Leveraging AI for Communication, Branding, and Professional Identity in Arts
Leveraging AI for Communication, Branding, and Professional Identity in Arts
Leveraging AI for Communication, Branding, and Professional Identity in Arts
This capstone course explores the transformative role of Artificial Intelligence in the professional lives of creative artists, specifically focusing on the dance community. Students will investigate how AI tools can bridge the gap between physical performance and digital presence. The study focuses on three pillars: Brand Voice and Visual Identity, Strategic Online Presence, and Professional Communication. The final outcome is a comprehensive project designed to help artists to navigate the digital landscape with efficiency and authenticity.
By the end of this course, the student will be able to:
Evaluate the impact of Generative AI on the creative industry's communication standards.
Synthesize AI-driven tools to develop a cohesive professional brand identity (visual and written).
Construct an automated or AI-assisted content strategy for social media and professional networking.
Critique the ethics of AI use in the arts, focusing on authenticity and original movement.
Module 1: Foundations of AI - AI Literacy & Creative Industry
Understand the tools in order to Synthesize AI-driven tools to develop a cohesive professional brand identity (visual and written).
Module 2: Performing Artists & AI - Ethics, Impact, and Examples
LO1 - Evaluate the impact of Generative AI on the creative industry's communication standards.
LO 4 - Critique the ethics of AI use in the arts, focusing on authenticity and original movement.
Module 3: Social Media Content strategy for AI and Performing Arts
Construct an automated or AI-assisted content strategy for social media and professional networking.
LO 4 - Critique the ethics of AI use in the arts, focusing on authenticity and original movement.
Module 4: Final Capstone Project
LO 1 - Synthesize AI-driven tools to develop a cohesive professional brand identity (visual and written).
LO1 - Evaluate the impact of Generative AI on the creative industry's communication standards.
Project Design: Choose a specific aspect of AI & the performing arts to research
Primary Research: Review current industry expertise & use of AI and design of project.
Deliverables: A written research report and/or an oral presentation synthesizing findings
For this module on the foundations of the Disney brand, here's a compilation of information that will cover the key learning outcomes:
Overview of the Disney Brand and its Global Presence in Hospitality and Tourism: Disney is renowned for its global impact on tourism and hospitality, significantly influencing international tourism patterns and local economies. Its theme parks serve as major attractions, enhancing local businesses and setting standards in the hospitality industry through themed resorts and meticulous customer service. Disney’s parks and resorts have demonstrated resilience and innovation, especially evident in their recovery strategies post-COVID-19, focusing on enhancing guest experiences and leveraging technology
Disney’s History, Evolution, and Core Values: The Disney brand, founded by Walt Disney and Roy O. Disney, has evolved from a small animation studio into a leading multinational entertainment and media conglomerate. Its core values include innovation, quality, community, storytelling, optimism, and decency, which are reflected in its mission and vision statements. Disney's commitment to these values has enabled it to maintain a strong brand image that appeals across generations.
Disney’s Influence on Industry Standards: Disney has set high standards in the entertainment and hospitality sectors, often pioneering advancements that become industry benchmarks. This includes their approach to customer experience, leveraging storytelling and technology to create unique and memorable guest interactions, which other brands often attempt to emulate.
Analyzing Disney’s Mission and Vision Statements: Disney’s mission focuses on being one of the world's leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services, and consumer products. The vision statement emphasizes imagination and innovation, striving to be a global leader in the entertainment industry. This commitment is evident in Disney's strategic expansions and its ability to consistently deliver high-quality entertainment.
Objective:
This assignment provides an opportunity to explore a real-world example of brand management and strategy implementation in a complex global market. Your response should reflect your understanding of the Disney brand's development, its global influence in the hospitality and tourism industry, and the strategic approaches that have shaped its market dominance. You will analyze the provided resources to create a comprehensive summary and critique, demonstrating your ability to synthesize information and apply theoretical knowledge to real-world business scenarios.
Assignment Details:
Choose one of the following:
Written Paper: 3-5 pages, double-spaced, APA format.
Presentation: 5 - 10 slides, accompanied with presenter notes or actually giving the presentation.
