Advanced Courses CO. AANBOD Optional AC SEMESTER 1 - periode 1

Advanced Courses CO Een Advanced Course (AC) is een module van 4 uur gedurende 1 periode (6wk). De AC’s worden afgesloten met een schriftelijk tentamen/ opdracht/ mondelinge presentatie in de collegeweek 6. Studenten volgen per periode 2 verplichte Advanced Courses: Mandatory AC’s; studenten worden ingedeeld. Deze AC’s volgt de student op maandag en dinsdag gedurende het semester in samenstelling van je klas (bijvoorbeeld CO AC 4A). De klassenindelingen worden na de vakantie bekend gemaakt. Studenten volgen per periode ook 2 keuze Advanced Courses: Optional AC’s, studenten kiezen zelf vóór 12 juli 2013. Deze AC’s volgt de student van woensdag tot en met vrijdag. Dus 2 optional AC’s in periode 1 en twee optionele AC’s in periode 2 van semester 1. In totaal kies je dus vier optionele Advanced Courses. Kies GEEN Advanced Courses die op dezelfde dag plaatsvinden (binnen dezelfde periode) of waarvoor je niet toegankelijk bent. AANBOD Optional AC SEMESTER 1 -‐ periode 1 1. Altijd te volgen > a. Psychology of courage -‐ ENG Egbert Edelbroek vrijdag b. Cultural Entrepreneurship – ENG Bram Cuijpers woensdag c. Imagineering – ENG Sanne Knitel vrijdag d. Corporate Social Responsibility – ENG Ruud Klep vrijdag e. Ethics – ENG Oscar de Souza donderdag f. Generation Studies – NL, Nicole de Boer/Sabina Meiling woensdag g. Games – ENG Maarten de Rooij donderdag h. Branding – ENG John Verhoeven donderdag i. Storytelling – ENG Hille van der Kaa donderdag j. Leadership – ENG Marlin de Bresser vrijdag k. Film Studies – ENG Ton te Slaa woensdag l. European Grant Management – NL Ron Coenen/Annelies Swarts donderdag m. Live Entertainment – ENG Jasper van den Dobbelsteen woensdag n. Copywriting – NL Piet van Beurden woensdag o. Effectieve Marketing Communication Ivo Henckens Donderdag 2. Uitsluitend toegankelijk als student in studiejaar 2 het overeenkomende branchevak heeft gevolgd of als je de voorbereidende, overeenkomende Advanced Course hebt gevolgd > a. Event – ENG Paul Schreuder vrijdag b. Entertainment Television – ENG Ton te Slaa donderdag en vrijdag c. Music Business – ENG Jan Bijlsma woensdag

AANBOD Optional AC SEMESTER 1 -‐ periode 2 1. Altijd te volgen > a. Psychology of courage -‐ ENG Egbert Edelbroek vrijdag b. Futures Research & Scenario Planning – ENG Maaike Rijnders woensdag c. Cultural Entrepreneurship – ENG Bram Cuijpers woensdag d. Corporate Social Responsibility – ENG Ruud Klep vrijdag e. Ethics – ENG Oscar de Souza donderdag f. Generation Studies – NL, Nicole de Boer/Sabina Meiling woensdag g. Games – ENG Maarten de Rooij donderdag h. Consumer Behavior Laura van Hinthum donderdag i. Storytelling – ENG Hille van der Kaa donderdag j. Leadership – ENG Marlin de Bresser vrijdag k. Theme park concepting – ENG Pieter Cornelis woensdag l. Radio Management – ENG Jantien van Tol donderdag m. Live Entertainment – ENG Jasper van den Dobbelsteen woensdag n. Copywriting – NL Piet van Beurden woensdag o. Effectieve Marketing Communication Ivo Henckens Donderdag 2. Uitsluitend toegankelijk als de student in studiejaar 2 het overeenkomende branchevak heeft gevolgd of als je de voorbereidende, overeenkomende Advanced Course heeft gevolgd > a. Event – ENG Paul Schreuder vrijdag b. Entertainment Television – ENG Ton te Slaa donderdag en vrijdag c. Music Business – ENG Jan Bijlsma woensdag N.B. Indien er geen exchange studenten in een groep zitten, kan de docent besluiten de Engelstalige Advanced Course in het Nederlands aan te bieden. N.B. Indien er bij intekening 8 of minder studenten deze AC kiezen, kan deze gecanceld worden. N.B. Vol = vol. N.B. Het opgestelde aanbod is onder voorbehoud Vak Minimum aantal studenten Maximum aantal studenten Ethics 12 studenten -‐ Leadership 12 studenten -‐ Psychology of Courage -‐ 20 studenten Cultural Entrepreneurship -‐ 64 studenten Imagineering -‐ 32 studenten Games 12 studenten 32 studenten Live entertainment 12 studenten 32 studenten European Grant Management 12 studenten 32 studenten Generation Studies 12 studenten 32 studenten Corporate Social Responsability 12 studenten 32 studenten Radio Management 12 studenten 32 studenten Storytelling 12 studenten 32 studenten Copywriting 12 studenten 32 studenten Effective Marketing Communication 12 studenten 32 studenten

AANBOD Mandatory CO Advanced Courses – SEMESTER 1 Applied research Concepting Creativity & Personality Strategic Communication Management Descriptions mandatory Advanced Courses 2013-‐2014 CO IEMES: Naam Advanced Course Toetscode Competentie(s)

Applied research 2259XADV13 þ LOCO-competentie 1 þ LOCO-competentie 2 ¨ LOCO-competentie 3 ¨ LOCO-competentie 4 ¨ LOCO-competentie 5

Beroepsproduct(en)

• Analyserapport (LOCO-competentie 1) • Onderzoeksrapport, survey (LOCO-competentie 1) • Engelstalige management summary (LOCO-competentie 1) • Adviesrapport (LOCO-competentie 2) In deze module ligt de nadruk op het ontwikkelen van onderzoeksvaardigheden. We richten ons met name op het doen van solide desk research en literatuuronderzoek.

