competentie 1 competentie 2 competentie 3 competentie 4 competentie 55

MODULES HOOFDFASE MANDATORY Advanced Course Applied Research Advanced Course Concepting Plus Advanced Course Creativity & Personality Advanced Course Strategic Communication Management Special Weeks OPTIONAL Advanced Course Artist Management (will follow soon) Advanced Course Big Data & Data Marketing Advanced Course Copywriting Advanced Course Corporate & Social Responsibility Advanced Course Cultural Entrepreneurship Advanced Course Dance Advanced Course Concepts in a Digital Age Advanced Course Ethics Advanced Course Eureopean Grant Management (will follow soon) Advanced Course Event Advanced Course Film Studies Advanced Course Futures Research & Trendwatching Advanced Course Gaming Advanced Course Generation Studies Advanced Course Interview Advanced Course Leadership (will follow soon) Advanced Course Manipulating Consumer Behavior Advanced Course Music Advanced Course Psychology of Courage Advanced Course Radiomanagement Advanced Course Television Studies Advanced Course Theater Marketing Advanced Course Themepark Concepting Advanced Course Themepark Economics Advanced Course Transmedia Storytelling

2 4 6 8

10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52

1

compEtENtiE 1 aNalYsErEN & oNdErZoEK

compEtENtiE compEtENtiE 55 rEprEsENtErEN

compEtENtiE 2 oNtwiKKElEN VaN EN adVisErEN oVEr commuNicatiEBElEid

compEtENtiEs compEtENtiE 4 crEËrEN EN rEalisErEN

compEtENtiE 3 plaNNEN EN orgaNisErEN

Naam modulE

APPLIED RESEARCH - 2259ACCO02 1

compEtENtiEs

Geef aan in hoeverre de competenties verwerkt/ gedekt is in de module . 1. minimaal - 5. maximaal

BEroEpsproductEN

VErplichtE litEratuur + isBN

toEtsVorm

studiEBElastiNg

2

2

3

4

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 Research proposal, management summary.

Will be anounced on ACI portal.

Exam.

Lectures: 24 hours Preparation for lectures: 24 hours Preparation for exam: 36 hours

tENtamENstof

Will be anounced on ACI portal.

hulpmiddElEN Bij toEts

None.

5

hoofdoNdErwErpEN / omschrijViNg modulE

This module revolves around setting up and conducting applied research. The lectures follow the sequence of a research report: translating a question from the field into a relevant research subject, selecting relevant literature, doing preliminary research, constructing a problem analysis, formulating main- & sub-questions and research goals, choosing a research design, analyzing (semi-) academic literature, designing research instruments, analyzing data, reporting results, conclusions and discussion, constructing recommendations, reporting according to APA-guidelines. During the course there is a lot of emphasis on writing a research proposal. This research proposal is the first step toward your final thesis. NB: examination can be related to this research proposal.

3

COMPETENTIE 1 ANALYSEREN & ONDERZOEK

COMPETENTIE COMPETENTIE 55 REPRESENTEREN

COMPETENTIE 2 ONTWIKKELEN VAN EN ADVISEREN OVER COMMUNICATIEBELEID

COMPETENTIES COMPETENTIE 4 CREËREN EN REALISEREN

COMPETENTIE 3 PLANNEN EN ORGANISEREN

NAAM MODULE

COMPETENTIES Geef aan in hoeverre de competenties verwerkt/ gedekt is in de module . 1. minimaal - 5. maximaal

BEROEPSPRODUCTEN

VERPLICHTE LITERATUUR + ISBN

TOETSVORM

STUDIEBELASTING

4

CONCEPTING PLUS - 2259ACCO04 1

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5

2

3

4

5

● ● ● ●

Creative report (infographic style)

Powerpoint slides, articles, hand-outs

Assignment

Lectures: 24 hours Preparation for lectures:24 hours Preparation for assignment: 36 hours

TENTAMENSTOF

Concept thinking, branding, vision development, implementation of concepts, service design, experience, facilitating skills

HULPMIDDELEN BIJ TOETS

None

HOOFDONDERWERPEN / OMSCHRIJVING MODULE

The assignment of this course is creating your own concepting model to analyse an existing international concept (groupwork) in order to give recommendations for implementation (individual work). Together, this creates a creative report with both the group- and individual work. The focus of this Advanced Course Concepting Plus is on different methods of concept development. We will break down existing concepts and analyze them, thus trying to make them better, and create even better new concepts. Your research into existing concepts, as well as your fellow students' research, will be both facilitated and integrated into the program by the lecturers and yourselves, creating live and current material for your professional development.

5

ADVANCED COURSES MODULE BESCHRIJVING






Naam modulE

CREATIVITY & PERSONALITY 1

compEtENtiEs


BEroEpsproductEN VErplichtE litEratuur + isBN toEtsVorm studiEBElastiNg

tENtamENstof

2

3

4

5

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 Concept (LOCO-competence 4) Means of communication (LOCO-competence 4) How to be an Explorer of the World / Keri Smith / Publisher Penguin Books Ltd. / 2011 / ISBN: 978-0-241-953884 / €15,99

Assignment Colleges: 24 uur Voorbereiding colleges:24 uur Voorbereiding opdracht: 36 uur

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. At the presentation, the creator of a type 2 concept already puts forward proposals for pilots or satellites that are feasible, and could pave the way for the ideal.