Video Essay: 5-10 minutes, addressing the key points with visual aids and narration.
Questions to consider in your analysis:
Brand Overview and Global Presence:
How does Disney's brand personality contribute to its global presence in hospitality and tourism?
Discuss the strategic entry modes Disney has utilized to expand internationally. How do these modes align with maintaining the "Disney Flavour" while adapting to local cultures?
Historical Evolution and Core Values:
How have Disney's core values influenced its business strategies over the years?
Analyze how Disney's history of acquisitions, such as Pixar and Marvel, has affected its brand evolution. What strategies did Disney employ to integrate these brands without losing its core brand identity?
Influence on Industry Standards:
In what ways has Disney set or changed industry standards in hospitality and entertainment?
Provide examples of how Disney's approach to customer experience has influenced other companies within the industry.
Mission and Vision Analysis:
Critically evaluate Disney's mission and vision statements. How effectively do these statements reflect Disney's business strategies and market positioning?
How does Disney’s strategic focus on innovation and storytelling manifest in its operational and marketing strategies?
Submission Guidelines:
Include a cover page or title slide with your name, date, and assignment title.
Use headings and subheadings to organize your paper or presentation.
Cite all sources using APA format; include a bibliography or reference slide.
For video essays, ensure clear audio quality and include subtitles.
Evaluation Criteria:
Comprehensiveness: Depth and breadth of analysis covering all guiding questions.
Clarity and Coherence: Logical flow of ideas and clear argumentation.
Critical Thinking: Ability to connect theoretical concepts with real-world applications.
Creativity: Originality in presentation or paper style and arguments.
Source Utilization: Effective use of provided materials and external sources to support arguments.
Notes:
Students are encouraged to use AI tools for brainstorming and initial structuring of ideas but must conduct the actual analysis and creation of the final deliverable independently.
Ensure that your final submission is free of plagiarism and represents your original work.
For the module on the Disney Guest Experience & Management Philosophy, here's a compilation of information that will cover the key learning outcomes:
Understanding Disney’s Guest Service Philosophy (“The Disney Difference”):
Disney's approach to customer service, often referred to as "The Disney Difference," emphasizes exceeding guest expectations through personalized service and attention to detail. The Disney Institute's book "Be Our Guest" provides a comprehensive look at these principles, focusing on understanding guest needs and integrating services to create a seamless experience
The Role of Storytelling in Guest Experience Design:
Disney utilizes storytelling as a central theme in creating immersive guest experiences. Every aspect of the guest interaction is framed within a narrative context, enhancing the emotional connection and making each experience memorable.
Innovations in Customer Engagement and Technology:
Disney's use of technology, such as the MagicBands, illustrates their innovative approach to enhancing guest experience without replacing the human element. These technologies streamline processes while allowing for personal interactions that build lasting relationships with guests
Disney’s Management Practices: “Leadership is action, not position”:
Disney’s leadership philosophy focuses on action and influence rather than formal authority. This approach is evident in their emphasis on role modeling and exceptional service standards that guide their staff in decision-making processes.
The Importance of Employee Training (e.g., Disney University):
Disney University plays a critical role in training employees to meet Disney's high service standards. The training programs are designed to ensure that all employees, referred to as Cast Members, are equipped to provide service that anticipates guest needs and exceeds expectations
Building Culture and Retaining Talent within the Disney Organization:
Disney's strong organizational culture is key to retaining talent. Their focus on a positive workplace environment, continuous learning, and development opportunities helps maintain high levels of employee engagement and job satisfaction
These resources provide a well-rounded foundation for exploring the intricate details of Disney's guest experience and management philosophy, emphasizing how these elements contribute to the brand's success in the hospitality and tourism industry.
This observational assignment requires you to visit various Disney properties in Orlando, including theme parks and resort areas, to analyze and understand the intricacies of the Disney guest experience firsthand. Students will observe and gather insights into Disney's service philosophy, the role of storytelling in guest interactions, innovative uses of technology, management practices, employee training, and organizational culture. The objective is to correlate theoretical knowledge with practical observations and understand how Disney creates magical guest experiences.