Hoofdonderwerpen / korte omschrijving module

In de colleges wordt de opzet van een onderzoeksrapport gevolgd • bepalen onderwerp • het inlezen in het onderwerp en het houden van een diepte interview met een expert om de richting in het literatuuronderzoek te bepalen. • het doen van een probleemanalyse, bepalen van hoofd- en deelvragen • beschrijving van de methoden van onderzoek • het analyseren van theorie en informatie • rapportage (incl. correcte bronvermelding, aanbevelingen voor verder onderzoek, Engelstalige management summary ) Verplichte literatuur

Wat is onderzoek? Praktijkboek methoden en technieken voor het hoger onderwijs / Nel Verhoeven / Boom Lemma Uitgevers / 2011 / ISBN: 978 90 5931 671 3 / € 36,00.

Toetscode 2259XADV13

Tentamenperiode toets(en)

Toetsvorm

Studiebelasting

Tentamenstof

þ Periode 1 þ Periode 3

þ Periode 2 ¨ Periode 4 ¨ Periode 5

¨ Schriftelijk tentamen þ Opdracht ¨ Bonusopdracht þ Colleges: 24 uur. þ Voorbereiding colleges: 24 uur ¨ Bonusopdracht: 0 uur þ Voorbereiden maken toetsopdracht: 36 uur Voor details eindopdracht zie paperclip.

Hulpmiddelen bij toets

Boek, colleges.

Name Advanced Course

Concepting

toetscode

2259XADV37

competenties

LOCO-‐competence 1 LOCO-‐competence 2 LOCO-‐competence 4 LOCO-‐competence 5

Beroepsproducten

• Analyse (LOCO-‐competentie 1) • Corporate story (LOCO-‐competentie 2) • Concept (LOCO-‐competentie 4) • Communicatie middelen (LOCO-‐competentie 4) • Presentatie(LOCO competentie 5)

Hoofdonderwerpen/ korte beschrijving module

Verplichte literatuur

In de Advanced Course gaan we dieper in op de volgende onderdelen: -‐ Strategisch inzetten van concepten -‐ Gelaagdheden van concepten -‐ Toepassingen van verschillende soorten concepten -‐ Verdieping elementen binnen conceptontwikkeling -‐ Het levend maken van concepten -‐ artikelen -‐ Powerpoints

Examination code 2259XADV37

Tentamen periode

þ periode 1

toetsvorm

þ opdracht

Studiebeslasting

Colleges: 24 uur Voorbereiding colleges: 24 uur Maken toetsopdracht : 36 uur

Tentamenstof

Pitch & inspiration guide

þ periode 2


Creativity & Personality

Teacher(s)

Monique Zijp, Chris Gribling

Examination code

2259XADV11

Competence(s) cohort 2009-‐2010

¨ LOCO-‐competentie 1 ¨ LOCO-‐competentie 2 ¨ LOCO-‐competentie 3 þ LOCO-‐competentie 4 ¨ LOCO-‐competentie 5

Competence(s) cohort 2008-‐2009 Professional product(s) cohort 2009-‐2010

þ Competence 9

Main subjects / short description modul

Mandatory literature

• Concept (LOCO-‐competence 4) • Means of communication (LOCO-‐competence 4) In this Advanced Course students will look for their personality and the way creativity plays an important role in that. How do I use creativity, who am I as a person? What are my passions and how can I use these for developing my creativity in both my private and professional world? The student starts to find his personal handwriting. He works from an artistic approach, both materially and conceptually: he materialises. The student is challenged to step out of his comfort zone and crosses borders both mentally and creatively. The process is executed in an organised, intentionally positive context, in which the shaping of ideas is received in a distinctly positive and constructive way. One excursion with the group and individual visits to inspirational sites is part of the courses (this includes travel costs and entrance fees for the student) -‐ How to be an Explorer of the World / Keri Smith / Publisher Penguin Books Ltd. / 2011 / ISBN: 978-‐0-‐241-‐953884 / € 15,99


Period of Examination

þ After period 1 þ After period 3

Type of examination

¨ Written exam þ Assignment

Examination content

þ After period 2 þ After period 4

Concept with a portfolio. The concept is the shaping of an ideal, (Example: student devises a concept for a big feature film). The concept is well argued: specific qualities and what makes the development of this concept specifically advantageous for the student. Already at the presentation, the devisor of a type 2 concept puts forward proposals for pilots or satellites that are feasible and that can pave the way to the ideal


Strategic Communication Management

Examination code

2259XADV14

Competence(s)

¨ LOCO-‐competence 1 þ LOCO-‐competence 2 ¨ LOCO-‐competence 3 þ LOCO-‐competence 4 ¨ LOCO-‐competence 5

Professional product(s)

• Analysing relevant issues (competence 1) • Crisis communication plan (competence 2) • Develop relevant communication means (competence 4)

Main subjects / short description module


This course is about issues management and crisis communications. These are considered relevant fields in corporate communications management. Issues management and crisis communications become more and more important as a result of social media. You analyze issues to be better prepared when a crisis occurs. You translate the results of this analysis into a crisis communication plan. Crisis communications is designed to protect and defend an organization facing a public challenge to its reputation. These challenges occur in many different forms, like natural disaster, financial crisis, product recalls, leadership crisis, etc. You learn how to respond in a crisis situation, in accordance with the organizations identity, to manage the reputation damage or even use the crisis to (re)build your reputation. A crisis can be a threat or an opportunity for the reputation. Articles



