This document discusses media entrepreneurship education at Scripps College of Communication. It highlights how constant technological change requires media organizations to foster innovation. It also outlines new challenges and opportunities around competitive landscape, sources of value, capabilities, and business models. The college provides academic programs and experiences to teach students skills like pitching, market research, and developing minimum viable products. Challenges for higher education include engaging faculty, ensuring relevance to industry, and keeping pace with rapid media evolution.

1. Scripps College of
Communication
Media Entrepreneurship
Across the Curriculum
Dr. Michelle Ferrier, Associate Dean for Innovation, Research/Creative
Activity and Graduate Studies

2. Adapting to an
Uncertain Future
 “The pace of technological change will not abate. If
anything, it will continue to increase. To think of
this as a period of transition from one state to
another is unwise. How do we staff news
organizations with the appropriate kinds of
resources and the appropriate mindset such that
constant innovation is imbued into an
organization’s DNA and into the role of every
participant?”
– Richard Gingras, head of news products, Google.
Scripps College of Communication

3. New
Challenges/Opportunities
Four strategic questions that
frame the new challenges and
opportunities for media
organizations.
Source: The Big Thaw: Charting a Future for
Journalism, Deifell, 2009.
Scripps College of Communication

4. New
Challenges/Opportunities
 New Competitive Landscape:
How is the landscape changing?
 New Sources of Value:
What needs can be met, problems solved or desires fulfilled?
 New Distinctive Competencies:
What new capabilities are needed to succeed?
 New Business Models:
How are media organizations structured to capture value?
Scripps College of Communication

5. Academic/Experiential
Programs
 Classes: Online Journalism
Development, Certificate in Entrepreneurship; class
participation in Innovation Challenge.
 Experiences: Innovation Challenge, GRID Lab
Incubator Program, Digital Media Incubator.
 Future Programs: Mobile modules across many
classes
 Future Experiences: Media entrepreneurship
accelerator programs.
Scripps College of Communication

6. Thinking Innovatively
Business Model
Generation: Alexander
Osterwalder and Yves
Pigneur
Scripps College of Communication

7. Student Skills and Knowledge
1. Construct and deliver a pitch.
2. Conduct market research.
3. Conduct audience analysis.
4. Understand the entrepreneurial landscape/startup culture.
5. Conduct a competitive analysis.
6. Create a minimum viable product.
7. Read, understand and create financial statements.
Scripps College of Communication

8. Academic/Experiential
Programs
 Classes: Online Journalism Development,
Certificate in Entrepreneurship; class participation
in Innovation Challenge.
 Experiences: Innovation Challenge, GRID Lab
Incubator Program, Digital Media Incubator.
 Future Programs: Mobile modules across many
classes
 Future Experiences: Media entrepreneurship
accelerator programs.
Scripps College of Communication

9. Challenges for
Higher Education
 Faculty champions
 Credibility gap
 Making it real
 Professional culture
 Pace of media evolution
 Curriculum resources
 Making it count
Scripps College of Communication

10. For More Information
 Dr. Michelle Ferrier
 Associate Dean for Innovation, Research/Creative
Activity and Graduate Studies
 740.593.9860
 ferrierm@ohio.edu
 @mediaghosts
Scripps College of Communication