6

Literature and classes


In this Advanced Course, students will explore their own personalities, and the important role of creativity therein. 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 life? Students discover their own, personal style. They use an artistic approach, both materially and conceptually: they materialize. Students are challenged to step out of their comfort zone, and cross borders, both mentally and creatively. The process is executed in an organized, intentionally positive context, in which the shaping of ideas is received in a distinctly positive and constructive way. One group excursion, as well as individual visits to inspirational sites, are included in this course (this includes travel costs and entrance fees for students.)

COMMUNICATIE

MODULE BESCHRIJVING JAAR 1

7






Naam modulE

STRATEGIC COMMUNICATION MANAGEMENT - 2259ACCO03 1

compEtENtiEs


BEroEpsproductEN

VErplichtE litEratuur + isBN toEtsVorm studiEBElastiNg

tENtamENstof hulpmiddElEN Bij toEts

8

2

3

4

5

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 - Analysis organisation identity (competentie 1 + 2) - Issue analysis (competentie 1 + 2) - Stakeholder analysis (competentie 1 + 2) - Strategic communication advisory on issues management and crisis communications (competentie 2) - Translate strategic advice into tactical/ operational advice. (competentie 2) - Planning of communication (competentie 3) - Press release (compentie 2 + 4) - Pepresenting an organisation during a press conference. (competentie 2 + 5) Articles available on ACI Portal

Assignment Lectures: 24 hours Preparation for lectures:24 hours Preparation for assignment: 36 hours

Reputation management, issues management, stakeholder analysis, crisis communications. Not relevant.


This course is about issue management and crisis communications. These are considered relevant fields in corporate communications management and are closely related to reputation management. Issues management and crisis communications are becoming increasingly important as a result of social media. You analyse issues to be better prepared when a crisis occurs. Effective issue management could be considered a form of crisis prevention. Issue management is about the timely recognition of risks and opportunities with regard to relevant (social) issues. It’s about responding to these in such a way that the reputation (and business) of the organisation suffer the least possible damage or even benefit from them. Every issue has its own arena of relevant stakeholders you have to be aware of. Based on the issue analysis, you think of possible crisis scenarios. You translate the results of the issue and stakeholder analysis into a strategic advisory on issue management and crisis communications. Crisis communications is designed to protect and defend an organization facing a public challenge to its reputation. These challenges occur in many different forms, such as natural disaster, financial crisis, product recalls, leadership crisis, etc. You learn how to respond in a crisis situation, in accordance with the organization's identity, to manage reputation damage, or even use the crisis to (re)build your reputation.

9

COMMUNICATIE






Naam modulE

SPECIAL WEEKS 1

compEtENtiEs


BEroEpsproductEN


toEtsVorm

studiEBElastiNg

tENtamENstof


10

2

3

4

5

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 A Project plan, an individual analysis, a written strategic advice and presentation.

Hand outs and documents regarding the Special Weeks

Product A: Group product, Product B: Individual product, Product C: Group product

In total: 2 ECTS (56 hours) Preparation: 16 hours Total of the Special Weeks including assignments: 40 hours


Presence in the last and physical week of the Special Weeks is mandatory regarding working in teams. Overall Assignment During the special weeks (total time including preparation three weeks) you work on a strategic advice towards your client. The assignment contains two group products and one individual product. Product A – Project plan - Group product Write a project plan. In this plan you introduce your [consultancy] as a group, [it's] organizational structure and the corporate identity using a Master class (innovative business) as inspiration. You also include a debriefing and a project proposal. The debriefing consists of a written feedback based on the briefing. The purpose of the debriefing is to avoid misunderstandings in the initial phase of the project. The project proposal consists of all assumptions and constraints of the project. It includes a planning for the following weeks and a division of subjects for the individual analysis. Product B – Analysis - Individual product Use a Marketing model which is new to you and use it to write a business and environmental analysis. Start the product with a brief analysis of the model and why you use this model. Secondly use the model to write the business and environmental analysis. Convert this information to relevant knowledge for your client and college students. You present your models and findings to your group members to learn from each other. Product C – Strategic advice - Group product Based on the analysis a usable strategic market/communication advisory will be written. The advice should be a long-term advice. Analyze the individual products, summarize the important highlights and use this as a fundamental base for your advice. The advice should include an elaboration of marketing communication tools.

11

ADVANCED COURSES


MODULE BESCHRIJVING





Naam modulE

BIG DATA & DATA MARKETING 1

compEtENtiEs


BEroEpsproductEN


toEtsVorm

studiEBElastiNg

12

2

3

4

5

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 Adviesrapport, marketingplan of marketingcommunciatieplan nav analyse

Big Data: A Revolution That Will Transform How We Live, Work, and Think / Viktor Mayer-Schonberger & Kenneth Cukier March / 2014 /ISBN: 9780 5442 2775 0 / € 13,99 Tentamen

Voorbereiding colleges: 36 Colleges: 24 Voorbereiding tentamen: 24

tENtamENstof

Boek, artikelen, alle behandelde stof in de colleges.


Geen


Probably you've heard the phrase big data a hundred times and still you don't exactly know what's meant with it. Big data describes the exponential growth and availability of data. It may be as important to business and society as the Internet has become. Why? More data may lead to more accurate analyses which could be used to make internal processes and marketing efforts more efficient and effective and to grow businesses. In this course we will find out what big data and data marketing is, how data is collected, processed and what companies, including those in the EMEG branche, do with all this data. Various persons from the field will give guest lectures about how big data and data marketing is used in their companies.

