Bachelor of Entertainment (Business Management)

As a multi-billion dollar business, the entertainment industry needs skilled business managers to make things happen.

The bachelor degree from JMC Academy can teach you the ins and outs of the entertainment industry from merchandising and marketing to contract management and publicity.

In just two or three years you can start a career as an artist manager, licensing agent or events manager.

This extensive course gives you hands on experience and support and mentoring from skilled entertainment professionals. Learn how to make magic happen.

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At a glance

Study mode



JMC Academy
Career Opportunities

Nationally recognised - meets Australian Qualifications Framework standards.


ATAR score of 65 or equivalent, minimum 17 years of age & an interview


NSW - Sydney

QLD - Brisbane

VIC - Melbourne

Work placement

No placement; practical skills are gained through Industry Integration Program

Course length
Full-time: 2 years
Study mode



Study from anywhere, when it suits you best and graduate with the identical qualification as an on-campus student.


Study part of the course online. Combine your online learning with classes or practical sessions on-campus at a college or university.


Attend classes on-campus at a university, TAFE or college and interact face-to-face with teachers and fellow students.

Assignments & exams
Start date

3 start dates per year.

JMC Academy

JMC Academy is Australia's leading educator in the entertainment industry.

You will learn from a dedicated team of industry professionals, and you’ll gain hands-on skills in a supportive environment.

All campuses have the latest professional facilities – such as digital media and 3D animation labs, recording studios, digital television studios and editing suites.

Read more about
JMC Academy

The course price can vary depending on a few factors, including whether you are an Australian resident or your chosen payment option. To find out more, contact the course provider.


Year 12 or equivalent, with:

  • ATAR score of 65 or above or OP score of 16 or below
  • Written application
  • Minimum of 17 years of age
  • Interview

What you'll learn

Become trained in:

  • Copyright and publishing
  • E-business
  • Fundamentals of accounting, economics, marketing and law
  • Recording and distribution
  • Merchandising and band development
  • Press release and contract preparation
  • Tour management
  • International trade and entertainment
  • Development of publicity and booking schedules

Industry Integration Program

You will gain hands-on skills through JMC Academy's Industry Integration Program, which replicates the way the entertainment industry operates.

The program involves students from different departments working together to achieve a final result.

Course structure

24 units


  1. Entertainment since 1945

    The purpose of this unit is to explore entertainment history and the implications of key industry questions such as: What is entertainment and where did it come from? How does it affect our lives? What are the styles and fashions, and who are the people, who have influenced what we consider to be entertainment? 

    This will establish a sound understanding of the trends in entertainment that have helped shaped popular culture by identifying some of the key players and events as well as the emerging technologies that have been used to exploit and develop entertainment over the past 70 years. Students will work individually and in groups to research and analyse how the entertainment industry has evolved internationally and in Australia since 1945.

  2. Professional communication

    The purpose of this unit is to develop communication skills that are essential for successful communication within the entertainment industry. 

    This unit is designed to provide a practical introduction to fundamental communication principles and a forum for practising communication skills. Students will study business communication practise that helps in the development of a professional style in relation to the writing of business letters, proposals, briefs and advertising copy. They learn about academic writing as essays, reports and assignments, and develop verbal and non-verbal communication skills to help them speak confidently in public as well as to negotiate, to present, and to debate.

  3. Introduction to entertainment business principles

    This unit provides students with an overview of the foundations of the contemporary entertainment business management environment. Students will analyse and evaluate the range of legal and contractual issues that relate to management responsibilities as encountered on a day-to-day basis. Students will develop an understanding of Australia's regulatory foundations, the complex inter-relationships that underpin the entertainment industry, and the legal and contractual issues that need to be considered in an entertainment management context.

  4. Professional practice I

    This practical unit enables the student to develop and consolidate their understanding of the complex nature of managing emerging artists and creative projects in the entertainment industry. This 'simulated' management project will allow the student to reflect on this trimester's other units and to apply their critical analysis skills to the range of issues and responsibilities that are involved in the development and management of a musical performance project.

