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Program Overview

The Media, Art & Creation program has been co-created by the Academy of Arts & Design, Tsinghua University (THU AAD), the Qingdao Innovation Research Institute of Arts and Science, Tsinghua (RIAST) and HEC Paris. The aim of the program is to cultivate professional talents in the management of different art forms and the communication of culture, which cater to the needs of the booming culture industry both within and outside of China. Participants will acquire a solid understanding of the key challenges within China’s media, arts, and creative industries and be able to propose relevant solutions to address them



Format: 10 Modules (8 in China + 2 in France)
Duration: 16 months
Language: Chinese & English
Cost: 31600 €*

The program is aimed at:

Executives and managers working in the cultural industry who would like to enhance their skills and develop an international outlook.



Identify the key actors within China’s cultural heritage sector, and be able to navigate the evolving relationships between them

Grasp the economics of the cultural economy in order to analyze financial projections and propose growth strategies for organizations in creative industries

Examine the contribution of industry marketing in analyzing consumer behavior and consumption in the field of arts and culture

Assess the impact of emerging digital technologies on the subsectors of the creative industries



Develop brand positioning, tools, and methods that meet the needs of the Chinese market

Drive strategy and business model development in the creative industries

Acquire an overview of French media, art, and creation industries and best practices through a week-long immersion trip to the Paris region.

Academic Director

Anne Michaut
Associate Professor (Education Track)

Learning Methods

The program is composed of 10 modules, run over a period of 16 months, with 6 to 8 months to complete the professional thesis. The program is taught in English and Chinese and features in-class modules, visits to cultural and arts institutions, roundtable discussions, case studies and collaborative projects.



The Executive Master in Media, Art & Creation is composed of 10 modules.

  • Political theory
  • Marketing creative offerings
  • Code for creation - the role of the culture industry
  • Code for creation – the market of culture offerings
  • Culture economy - managerial principles
  • Culture and art industry organization
  • Financial analysis and forecast management
  • Consumer behavior and marketing in arts and creation
  • Art events and creativity space management
  • Digitalization in creative industries
  • Cultural fund raising
  • Financial management in cultural operations
  • Seminar series on design thinking

Funding options

Find out more about possible funding options for the program you have chosen.

Explore funding options

Download the brochure

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Song Mo - HEC China Office
Song Mo
Program Advisor


Tell us a little more about yourself

Do you feel that this program could be made for you? In order to get feedback from our admissions teams regarding your suitability for the program, please do not hesitate to fill in our short online form below.