COMMUNICATIE


13







Naam modulE

CONCEPTS IN A DIGITAL AGE 1

compEtENtiEs Geef aan in hoeverre de competenties verwerkt/ gedekt is in de module . 1. minimaal - 5. maximaal

BEroEpsproductEN VErplichtE litEratuur + isBN

toEtsVorm

2

3

4

5

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 Videodiary Literature / Articles can be found on the portal Recommended blogs: Techcrunch; Trendwatching; FastcoDesign; The Next Web; The Verge; Wired Magazine; Kickstarter; Mashable

Individually you will make a video diary of your own personal development during the course. In this diary you need to: - Explain three unknown digital terms - Test an app/webplatform and give a review - Interview a digital expert - Share your thoughts and opinion If you fail / have failed, the same assignment applies.

studiEBElastiNg

tENtamENstof


14

Lessons: 24 hours. Preperations for the lessons: 24 hours Final assignment: remaining hours (distributed over the entire duration of the course). All of the lessons (presentation + discussion) and the articles on the portal

Whatever is needed


Dear communication-professional, chances are that you will start working for a company that has ‘Digital’ in its core. Nowadays, international players like Mailchimp, AirBnB, Waze, Etsy and Pinterest are true digital players, and they are worth billions. Dutch companies like Booking.com, Werkspot and Coolblue have created strong digital business. By using clever propositions, innovative business models and a progressive business culture, they have won over the hearts of millions of customers. This Advanced Course gives an answer to the question how you, as a creative communication professional, can function effectively in such a dynamic digital environment. In this journey we will discuss questions like ‘with what kind of persons will we work together?’ or ‘Which terminology is used at these digital players’. What do you need to know and how can you prepare yourself properly for working in multidisciplinary teams? To be an effective communication professional, working for a Concept in a Digital Age, you’ll need this crash course to come up to speed. We will discuss the following topics: - A Strong Proposition & The Power of a Niche - Data, Data, Data & The Lean Startup - The Devil is in the Details & The Designer as a CEO - The Lean Startup & Work Principles Be prepared for terms like: UI, Scrum, Front-end, ZMOT, Planning Poker and Heatmaps. Be prepared for companies like: Square, Intercom, IFTTT, Strava, Placemeter and Pith.li. The lessons will give you a profound foundation of knowledge, but there is also room for Q&A in class. We will do this together. The assignment for this course is a dynamic one…you will make a video diary of your findings during this course and you will show it to your fellow classmates during the last lesson. This way, your development can help your fellow students as theirs can help you. You can film whatever you like. Feel welcome. Go Digital!

COMMUNICATIE


15






Naam modulE

COPYWRITING 1

compEtENtiEs


BEroEpsproductEN


toEtsVorm

studiEBElastiNg


16

2

3

4

5

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 Schrijfdossier met eigen werk bijvoorbeeld: advertentie, persbericht, blogpost, (tv/film/commercial)script, webstekst, (direct)mail, reflectie, sollicitatie. Aan de hand van de eigen leerdoelen zoeken studenten een boek.

Dossier met omstreeks 13 opdrachten en 'presentatie'' voor de klant.

84 SBU


Tijdens de Avanced Course Copywriting ga je aan de slag met verschillende opdrachtgevers. Leer je je mannetjes of vrouwtje te staan als schrijver(ster) in het werkveld. Verdiep je je in schrijftechnieken die voor jouw loopbaan van belang zijn. En maak je een flinke groeispurt door in zes pittige en bijzondere weken. "Het was een achtbaan van inzichten en verrassingen" "Mijn schrijfmojo is weer helemaal terug" "Door de course heb ik nu mijn eerste opdrachtgevers binnen" Invulling van de course is voor een groot deel gebaseerd op de wensen en inzet van de deelnemer. Denk aan onderwerpen als: - De kneepjes van het copywriting vak - Hoe haal je de aardappel uit je pen... - Vaarwel "Welkom", schrijven voor websites - Het eerste hoofdstuk van je debuut roman - Schrijf geschiedenis, de kracht van Storytelling - SUPERSCRIPTS! Voor tv, film, commercial of je presentatie - Winnen met woorden van klussen tot klanten - Maak van je blog een bestseller

17






Naam modulE

CORPORATE SOCIAL RESPONSIBILITY 1

compEtENtiEs


BEroEpsproductEN


toEtsVorm

studiEBElastiNg

18

2

3

4

5

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 kritisch artikel, kleine documentaire

Corporate Responsibility: Governance, Compliance and Ethics in a Sustainable Environment 2/ Tom Cannon / Financial Press Time / 2012 / ISBN: 9780 2737 3873 2 / €79,99 Individuele opdracht in vorm van artikel of mini documentaire. Studenten kruipen in de huid van een journalist en verrichten kritisch onderzoek naar een zelf gekozen CSR onderwerp. 84

tENtamENstof

Alle presentaties en onderwerpen die behandeld zijn in de colleges


Niet van toepassing, de toets is een eindproduct waarbij het gebruik van alle middelen is toegestaan


Companies within the Event, Music and Entertainment Industry are faced with a growing demand from consumers for sustainable products and services. In addition society at large increasingly expects companies to give something in return. Governments become more strict in environmental and socio-economic regulations. Companies that are active in the entertainment business need to find ways to deal with the environmental and social demands. During the course you will become familiar with understanding and analyzing Corporate Social Responsibility (CSR) policies and approaches. You will learn the practical implications for marketing and communication (within the entertainment sector) and learn how to deal with them. The following topics will be covered: 1. Globalization, businesses and social responsibility 2. Business ethics 3. Entertainment and social responsibility 4. Tools to understand CSR within companies such as foot printing, reporting and certification 5. Understanding CSR themes including fair trade, child labour, human rights, pollution and corruption. The exact content of the course will be determined by actual events, news and developments within the field of CSR. The course is a combination of (guest) lectures, field visit to company, discussions and (prepared) presentations. You are expected to bring your own opinion to the classroom.

