Entrepreneurship and media management education in Germany and Spain

Britta M. Gossel & Abelardo Medel
Department of Economic Science and Media
Institute of Media and Communication Science
Media and Communication Management Group
EMMA 2014 – June 11, 2014 – Tallinn
Entrepreneurship and media
management education in Germany
and Spain

Outline
1. Relevance: Changing Media Industries
2. Literature Work:
1. Entrepreneurship and Media Management
2. Educating Entrepreneurship in Germany
3. Conclusion and research gap
3. RQ & Method
4. Results & Discussion
5. Outlook
Page 2EMMA 2014 | Entrepreneurship & Media Managment Education| © B. Gossel, A.Medel

1. Changing Media Industries
„The demise of publishers is not behind us, it just begins.“
(Siedler, Head of publishing Ullstein-Verlag 1977)
December 7, 2012: Final Edition of Financial Times
Deutschland was published
August 6, 2013: Amazon CEO Jeff Bezos bought ‚The
Washington Post‘
August 7, 2013: Suhrkamp Verlag opens insolvency
proceedings
January 10, 2014: Weltbildverlag has filed for insolvency
…

Media organizations started to implement hubs, accelerator-
programs to benefit from entrepreneurial power (Trommershausen &
Gossel 2014).
New media ventures start all over Europe
1. Changing Media Industries
Sources: soundcloud.com; keeeb.com;

2.1 Enterpreneurship and Media Management
• Upcoming focus on entrepreneurship and media management
(Achtenhagen 2008, Hang & van Weezel 2007, Gossel 2014a,b, Gossel & Will
2012, Hoag & Compaine 2006, Will, Gossel & Brüntje 2012, Hass 2011, van
Weezel 2010)
• Deeper understanding of specialties requested: „We need to
remember that young entrepreneurs started many of the large
media firms we know today“ (van Weezel 2010: 49).
• Entrepreneurship assumed as wider construct (Achtenhagen &
Johannisson 2013, Chan-Olmsted 2008)
• Upcoming debate on entrepreneurial journalism (Ferrier 2012;
Sirkkunen & Cook 2012; Hunter & Nel 2011)

2.2 Educating Entrepreneurship
• Relevance of entrepreneurship in higher education is common
sense (Kuckertz 2013, Griffiths et. al. 2012, Volkmann et. al. 2009, Achtenhagen
& Knyphausen-Aufsess 2008, Fuchs, Werner & Wallau 2008).
• Tendency to move from teaching knowledge about
entrepreneurship to learn for entrepreneuring (Kuckertz 2013,
Achtenhagen & Johannisson 2013, Creuznacher 2008).
• An incorporation of entrepreneurship education into curriculae
and to engineering and science departments is suggested
(Semrau, Fischbach & Schober 2011, Nelson & Byers 2008).
• Analyses on entrepreneurship education in Germany on
university-level is provided (Sternberg, Vorderwülbecke & Brixy 2012,
Schmude, Aevermann & Heumann 2011, FGF-e.v.2013).

2.3 Conclusion and research gap
• Rapid changing media industries can be observed. Digitization
and media change request today new business models and a
new generation of media ventures. (Kolo, Döbler & Rademacher 2012;
Gossel & Will 2012)
• Discourse on entrepreneurship and media management is slightly
including questions on preparing the academic offspring in media
management for an entrepreneurial future. (arguments 2.1)
• Current state on research about entrepreneurship education in
Germany does not answer questions on the specific situation of
media managment students. (arguments 2.2)

3. Research question and method
RQ: To what extent is the academic offspring in the
context of media management prepared for an
entrepreneurial future in the media industries?
Method: quantitative & qualitative content analysis
Unit of observation: websites, flyer, overviews, module-
overviews, study and exam regulations
Sample: all courses of studies related to “media
management” or “media economics offered
in Germany and Spain
(GER: N=58 | ES: N=6)
Data collection: August - December 2013

3. Research question and method
Category Code
[1] general information academia
location of studies
[2] information on courses of
studies
name
degree
manner of tuition
attendance
fee
period
ECTS
[3] information on content of
studies related to
entrepreneurship
description of course
Tutor
amount
Search with: GER „entre*“, „business*“, „gründung*“ und „exist*“ | ES “medi*”, “neg*”, “empre*”,
“entre*”, “business*”, “manag*”, “gesti*”, “direc*”

4. Results
4.1 Descriptives
Germany Spain
Degree 35 BA | 23 MA 1 BA | 5 MA
Form of Academia 28 on private
30 on public
2 on private
4 on public
University type 7 at universities
4 at conservatories
47 at universities of applied
sciences
2 private universities
1 public university
Courses of studies 51 compulsory attendance
2 with correspondence degree
4 with both options
46 as full time courses
5 as part time courses
6 with both options
5 compulsory attendance
1 possible to do it “on line”
3 as full time courses
3 as part time courses

4. Results
4.2 Entrepreneurship Courses – Legal Form & Type
GER - About one third of all identified courses of studies on media
management (n=22) provide at least one course related to
entrepreneurship (13 BA-Courses, 9 MA-Courses).
type Courses of studies with
entrepreneurship related content
Courses of studies without
courses of studies (total)
BA MA ∑ BA MA ∑ BA MA ∑
University, public 0 0 0 2 5 7 2 5 7
Conservatory, public 0 1 1 2 1 3 2 2 4
University of applied
sciences, public
4 3 7 9 3 12 13 6 19
University of applied
sciences, private
9 5 14 8 5 13 18 10 28
∑ 13 9 22 21 14 35 35 23 58