þ Period 1 þ Period 3

þ Period 2 ¨ Period 4 ¨ Period 5

Type of examination

¨ Written exam þ Assignment ¨ Bonus assignment

Hours of study

þ Colleges: 24 hours þ Preparation colleges: 24 hours þ Preparation making assignment: 36 hours

Examination content

Issues management, scenarioplanning, crisis communications

Resources at examination

Not relevant

Optional Advanced Courses > Name Advanced Course Competence(s) Performance indicator Professional product(s) Main subjects / short description module

Ethics

As IEMES professionals, you will be working on the content of media and entertainment products. In an age of increasing permissiveness, these products may be increasingly extreme in nature. As societies are becoming more cosmopolitan, the views and values amongst audiences are broadening. Values are becoming less homogenized and are often the source of social and political tension. For this reason, one of the core competences that has been defined for IEMES professionals is an ability to assess, balance and judge ethical issues. In commercial terms, this may be important for assessing a potential threat of litigation. In social terms, an ethical awareness is a quality that is quite rightly expected of a socially responsible professional. This course aims to develop your critical awareness of ethical issues. By the end of this course, you should be able to justify your opinions on an ethical issue from a number of normative perspectives. Studying ethics does not make one more ethical. It may increase self-reflection, paranoia and an awareness of the inherent contradictions in human values. Values are often incommensurable. This means that the ‘worth of one value’ cannot be measured against the worth of another. There is often no common scale to measure the benefits of one value against the other. This is what is meant by the term “incommensurability”.


Theoretical content per class 1. Epistemology and the fact / value distinction 2. Ontology and Meta-ethics 3. Rationality 4. Teleological theory 5. Deontological theory 6. Consequentialist theory PDF Reader “Ethics with a Pinch of Ontology and Epistemology”, Souza, O.Q.H. de, 2013 (Royalty Free).

Examination code:


Type of examination Hours of study

period 1 period 2 period 3 period 4/5 MC Exam - 50 questions on knowledge of ethical theories, concepts and principles.

Classes: 28 hours Class Preparation: 28 hours Bonus assignment: 28 hours Examination content (1) in class presentations of theory, and (2) Digital Reader. Resources at examination Structure Overview of Ethical Theory


Branding

Competence(s) Performance indicator Professional product Main subjects / short description module

Brands are everywhere around is. They are a very powerful marketing instrument and are still very important when it comes to creating a longterm relationship with the consumer. This course discusses different aspects of branding, the creation of brands, the management of brands as well as measuring brand value. An overview of the course Session 1. Introduction in branding, brand management and global course overview This session gives an insight into the world of brands and the managing of them. Also the importance of brands within the profit and non-profit industries will be researched. Branding cultural entertainment (Keller chapter 1) This session also connects brands to the EME-industry and gives a lot examples. We will discuss the importance of brands and also the role of different media. Session 2. Creating brand value & brand positioning (Keller chapter 2 and 3) This session we will look at the Customer Based Brand Equity model. It gives an insight on how strong brands are built. Brand building blocks are very important when it comes to building a strong brand. Brand psychology Brands have strong influence on the buying behavior of consumers. In this session we will discuss the psychology behind brands. Session 3. Brand marketing programm (Keller chapter 4 and 5) The development of a brand consists of chosing specific brand elements, which are brought to life with different marketing campaigns. Brand activation (Keller chapter 6 and 7) Brand activation aims tot give brands a more centra land vital role in de the lives of consumers. Experiences are very important in order to achieve this. ondersteund met allerlei marketingcommunicatie instrumenten. Session 4. Brand measurement (Keller chapter 8, 9 and 10) Brands represent a certain value for consumers but of course also for the

brand owners. This session discusses methods that can be used to measure brand value. Brand strategy (Keller chapter 11) This session is also about how a brand strategy is developed. What are important aspects a brand manager has to think of. Session 5. Brand extensions (Keller chapter 12 and 13) There are many different ways you can make a brand grow. An important way is by making use of brand extensions. In this session we will discuss different types of brand extensions, we will also look at advantages and disadvantages of certain extensions. International branding (Keller chapter 14) Brands are international. Well-known brands are mostly international operating brands. However one day they too were small. This session discusses the process of internationalization of brands. Session 6. Brand communities & future branding Social media plays an important role in branding. Social media created a lot of communities that use certain brands. In this session we will discuss the link between brands and communities. We conclude the session with a future forecast.


Examination code:

Summary This session will also be used as a summary of the past weeks. Probably we will do a rehearsal exam. There is time to ask questions about the entire course. Strategic Brand Management – A European perspective, second edtion / Kevin Lane Keller, Tony Apéria & Mats Georgson / Pearson Education Ltd. / 2011 / ISBN: 0273737872 / € 55,99 Period of Examination


Examination content


Period 1 Period 2 Period 3/4/5 Written exam Colleges: 24 hours Preparation colleges: 38 hours Preparation written exam: 22 hours Literature: ‘Strategic Brand Management Slides: Slides used in sessions available on the Fontys ACI portal Handouts: Articles etc. distributed in sessions also available Video: Video links that are in the presentations


Consumer Behavior

Competence(s)

Performance indicator Professional product Main subjects / short description module

Week 1: Introduction - Overview, assignment, grading policy, etc. - Understanding consumer behavior - Ethics in consumer behavior Week 2: Psychological core (part 1) - Motivation, Ability & Opportunity - From exposure to comprehension Week 3: Psychological core (part 2) - Memory and knowledge - Attitudes based on high effort - Attitudes based on low effort Week 4: Psychological core (part 3) - The social self - Stereotyping - (Group) conformity Week 5: Process of making decisions (part 1) - Problem recognition and information search - Judgment and decision making based on high effort


Examination code: -

Week 6: Process of making decisions (part 2) - Judgment and decision making based on low effort - Post-Decision Processes - Consumer Behavior / Wayne D. Hoyer, Deborah J. Maclnnis, Rik Pieters / Cengage Learning / 2013 / ISBN: 9781133274490 / € 60,99 Period of Examination

Period 2 Period 3 Period 4/5

Type of examination

Schriftelijk tentamen (open vragen)

Hours of study

Colleges: 24 uur Voorbereiding colleges: 24 uur Voorbereiding schriftelijk tentamen: 36 uur

Examination content

-

Sheet, artikelen en boek Consumer Behavior.