19






NAAM MODULE

CULTURAL ENTREPRENEURSHIP 1

COMPETENTIES


BEROEPSPRODUCTEN


TOETSVORM

STUDIEBELASTING

20


2

3

4

5

● ● ● ● ●

Een eindverslag en de uitvoering van een sub-event binnen NU&STRAKS.

Er wordt gebruik gemaakt van literatuur, blogs, publicaties etc, verkregen uit eigen onderzoek.

Maken van, en presenteren van eindverslag. Tevens de ambitie om sub-event uit te voeren.

80 uur

TENTAMENSTOF

Eindverslag


nvt


Opdracht Cultural Entrepreneurship: Binnen dit vak is het de bedoeling dat er een culturele activiteit binnen het ‘NU&STRAKS’ programma georganiseerd en uitgevoerd wordt. De organisatie en uitvoering vindt plaats in groepen van vijf tot zes studenten. Er wordt een eindverslag gemaakt met een presentatie ter onderbouwing. In het eindverslag dienen de volgende zaken aan de orde te komen: 1. Voorblad: namen studenten met student-nummer, naam projectgroep, eigen huisstijl/logo, naam activiteit. 2. Inleiding: introductie projectgroep, missie/visie projectgroep, kernwaarden projectgroep, beschrijving van de projectgroep (individuele taken, bevoegdheden, contactgegevens) en beschrijving persoonlijke en groep-leerdoelen van iedere student en de groep (SMART) formuleren. 3. Individuele analyse van de doelgroep en uitgewerkt advies. 4. Strategisch advies voor de keuze van de activiteit (probleemstelling/vraagstelling) , waarom, hoe is deze keuze tot stand gekomen, doelstelling van het evenement (SMART formuleren) en te behalen eindresultaat. 5. Doelgroep beschrijving en beschrijving overige partijen/betrokkenen. 6. Beschrijving concept van de activiteit. 7. Beschrijving van het proces en eindresultaat incl.visualisatie. 8. Evaluatie van het eindresultaat (rendement van de activiteit, individuele evaluatie en groep-evaluatie, positieve en verbeter punten (tips en tops), financiële afwikkeling, conclusies, aanbevelingen richting opleiding). Bijlagen: 01. Begroting en definitieve eindbalans. 02. Peer-to-peer review 03. Overige relevante documenten (subsidieaanvragen, vergunningen etc).

Bij de beoordeling van het eindverslag wordt ook gekeken naar professionele lay-out, goede visualisatie, creativiteit, correct gebruik van de Nederlandse taal, prettig lopend verhaal (juiste inleiding bij ieder hoofdstuk), paginanummering, inhoudsopgave, voorwoord etc. Het verslag is leidend voor het cijfer en er is de ambitie om het programma uit te voeren.

21

ADVANCED COURSES


MODULE BESCHRIJVING





Naam modulE

DANCE 1

compEtENtiEs



2

3

4

5

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 Concept -Dutch Dance, 25 jaar dance in Nederland / Mark van Bergen / Xander Uitgevers / 2013 / ISBN: 9789401601153 / €19.95 -Last Night A DJ Saved My Life / Bill Brewster & Frank Broughton / Headline / 1999 / ISBN: 9780802146106 / €15,99

toEtsVorm studiEBElastiNg

tENtamENstof


22

Assignments Colleges: 24 hours Preparation colleges: 30 hours Preparation of the assignments: 30 hours To be able to complete the assignment,you will need to know and understand the history of dance music, the structure of the contemporary dance industry and must be able to develop and market your own, innovative dance event. Focus is on the Dutch (succesful) scene, but international history and developments are represented as well, as 'EDM' is taking over worldwide. -


From early birds like Eddy de Clercq, Dimitri and Joost van Bellen, via zeroes trance heroes Tiësto and Armin van Buuren till the US conquering 'EDM' of Hardwell, Afrojack and nubreed like Martin Garrix. If it ain't Dutch, it ain't much in dance music! This course introduces into dance music industry and history, particularly our nation's part of it. How en when did house music evolve and why are The Netherlands such a key player in the worldwide scene? Not only do we get to know things about one of Holland's biggest export products, we also start doing en breeding out things ourselves. What comes with it organising a dance event and can we succeed by concepting a new way in this supposingly stuffed market? Some lectures will be held on location, in cooperation with major dj's and producers. Let's team up with real players in the scene and pitch our own grown!

COMMUNICATIE


23






Naam modulE

ETHICS 1

compEtENtiEs


BEroEpsproductEN


toEtsVorm

studiEBElastiNg


24

2

3

4

5

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 Analysis of an ethical topic in which students present arguments in favour and against a normative statment.

Course Manual and Royalty Free Course Reader ("Ethics with a Pinch of Ontology and Epistemology, O. de Souza, 2013)

MC Exam - 40 questions on knowledge of ethical theories, concepts and principles (60%). Individual written assignment (40%). Classes: 24 hours (6 x 4 hours) Class Preparation: 12 hours (6 x 2 hours) Individual Assignment: 20 hours Ethics with a Pinch of Ontology and Epistemology, O. de Souza, 2013) None.