  5. Entertainment marketing

    Turning the production of creative people (artistic and musical works, performances, events and merchandise) into a solid business is the core responsibility of the entertainment marketer. The entertainment marketer is the key link between the creative artist and the market, and capturing people's attention and imagination requires a thorough understanding of the theoretical principles that underpin marketing processes. 

    This unit will provide an overview of the historical development of the socio-economic processes at the core of contemporary marketing with demonstration of the key methodologies accepted by both industry and marketing academia alike. Specifically, students will look at the direct application of contemporary marketing practice to the creative industries and the challenges faced when commercialising music, entertainment and the arts.

  6. Accounting fundamentals

    This unit contributes to the degree by enabling students to understand the principles of accounting and its role in providing information about an organisation's financial position. 

    This unit will introduce the student to financial accounting and taxation as it applies to small business and the critical role that financial accounting plays in the short- and long-term prospects of business success.

  7. Copyright & publishing

    The purpose of this unit is to give management students a working knowledge of copyright as it broadly applies to musical, literary, dramatic and artistic works and the functions and responsibilities of publishers and publishing companies. All areas relating to the application of copyright and the workings of publishing are considered and this unit also introduces foundational understanding of music publishing contracts. 

    This unit will provide fundamental understanding of the key principles of publishing and will enable the student to comprehend the legal parameters of copyright and to apply business principles to music, film and entertainment publishing ventures in traditional and digital contexts.

  8. Professional practice II

    The purpose of Professional Practice units is to augment face-to-face classroom study by providing students with the opportunity to apply basic concepts and techniques of entertainment business management to a series of tasks relevant to establishing an entertainment business. 

    Professional Practice I focused on helping students identify the valuable aspects of an entertainment product and writing a management plan to develop that product into a market-ready form. In Professional Practice II students build on this and Introduction to Entertainment Industry Business Principles to identify suitable markets and develop a comprehensive business plan to take that product to them. 

    This unit contributes to the degree by giving the students the opportunity to apply their acquired skills and knowledge in real world applications involving research and project work and developing their skills in problem identification and analysis and small business development.

  9. Creative content: Design & distribution

    The purpose of this unit is to introduce students to the concepts and principals associated with asset development and the exploitation of artistic works in the entertainment industry. The concept of what constitutes contemporary product development has undergone radical change in recent years, yet the fundamental principles related to licensing and brand management have become more important than ever. 

    This unit will explore the impact of technology on the creative industries, challenging the historical notion of product development and ownership whilst re-evaluating the role that traditional business models can play. Regardless of the specific artistic endeavour, this unit will explore the processes involved in the development and distribution of creative and artistic works. The potential for the creator to produce and distribute their work whether independently or through traditional business models will be deconstructed to reflect the impact that digital technology has had on the creative industries.

  10. Entertainment industry financial management

    This unit provides the student with the opportunity to investigate and analyse the financial statements of entertainment businesses. Students will develop their knowledge of the costing of goods and services, inventory and the role of budgeting in an entertainment business. In this context, knowledge of short term and long term decision making techniques is necessary. These techniques are used in raising revenue, tendering for projects or contracts, and maximising potential returns.

  11. Entertainment management: Theory & practice

    The purpose of this unit is to introduce students to the fundamental historical and contemporary management theories within an arts and entertainment industry context. Students will investigate management theories and practice, and gain insights into the principles involved in negotiating to reach positive management outcomes in the creative industries. Participants will gain an understanding of the importance of strategic planning within an arts and entertainment context, evaluating the range of activities that the entertainment manager will engage with regularly. 

    Throughout this unit students will be required to assess potential opportunities for sponsorship and joint ventures, human resource management issues, fundraising and grants, project development and the complexities associated with establishing trade opportunities as they relate to the entertainment industry. 

