This subject aims to provide students with the necessary instruments to understand the nature of communication entrepreneurship and the functioning of the current media market in which it operates. Likewise, it aims to train students in the design and development of an entrepreneurship project in this field. To do this, both the theoretical and practical parts will be worked on.



Regarding the first, the students will know the main theoretical concepts of entrepreneurship (business management, the decision to undertake, the entrepreneurial spirit, etc.). In addition, you will understand the possibilities of ideation and creation of a for-profit or non-profit company (legal form and corporate identity), going through the market and competition study (added value), the marketing plan, and ending with the proposal economic-financial of a project. Specifically, in the communication sector and in the face of the challenges of the digital age.



In the practical part, the student will have to apply these theoretical concepts, through a proposal for a real business plan and in the field of communication; detailing and adequately justifying in its corresponding sections the purpose of said project. In this way, extensive resources will be acquired to master communication entrepreneurship and its new business models.

Competencies:

1. Know the concept of entrepreneurship, as well as the main characteristics of entrepreneurship in the field of communication.

2. Understand the different possibilities of ideation and creation of for-profit or non-profit companies.

3. Delve into the importance of a market study and competition prior to entrepreneurship in communication. 4. Understand the way in which companies in the field of communication produce, market and monetize their content/products/services in the current digital context, as well as their main sources of income.

5. Design and develop, with criteria and justification, a real business plan on a project in the field of communication.

6. Promote collaborative group work.

7. Communicate and present with arguments the results of individual and group work.



Learning outcomes:

- Students:

1. Know and demonstrate the main characteristics of communication entrepreneurship and the types of current business models.

2. Develop the different phases of a business plan on a communication entrepreneurship project in a coherent and justified manner.

3. Demonstrate the ability to work as a team and/or present their knowledge in public.

THEORETICAL PROGRAM



Lesson 1.- ENTREPRENEURSHIP

1. Concept

2. From traditional business to the modern company

3. The challenges of the new digital era

4. How to get started in communication



Lesson 2.- LEGAL FORMS, PROCEDURES AND TAXATION

1. Associations and foundations

2. Commercial companies

3. Individual entrepreneur

5. Public companies



Lesson 3.- MARKET RESEARCH

1. Detect the opportunity

2. Corporate identity: mission, vision, values

3. Segmentation: choosing the target audience

4. Market and competition study



Lesson 4.- CHARACTERISTICS OF COMMUNICATION SOCIETIES

1. Mission

2. Structure and organization

3. Product or service

4. The digital media market: new business models



Lesson 5.- FINANCING

1. Aspects to consider when searching for financing

2. External financing sources

3. New formats, new forms of income

4. Some tips about investing



Lesson 6.- THE BUSINESS PLAN

1. The purpose of the business plan

2. Elements of the business plan

2.1 The marketing and sales plan

2.1.1. Product

2.1.2. Positioning and pricing policy

2.1.3. Distribution, promotion and sales strategy 2.1.4. Strategic and operational marketing plan 2.1.5. Economic accounts

3. Business plan index model





PRACTICAL PROGRAM

1. Ideation, design and development (in a group or individually) of a communication entrepreneurship project, based on a business plan.

2. Readings, discussions, exercises, case studies and other individual or group practices related to the theoretical syllabus.

3. Presentation of results of practical work in group or individual.

The subject is distributed in 53 in-person theoretical hours (M) and 7 hours of classroom practices (GA), spread over 15 weeks. Likewise, students must complete 90 hours of non-face-to-face activity (outside the classroom), which are divided into 79.5 hours related to master teaching, and 10.5 hours of classroom practices.



The theoretical sessions (M) are aimed at explaining the main concepts of the theoretical syllabus to the entire student body. During them, case studies, readings, debates and other group/individual activities will be used to complement and critically analyze the knowledge received.



In the classroom practices (GA), for its part, the experimental part of the subject is worked on. That is, through group activity, the corresponding business plan is devised and developed. This will be complemented with a professional meeting or talk, in order to bring the students closer to a real practical case or project of communication entrepreneurship.



To all this activity, the tutorial action is added, which includes personalized advice, monitoring of the individual and/or group work subject to grading, exchange of opinions on what was explained in class, and other electronic resources/means of communication and information with the faculty (email, telephone, eGela news forum, etc.).