25

ADVANCED COURSES


MODULE BESCHRIJVING





Naam modulE

EVENT 1

compEtENtiEs


BEroEpsproductEN


toEtsVorm

studiEBElastiNg

26

2

3

4

5

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 Event Model Canvas, Customer Journey, Return on Investment model

Events as a Strategic Marketing Tool / D. Gerritsen en R. van Olderen / CABI Publishing / 2014 / ISBN: 9781780642611 / €58,99 Individual written test

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

tENtamENstof

The (entire) book and content of the classes (PPT-sheets)


Book, sheets classes


Do you think Red Bull´s Air Race World Championships or Crashed Ice Events are cool? Do you know the City of Utrecht paid about 8-10 Million euros to host the start of the Tour de France in 2015? These are just two examples of how organisations (brands) can use events to improve their image. Do you like creating creative concepts for events? Do you want to become an expert in Live Communication? Live communication is the most powerful tool that can be used to get your message to your targetgroup! This course is about Eventmarketing: how to use events within a marketing-/communication strategy? Besides this the course will also teach you about Customer Journeys (and includes a Customer Journey Assignment at an event-location). It includes a workshop about the EventModelGeneration-canvas, which is a powerful tool to empathize with different stakeholders and helps you to create valuable event designs. We will have a look at the future of Events / Live Communication. This course contains one or more excursions to for instance a Company where an eventmanager will explain how to use events in a branding campaign. Or an excursion to a City where the Coordinator Events will tell us about what this City values in their City Events and how these events fit in the City Marketing strategy. At each of these excursions you will gain insight into what it is really like to work in the field of marketing, communication or sales. And how all of these areas use events to communicate to their targetgroups. In this way you will experience the beauty of events as a live communication tool for marketing and communication!

COMMUNICATIE


27

ADVANCED COURSES


MODULE BESCHRIJVING





Naam modulE

FILM STUDIES 1

compEtENtiEs


BEroEpsproductEN


toEtsVorm

studiEBElastiNg

28

2

3

4

5

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 Movie-review Paper combining Media theory and Film

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

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

tENtamENstof

Video-essay and review


None


In this course students will learn to analyze films. In several steps we'll work towards a video-essay combining a theory with a film. Students will also create a movie-review based on terminology of Film Studies and analyze short clips as a practice for analysing a movie.

COMMUNICATIE


29

ADVANCED COURSES


MODULE BESCHRIJVING





Naam modulE

FUTURES RESEARCH & TRENDWATCHING 1

compEtENtiEs




30

2

3

4

5

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 Future scenario (report or other kind of visualization) Trendreport/ trendanalysis -What if, The art of scenario thinking for non profits / Searce and Fulton / GBN / 2004 / free available on internet. -Schoemaker, P. J. (1995). Scenario planning: a tool for strategic thinking. Sloan management review, 36(2), 25-50. (free available) -Additional articles available on the portal -All lectures on the portal. Assignment Bonus assignment

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

tENtamENstof

All presentations, all articles


none


In this module the entire field of futures studies will be touched upon, focussing in particular on scenario plannig and scenario building. Scenarios are a well known phenonemon in the field of futures studies. Scenario planning is not about predicting the future. It is about exploring the futureand increasing future consciousness. Being aware of what could happen, one is more likely to be able to deal with what will happen. Companies and institutions all over the world use the method of scenario planning to gain insights in possible futures in order to make strategic (long term) decisions. The first part of the course involves identifying and analyzing trends and uncertainties and exploring the implications of projecting them forward. These trends and uncertainties include political, economic, social and most of all technological trends and developments on different levels (Macro trends, industry trends and consumer behavioural trends). Moreover, some scenario techniques like Causer Layered Analysis and Delphi method will be inlcuded in the lessons. The first part of the course is groupwork and your presence is required. The second part of the course will focus more on building the actual scenarios: scenarios are stories that need to create suspense of disbelief with the receiver and put him actually in the future.. Storytelling tools as well as design principles can and need to be applied in order to craft good scenarios. The strategic advice deriving from the scenarios will be inlcuded as well in this part of the course. This second part of the course is individual and lessons will be partly classical, partly consisting of individual feedbacksessions. The actual hand-in of the scenario (report/presentation/design) is individual, as is the retake.

COMMUNICATIE


31






NAAM MODULE

GAMING 1

COMPETENTIES


BEROEPSPRODUCTEN


TOETSVORM

STUDIEBELASTING

TENTAMENSTOF HULPMIDDELEN BIJ TOETS

32

2

3

4

5

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 Game Design Document, Playable Prototype, Representation, Peerfeedbackform

The Art of Game Design - A book of lenses / Jesse Schell / Elsevier Science & Technology / 2010 / ISBN: 9780123694966 / €44,99/ Free online via Google Play en iTunes None: student will be graded on products combined with attitude, behavior and work

Colleges: 24 hours Preparation colleges: 36 hours Preparation making assignment: 24 hours Boek en eventuele handouts

nvt


The game and its environment 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.

