《创意产业概论》-课程教学大纲.doc

PAGE 10 《创意产业概论》课程教学大纲 一、课程基本信息 课程代码课程名称：创意产业概论 英文名称：Introduction to Creative Industries 课程类别：专业课 学 时：48学时 学　　分：3学分 适用对象: 广告学专业大学三、四年级 考核方式：考试 先修课程：专业导论、广告策划、设计思维 二、课程简介 创意经济已成为全球知识经济最重要的一部分，以高附加值、高科技融合度、高影响力和高增速等特征成为引领各国产业创新和升级的重要力量。自从2009年中国国务院将文创产业列为国民经济支柱性行业后，社会资本大量进入，使得文创企业集群化、规模化发展趋势日显。其中，数字娱乐领域（电影、动漫、游戏、互动媒体等）迅速崛起，成为增速最为强劲的板块。 随着中国文化创意商业的加速产业化和国际化，对管理人员的专业能力也提出了更高层次的要求和挑战。优秀的文化创意企业管理者，不仅需要掌握文化创意经济的特殊性——掌握市场运作规律和前沿的科技应用，在商业模式、内容生产与市场运作等方面不断突破，建立企业的竞争优势；更需要掌握专业的管理知识对文创企业人才、资本和创意进行战略管理，让企业在激烈竞争的环境能够始终保持领先位置。 本课程旨在以国际化的文化视野、系统的管理方法、前沿的创意管理技巧，让中国文创企业的管理者受到系统及专业的训练，从战略层面分析和解决企业所面临的管理问题和挑战。 Creative economy has become the most important part of the global knowledge economy. With high value-added, high technology integration, high impact and high growth rate, the creative economy has become an important force for industrial innovation and upgrading in various countries. Since 2009, the Chinese State Council listed the cultural and creative industries as a pillar industry of the national economy, and a large number of social capital has entered, making the development of the cultural and creative enterprises cluster and large-scale. Among them, the digital entertainment sector (movies, animation, games, interactive media, etc.) has risen rapidly, becoming the most robust growth sector. With the acceleration of industrialization and internationalization of Chinas cultural, creative and commercial industries, higher level requirements and challenges have also been put forward for managers. Outstanding cultural and creative enterprise managers, not only need to master the application of science and technology special cultural and creative economy, grasp the market operation rule and the frontier, constantly breakthrough in the business model, content production and market operation, the establishment of enterprise competitive advantage; more need to grasp the professional knowledge of the business management, capital and talent creative strategy ma