This course involves 15 days of immersive modules on campus (3 sets of camps), spread across a 6 month duration with off-campus assignments between camps. This programme is curated for entrepreneurs in the creative and cultural industries. The coursework allows students to find their own anchor to the core tenets of the programme, build on their own business cases (with a go-to-market plan and a refined business model), while receiving guidance from IIMA faculty, industry leaders, and a mentor with whom each student is paired.
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The programme aims at providing a specialized understanding of the nuances of the industry and an appreciation for the fresh approach to strategic thinking that is warranted by the sector.
Encourage, prepare and train students in their domain knowledge.
Adapt modern aesthetics, management skills, production methods to grass root levels in order to catalyze rural artisanal transformation and enhance more equitable value distribution across the value chain.
Create relevance and market value for creative and cultural products.
Drive brand-led business investments in the sector.
Foster ‘The Golden Thread’ alignment of brand values to business processes and value chain management.
Accelerate building and scaling of creative ventures.
Understanding how to create and build value in creative and cultural businesses.
What does it mean to build a conscious and inclusive business?
What makes the business unique, and is there something rooted in Indian culture or craft that makes it unique with a global relevance?
Understanding the true value and wealth of Indian artisanal arts and crafts heritage.
This 15 day programme will be delivered through 3 sets of in-class interactions (camps) on campus across 6 months, with research, assignments and online interaction between camps. The programme will involve:
(I) three academic camps (II) presentations and discussions led by faculty and experts (brand owners, craftsmen, retailers, and consultants) (III) project critiques, (IV) mentor engagement (V) webinars, (VI) brainstorm and network with contemporary thought leaders in the design space and (VII) platform to present business ideas to industry experts and stakeholders.
In each classroom session, participants are expected to analyze, discuss and suggest a suitable course of action for the identified dimensions of the business case. Equally important will be the task of understanding concepts and ideas from the readings and articles given to participants.
Each participant will be paired with a mentor and will be required to build on their respective business cases and prepare for the final showcase to a panel of industry leaders.
The programme is best suited for passionate entrepreneurs or “to-be-entrepreneurs” who demonstrate their commitment and clarity of thinking in a rigorous selection process including a video interview with the programme committee. Only about 15% of the total applicants are admitted to the programme. The entrepreneurs could be:
[a] Entrepreneurs with an existing business, now ready to scale or diversify
[b] 'Would-be-Entrepreneurs’ with a very well defined idea with legs
The ventures could be in any creative or cultural sector such as:
Creative Services – Advertising, Branding, Communication Design, Creative R&D, Cultural & Recreational
Cultural Sites – Archaeological Sites, Museums, Libraries, Exhibitions
Design – Architecture, Interior, Graphic
Entertainment – Film, Television, Radio, Other Broadcasting
Home – Decor, Home Improvement, Kitchen & Dining, Furniture