Kreativna ekonomija - Design & Communications Management - Visoko učilište Algebra

Design & Communications Management

Creative Economics

  • Class 15
  • Practice 15
  • Independent work 90
Total 120

Course title

Creative Economics

Lecture type


Course code






Lecturers and associates

Course objectives

To develop a critical thinking upon tectonic changes in post-industrial societies and rising importance of creative industries on the socio-economic development in the 21st century.


The challenges for socio-economic development in the 21st century. Creative industries as the main lever of competitiveness and major driver of economic growth. Internet Economy. From Fordism to Post-fordism. Creative economy and creative class. Richard Florida's 3T model (talents, technologies, tolerance) for economic growth. Creative Process. Structure of Creative Economy. Culture, mass culture, pop culture. From the Arts for elite to the creative industries. Intellectual capital and intellectual property. Creative enterprise. Creative industries management. Policy making and creative industries. Creative cities. EU and creative industries.

Required reading

Novotny,D. (2015), Kreativna ekonomija - kako iskoristiti kapital ljudskog uma kao pokretača ekonomskog rasta u 21. stoljeću, TandMC Pubications , Munich / Zagreb

Additional reading

Howkins, J.,(2003), Kreativna ekonomija, Binoza press, Zagreb, 2003
Florida, R. (2012), The Rise of The Creative Class-Revisited, Basic Books

Minimal learning outcomes

  • Validate the creative economy and it's role for economic growth in the 21st century.
  • Evaluate the affect of the internet economy on the rise of the creative economy and the new creative class.
  • Compare culture and creative economic activities and define the difference between the arts and creative industries.
  • Recommend strategic options for the creative development of enterprises and management of creative industries in post-industrial cities.

Preferred learning outcomes

  • Critically assess the complexity of the socio-economic challenges in the post-industrial / post-fordistic environment and the role of intellectual capital.
  • Argue the understanding that human capital is the main competitiveness drive in a contemporary market environment.
  • Evaluate the importance of specific creative industries and it's impact on national economies.
  • Critically evaluate public policy pertinent to creative economy.
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