ENTREP 7036 - Digital Media Entrepreneurship

North Terrace Campus - Winter - 2017

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 ENTREP 7036
    Course Digital Media Entrepreneurship
    Coordinating Unit Entrepreneurship, Commercialisation & Innov Centre
    Term Winter
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact One week intensive, 36-40 hours
    Available for Study Abroad and Exchange Y
    Assumed Knowledge Experience with starting, finance and marketing of new ventures or new project with finance and marketing accountability is desirable.
    Assessment Assignments
    Course Staff

    Course Coordinator: Professor Paul Steffens

    Program Director Contact Details:
    Innovation and Entrepreneurship (PG)
    Name: Prof Paul Steffens
    Phone: +61 8 8313 7512
    Email: paul.steffens@adelaide.edu.au

    Teaching Staff:
    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

    Course Timetable

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

    Week long intensive:
    Monday 10th July to Friday 14th July 2017
    Ingkarni Wardli, B17, Teaching Room

  • Learning Outcomes
    Course Learning Outcomes

    On successful completion of this course, students will be able to:

    1 Analyse the process of innovation and industry disruption;
    2 Determine the elements of online innovation;
    3 Articulate the nature of digital value creation and R&D;
    4 Categorise different online business models;
    5 Describe alternative online growth strategies;
    6 Choose strategies for maintaining 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)
    Deep discipline knowledge
    • informed and infused by cutting edge research, scaffolded throughout their program of studies
    • acquired from personal interaction with research active educators, from year 1
    • accredited or validated against national or international standards (for relevant programs)
    Critical thinking and problem solving
    • steeped in research methods and rigor
    • based on empirical evidence and the scientific approach to knowledge development
    • demonstrated through appropriate and relevant assessment
    Teamwork and communication skills
    • developed from, with, and via the SGDE
    • honed through assessment and practice throughout the program of studies
    • encouraged and valued in all aspects of learning
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    Intercultural and ethical competency
    • adept at operating in other cultures
    • comfortable with different nationalities and social contexts
    • able to determine and contribute to desirable social outcomes
    • demonstrated by study abroad or with an understanding of indigenous knowledges
    Self-awareness and emotional intelligence
    • a capacity for self-reflection and a willingness to engage in self-appraisal
    • open to objective and constructive feedback from supervisors and peers
    • able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate
  • 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:

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

    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 draft schedule and session dates are a guide only. The timetable may be changed during the course delivery if necessary.

    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
    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
  • 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:

    #Assessment TaskTask TypeLengthWeightingLearning Outcomes
    1 Digital media opportunity analysis Individual Presentation 5 min + Q&A 15% 1-2
    2 Digital Media Opportunity Analysis Group 2500 words 15% 1-3, 6
    3 Individual project  Individual 4000 60% 1-6
    4 Participation   Individual N/A 10% 3-5
    Total 100%
    Assessment Related Requirements
    Specific requirements, including templates will be given in class.

    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%
    Submission Details: In Tutorial class

    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.

    This assignment will assess your understanding of innovation, market change and resource strategy discussed in lectures.   

    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 impacting this industry
    • 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%
    Submission Details: Online through MyUni (One assignment per group)

    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. 

    This task requires analysis of both an individual company, as well as the wider market conditions in which the company is placed. You will need to asses changing technology, regulatory, consumer dynamics in light of the producst offered by the company.  

    A template for the assignment will be provided.

    Length and Presentation:
    2500 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
    • Capacity to assess the elements of opportunity which drive innovation within the 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: Individual business idea feasibility report
    Weighting: 60%
    Submission Details: Online through MyUni

    Students are required to complete a feasibility assessment of their own new digital media venture idea. You will be asked to formulate your own idea for a business, and then assess its feasibility as a new venture using the framework and theory discussed in the course. This assessment will cover most of the course material, and will encompass the course objectives. A template will be provided which will provide the focus of your analysis.

    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.  

    Length and Presentation:
    4000 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:
    • Your ability to identify a real world entrepreneurial opportunity using the tools, concepts and theory discussed in the opportunity lectures of the course
    • Your ability to identify the resources required for this opportunity. Specifically, you will be marked on your ability to research resources, and put together a resource strategy.
    • How well researched your strategy is, and how well it incorporates current digital media trends, including positioning with other providers, log on processes etc.
    • The overall quality of your research and referencing
    • The clarity, simplicity and brevity of your writing.
    • Presentation, grammar and readability, referencing

    Assessment 4: Class Participation
    Weighting: 10%
    Submission Details: Contribution during class. 

    This participation mark covers attendence throughout the week as well as contribution to group work as well as in class dialogue throughout the lectures.
    All text based assignments must be submitted via MyUni.
    Please refer to step by step instructions: MyUni Learning Centre

    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.

    Resubmission & Remarking

    Resubmission of an assignment for remarking after reworking it to obtain a better mark will not normally be accepted.  Approval for resubmission will only be granted on medical or compassionate grounds.
    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.

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    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.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

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