This 90-minute workshop at CUNY's Entrepreneurial Journalism Summit on July 15, 2016 provides two case studies on innovative curriculum options and engaged participants in brainstorming solutions to implementation of media entrepreneurship in higher education.

1. Media Innovation and
Entrepreneurship:
Building an Environment for Change
CUNY Entrepreneurial Journalism
Summit
July 15, 2016
Dr. Michelle Ferrier, Associate Professor, E.W. Scripps School of Journalism, Ohio University

2. • Associate Professor ,
E.W. Scripps School of Journalism,
Ohio University, OH; ferrierm@ohio.edu;
Twitter: @mediaghosts
• President, Journalism That Matters
Founder, Create or Die Startup
Gatherings
• Founder, TrollBusters.com
• Chief Investigator:
The Media Deserts Project
• Mother of Google MapsEducator
Entrepreneur
Mentor
Scholar
New Media Innovator
Dr. Michelle Ferrier

4. Our Agenda
• Two Case Studies: Remote program video,
niche program (20 minutes)
• Media entrepreneurship: Why now? What
now? (20 minutes)
• Challenges to institutions/faculty (10
minutes)
• Brainstorm Stakeholders/Solutions (25
minutes)

5. Two Case Studies
Rich Gordon,
Medill School of Journalism,
Northwestern University
Dr. Carrier Brown,
CUNY Graduate School of
Journalism

6. This isn’t about startups.
(but a way of thinking…and startups too.)
“We need to use these
new leadership practices in
our core business, because
we face so much
uncertainty and need to
continue to reinvent
ourselves.”
-- Scott Cook, Co-founder,
Intuit.

7. Design Thinking @ Stanford

8. The Design Process

9. The Lean Startup by Eric Ries

10. Student Skills and Knowledge
1. Construct and deliver a pitch.
2. Conduct market research.
3. Conduct audience analysis.
4. Understand the entrepreneurial
landscape/startup culture.
5. Conduct a competitive analysis.
6. Create a minimum viable product.
7. Read, understand and create financial
statements.
Ferrier, Michelle Barrett. “Media Entrepreneurship: Curriculum Development and Faculty Perceptions of
What Students Should Know,” Journalism & Mass Communication Educator, Sept. 2013, Vol 68, Issue 3, p.
222.

11. Four strategic questions
that frame the new
challenges and
opportunities for media
organizations.
Source: The Big Thaw: Charting a Future for
Journalism, Deifell, 2009.

12. Four Strategic Questions
• New Competitive Landscape:
How is the landscape changing?
• New Sources of Value:
What needs can be met, problems solved or desires
fulfilled?
• New Distinctive Competencies:
What new capabilities are needed to succeed?
• New Business Models:
How are media organizations structured to capture value?

13. Digital Media Market Sectors
• Experiential & Immersive Entertainment
• Modeling & Simulation (virtual worlds,
augmented/mixed reality)
• Game Development & Publishing
• Motion Picture Creation (webisodes,
animation, visual effects, audio/sound design)
• Pre-Vis/Visualization (data, mapping,
architectural, bio-medical
Dr. Michelle Ferrier, Ohio University,
@mediaghosts

14. Digital Media Market Sectors
• Mobile Media
• eLearning
• Interactive Marketing & Advertising (social media,
online ads, in-game ad placement
• Content Aggregation & Distribution (niche
portals)
• Internet A/V Content Distribution (streaming
media)
• Web Content & Application Development
Dr. Michelle Ferrier, Ohio University,
@mediaghosts

15. Challenges for Higher Education
• Faculty champions: Care and support
• Credibility gap: Who is an entrepreneur?
• Making it real: Experiential learning;
consequences
• Professional culture: Editorial vs. financial
• Pace of media evolution: Crazy!
• Curriculum resources: Scarce
• Making it count: Tenure, making it visible

16. OHIO University: Blend of Experiential
and Academic Avenues
• Scripps International Innovators Cup: Global competition
for student teams on media entrepreneurship.
• Scripps Innovation Challenge: University-wide student
media entrepreneurship competition.
• Mobile Module: Two-week module taught by industry
experts and infused throughout curriculum.
• Game Research and Immersive Design Lab:
Pre-incubation space for game development teams.
• Digital Media Incubator: Early-stage investment in
student/graduate companies.
• Certificate in Entrepreneurship with Business
• Partnerships with Accelerators: Internship opportunities
for students with startup companies.

17. Ohio University | Team Ubuntu
2016 Inaugural Competition Winners

18. Team Ubuntu 2015

19. Next Steps: Brainstorming Solutions
• What do we need as faculty
members to be successful? How do
these needs change based on size of
institution, instructor experience and
relationships, school location and
other factors?

20. Brainstorm: Stakeholders/Solutions
• Topics for discussion: Any other burning
questions/challenges to address?
• Identify people for groups
• Identify stakeholders on stickie notes
• Convene in breakout rooms and pick top 6
stakeholders
• Create column for each stakeholder
• Ideate with one idea per stickie
• Reconvene here in large room with
stakeholder/solutions list

21. Stakeholder Mapping

22. Stakeholder Mapping

24. Importance/
Difficulty
Matrix

25. Building the Media Entrepreneurship
Ecosystem
• Awareness: Scripps International Innovators Cup for student-
led innovation global competition.
• Exchange: Facebook: Media Entrepreneurship
Wiki:http://media-entrepreneurship-course-
development.wikispaces.com
• Research: Two special issues on media entrepreneurship
(Newspaper Research Journal, Fall 2016; Journalism Practice,
Spring 2016).
• Education: Scripps Howard Journalism Entrepreneurship
Institute each January at Arizona State University

26. Contact Me
• @mediaghosts
• Facebook: DrMichelleFerrier
• LinkedIn: Michelle Ferrier
• ferrierm@ohio.edu