Entrepreneurship and media management education in Germany and Spain

Britta M. Gossel & Abelardo MedelDepartment of Economic Science and Media

Institute of Media and Communication Science Media and Communication Management Group

EMMA 2014 – June 11, 2014 – Tallinn

Entrepreneurship and mediamanagement 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 insolvencyproceedings

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 toremember 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 commonsense (Kuckertz 2013, Griffiths et. al. 2012, Volkmann et. al. 2009, Achtenhagen & Knyphausen-Aufsess 2008, Fuchs, Werner & Wallau 2008).

• Tendency to move from teaching knowledge aboutentrepreneurship to learn for entrepreneuring (Kuckertz 2013, Achtenhagen & Johannisson 2013, Creuznacher 2008).

• An incorporation of entrepreneurship education into curriculaeand 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. Digitizationand 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 slightlyincluding questions on preparing the academic offspring in mediamanagement for an entrepreneurial future. (arguments 2.1)

• Current state on research about entrepreneurship education in Germany does not answer questions on the specific situation ofmedia 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

namedegreemanner of tuitionattendancefeeperiodECTS

[3] information on content of studies related to entrepreneurship

description of courseTutoramount

Search with: GER „entre*“, „business*“, „gründung*“ und „exist*“ | ES “medi*”, “neg*”, “empre*”, “entre*”, “business*”, “manag*”, “gesti*”, “direc*”

4. Results4.1 Descriptives


Germany SpainDegree 35 BA | 23 MA 1 BA | 5 MAForm of Academia 28 on private

30 on public2 on private4 on public

University type 7 at universities4 at conservatories47 at universities of applied sciences

2 private universities1 public university

Courses of studies 51 compulsory attendance2 with correspondence degree4 with both options

46 as full time courses5 as part time courses6 with both options

5 compulsory attendance

1 possible to do it “on line”

3 as full time courses3 as part time courses

4. Results4.2 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. Results4.2 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. Results4.3 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. Results4.3 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 totalmodule with 3 courses | 12 ECTS


4. Results4.4 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, LowerSaxony, 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. Results4.4 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)


4. Results4.5 Entrepreneurship Courses – Location (cities)



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

Distribution of media management courses of studies including entrepreneurship related courses in Germany | cities(22 Studiengänge | 18 Studienorte)

4. Results4.5 Entrepreneurship Courses – Location (cities)


total city

5 Madrid

0 All others

Distribution of media management courses of studies including entrepreneurship related courses in Spain(5 courses of studies | 1 location)


4. Results4.6 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. Results4.7 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 MediaInstitute for Media and Communication ScienceMedia and Communication Management Group Ilmenau University of TechnologyErnst-Abbe-Zentrum | Ehrenbergstraße 29D-98693 Ilmenau – [email protected]@tu-ilmenau.de

www.tu-ilmenau.de/mkmwww.facebook.com/fgmkmwww.twitter.com/fg_mkm


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