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Media Innovation & Entrepreneurship Textbook Deck


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This deck provides detail on the forthcoming Media Innovation & Entrepreneurship textbook being beta tested in Fall 2017. Version 1.0 release in Spring 2018. To use in your classroom, see link at the end of the presentation to request review access.
Editors: Dr. Michelle Ferrier and Elizabeth Mays
The Rebus Community provided special project support.

Published in: Education

Media Innovation & Entrepreneurship Textbook Deck

  1. 1. Media Entrepreneurship & Innovation Edited by Michelle Ferrier and Elizabeth Mays BETA VERSION RELEASE: Fall 2017
  2. 2. V.0 CHAPTERS (Beta Fall 2017) • Nonprofit Models • Pitching Ideas • Startup Funding • Freelancing • Content Marketing & Analytics • Entrepreneurship Abroad • Foreword • Developing the Entrepreneurial Mindset • Ideation • Customer Discovery • Business Models for Content/ Technology Ventures
  3. 3. V.1 CHAPTERS TO COME (spring 2018) Project Management & Team Leadership Anything else? Suggest additions to our Version 1.0 release.
  4. 4. V.2 PLANNED ADDITIONS -Ancillary Materials -Lesson Plans -Instructor Guides
  5. 5. Chapter 1: The Entrepreneurial Mindset Mike Green is a New York Times Leadership Academy Fellow and award-winning journalist with 20 years of experience. He is co-founder of ScaleUp Partners, a national consultancy specializing in economic inclusion and competitiveness strategies, plans, and policy. • Learn how the evolution of the U.S. economy has impacted the journalism industry. • Understand what is meant by the “innovation economy” and how media are affected by it. • Differentiate between “intrapreneurs” and “entrepreneurs” and discover which you might be. • Grasp the entrepreneurial ecosystem and why journalists need to understand it. • Learn about some of the personal attributes–such as resilience–that are essential to innovation.
  6. 6. Chapter 2: Ideation Michelle Ferrier is an associate professor in the E.W. Scripps School of Journalism at Ohio University. She is the founder of Troll-, an online pest control service for women journalists. She conducts research and workshops around media innovation and entrepreneurship. • Define innovation and entrepreneurship and how it has generated innovations in new, digital-only media entities, distribution, content, engagement, and other technologies. • Define ideation. • Examine creative processes for exploring possibilities. • Learn about human-centered design (HCD) and its use in problem solving, ideation, and design. • Acquire techniques for ideating within HCD. • Understand intellectual property and whether your idea can be protected. • Encourage students to look outside their own domain for ideas.
  7. 7. Chapter 3: Customer Discovery Ingrid Sturgis is an associate professor in the Cathy Hughes School of Communications at Howard University. She was founding managing editor for magazine startups BET Weekend and Savoy. She has worked online as a senior programming manager for AOL’s Black Voices, and as editor-in-chief for • Understand the new media ecosystem and how disruption and convergence has reshaped the media marketplace. • Conduct effective audience research to define your customer and understand the differences among segments of the audience. • Develop a systematic approach to identify and understand the needs of your customer. • Identify and refine a target audience for a media product. • Develop skills to discover market demographics and build your customer’s psychographic profile.
  8. 8. Chapter 4: Business Models for Content & Technology Ventures Geoffrey Graybeal is an assistant professor at Texas Tech University. He is a media management scholar and entrepreneur who uses economic and management theory to explore issues of media sustainability. Graybeal teaches courses on media entrepreneurship, media management, media economics, and innovation. • Analyze the media environment to identify opportunities for media entrepreneurship; and, • propose innovative solutions that capitalize on those opportunities. • Be able to identify and explain a business model. • Be able to identify and explain a revenue model. • Identify types of business models for content and technology plays. • Be able to identify and explain a business plan.
  9. 9. Chapter 5: Nonprofit Model Development Jake Batsell is an associate professor at Southern Methodist University’s Division of Journalism, where he teaches digital journalism and media entrepreneurship. He is the author of “Engaged Journalism: Connecting with Digitally Empowered News Audiences” (Columbia University Press, 2015). • Understand how nonprofit news organizations are different and similar to for- profit news enterprises. • Through the lens of a case study on The Texas Tribune, familiarize yourself with some common ways nonprofit news venues generate and diversify their revenue streams. • Learn which of these strategies have led to success and sustainability for other nonprofit news organizations in the United States and abroad.
