Emerson Global Pathway Spotlight: Exploring Creative Brands in Sweden

Spotlight on Global Pathways

Dates: July 18-August 16, 2020

Applications Open: Nov. 1, 2019

Applications Close: Feb. 1, 2020

By Molly Loughman

Emerson’s Business of Creative Enterprises (BCE) program is the first of its kind in the nation. Starting next year, BCE will offer Emerson students a first-of-its-kind opportunity to explore the inner workings of world-class brands–such as Spotify, H&M, and IKEA– in the advanced creative economy of Sweden.

Titled, “Blueprinting Innovation: Sweden’s Globally Influential Creative Economy,” this 4-credit, 4-week course is one of the newest of Emerson’s Global Pathway programs, The course will be led July 18 – August 16 by Wes Jackson, BCE Director and seasoned music industry entrepreneur, and Robert Lyons, Marketing Communication professor and experienced media professional.

“There’s something going on in [Sweden] that’s not going on in the States,” says Jackson. “Here, Spotify and Jay Z’s streaming service, TIDAL, are run in a European model, where it’s on your phone bill and people treat it like a utility. They’re trying to push that model in America, and it’s not quite working, even though it would save us money. So what are the governmental factors stopping that from happening? We’ll be looking at Sweden at a macro level.”  

On a micro level, Jackson and Lyons will guide students through a study of internationally recognized brands headquartered in Stockholm. In addition to classroom work, students will visit major Swedish corporations for whole days, observing their design processes and marketing operations, and conversing with company executives. Each week’s module will mix classes with guest speakers and visits to innovative companies like Spotify, IKEA, H&M, startups for electric cars, e-payment perfume- by-subscription startups and more. 

Modules will span Culture, Society and Sustainability; Innovating in Fashion & Design; Innovating in Tech; and Innovating in Music. Throughout the program, students will learn and apply business concepts, such as consumer behavior, marketing, analytics, design thinking, platform monetization, civic/business collaboration, sustainability and corporate culture through team-based and individual projects.

Cultural highlights of this Global Pathways program will include a day-trip to picturesque Gothenburg, famous for its tree-lined streets, performance venues and historic seaport. Students will also visit Drottningholm Place, an island home to the Swedish Royal Family.