As the screen industry faces unprecedented disruption, Bayes Business School has launched an Executive Master’s in Leadership for the Creative Industries
The screen industry is in the midst of its most profound transformation in half a century. Decades-long industry rules about how content is produced, distributed, and consumed have been disrupted.
The appetite for storytelling through filmed entertainment will endure but meeting that appetite in today’s world will require a new kind of leadership. The television and film industries need leaders with business acumen, who can navigate change, manage risk, and harness opportunities across digital platforms and global markets.
Bridging creativity and commerce
In response, Bayes Business School, City St George’s, University of London, has launched an Executive Master’s in Leadership for the Creative Industries. Built around the discipline of a leading Business School, the course is eligible for Apprenticeship Levy accreditation, making it accessible to a broad range of individuals at no direct cost to their organisation.
Professor Amanda Goodall, Professor of Leadership at Bayes Business School and Course Director, says, “This programme will develop leaders who combine real industry expertise with the strategic and business skills to shape what comes next.”
What does the programme focus on?
The programme draws on expertise across the university to deliver business and strategic capabilities tailored to the creative industries. Its modules range from leadership, finance and media law, to digitalisation and AI, brand management and strategy. Taught by Faculty, with contributions from industry guest speakers, the programme covers all aspects of business leadership for those seeking to progress in the sector.
Katherine Parsons, Programme Lead, former Senior Manager at BBC Television and Media Consultant, says, “The UK’s screen sector is a global success story. To ensure it remains so, our investment in creativity must be matched by an equal commitment to its industry and leadership that sustains it. This programme has been developed by Bayes in close consultation with industry, delivering a curriculum that combines strong academic rigour with high industry relevance.”
The programme is open to the full range of IP-rich creative industries sub-sectors, alongside the screen industries, enabling cross-pollination of knowledge across games, music and other fields in today’s increasingly converging industry.
Opportunities for organisations
For UK organisations, this is an opportunity to invest in their teams, ensuring that their leaders are prepared for the digital-first, fast-paced world of contemporary creative business. For the country, it is a chance to inspire a vibrant, globally recognised creative sector that continues to shape culture, drive economic growth, and assert the UK’s position as a creative powerhouse.
“A creative leader must also be a business leader in today’s creator economy - that’s why this course is so valuable.”
Mark Rowland, Executive Director, C21 Media; Chair, Rose d’Or TV Awards; Media Investor
As the creative industries undergo profound transformation, leaders must evolve—not merely to keep pace with change, but to shape it. The Executive Master’s in Leadership for the Creative Industries equips the next generation of leaders with the insight, confidence and capability to drive that change, rather than simply respond to it.[1]
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