Five minutes with a Winter School expert: Catherine Morel

Catherine Morel. Audencia

Catherine Morel is Professor of Marketing in the Culture and Communication Department at Audencia Business School in France. Catherine has collaborated with InDI over the last two years to develop an exciting MSc programme in Management and Entrepreneurship in the Creative Economy. Led by Audencia in France, the programme and has been co-designed with InDI.

The programme launches in September 2017. GSA faculty members will teach one-third of the classes – and the two-week international Winter School, is a highlight of the programme.

Straight off the podium having delivered an inspiring keynote presentation at Winter School 2017, Catherine tells us more about the themes she addresses, and why Winter School helps deliver innovative business education for those in the creative industries.

Catherine, welcome to Winter School. Your keynote met a very warm reception, what did you share with the students?

My colleague Sandrine Stervinou and I wanted to share our research interest for cooperatives in the Cultural and Creative Industries. We have been studying them in France and we believe that they could be an answer for young creative practitioners. Co-ops are usually resilient and sustainable businesses.

These co-op businesses give a chance to those who want to escape precariousness and isolation whilst developing management and business skills in a collective, democratic and creative environment.

A collaboration between a business school and an art school may surprise some, can you tell us why it makes good sense?

I strongly believe that hybridity is the future of higher education. The fast-changing world in which we live calls for a wide mix of skills and competencies. Students will acquire them through renewed curricula which break subject and discipline silos. For instance, business students need to develop creative skills to deal with ambiguity whereas design and art students acquire this competence quite early in their learning. Design students could benefit from the ways we teach our students to analyse business environments and management issues. A blended business/design programme like the MSc we designed together with The Glasgow School of Art will enable students to change thinking caps on a regular basis.

And why is collaboration at the Highlands and Islands Creative Campus important to you?

The Highlands and Islands and Moray gives us a great platform to initiate projects – research or otherwise – which are relevant to rural regions internationally, and explore the role of cultural and creative industries in supporting the development of these areas.

I already have students asking when they can come!

What does the Winter School format offer you that is unique?

The School will be a pivotal moment on the Masters programme calendar as students will move their projects from theory into real-life entrepreneurial practice. Wearing a design hat, they will be plunged in a different cultural environment which will prepare them to ask the right questions for their collaborative entrepreneurial activities and career.

Finally, if you could sum Winter School up in three words, what would they be?

Am I allowed more than three?…

…humanity, trust, conviviality, open-mindedness, relaxed, family feel, flow, creativity, space

Catherine Morel lecturing at Winter School

A packed Winter School audience for Catherine Morel. Image credit: Jane Candlish

What next?

Further info on the Management and Entrepreneurship in the Creative Economy (Programme subject to validation)

Find out more about Audencia Business School

Check out Catherine’s radio programme – Cash and Culture – which is supported by Audencia Foundation through the Audencia Research Lab.

 

 

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