4. Results
4.2 Entrepreneurship Courses – Legal Form & Type
ES - All identified master courses of studies on media management
(n=5) provide at least one course related to entrepreneurship (5 MA-
Courses). The identified bachelor program did not.
type Courses of studies with
Courses of studies without
courses of studies (total)
BA MA ∑ BA MA ∑ BA MA ∑
University, public 0 3 3 1 0 1 1 3 4
University, private 0 2 2 0 0 0 0 2 2
∑ 0 5 5 1 0 1 1 5 6

4. Results
4.3 Entrepreneurship Courses – Content (BA-Courses) - GER
Title and description:
courses titled with strong start-up focus (“Gründung” (founding) for example
“Existenzgründung” (setting up business), “Gründungsmanagment” (start-up management)
and “Unternehmensgründung” (foundation of an enterprise)
explicit title “entrepreneurship” (n=4)
topic in courses without clear connection to topic (e.g. “media sciences”)
Number: topic (n=2) | course (n=10) | module of 2 (n=1) or 3 (n=1) courses
Attendance: compulsory attendance | seldom optional courses (n=2)
Position: late | last term (n=4) | next-to-last (n=5) | middle (n=2)| begin (n=1)
Amount: low | 2 ECTS(n=2) | 4-6 ECTS(n=6) | 2x5 ECTS(n=1) | 12 ECTS(n=1)

4. Results
4.3 Entrepreneurship Courses – Content (MA-Courses) - GER
Title and description:
similar as in BA described business planning in focus (n=8)
explicit title “entrepreneurship” (n=2)
special focus on specialties in media industry (n=2)
Number: course (n=6) | module of 2 (n=2) or 3 (n=1) courses
Attendance: compulsory attendance
Position: one course: last term (n=1) | middle (n=2)| begin (n=3)
module: linear term 1-3 (n=1) | parallel term 3 (n=2)
Amount: low | 2 ECTS(n=2) | 3 ECTS(n=5) | 4-6 ECTS(n=5) | 10 ECTS(n=1)
module with 2 courses | 5-6 ECTS total
module with 3 courses | 12 ECTS

4. Results
4.4 Entrepreneurship Courses – Location (countries)
total country
8 North Rhine-Westphalia
7 Baden-Württemberg
6 Hamburg
5 Bavaria, Berlin
3 Hesse
1 Mecklenburg-Vorpommern,
Rhineland-Palatinate, Saxony,
Saxonmy-Anhalt
0 Brandenburg, Bremen, Lower
Saxony, Saarland, Schleswig-
Holstein, Thuringia
Distribution of media management courses of
studies including entrepreneurship related
courses in Germany | countries
(22 courses of studies | 18 locations)
Source of map:
wikipedia.de,
including own
Illustration

4. Results
4.4 Entrepreneurship Courses – Location (countries)
total Autonomous communities
1 Madrid
1 Navarra (Pamplona)
1 Castilla y León (Segovia)
Main geographic location of offering university
of media management program of studies (or
similar program) in Spain.
(6 courses of studies | 3 Universities)
Source of map: wikipedia.de, including own Illustration

4. Results
4.5 Entrepreneurship Courses – Location (cities)
Source of map:
wikipedia.de,
including own
Illustration
total city
6 Hamburg
5 Cologne, Munich, Berlin
3 Stuttgart
2 Dusseldorf
1 Bielefeld, Calw, Heilbronn,
Karlsruhe, Riedlingen, Wiesbaden,
Bad Homburg, Idstein, Schwerin,
Magdeburg, Mainz, Mittweida
courses in Germany | cities
(22 Studiengänge | 18 Studienorte)

4. Results
4.5 Entrepreneurship Courses – Location (cities)
total city
5 Madrid
0 All others
courses in Spain
(5 courses of studies | 1 location)
Source of map: wikipedia.de, including own Illustration

4. Results
4.6 Discussion
• Entrepreneurship education observable in one third of all media
management courses of studies in Germany and in all courses of
studies on master-level in Spain.
• Content: Appearance of primarily conservative interpretation
according to entrepreneurship education discussion
(Germany).
• Legal Form: Private universities of applied sciences seem to be
“front runners” (Germany)
• Location: Concentration on areas with strong media industry
(Germany & Spain)

4. Results
4.7 Limitations
• Not only media management / media economics students will be
media entrepreneurs of tomorrow.
• Deeper analysis of teaching approaches of entrepreneurship
education courses is impossible respecting the choosen data basis.
• A reflexion with context data (e.g. universities philosophy) were not
given in this analysis.
• “entrepreneurial spirit” is not covered in unit of observation.
• Results limited to quality of data

5. Outlook
• Deeper analysis requested (broader spectrum of media related
courses of studies | entrepreneurial setting of the universities |
international comparison)
• Expert interviews (managers of courses of studies | lecturers |
media industry experts)
• Consequences: Narrowing to media entrepreneurship education

Contact Information
Britta M. Gossel & Abelardo Medel
Department of Economic Science and Media
Institute for Media and Communication Science
Media and Communication Management Group
Ilmenau University of Technology
Ernst-Abbe-Zentrum | Ehrenbergstraße 29
D-98693 Ilmenau – Germany
britta.gossel@tu-ilmenau.de
Abelardo.Medel-Dominguez@tu-ilmenau.de
www.tu-ilmenau.de/mkm
www.facebook.com/fgmkm
www.twitter.com/fg_mkm

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