33






Naam modulE

GENERATION STUDIES - THE INTERNET & BRAINS 1

compEtENtiEs




34

2

3

4

5

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 Loco Competentie 1 - Nieuwe generaties in vergrijzende organisaties / Aart Bontekoning /Mediawerf / 2014 / ISBN: 9789490463342 / € 19,95 - Het puberende brein/ Eveline Crone / Uitgeverij Bert Bakker/ 2008 / ISBN: 9789035132696 / € 17,95 Opdracht Bonusopdracht

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

tENtamENstof

Onderzoeksrapport Presentatie Essay


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


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 generatie X 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 | Het brein en internet Vorm Hoorcollege Docenten Sabina Meiling & Nicole de Boer Lesweek 2 Generaties & Generatie Y kenmerken en gedrag Vorm Hoorcollege en practicum Docenten Sabina Meiling Lesweek 3 Sociale media & generaties Vorm Hoorcollege en practicum Docenten Sabina Meiling & Nicole de Boer Lesweek 4 Generatieonderzoek theorie & voorbereiding Vorm Practicum Docenten Sabina Meiling Lesweek 5 Oefenen generatieonderzoek & theorie nieuwe inzichten Vorm Gastcollege Aart Bontekoning Docenten Sabina Meiling Lesweek 6 Nieuwe inzichten generatieonderzoek & analyses maken Vorm Hoorcollege en practicum Docenten Sabina Meiling & Nicole de Boer Tentamenweek van periode 1 Presentaties van onderzoek & video interactiemateriaal Vorm Workshop Docenten Nicole de Boer & Sabina Meiling Tentamen Vorm Schriftelijk & mondeling Docenten Nicole de Boer & Sabina Meiling Inhoud Inleveren opdracht & compilatie video materiaal Presenteren onderzoeksrapport plenair in de klas

35

ADVANCED COURSES


MODULE BESCHRIJVING





NAAM MODULE

INTERVIEW 1

COMPETENTIES


BEROEPSPRODUCTEN


TOETSVORM

STUDIEBELASTING


36

2

3

4

5

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 Interview

Basisboek interviewen / Ben Baarda en Monique van der Hulst / Noordhoff Uitgevers B.V / 2012 (derde druk) / ISBN: 978 90 0181 414 4 / €23,50 4 interviews tijdens de advanced course en kort schriftelijk tentamen over verplichte literatuur

bijwonen 6 courses (4 uur per course) interview, inclusief voorbereiding en uitwerking (4 uur per interview) toets (16 uur) Verplichte literatuur -


The main goal of an interview is to gather information and get a better insight into a subject or person. Without even realizing it we interview each other all the time. In this course you will get an insight into different types of interviewing with focus on the in-depth personal interview. Week 1: introduction - course outline - definition of an interview - the roles of the interviewer and interviewee Week 2: Types of interviews - different types of interviews: from a short informative interview focusing on news to an in-depth personal interview; with focus on the interviewer and the interviewee Week 3: Styles of interviews - different styles of interviewing: from confrontational to warm; with focus on the interviewer and the interviewee Week 3: In-depth personal interview - the goal of an in-depth personal interview - the psychology and sociology of an interview - broad general knowledge and good listing skills Week 4: Prepare for and doing an interview - research - opening question and build-up of an interview Week 5 & 6: Practical assiggment - research and conducting an interview - discussing each other's interviews

COMMUNICATIE


37

ADVANCED COURSES


MODULE BESCHRIJVING





Naam modulE

MANIPULATING CONSUMER BEHAVIOR 1

compEtENtiEs


BEroEpsproductEN


toEtsVorm

studiEBElastiNg

38

2

3

4

5

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 Inzetten van onderzoek voor communicatie doeleinden.

Colleges en artikelen

Opdracht

Colleges: 24 uur Voorbereiding colleges: 24 uur Uitvoering opdracht: 36 uur

tENtamENstof

n.v.t.


n.v.t.


Verwonder jij je wel eens over het gedrag van mensen? En hoe je dat zou kunnen beïnvloeden? Leer in deze advanced course kijken en ervaren welke invloed jij kunt hebben op het gedrag van anderen. Als ondernemer, marketeer en communicatiedeskundige willen we vaak invloed uitoefenen op het gedrag van onze klanten. Met behulp van verschillende communicatiemiddelen hopen we een aankoop te stimuleren, betrokkenheid te vergroten of anderzijds een doel te bereiken. In deze cursus Manipulating Consumer Behavior gaan we verwondering omzetten naar marketing/communicatievragen en deze vervolgens omzetten naar een experiment. In de lessen werken we met theorie en artikelen alsmede met door de studenten tijdens de cursus opgedane ervaringen. Zo ga je zowel in als buiten de lessen aan de slag met je verwondering. Om een goed experiment uit te kunnen voeren krijg je direct praktische toepasbare theorie. Je krijgt als student de mogelijkheid om zelf op zoek te gaan naar een concrete opdrachtgever. Leerdoelen: Student ontwikkelt kennis en inzicht over consumenten gedrag. Student kan uitleggen wat consumentengedrag is en wat dit kan beinvloeden. Student is in staat om een vraagstuk om te zetten naar een experiment. Student kan op basis van onderzoeksresultaten passende aanbevelingen geven binnen de context. Student is in staat om aanbevelingen zowel in beeld als op schrift te presenteren. Producten ter beoordeling (in groepsverband maximaal 3): - Studenten leveren in maximaal 3A4 een korte schriftelijke toelichting van het experiment aan, waarin literatuur, theorie en werkwijze worden uitgelegd. (25%) - Studenten leveren visualisatie van de resultaten aan (denk aan bv infographic of nieuwsvideo). (25%) Product ter beoordeling (individueel): - Student levert individueel aanbevelingen aan op basis van het experiment, zodanig dat de lezer overtuigd wordt van de mogelijkheden. (25%) - Student levert schriftelijk, individueel een reflectie van eigen kunnen en leerervaring binnen het proces aan. (25%)