Resources at examination geen


Corporate Social Responsibility

Competence(s)

Performance indicator

Understanding and analyzing CSR policies and approaches and their practical implications for marketing (within the entertainment sector)


Individual research paper


During this advanced course the main concepts within the contemporary CSR debate will be dealt with, with a special attention to entertainment. The following are the main topics that will be covered in this course: 1. Globalization, businesses and social responsibility 2. Business ethics 3. Entertainment and social responsibility 4. Tools to understand CSR within companies (foot printing, reporting, certification etc.) 5. Understanding CSR themes (Fair Trade, Child Labor, Human rights, Climate Change.) The exact content of the course will be determined by actual events, news and developments within the field of CSR. Week 1: Introduction to basics of CSR including analysis of CSR policies, sustainable development, ethics and stakeholder theory. Explanation of main deliverables Week 2: Comparing CSR policies, presentations of companies, understanding CSR within Medium and Small Businesses Week 3: Critical look at CSR themes (Child Labor, Human Rights etc) and presentations Week 4: Overview of sustainable tools and how they work in practice Week 5: Understanding the relation between CSR and marketing , sustainable marketing and green washing Week 6: Practical work for final assignments


Corporate Responsibility: Governance, Compliance and Ethics in a Sustainable Environment 2/E / Tom Cannon / Financial Times Press / 2012 / ISBN10: 0273738739 & ISBN13: 9780273738732 / IMPORTANT: THE FINAL READINGS MATERIALS FOR THIS COURSE WILL BE ANNOUNCED DURING THE FIRST LESSON. DO NOT BUY THE BOOK YET!

Examination code:


Type of examination

Presence rule

Period 1 Period 2 Period 3 Period 4/5 Opdracht / paper

Hours of study

Colleges: 24 uur Voorbereiding colleges: 24 uur Voorbereiding schriftelijk tentamen / maken toetsopdracht: 36 uur

Examination content

1.Presentations during class 2.An oral exam based on the individual paper When two or more times absent -0.5 point of exam grade

Resources at examination Desk research, literature and lectures covered during classes meetings.

Name Advanced Course Competence(s)

Performance indicator Professional product(s) Main subjects / short description module


Examination code:

Cultural Entrepreneurship

Cultureel ondernemerschap is een actueel onderwerp voor vele instellingen en professionals die actief zijn in de culturele branche. Subsidies en sponsorbedragen zijn voor een groot deel verdwenen en ondernemerschap is een must om het hoofd boven water te houden. Tijdens dit vak zijn we actief bezig met onderzoeken naar, en uitwerken van mogelijkheden, om bijvoorbeeld kunstenaars of schouwburgen winstgevend te maken. Projectmanagement, onderzoek, marketing, communicatie, financiële onderbouwing en strategisch management komen aan de orde. Het gaat hierbij om concrete opdrachten voor echte opdrachtgevers binnen de culturele sector. Management voor de culturele sector Marc Altink en Peter Bosma Uitgeverij Coutinho/2011 ISBN: 9789046902103/ €34,50



Examination content


Periode 1 Periode 2 Periode 3 Periode 4/5 Opdracht Colleges: 28 uur Voorbereiden colleges: 28 uur Maken opdracht: 28 uur Je maakt voor een echte culturele opdrachtgever uit Nederland een marketing/communicatieplan waarmee je het rendement van de ondernemer verhoogd. Onderwerpen zoals bij de modulebeschrijving worden verwerkt in het plan.


Entertainment Television

Competence(s) Professional product(s) Main subjects / short description module

 TV-format In this course students are going to create their own format for a tvshow. In steps they’ll develop a format that is compatible with modern demands. How to make an innovating format that is commercially

interesting? Mandatory literature

Articles and documents on intranet

Examination code


Period 1 Period 2 Period 3 Period 4/5


Assignment Colleges: 24 hours Preparation colleges: 30 hours Preparation written exam / making assignment: 30 hours

Examination content

The quality of the format and possibilities for exploitation



European Grant Management

Competence(s)


-

-

-

-

Week 1: Het subsidielandschap o Inleiding begrip subsidies en financieringsinstrumenten o Beschrijving subsidielandschap  Nationaal  Europees  Fondsenwerving o Het subsidieproces en belangrijke begrippen o Enkele specifieke regelingen voor het Creatieve domein o Hoe blijf je op de hoogte? o Opdracht:identificeer de juiste subsidiekanalen voor je project Week 2: De Match en het projectplan o Bespreken opdracht o Hoe maak je de match tussen subsidie en idee? o Starten van een project(plan) o Enkele praktijkvoorbeelden o Opdracht:stel een globale projectschets op (max. 1 A4) Week 3: de Praktijk van een goed projectplan (1) o Presentatie: praktijkvoorbeeld cultureel ondernemerschap o Het begint met een goed (ondernemers)plan met financiële onderbouwing  Inhoud, planning, organisatie  Exploitatieplan  (Project)Begroting  Alternatieve vormen van financiering? (crowdfunding, investeerders, sponsoring, samenwerking) Week 4: de Praktijk van een goed projectplan (2) o Vervolg op het ondernemersplan o Netwerkomgeving o Pitch o Presentatie: praktijkvoorbeeld cultureel ondernemerschap