    This unit contributes to the degree by enabling students to begin to develop their understanding of entertainment industry management principles within a contemporary environment.

  12. Professional practice III: Integration

    The purpose of this unit is to provide students with the opportunity to apply a wide range of organisational skills and knowledge to an applied entertainment business project. Integration 1 is a whole-of-campus collaborative project involving students from three departments, ENT, AUD and MUS, which is managed and co-ordinated by the ENT students. 

    The complex nature of the Integration project will require the ENT students to work in a highly organised manner to facilitate the creation a professionally developed musical product. The final product will be a professionally recorded song that is of a high enough standard to compete in the contemporary entertainment industry. The ENT students will form teams that are responsible for the careful planning and co-ordination of this project and are ultimately accountable for the timely delivery of the finished product. It is the responsibility of the ENT students to manage the Performance students and co-ordinate the recording process with the Audio students. ENT students will also be involved in staging and promoting their band's 2 performances in week 7 and week 14, the latter of which will be the launch of the recorded single.

  13. Integrated promotions & publicity

    The purpose of this unit is to provide students with the opportunity to investigate approaches to contemporary planning communication-promotional tools for music, entertainment arts products and service. Marketing mix theory prescribes the way we plan communications via the promotional 'P' framework. 

    This 'public face' of marketing includes the tactical deployment of advertising, public relations / publicity, sales-promotion, direct marketing, sales management and experiential marketing. 

    In this unit not only will we look at how to create advertising, promotion and public relations collateral - but we will do so with an integrated marketing communications (IMC) framework, meaning we will be looking at the strategic coordination of all forms of communication between a product or from its target markets - our case how music, entertainment and arts organisations engage with identified target markets/audiences and specifically working in the on-line social network environment.

  14. Project & event management

    This unit gives the student an introduction to the underpinning knowledge that is required to gain contextual awareness of the event management industry. The selection and acquisition of artists and performers via proposals to management companies and agents will be considered, as will the selection of sponsors, endorsements, and print/electronic media strategies. Students are required to develop a detailed event management plan for the event to show their understanding of the essential components that are required to successfully complete an event of this nature. It will have a significant emphasis towards risk management, legal and financial safeguards, OH&S, and ethics in event management.

  15. Tour & performance management

    This unit will empower the student with the knowledge and essential skills required to set up a wide range of touring strategies that are adaptable to all genres of music and performing arts that are commonly toured in the contemporary entertainment industry. By developing knowledge and skills in tour and performance management, students will increase their potential as professional practitioners. There has been significant growth in the national live touring industry across all areas of performance. 

    This unit provides the student with the opportunity to examine both the creative and business elements of touring and performance management. Students will consider tour design, planning and co-ordination and apply business principles to create national touring strategies.

  16. Professional practice IV: Integration

    The purpose of this unit is to provide a platform for group-based creative projects to be launched in real time and assessed academically and, where possible, professionally. 

    The dynamic nature of this unit will also provide opportunities for entertainment business management students to provide their practical project management skills and engage in small group work on other JMC Academy activities. There will be opportunities throughout the trimester for EBM students to provide event management and booking services for events that showcase student work such as music performance nights, film festivals, and video clip shoots will provide potential collaborative engagement with projects that are developed by other departments throughout the semester. To facilitate these types of activities the classes for this unit will reflect the pace and tone of a busy agency/events management office where all students will manage multiple tasks and be responsible for delivering the finished projects to tight deadlines.

  17. The reinvention of 'cool'

    The purpose of this unit is to review and critically analyse the history, culture, fashion, people and business of "cool". By exploring contemporary cultural theory, the student will investigate the personalities, the symbols, and the society that contribute to current occidental notions of "cool". 

    This unit also gives the student an understanding of the concept of "cool" as an extremely complex yet fleeting proposition that underpins the vast majority of new trends in fashion, style, music and art. 