COMMUNICATIE


39






Naam modulE

MUSIC 1

compEtENtiEs


BEroEpsproductEN


40

4

5

toekomst strategie, visiedocument, adviesrapportage (een van de drie naar keuze)

wetenschappelijke publicaties en artikelen

paper/essay/study

studiEBElastiNg

80-100 studie-uren


3


toEtsVorm

tENtamENstof

2

colleges, artikelen (zie portal)


Dat er in de huidige muziekindustrie veel mis is, valt voor een volkomen leek zelfs makkelijk vast te stellen en dat daarmee het bestaan van de muziekindustrie klaar is voor ingrijpende veranderingen, is ook duidelijk. De ontstaansgeschiedenis van veel aspecten waarop in de huidige muziekindustrie wordt terug gegrepen is belangrijk om te begrijpen. Tijdens de colleges en bijeenkomsten wordt er diep ingegaan op het ontstaan van auteursrecht, naburig recht, de verdienmodellen die dientengevolge zijn ontstaan, de technologische ontwikkelingen die hun invloed hebben laten gelden op de inhoud van die modellen en de vorm die vandaag de dag praktisch niet meer te handhaven blijkt als gevolg van alle technologie. Ook de sociologische ontwikkelingen worden bekeken en in een tijdgeest geplaatst waarbij de inhoudelijke aanpassingen aan die muziekindustrie besproken worden. De 'kunst' die voortdurend aan het vechten is om nieuwe wegen van expressie te vinden en de industrie die dat wil exploiteren vormt het toneel wat geanalyseerd wordt. Alle communicatieve vormen en ontwikkelingen die een rol spelen in de evolutionaire staat van de muziekindustrie worden besprokene en geanalyseerd. Alles met het doel om te begrijpen wat er zich heeft afgespeeld, hoe dat zo is gevormd en vooral....hoe dat zich in de toekomst kan ontwikkelen en ontvouwen. Studenten mogen een willekeurige positie in de muziekindustrie innemen en van daaruit een toekomstscenario schrijven, of een adviesrapport schrijven danwel een visiedocument waarin een of meer aspecten binnen de huidige muziekindustrie gefundeerd naar een verbeterde situatie worden voorgesteld.

41






Naam modulE

PSYCHOLOGY OF COURAGE 1

compEtENtiEs


BEroEpsproductEN


toEtsVorm

studiEBElastiNg


42

2

3

4

5

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 Rapport Literatuur samenvatting

Psychology Of Courage, Modern Research On An Ancient Virtue / C.L.S. Pury & S.J. Lopez / American Psychological Association / 2010 / ISBN: 9781433808074 / € 51,30 + zelfgekozen literatuur uit aangeleverde lijst Individual script related to personal courage conform the instructions and qualifications explained in the mandatory literature and the lectures. 3 ECST (84 uur)

n.v.t.

n.v.t.


In this Advanced Course students will learn to understand the dimensions and contexts of courage. Courage is the ability and willingness to overcome risks or fears to achieve personal goals. Courage is a key factor in personal success and personal effectiveness. The focus is on courage in a psychological, social and business environment: entrepreneurship, networking, negotiating, leadership, career development, job applications, decision making. Students will learn to apply the principles and tools of courage in order to achieve personal growth (and expanding their comfortzone). They will therefore learn to analyse and overcome their personal obstacles and fears. Literature includes The Psychology of Courage by C.L.S. Pury. 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.

43






Naam modulE

RADIOMANAGEMENT 1

compEtENtiEs


2

3

4

5


BEroEpsproductEN


toEtsVorm

studiEBElastiNg

tENtamENstof


44

Will be announced on portal

Writing a policy

Lectures: 24 uur Lectures preparation: 24 uur Exam preparation: 36 uur

Desk research, literature and lectures covered during classes meetings. You will use all this content for the individual research paper and the communication and marketing report. -


Radiomanagement richt zich met name op de achterkant van een radiobedrijf, maar heeft ook oog voor de praktische kant van het radio maken. Radio bevindt zich in een markt met een grote mate van concurrentie. Het leuke is dat er ook veel creatieve mogelijkheden zijn om het station op een radiomanier in de markt te houden. Hoofdonderwerpen zijn; De geschiedenis van radio en 'het bestel'. Sales Marketing Formats Kosten Luistercijfers Tijdens de les wordt door de studenten een radiostation ontwikkeld dat als leidraad dient voor alle bijeenkomsten. De toets is het schrijven van een beleidsplan waarin eerder genoemde elementen van de lessen terugkomen. Daarnaast zijn er presentaties die ingaan op deelgebieden. Het bezoeken van een radiostation is vast onderdeel van deze course. Tijdens de laatste bijeenkomst wordt er een radio programma gemaakt dat past binnen het ontwikkelde station.

45






NAAM MODULE

TELEVISION STUDIES 1

COMPETENTIES


BEROEPSPRODUCTEN


TOETSVORM

STUDIEBELASTING

46


2

3

4

5

● ● ●

Media policy and strategic tv plan

Articles on the portal

Individual

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

TENTAMENSTOF

The sheets and articles online


None


We are going to create your ideal television night. Which programs can you see on which broadcaster? Do you prefer a commercial or public broadcaster? And do you need both? In this course you'll come up with a media policy for a fictional country. You'll do so by comparing keyplayers in global broadcasting and with that knowledge you will create a strategic approach to television. For thinking about television from an academic point of view, we will look at different theories within Television studies, like genre and fandom. This will help you to translate your policy into a specific television night.