  10. 10. Chapter 6: Freelancing Elizabeth Mays’ clients include the Canadian nonprofit the Rebus Foundation, software company Pressbooks and others. She is also an adjunct professor at the Walter Cronkite School of Journalism and Mass Communication who has taught audience acquisition, business and future of journalism, and other classes. • Understand what it means to be a solopreneur-style consultant and how this is different from other models of entrepreneurship. • Know steps you will typically need to take to set up your own business. • Discover how to create value and exchange it for income. • Learn how to market, price and sell your services. • Understand the downsides and risks to earning your income as a freelancer and learn ways to mitigate these, including bootstrapping a side hustle as a route to eventual full-time entrepreneurship. • Get a sense of the day-to-day freelance lifestyle in firsthand perspectives from freelancers in the media and communications industry.
  11. 11. Chapter 7: Pitching Ideas Mark Poepsel, Ph.D., is an assistant professor at Southern Illinois University in Edwardsville in the Department of Mass Comm. He teaches media entrepreneurship and other courses. He has been a fellow at the Scripps Howard Entrepreneurial Journalism Institute, and he was a Scripps Visiting Professor in Social Media. • Learn how to take ideas for media startups and turn them into professional pitches following a suggested template; • Learn the components of a good media pitch presentation; and, • Use tools and materials for ideation and pitch development.
  12. 12. Chapter 8: Startup Funding CJ Cornell is a serial entrepreneur, investor, advisor, mentor, author, speaker, and educator. He is the author of the best-selling book: The Age of Metapreneurship—A Journey into the Future of Entrepreneurship[1] and the upcoming book: The Startup Brain Trust—A Guidebook for Startups, Entrepreneurs, and the Experts that Help them Become Great. • Learn the different funding types (choices) available for startup ventures. • Determine which of the funding types are most appropriate for a particular kind of startup. • Learn about the sources of the funding—the funding organizations and individuals— and about their expectations. • Learn what your company must do—preparation and activities—to attract and secure funding. • Get an overview of many of the critical issues, terms and metrics you’ll have to know when pursuing outside funding for your startup.
  13. 13. Chapter 9: Marketing Your Venture to Audiences Jessica Pucci is a professor of practice at the Cronkite School, specializing in data analytics and audience engagement. She leads social media and analytics for Cronkite News, the news division of Arizona PBS, and also teaches a course in analytics and engagement. Elizabeth Mays’ clients include the Canadian nonprofit the Rebus Foundation, software company Pressbooks and others. She is also an adjunct professor at the Walter Cronkite School of Journalism and Mass Communication who has taught audience acquisition, business and future of journalism, and other classes. • Understand what content marketing is and why it’s particularly important to new digital ventures (or your personal brand if you’re a solopreneur). • Identify types of content that might be used for marketing your venture (email marketing, blogging, video, podcasting, events, social media, etc.). • Utilize basic social and website analytics to make marketing decisions, measure success and pivot. • Differentiate between reach and engagement strategies, and why you might pursue one over the other. • Develop conversion-focused objectives, strategies and tactics marketing your venture. • Strategically optimize your content to be discoverable in search engines.
  14. 14. Chapter 10: Entrepreneurship Abroad Betty Tsakarestou, Ph.D., is head of the advertising and public relations lab at Panteion University, in Athens, Greece. She is an exchange scholar of Study of U.S. Institutes (SUSI) on Journalism and Media at Ohio University (2015), branding officer and European co-liaison of the International Communication Division of AEJMC, and a Startup Weekend on Entrepreneurial Journalism organizer. • Gain a wider global perspective of entrepreneurship outside the U.S.A. with a focus in Europe. • Learn about the key structural and cultural drivers that help or create barriers into building successful startup cities-based ecosystems around the world and with a focus on the European tech-startup scene. • Learn the key players and stakeholders shaping and scaling up startup ecosystems across Europe. • Explore what it takes to build an entrepreneurial mindset in regions with weak enterprising culture. • Learn current challenges and dilemmas that face different regions and cities in the world as they choose between inventing their own approaches to entrepreneurship or to try emulate the Silicon Valley model.
  15. 15. SIDEBARS INCLUDE (beta) • Taking Risks & Building Resilience • Intrapreneurship • Attracting Investors • Crowdfunding • Contest Funding • Friends, Family & Fools Funding • The Perfect Pitch • The Value of Failure • Silicon Valley • Freelance Life
  16. 16. SIDEBAR CONTRIBUTORS (beta) Dana Coester Amy Eisman Francine Hardaway Ebony Reed (Q&A) Lori Benjamin Dalton Dellsperger Chris Dell Georgann Yara Daniel Zayas (Q&A)
  17. 17. CC BY LICENSE MEANS • Free to students • Open license (remix, revise, add to it) • Open formats / modalities (Web, ebook, printable) • Your bookstore copy shop can print it • You can translate it • And more…
  18. 18. Want to see more of the beta version available Fall 2017? Sign up at: a