    Throughout this unit students will study the social impact of MTV, hip hop, and street fashion, as well as the media giants, music and film producers. This study will be delivered in the context of enabling the students to understand and develop their own contribution to the business of "cool".

  18. Entrepreneurship & the creative industries

    The purpose of this unit is to introduce students to the concepts that underpin the principles of entrepreneurship. 

    This unit will broadly assess the historical importance of entrepreneurship to industry, contextualised for the innovation and development of business units within the arts and entertainment sector. Students will gain the ability to identify opportunities and plan the growth of creative ventures. They will gain an understanding of the processes required to grow existing businesses in new markets and to develop new and emerging businesses. The learning materials will focus on the key attributes and psychological characteristics found in entrepreneurs and on the environmental idiosyncrasies that are commonly experienced in an arts and entertainment context.

  19. Professional development

    This unit serves as a bridge into the industry for students in their final year of study at JMC. Students will embark on a self-devised research project and/or industry engagement program, with individualised and ongoing guidance offered throughout the semester. Industry awareness, networks, and the development of a focused and achievable career path are the desired outcomes of this unit. 

    Students are expected to submit a proposal for the unit based on their individual career objectives. This should include a maximum of 36 hours of engagement with the industry in the form of an internship, attachment, work experience or interview process OR the development of a professionally relevant research program. All students must submit a 3000 word journal or research paper on completion of the unit.

  20. Film & television production management

    In this unit, Entertainment Business Management students will form teams that are responsible for setting up a simulated production company that will initiate the process of selling productions to the development stage. Students will have the opportunity to apply advanced conceptual knowledge and management techniques to the marketing and selling of student productions to organisations that support the development of Australian and animated productions to release standard.

  21. International licensing & branding

    This unit seeks to provide students with the knowledge and skills to develop marketing strategies with international scope. As technology rapidly increases the speed of information, and globalisation continues to shrink the world, marketers must increasingly view markets from a global perspective. Whether students are looking to distribute internationally, form strategic international partnerships or establish operations in other territories, this unit will explore those requirements through legal, cultural and best practice lenses. 

    The unit will explore the opportunities associated with international licensing and the benefits and pitfalls of opening brands to exploitation by external organisations. Key licensing partnerships will also be explored to fast-track business profiles in international markets, and contemporary examples of brand leveraging will be presented as case studies for this unit. By undertaking this unit students would be expected to attain the following knowledge, skills and generic attributes.

  22. International touring concepts

    This unit exposes students to the potential for entertainment products to grow into international markets. Through a rigorous process of investigation and exploration, the student will develop their knowledge of current arts and contemporary entertainment industry touring practice for the purposes of informing their ability to trade their entertainment product and/or service in other countries. 

    Students will be required to devise a six-week international tour for their entertainment product or service. Students must learn about international logistics, trade laws, tour routes, current best touring practices and the potential for joint-venture relationships.

  23. Online management systems

    This unit will contribute to the degree by providing students with a thorough understanding of the role that the online environment plays in contemporary entertainment business. Students will develop an understanding of the underlying technology and its implementation; popular and common technologies; and business models adapted by internet-based ventures and "clicks-and-mortar" enterprises, and discover a range of marketing tools that add value to online initiatives.

  24. Creativity & festival management

    The purpose of this unit is to give the students the opportunity to conceptualise and develop a major outdoor event.

    Students will develop a plan for a hypothetical or real outdoor music, live entertainment and multimedia festival based in a “real world” location. This will require the students to consider and evaluate the event’s staging, production, security, staffing, ticketing, marketing and merchandising needs into their final plan.

    The student will have to consider and satisfy the range of government, statutory and regulatory legislation such as liquor licensing, workplace health and safety, environmental protection or police and security requirements that apply in their state to this type of event. They will also be required to satisfy the requirements of local government bodies, such as planning and building permits, parking, noise, waste management, risk management, and the complexities of road closures and traffic management.

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