• Continuous Assessment System
• Final Assessment System
• Tools and qualification percentages:
  • Multiple-Choice Test (%): 40
  • Realization of Practical Work (exercises, cases or problems) (%): 10
  • Team projects (problem solving, project design)) (%): 40
  • Exhibition of works, readings ... (%): 10

CONTINUOUS EVALUATION SYSTEM (preferred):



1) Multiple choice test: 4 points

Minimum grade required to pass this part: 2 points.



2) Carrying out individual or group practices inside or outside the classroom and related to theoretical concepts (exercises, cases or problems): 1 point

Minimum grade required to pass this part: 0.5 points.



3) Group ideation, design and development of a communication entrepreneurship project: 4 points

Minimum grade required to pass this part: 2 points.



4) Presentation of the business plan developed in a group:

1 point Minimum grade required to pass this part: 0.5 points.



EXPLANATORY NOTES FOR THE CONTINOUS EVALUATION SYSTEM:

*The formation of work groups, the method of carrying out and delivering the assignments, as well as their evaluation criteria and delivery dates will be indicated in the classroom or through eGela by the teaching staff.

*Failure to comply with the established deadlines and the methods of delivery of the work will entail having to carry out the final evaluation.





FINAL EVALUATION SYSTEM:

1) Exam: 70%

Minimum grade required: 3.5 points

2) Individual practical project: 30%. Minimum grade required: 1.5 points





REQUIREMENT TO PASS THE SUBJECT AND WHICH WILL APPLY TO ALL STUDENTS:

1. Passing the theoretical and practical parta independently.

If applicable, all those parts passed in the ordinary call will be kept for the extraordinary call.

Students who have appeared in the ordinary call and have passed any of the parts subject to qualification must only appear for the part suspended in the extraordinary call. All of the above will be carried out under the system chosen in the ordinary call.



Students who didn't turn up in the ordinary call must follow the final evaluation system in the extraordinary call.

Documents distributed through eGela.

Basic bibliography

(Explanatory note: This bibliography should not be understood as equivalent to the theory taught in the classroom, which will be the subject of the theoretical test).



Elson, C. (2021) New business models: entrepreneurship in the age of technology. Barcelona: UOC Publishing.



Orihuela Colliva, J. L. (2015) The media after the internet. Madrid: UOC Publishing.



Prendes Espinosa, M. P. (2023) Digital entrepreneurship. Valencia: Tirant lo Blanch.

In-depth bibliography

Bernal Guerrero, A. (2022) Identidad emprendedora: hacia un modelo educativo. Valencia: Tirant humanidades.
Gardetti, M. A.; Caruso, M. L. (2020) Lujo sostenible. Creación, Desarrollo y Valores de una Marca. Ciudad Autónoma de Buenos Aires: LID Editorial.
Gómez Vallejo, M. P. (2019). La mentalidad emprendedora: el emprendimiento visto desde el sujeto y el proceso de emprender. Bogotá ediciones.
Nuñez Fernández, V. (2015). La empresa informativa en la era digital. CEF.
Pieri, J. (2020) Makers: cómo transformar ideas en productos en estos tiempos. México D. F, McGraw-Hill Interamericana.
Rajadell, M. (2019) Creatividad: Emprendimiento y mejora continua. Barcelona: Editorial Reverte, S.A.
Rodríguez Parra, P. (2019). Mujeres, asociatividad y emprendimiento. Bogotá: Fundación Universitaria San Mateo.
Rojas Juárez, J. R. (2021) El registro de asociaciones en la España constitucional. Madrid: Dykinson.
Sainz de Vicuña Ancín, J. M. (2020). Emprendimiento en la práctica: cómo las amenazas permiten reiventarse. ESIC Editorial.
Salinas Sanchez, J. M; Manzano Muñoz, F. J. (2021). Empresa e iniciativa emprendedora. Madrid: McGraw-Hill- Interamericana.
Sanchís Palacio, J. R; Campos Climent, V.; Ejarque Catalá, A. T. (2020). Emprendimiento sostenible: emprendimiento desde la cocración de valor y el bien común. Pirámide.
Schnarch Kirberg, A. (2019) Marketing para emprender. Bogotá: Ediciones de la U.
Zaragoza, J.; Gasca, R. (2021) Designmedia: 80 herramientas para construir tus ideas. Córdoba: LID.

Web addresses

www.webbusinessonline.com
www.infonomia.com
www.invertia.es
www.revecap.com
www.economyweb.com
www.emprededores.es