Understand Disney's Guest Service Philosophy: Observe and document examples of how Disney's service philosophy — "The Disney Difference" — is implemented across various touchpoints in the theme parks and resorts.
Study Storytelling in Guest Experience Design: Identify and describe how storytelling is integrated into the park design, character interactions, and attractions to enhance the guest experience.
Analyze Innovations in Customer Engagement and Technology: Note the use of technologies like MagicBands and app integrations, observing how they contribute to a seamless guest experience.
Evaluate Disney’s Management Practices: Observe the interactions between leaders and staff within the parks to gauge how leadership is action-oriented rather than positional.
Assess the Importance of Employee Training: Gather observations on how employee behavior reflects their training, particularly in managing guest interactions and service delivery.
Explore Building Culture and Retaining Talent: Understand how Disney's organizational culture is communicated through employee engagement and teamwork observed on site.
Pre-Visit Preparation: Read selected material from "Be Our Guest" and other provided resources to familiarize yourself with key concepts and practices.
Site Visits: Spend several days at different Disney locations as is appropriate and affordable (you have an annual pass, right?), including resorts, transportation systems, and as many different parks (Magic Kingdom, Epcot, Disney's Hollywood Studios, and Disney's Animal Kingdom) as possible.
Observations: Focus on employee-guest interactions, storytelling elements, usage of technology, and overall atmosphere.
Documentation: Keep detailed notes and use a structured observation sheet to record instances that exemplify Disney's management and service philosophies.
Paper - 5-10 pages addressing the following
Initial Goals and Expectations: Prior to the visit, outline what you aim to discover and understand about Disney's guest experience. You might want to think about the different locations and types of expectations.
Post-Visits Reflections: Post-visit, synthesize your observations with course materials to discuss how Disney's practices align with their philosophies and the impact on guest satisfaction and business success.
All papers should be submitted in MSWord format.
Use headings and subheadings to organize your paper.
Cite all sources using APA format; include a bibliography.
Depth of Analysis: Clear and detailed analysis of observations with direct correlations to theoretical concepts.
Understanding of Concepts: Accurate application of concepts from the readings and their manifestation in real-world settings.
Quality of Reflection: Insightful reflections that demonstrate a deep understanding of the material and observations.
This assignment is designed to provide a comprehensive, real-world understanding of how theoretical hospitality and service management concepts are applied in one of the world's most renowned entertainment companies.
For the module on the Career Pathways in Disney Hospitality, here's a compilation of information that will cover several useful resources that explore different aspects of building a career with Disney in hospitality management, including management roles, essential skills, internships, and networking opportunities:
Roles in Management, Operations, and Guest Relations: The Disney College Program and Disney Professional Internships offer invaluable insights and hands-on experience across various operational roles within the Disney parks and resorts. This includes intensive learning and working experiences that are ideal for students aiming for careers in hospitality management, guest relations, and operational roles within the vast Disney ecosystem
Essential Skills for Joining the Disney Workforce: Skills emphasized by Disney in their training programs include leadership, customer service, communication, and a deep understanding of Disney's culture and operational standards. Programs like Disney University and the Disney Hospitality Leadership Program provide structured environments where these skills are taught and honed
Internship and Networking Opportunities: Disney offers a range of internship programs across the globe, including specific hospitality and culinary arts internships at major Disney locations. These programs often include networking opportunities with Disney leaders and a chance to engage with various aspects of the Disney service and operational standards. Participation in these programs is a significant step toward a career in Disney hospitality
These resources provide a comprehensive overview of what it takes to build a career in Disney hospitality, highlighting the structured paths Disney offers through educational and experiential learning opportunities. Each program is designed to equip students with the necessary skills and experiences to excel in the highly competitive field of hospitality, particularly in a specialized environment like Disney's.
This assignment is designed to explore career opportunities within Disney's hospitality sector, focusing on management, operations, guest relations, and the essential skills required for these roles. Students will research, analyze, and articulate a career development plan based on the structured opportunities provided by Disney, including internships and educational programs.
Career Exploration: Investigate various career roles available within Disney's hospitality management, guest relations, and operations.