-

-

Week 5: Subsidie management o Het proces na de aanvraag begint al vóór de aanvraag o Inhoudelijk projectmanagement o Financieel projectmanagement Week 6: Samenvatting o Terugblik vorige lessen o Opdrachtbeschrijving voor toetsing


-

Volgens format: Basisboek Eventmanagement – van concept naar realisatie / Gabrielle Kuiper / Uitgeverij Coutinho / 2008 / ISBN: 978 90 469 0098 7 / € 29,50 -

Examination code:


Period 1 Period 2 Period 3/4/5


Assignment Colleges: 28 hours Preparation colleges: 30 hours Preparation written exam / making assignment: 26 hours

Examination content -


Een schriftelijke opdracht waarin de student gevraagd wordt inzicht te tonen in het geleerde tijdens de advanced course. Onderwerpen: o Begrippenkader o Omgevingsanalyse o Match o Start projectplan

Name Advanced Course Competence(s) Performance indicator

Professional product(s) Main subjects / short description module


Event

Competentie 4: Het initiëren, (laten) ontwikkelen, plannen, vermarkten (laten)uitvoeren en evalueren van managen, op basis van relevante managementmodellen van evenementen, uitgaande van een event als marketingcommunicatie instrument.

Events have an impact, they matter and are more and more frequently used as a strategical tool. This course is all about the way organisations implement events as a marketingtool to reach out to their targetgroup. Topics: - Events as a strategical marketingtool - Events and relationshipmarketing - Events and marketingcommunication - Events and branding - Events and citymarketing - Touchpoints-theory - Effectmeasurement / Return On Investment Het Event als Strategisch Marketinginstrument / D. Gerritsen en R. van Olderen / Uitgeverij Coutinho / 2011 / ISBN: 9789046902417 / € 37,50 As soon as this book is available in an English version the English version will be mandatory, Students will be informed about this.

Examination code:




Written exam Colleges: 24 hours Preparation colleges: 18 hours Preparation written exam: 42 hours

Examination content

The (entire) book and the content of the classes (PPT-sheets, articles) Resources at examination -


Film Studies


Movie-review Paper combining Media theory and Film In this course students will learn to analyze films. In several steps we’ll work towards a paper combining a theory with a film. Students will also write a movie-review based on terminology of Film Studies and analyze short clips as a practice for analysing a movie.


Film Art: An Introducion 9th Revised edition / David Bordwell and Kirstin Thompson / McGraw-Hill Education / 2012 / ISBN: 978-0071318310/ € 50,99

Examination code



Examination content Resources at examination

Period 1 Period 2 Period 3/4/5 Assignment Colleges: 24 hours Preparation colleges: 18 hours Preparation written exam / making assignment: 42 hours Review Paper on a film


Futures studies and scenarioplanning

Competence(s) Performance indicator





Beoordelen van strategische opties voor de nationale en/of internationale markt op basis van de analyse.  Rapporteren en overtuigend presenteren van de resultaten en verantwoorden van de analyse, inclusief verantwoorden van de aanpak en geven van een advies over het vervolgtraject.  Beheersen van de Engelse taal op Europees taalniveau B2+. A scenario planning process report, with 4 future scenario’s described and 1 sceanrio visualised in detail, for a company/institution within EME sector. The process of scenario building method consists of elaborate future trendresearch on different levels and creating new possible new futures from that research, in order to cope with uncertainties in making strategic decisions on the long term. The research part consists of: determining the scenario decision focus , data collection through expert interviews and elaborate trendresearch on macro, sector and consumer behavior level. Analysing by impactinsecurity matrix, determining the axes of uncertainty. When all this is done, the creative part starts: Constructing the scenario’s: Describing the scenario’s using the research outcomes and making them into imaginative stories by use of storytelling and visualizing methods.


The scenario process, research and constructing is a process that needs sparring and cooperation. During the course you will work together in a group. The actual scenario report, however, will be an individual assignment. The outlines of the assignment will be published on sharepoint. Retakes are completely individual. Articles: van 't Klooster, Susan A, & van Asselt, M. B. A. (2006). Practising the scenario-axes technique. Futures, 38(1), 15-30. doi:10.1016/j.futures.2005.04.019 Robert Baldock. (1999). 5 futures. Management Review, 88(9), 52 Internet sources like www.futuretimeline.net and www.kurzweilai.net will be used to gain technological innovation data (underpinned with academic references) Sectortrends: Entertainment and Media outlook 2012-2016 (PWC) (available at school for inspection, no need to buy yourself) To be completed with additional articles and sources that will be provided for on sharepoint.

Examination code:


Periode 2 Periode 3 Periode 4/5

Type of examination

Opdracht

Hours of study

Colleges: 6 x 4 uur Voorbereiding colleges: 6 x 3 uur Voorbereiding schriftelijk tentamen / maken toetsopdracht: 42 uur

Examination content

Mandatory literature, slides from ppts in class (available on sharepoint). Additional articles available on sharepoint. Available data from trendreports (sector) can be found on sharepoint as well as the exact outlines of the assignment.



Games


Offer containing (practical) concepts, communication trajects and budgets The game and its environment



Examination code

In this course, we take a closer look at the game’s environment and the leading role the game designer has to within this environment. Keywords are: organising, managing, motivating, analysing, evaluating, testing, the players, the team and the market. The second part of Jesse Schell’s ‘The art of game design’ is used as a guideline throughout the course. This part of the book has a clear focus on the game environment. The theory explained in the lectures is practiced by means of an assignment. This assignment is the course’s final test and will be supplemented at the end of the course with questions about the course´s content. The Art of Game Design – A book of lenses / Jesse Schell / Elsevier Science & Technology / 2010 / ISBN: 9780123694966 / €44,99 Period of Examination

Type of examination

Hours of study

Examination content


Period 1 Period 2 Period 3 Period 4/5 Written exam Assignment Bonus assignment Colleges: 24 hours Preparation colleges: 36 hours Bonus assignment: hours Preparation making assignment: 24 hours d.n.a.

d.n.a.

