The course is designed for potential or developing creative professionals and creative practitioners; it involves teaching and learning in 3 areas: Firstly, it teaches key relevant professional skills in cultural management (arts management; cultural policy; small-business accounting); research and project development (project management); personal career development (professional self-analysis and team-building); and sector analysis; secondly, it provides basic instruction in appropriate vocational skills (digital imaging; scriptwriting; marketing; digital video production; journalism); thirdly, it offers a sound academic grounding in knowledge relevant to the creative and cultural sector (history; theory; economy of media institutions).