Skill Development: Identify and discuss the essential skills necessary for success in these roles.
Professional Growth: Evaluate internship and networking opportunities offered by Disney to support career advancement.
Strategic Planning: Develop a personalized career plan that aligns with individual aspirations and the opportunities identified within Disney's hospitality sector.
Research: Utilize provided resources to gather information about Disney's career paths, including the Disney College Program, Disney Professional Internships, and Disney University.
Analysis: Analyze the skills and educational opportunities discussed in the resources to determine their relevance and applicability to various career paths.
Planning: Construct a detailed career pathway plan that includes short-term and long-term goals, required skills, potential roles, and educational needs.
Career Mapping:
Task: Create a detailed map that outlines potential career paths within Disney's hospitality sector. Include entry-level positions, possible advancements, and the roles of management and guest relations.
Skills Analysis Paper:
Task: Write a comprehensive analysis of the skills emphasized in Disney’s training programs such as leadership, customer service, and communication.
Career Mapping: Visual infographic or flowchart.
Skills Analysis Paper: 2-4 page paper, APA format.
Relevance and Accuracy: How well does the career map reflect actual opportunities at Disney?
Depth of Analysis: Are the skills and their applications to Disney’s roles thoroughly analyzed?
Strategic Thought: Does the internship strategy demonstrate a thoughtful approach to leveraging opportunities for career advancement?
This assignment will help students understand the complexities and opportunities within a large and dynamic hospitality environment like Disney, preparing them for strategic career planning and professional development within the industry.
Project Overview:
This capstone project is designed for you to apply your knowledge and select a focus of a topic of your choosing through an in-depth analysis of Disney's innovative hospitality and tourism model. The project will focus on a specific aspect of Disney’s model, encouraging a detailed exploration of how Disney creates unique guest experiences, integrates technology, manages operations, and maintains its brand leadership in the global market.
Project Design:
Selection of Topic: Choose a specific aspect of Disney's hospitality and tourism operations to explore. This could include guest experience management, role of technology in enhancing guest services, employee training and culture at Disney, sustainability practices, or leadership and management strategies or another topic of your choosing. This will happen in consultation with the instructor.
Research Question: Develop a clear, focused research question that the project will address. Example: "How does Disney's employee training program contribute to overall guest satisfaction?"
Research Methodology:
Literature Review: Conduct a comprehensive review of existing literature on Disney's hospitality practices and similar practices in other leading global companies.
Primary Research:
Interviews: Arrange and conduct interviews with Disney professionals or industry experts who have firsthand experience with the Disney model. Focus on gathering insights related to your specific topic.
Observations: Use your work in the last module with visits to Disney resorts or theme parks to observe the implementation of the practices being studied.
Data Analysis: Analyze the data gathered from interviews and observations to draw conclusions about the effectiveness and uniqueness of Disney's model.
Deliverables (Choose one of the options below):
Written Research Report:
Introduction: Overview of Disney's hospitality model and justification for the chosen topic.
Methodology: Detailed description of research methods, including how interviews were conducted and data was analyzed.
Findings: Presentation of findings from the literature review, interviews, and observations.
Analysis and Discussion: Critical analysis of how the findings address the research question; comparison with industry standards.
Conclusion and Recommendations: Summarize key insights and propose recommendations for future practices or studies.
Appendices: Include interview transcripts, data charts, and other relevant materials.
Oral Presentation:
Prepare a 20-30 minute presentation summarizing your research and findings.
Use visuals like slideshows, videos, or charts to enhance the presentation and clearly convey key points.
Schedule a session to present to peers, faculty, and possibly industry professionals.
Evaluation Criteria:
Relevance: How well does the chosen topic represent a key aspect of Disney’s hospitality model?
Depth of Analysis: Is the research thorough and does the analysis provide new insights into the chosen topic?
Professionalism: Quality of the written report and the oral presentation, including clarity, structure, and use of evidence.
Innovation: Originality of conclusions and practicality of recommendations.
Timeline:
Proposal Submission: End of the second module.
Progress Report: Mid-semester check-in to report on initial findings and adjustment of research direction if necessary.
Final Submission: End of the semester.