Naam Advanced Course

Generation Studies, the Internet & Brains

Competentie(s) Beroepsproduct(en) Hoofdonderwerpen / korte omschrijving module

Doelen Advanced Course: - Studenten bewustmaken van hun eigen media- en digi bewustzijn, informatieverwerking en hersenonderzoek over de werking van internet op het brein. - Studenten informeren over het media- en digibewustzijn en informatieverwerking van de oudere generaties. - Studenten ervaring laten op doen over dit onderwerp door ze een onderzoek te laten doen in de praktijk. Dit onderzoek richt zich op de oudere generaties, specifiek de protestgeneratie en hoe zij internet gebruiken. - Studenten door bovengenoemde doelen, kennis en ervaring op te laten doen die toepasbaar is in hun stages en eerste baan. Opbouw lesprogramma Lesweek 1 Kick off | Hersenen en internet Vorm Hoorcollege & practicum Lesweek 2 Vorm

Generatie Y Workshop

Lesweek 3 Vorm

Sociale media & ik Workshop

Lesweek 4 Vorm

Onderzoek theorie & voorbereiding Workshop

Lesweek 5

Fieldtrip

Lesweek 6 Vorm

Onderzoek praktijk Workshop

Tentamenweek van periode 1 Presentaties van onderzoek & video interactiemateriaal Vorm Workshop Tentamen Vorm Inhoud

Docenten Verplichte literatuur

Schriftelijk & mondeling Inleveren opdracht & compilatie video materiaal Presenteren onderzoeksrapport plenair in de klas Nicole de Boer & Sabina Meiling

Generaties Werk in uitvoering / Aart Bontekoning /Uitgeverij De Vrije Uitgevers / 2012 / ISBN: 9789490463212 / € 19,95

Het puberende brein/ Eveline Crone / Uitgeverij Bert Bakker/ 2008 / ISBN: 9789035132696 / € 17,95 Kopieerkosten

€ 15,00

Toetscode


Periode 1 Periode 2 Periode 3 Periode 4/5

Toetsvorm

Schriftelijk tentamen Opdracht Bonusopdracht: inleveren van een digitaal huiswerk portfolio. In dit portfolio staat iedere uitgewerkte huiswerkopdracht van les 1 t/m 6

Studiebelasting

Colleges:28 uur Voorbereiding colleges:28 uur Voorbereiden & maken opdracht: 28 uur

Tentamenstof

Tentamen wordt gegeven in de vorm van een opdracht. De criteria waaraan de opdracht moet voldoen. Criteria voor de opdracht: A. Het onderzoeksrapport a.Het rapport wordt geschreven in tweetallen b. Reflecteert het verloop, uitkomsten en conclusies van het onderzoek gedaan ten behoeve van de Advanced Course c. Beslaat minimaal 15 en maximaal 20 pagina’s d. Deze pagina’s zijn exclusief voor-en achterkant en inhoudsopgave e. Deze pagina’s zijn inclusief voorwoord, samenvatting (deze samen zijn 1 pagina), bijlagen zijn maximaal 3 pagina’s f. Lettertype Calibri, puntgrootte 11, interlinie 1 g. Goed leesbaar geschreven in correct Nederlands en minimaal door twee andere studenten uitdezelfde Advanced Course nagelezen en gecorrigeerd

B. De presentatie

h. De presentatie wordt gegeven in tweetallen, beiden zijn evenredig veel aan het woord i. Duur van de presentatie is 5 minuten inclusief de videofragmenten uit het onderzoek, vragen worden door de docenten tijdens de presentatie gesteld j. De presentatie reflecteert de conclusies en eventuele aanbevelingen uit het onderzoeksrapport C. Een essay k. Is individueel geschreven l. Reflecteert inhoudelijk op de nieuwe de inzichten van de student over het begrip digibewustzijn en die van de generaties waarnaar onderzoek is gedaan m. Verwijst naar minimaal 3 betrouwbare bronnen(internet en/of literatuur) deze bronnen onderbouwen hetgeen wat in het essay wordt geschreven. Deze bronnen worden als tekst bijgevoegd en op iedere tekst wordt gearceerd welk deel van de bron de inhoud van het essay ondersteunt n. Minimaal 700 en maximaal 800 woorden o. Lettertype Calibri, puntgrootte 11, interlinie 1 p. Goed leesbaar geschreven in correct Nederlands en minimaal door twee andere studenten uit dezelfde Advanced Course nagelezen en gecorrigeerd

De opdracht wordt in tweevoud, hardcopy ingeleverd bij de balie tijdens de laatste werkdag van de eerste tentamenweek in periode 1. De afsluitende presentaties vinden plaats in de tentamenweek van periode 1. Hulpmiddelen bij toets

De verplichte literatuur, de PPT’s en alle aantekeningen.


