The Role of Entrepreneurship Training within Art and Design Departments at Universities: The Case of Johannesburg’s Creative Economy

The 21st century has led to the emergence of new economies like creative, circular, and green economies, but South Africa faces challenges in practical implementation. This study explores the role of entrepreneurship training in art and design departments at Johannesburg universities in fostering the creative economy. A qualitative approach was used, with a semi-structured interview design. The study found that incorporating creative entrepreneurship courses into art and design curricula is vital but under-implemented. Experts advocate for mandatory, practical courses for art students and aspiring creatives. However, there is a gap between academic departments and Johannesburg’s creative industry due to institutional silos and academic challenges. Support for innovative courses is lacking, with efforts often unacknowledged. Concerns include outdated information and limited exposure to professional networks. Bridging this divide requires rethinking academic structures, fostering industry collaboration, and providing adequate support for innovative endeavours. Recommendations include the quadruple helix model, integrating entrepreneurship training across all art and design departments, delivering practical instruction by industry-experienced entrepreneurs, involving students and young entrepreneurs for mentorship and connections, conducting training in non-traditional settings, and emphasising a practical understanding of the creative economy, including network dynamics and hub significance, aligning with a systems thinking approach.