Paper

HKU SPACE COMMUNITY COLLEGE

Creativity and

Creative Industries

Semester Two, 2019-20

Case Study

(Weighting: 30%)

Guidelines

(1) Select a “Creative Enterprise” / “Creative Group” to Study

Choose any ONE existing “creative enterprise” or “creative group” that primarily targets at people in Hong Kong. This selected creative enterprise/group must meet ALL of the following criteria:

· primarily targets at people in Hong Kong

· falls within at least one of the creative industries sectors [Lecture 1 Notes]

· should be a “creative original producer” and/or “creative content producer” that produces original creative products or content. (i.e. it cannot be simply an advertising agency that provides creative services, or just a platform showing other people’s creative works) [Lecture 5 Notes]

· currently in operation

· has launched more than 3 “creative products” before

· preferably the size is not too big – it would be difficult for you to conduct analysis

Examples of “creative enterprise”/”creative group” include:

· a music group or band (e.g. indie band ‘per se’, ‘Siu 2’ )

· an online video channel / production team (e.g. Pomato, FH Production)

· a product design company/team (e.g. KaCaMa design lab)

· a drama group (e.g. The Nonsensemakers, Windmill Grass Theatre)

· an arts/illustration group (e.g. &dear)

· a publishing group (e.g. zinecoop)

You may choose any of the above-mentioned examples, or any other “creative enterprise”/ “creative group” that you find appropriate. Please inform the lecturer your choice during the discussion in class.

(2) Develop a Plan for this “Creative Enterprise”/”Creative Group”

Assume you are appointed by this “creative enterprise”/”creative group” as a consultant. You are going to develop and propose a strategic plan for the coming year.

What you should include in this plan

1. Analyzing the Environment and Context [Refer to Notes of Lecture 4 and Worksheet – “Issues,

Trends, Opportunities and Challenges”]

Ø Based on the study of the relevant creative industries sector(s), the creative organization itself and the relevant political, economic, social or technological factors:

(i) illustrate the unique characteristics of this creative enterprise/group (How is this creative enterprise/group different from other similar creative enterprises/groups?)

(ii) identify the major opportunities and challenges that this creative enterprise/group may be facing

· Identify the key missions/goals (artistic, business, and/or social) of this creative enterprise/group [refer to the notes of Lecture 5]

2. Based on the existing characteristics of this creative enterprise/group and their works, propose a strategic plan that can help achieve the key missions/goals, enhance the impact of the “creative products”, and address the opportunities and challenges identified.

You may need to include some of the following in your plan (but do NOT simply discuss these points “step by step” – you are NOT supposed to cover all of the following and you should only choose to discuss the most important and relevant ones):

· study of audience/users, and how to reach and build relationships with them [refer to the notes of Lecture 6-7]

· add or improve “contemporary creative practices” in the production, distribution/ dissemination or promotion process [refer to the notes of Lecture 3]

· extending and enriching the experience in the production, distribution/dissemination or promotion process [refer to the notes of Lecture 6-7]

· suggest special distribution strategy (“ Where and how to distribute or show the creative products? Where is it made available?”) [refer to the notes of Lecture 6-7]

· suggest promotion strategies and activities [refer to the notes of Lecture 6-7, 8] – focus on promoting the creative enterprise/group itself, rather than its “creative products”

You are a consultant to develop a strategic plan for this “creative enterprise”/”creative group”, and hence are NOT supposed to develop specific creative ideas for their “creative products”. However, you may make suggestions where necessary, with consideration of their existing creative characteristics and style.

You are NOT required to estimate budget/costs, and are NOT expected to develop a timeline.

All your ideas should look realistic – your proposed ideas should be able to show your understanding of this creative enterprise/group and the relevant creative industries sector(s), the opportunities and challenges that this creative enterprise/group may be facing, and the relevant trends. [Lecture 4 notes, Worksheets, special non-lecture activities] § More tips, guidelines and discussions will be provided in the coming classes to guide you through the idea development process. You are also encouraged to discuss with the lecturer if you have any questions.

Submission of Assignment

· Put down your name, Student ID number and word count on the first page of your assignment.

· Write in 800-1100 words.

· This assignment must be written in English. Names or quotes in Chinese should be translated (with original Chinese wording in bracket).

· Upload your PDF file on Turnitin via SOUL before the deadline.

· Deadline: before 23:59 on the day of Lecture 10.

(Wed class: 15 Apr; Thu class: 16 Apr; Fri class: 17 Apr)

· Please try to submit your file earlier and not in the last minute, as there might be technical problems when many students upload their files at the same time.

IMPORTANT:

Please make sure you have acknowledged the sources of all information and any ideas or viewpoints you have taken from the works of others. You MUST properly identify the quote (with quotation marks) and indicate the sources and references in footnotes or endnotes. Please use APA format.

Plagiarism is a serious academic disciplinary offence. If plagiarism is detected, the student will not get any marks for this assignment and will be subject to disciplinary action taken by HKU SPACE. Please read the booklet “What is Plagiarism?” published by HKU carefully (http://www.hku.hk/plagiarism/) before you start working on this assignment.

By uploading the assignment on SOUL, you declare that this assignment is your own work,
and proper references have been made to all sources. You should understand that failure to
comply with these requirements may result in a ‘Fail’ grade.

Assessment Criteria: Please refer to the Scoring Rubrics.

Marks will be deducted:

> 1,100 words (excluding footnotes and references/bibliography)	-5 (out of 100)
Late submission	-5 marks (out of 100) per day
Citing others without acknowledgement	-5 (out of 100) for each missing citation/reference **”Fail” if more than 5 missing citations/references, or if a substantial part of the essay is directly quoted from other sources without acknowledgement – these cases may be considered as plagiarism.

If you have no idea about choosing which creative enterprise/group to study…..

· Explore the examples mentioned above

· Search the Internet / social media to discover some “creative enterprises”/”creative groups”

· Ask the lecturer – I may give you some recommendations based on your interest.

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