Imagineering

Competence(s)



Examination code:

Conceptbook Imagineering is an optional course. The focus in this Advanced Course Imagineering is on changes in society, the purpose and the meaning of concept development, and practical examples of successful concept development in creative industries. Imagineering originated in the world of amusement parks and therefore the main part of the course is an assignment in concept development for the most successful amusement park of Europa: Europa-Park in Rust. Additional subjects: branding, creative techniques, personas, vision development, implementation of concepts, design. A (guided) field trip to Europa-Park will be part of this course. Lecturers: mrs. Sanne Knitel & mr. Pieter Cornelis - Powerpoint slides - Experience / Anne Snel / 2011 / Free download on: http://www.annasnel.nl/#!my-research Period of Examination


Examination content


Period 1 Period 2 Period 3/4/5 Assignment Colleges: 24 hours Preparation colleges: 24 hours Preparation written making assignment: 36 hours Concept book (how to translate your analysis and ideas in a visually appealing way?) Parts are:  Analysis  Vision  Concept  Implementation


Leadership

Competence(s) CE

Performance indicator Professional product(s) Main subjects / short description module per week

Mandatory literature + ISBN

Portfolio with essays and completed assignments. 1. Management VS leadership,Timeline leadership, the leader: traits, skills and style. Furthermore we discuss the chapter 1 and 2 from Kouzes & Posner. 2. Contingency leadership theory + chapter 3 (model the way) Kouzes & Posner. 3. Transformational leadership 5,6 4. Envision & Encourage the heart + (chapter 4 and 7 ?) 5. Practical assignment. 6. Developing leadership Reflection upon leadership style using Business Model You methodology. The Student Leadership Challenge | Barry Z. Posner,Barry Z. Posner & James M. Kouzes Five Practices for Exemplary Leaders. ISBN: 0470177055 Business Model You | Yves Pigneur, Alexander Osterwalder & Timothy Clark. A One-Page Method For Reinventing Your Career. ISBN: 1118156315 Articles used in class and published on the portal.

Examination code


Type of examination

Period 1 Period 2 Period 3 Period 4/5 Assignment

Hours of study

Colleges: 24 hours Preparation colleges: 60 hours

Examination content

Lecture materials (might include some articles), mandatory literature,

Resources at examination None



Live Entertainment

During the Advance Course Live Entertainment you learn how the live circuit works. You will know how different players interact and what position they claim. You should be able to organize an event in a small venue and even plan a show in mayor hall like the Ziggo Dome. Week 1 – An introduction in live entertainment Week 2 – The costing, that’s what it is all about! How to set up a proper costing, what deals to make and how to be a good negotiator. Week 3 – The right program for your venue or festival How to make a year through planning regarding the profile of your venue or festival. And how do you know how many visitors will attend your show? Week 4 – The Euros and Dollars Into finance! You will know what a deposit and settlement is and how to keep your books up-to-date. Week 5 – Aftersales Proper aftersales will make your job much more easy. How to build a relationship with the acts and their agents. Week 6 – start a festival


Examination code:




Written exam Colleges: 28 hours Preparation colleges: 28 hours Preparation written exam / making assignment: 28 hours



Music


The thought and thought process that have lead the modern music industy into the position they are in today, will never be the same as the ones who can solve the current problems. From a strategic level we will analyse what has happened so far in the music industry and which thoughts have lead them into their current position. We will think about new views or even new ways within the industry and how we describe this conceptually. All aspects of importance will be looked at. We will travel back in time with the knowledge we have now and give ourselves the opportunity to reshape the music industry.

Mandatory literature Examination code




Period 1 Period 2 Period 3 Period 4/5 Assignment Colleges: 24 hours Preparation colleges: 18 hours Making assignment: 42 hours To be announced in PPT-sheets, also available at intranet


Storytelling

Competence(s)


research report, presentation, corporate story We are all living in the digital age; the age of community. For marketers, no longer is the conversation about persuasion to buy, rather it’s about to join. In our digital age powered by the social web, no longer can marketers demand customer’s attention; they must earn and deserve it by connecting profoundly to the heart of their unspoken desires. Additionally, we have all become citizens of the digital global tribe with the power, tools and means to tell our own stories. Customers tell the real story of brands now. For this reason, brand storytelling in the digital age is more important than ever. During this course, students will learn about general transmedia storytelling techniques, with a strong focus on digital methods. Students will learn to tell stories with a business goal in mind.


During this course, students will develop a transmedia brand storytelling concept, with a strong focus on business, marketing, planning, story / treatment and the functional specification. Please note that this not merely a writing class. Books, articles and lecture slides. Students are not obliged to buy the books, online references to the articles will be mentioned in the course outline. Books we will use: Jenkins, Henry; Jenkins, Henry; Handler Miller, Carolyn; interactive entertainment Smith, Paul;

Convergence culture Spreadable media Digital Storytelling: A creator's guide to Lead with a Story

Examination code




Assignment Colleges: 24 hours Preparation colleges: 10 hours Making assignment: 24 hours

Examination content

End report. Students will work in groups.


books, articles and colleges


Radio Management

Competence(s)


Bij Radio Management krijgen de studenten inzicht in de radiomarkt. En ze komen alles te weten over een radiostation. Zoals het format, muzieksceduling, programmering, productie, marketing en sales en budgettering. Kortom na 6 weken Radio Management ben je meer dan thuis in de radiowereld.

Mandatory literature Examination code



Type of examination

Assignment + presentation

Hours of study

Colleges: 24 hours Preparation colleges: 18 hours Preparation written exam / making assignment: 42 hours



The Psychology of Courage

Competence(s)



Examination code:

Concept (LOCO-competence 4) Presentation, portfolio (LOCO-competence 5) In this Advanced Course students will learn to understand the dimensions and indicators of courage. Courage is the ability to overcome risks and to achieve personal goals. Courage is a key factor in personal success and personal effectiveness. The focus is on courage in a social and business environment: entrepreneurship, networking, negotiating, leadership, career development, job applications, decision making. Students will learn to apply the principles of courage in order to achieve personal growth. Literature includes The Psychology of Courage by C.L.S. Pury and Courage: it’s Nature and Development by N.H. Goud. There will be a theoretical exam half way the Advanced Course. The final assessment is based on a written personal agenda by the student: an individual script related to personal courage in a business setting in the event, music & entertainment context. Psychology Of Courage, Modern Research On An Ancient Virtue, C.L.S. Pury & S.J. Lopez, ISBN 1433808072 (€ 51,99) Period of Examination


