that all assignment pages are numbered. If your assignment contains confidential information, you should discuss any concerns with the Course Lecturer prior to submission.
    • Extensions of Time:  Any request for an extension of time for the submission of an assignment should be made well before the due date of the assignment to the Course Lecturer.  Normally, extensions will only be granted for a maximum of two weeks from the original assignment submission date.  Extensions will only be granted in cases of genuine extenuating circumstances and proof, such as a doctor’s certificate, may be required.
    • Failure to submit: Failure to submit an assignment on time or by the agreed extension deadline may result in penalties and may incur a fail grade.  Note that a late penalty of 5% of the total available marks for that assessment item will be incurred each day an assignment is handed in late (Unless otherwise stated in 'Assessment Related Requirements' or 'Assessment Detail' above) Assignments handed in after 14 days from the due submission date will fail even if a 100% mark is granted for the work.
    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

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    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

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