Examination content

Period 1 Period 2 Period 3 Period 4/5 Written exam (after 3 weeks) Assignment (after 6 weeks) Colleges: 6 x 4 hours Preparation colleges: 10 hours Preparation written exam / making: 5 hours assignment: 25 hours

Mandatory literature + PPT’s Individual script related to personal courage conform the instructions and qualifications explained in the mandatory literature and the lectures. Resources at examination Student Manual (as provided digitally)

Naam module

Theme Park Concepting

Competenties

Prestatie indicator Beroepsproducten Hoofdonderwerpen / korte omschrijving module

Projectplan/ Offer containing (practical) concepts and budgets Throughout the world the themed space has grown in ubiquity, popularity, and diversity. Theming involves the use of an overarching theme to create a holistic and integrated spatial organization of a consumer venue. Theme parks have become ‘cathedrals of consumption’. During this course you will learn to develop an appealing, and long term effective concept for a theme park resort. Week 1: Introduction (ch.1,2,4) Course outline, assignment, grading policy, etc. The development and categorization of theme parks Definitions and social origin of theme parks Profile of major theme park operators Week 2: Theme parks and the entertainment society (ch.3,5,6) Globalization of the theme park industry Theme parks and the commercialization of leisure Urbanism of theme parks and spatial innovation Week 3: Master planning (ch.7,8,11) The social, environmental and cultural impact of theme parks The development of theme park destinations The architectonic design of a theme park Routing, flow and capacity Roller coaster math (calculating the design day) Week 4: Feasibility studies (ch.9,10) Factors influencing the development process Locational factors of theme park development Basic principles of theme park planning Project development and viability Financing theme park projects Week 5: Disney and theming (handouts) The Disney principles Imagineering the Disney way The Disney brand web The theming landscape and processing model Effects of theming on visitor attendance

Week 6: Brand Based Imagineering (handouts) Towards an integrative theme park experience Wrap up and exam preparation Final presentations Verplichte literatuur + ISBN

-

The global Theme Park Industry / Salvador Anton Clavé / CABI International / 2007 / ISBN: 9781845932084 / € 46,99

Toetscode:



Toetsvorm

Individual written exam Group assignment

Studiebelasting

Colleges: 24 hours Preparation colleges: 12 hours Preparation written exam / making assignment: 48 hours - Literature: book S. Anton Clavé (2007) - Slides: all used slides - Handouts: articles that are handed out or discussed. Open book exam

Tentamenstof

Hulpmiddelen bij toets

Modulebeschrijving 2013-‐2014 Advanced Course: Name Advanced Copywriting Course Examination code

-‐ wordt ingevuld -‐

Competence(s) Performance indicator Schrijven, werven van klanten/opdrachten Professional product(s)

Resultaat zijn tekstuele en conceptuele eindproducten*, die aan alle gangbare eisen van het werkveld voldoen. * o.a. (film/tv/radio/commercial)script, advertentie, website, brochure, advies, storyline, pitch, email, persbericht, songtekst, theaterstuk, roman.


Week 1 Hoe schrijf jij? Wat zijn je doelen? WtWc Week 2 Klanten en klussen werven Week 3 Inspiratie delen Week 4 Schrijfatelier Week 5 Generale repetitie Week 6 Klantpresentaties (let op: deze Advanced Course biedt vanwege de intensieve begeleiding slechts toegang voor een beperkt aantal studenten. Wil je zeker zijn van een plaats? Schrijf je op tijd in en zorg ervoor dat je helder hebt wat je doelen zijn en welk(e) eindproduct(en) je wilt maken. Meer weten? [email protected])


Minimaal één boek dat bij jouw doelen past!

Examination code: -‐ wordt ingevuld -‐


Verwijderen wat niet van toepassing is Period 1 Period 2 Period 3

Type of examination

Assignment Bonus assignment

Hours of study

Colleges: 24 hours Preparation colleges: 12 hours Bonus assignment: 8/16 hours Preparation making assignment: 8/16 hours

Examination content

Je wordt beoordeeld op twee producten. 1) Groepsproduct voor opdrachtgever 2) Persoonlijk tekstueel eindwerk


Course description 2013-‐2014 Advanced Course: Name Advanced Effective Marketing Communication Course Examination code

-‐ wordt ingevuld -‐

Competence(s) Performance indicator Professional product(s) Main subjects / short description module

Marketing communication plan. We will discuss the various components of an effective marketing communication plan, focusing on how to realize marketing communication objectives through a marketing communication campaign. Main topics: • Defining marketing-‐communication target groups and goals • The importance of a distinctive value proposition as a core element in an effective marketing-‐communication plan • Marketing-‐communication strategy, tools and budgeting • Integrating a social media strategy in a marketing communication plan • Marketing communication planning and execution All classes will start with a theoretical introduction, after which you will bring theory into practice through various assignments. During the course you will work on a team assignment in which you and your team will create a comprehensive Marketing Communication Plan about a self-‐ chosen topic or a case provided to you. At the end of the course you and your team will present and defend your marketing communication plan.


- PowerPoint slides (will be made available to you during the course). - Marketingcommunicatiestrategie / Ko Floor & Fred van Raaij / Noordhoff uitgevers BV / 2010 (Dutch) / € 74,50 or: - Marketing Communication Strategy / Ko Floor & Fred van Raaij / Noordhoff uitgevers BV / 2011 (English) / € 74,50

Examination code: -‐ wordt ingevuld -‐


Period 1 Period 2 Period 3

Type of examination

Assignment

Hours of study

Colleges: 24 hours Preparation colleges: 24 hours Bonus assignment: hours Preparation of the assignment: 36 hours

Examination content

To be able to complete the assignment, you will need to know and understand the structure of a marketingcommunication plan according to Marketing Communication Strategy (Ko Floor & Fred van Raaij).


Advanced Courses CO. AANBOD Optional AC SEMESTER 1 - periode 1

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