47







Naam modulE

THEATER MARKETING 1

compEtENtiEs


BEroEpsproductEN


toEtsVorm

2

3

Strategic advice: report and presentation

Standing Room Only - Marketing Insights for Engaging Performing Arts Audiences / Joanne Sheff Bernstein / Palgrave Macmillan / 2014 / ISBN: 9781137282934 / €50,06 Thinking Big! A Guide to Strategic Marketing Planning for Arts Organisations - Second Edition / Stephen Cashman / Arts Marketing Association / 2010 / Free download: www.a-m-a.co.uk

studiEBElastiNg Lectures: 24 hours Preparation for lectures: 24 hours Individual assignment: 36 hours

tENtamENstof Not applicable

48

5


Individual assignment


4

Not applicable


Theater Marketing is a new advanced course with up-to-date marketing strategies and techniques for theaters. It addresses a wide range of questions and concerns common to theater marketers, such as: Understanding the theater market: how consumers think. Exploring characteristics of current and potential theater attenders. Identifying market segments, selecting target markets, and positioning the offer. Using strategic marketing to define the product offering. Managing location, capacity, and ticketing systems. Focusing on value and optimizing revenue through pricing strategies. Identifying and capitalizing on brand identity. Formulating communication strategies: delivering the message. Building audience frequency and loyalty. Focusing on the customer experience and delivering great customer service. Audiences for now; audiences for the future.

COMMUNICATIE


49






NAAM MODULE

THEMEPARK CONCEPTING 1

COMPETENTIES


BEROEPSPRODUCTEN


TOETSVORM

2

competentie 1 competentie 2 competentie 3 ● competentie 4 competentie 5

3

4

5

● ● ● ●

Analyses of theme park industry and Europa-Park Staged Theme Park Experience for Europa-Park Documentary film Presentation Cornelis, P.C.M (2011), Attraction accountability: predicting the unpredictable?!, Breda: NRIT Media Ch. 2+7 Lukas, S.A. (2013), The immersive worlds handbook: designing theme parks and consumer spaces, New York: Focal Press TEA - PDPC, TEA’s project development process chart

Written test (100%) Bonus group assignment (1/3 of written test). T

STUDIEBELASTING

TENTAMENSTOF

Reading 30 Lessons 20 Field trip 16 Assignments 18 Mandatory literature; Slides


50

None


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 (1) learn to understand the importance and working principles of (lived and staged) theme park experiences and (2) develop an appealing, and long term effective concept for a theme park resort (Europa-Park in Rust, Germany). A sponsored two day fieldtrip to this resort is part of the course. Lesson 1: Introduction Global Theme Park Industry Lesson 2: Fieldtrip to Europa-Park Lesson 3: Lived Theme Park Experience Lesson 4: Staged Theme Park Experience 1 Lesson 5: Staged Theme Park Experience 2 Lesson 6: Presentations, Q&A and exam training Bonus assignment: This assignment consists of 10 question about the literature, an Europa-Park LTPE-analysis and an Europa-Park STPE-creation. If all three grades of this group assignment are within a range of 2 points the highest grade will be the final one. If students don't hand in a group assignment (f.i. resit) the written test will consist of 5 extra questions.

51






NAAM MODULE

THEMEPARK ECONOMICS 1

COMPETENTIES


BEROEPSPRODUCTEN


TOETSVORM

STUDIEBELASTING


52

2

3

4

5

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 Feasibility study Investment advice - Cornelis, P.C.M (2011), Attraction accountability: predicting the unpredictable?!, Breda: NRIT Media https://pure.uvt.nl/portal/files/1328083/Cornelis_attraction_25 -05-11_emb_tot_onbekend.pdf (free download) - Price, H. (2004). Walt's revolution!: by the numbers. Ripley Entertainment. Group assignment (40%) Individual assignments (60%) Presentation (bonus 0,50) Peer evaluation Classes 24 Group assignment 12 Individual assignments 24 Reading 24 Mandatory literature www.blooloop.com Slides and articles on portal All (assignments)


Theme Park Economics The global theme park industry is a very big market with extremely high capital expenditures and enormous revenues. This course is not a pure financial course, but it helps you to better understand the decisions that are being made in de board room of global theme parks. Why should the Efteling for instance invest in a second gate? And why is Universal Studios using Harry Potter for the expansion of their theme park in California? How do we define the feasibility of a new park, like Disney in Shanghai? And what is the impact of a new roller coaster, compared to a show or parade in the park? Upon completion of this course, attendees will be able to broadly describe worldwide spending/ attendance forecasts for this industry, identify the major players in the industry, define the major income and expense items for facilities, describe the financial metrics that attractions should be monitoring regularly and why, describe the key principles of operation margin and yield management, explain depreciation, and EBITDA, and be able to conduct a simple feasibility study. Lesson 1 The global theme park industry Lesson 2 Feasibility study (the basics) Lesson 3 Design day & physical planning Lesson 4 Site & concept review Lesson 5 Theme park (re)investments Lesson 6 Board room challenges

53






Naam modulE

TRANSMEDIA STORYTELLING 1

compEtENtiEs


BEroEpsproductEN


toEtsVorm

studiEBElastiNg

54

2

3

4

5

competentie 1 competentie 2 competentie 3 competentie 4 competentie 5 Transmedia Storytelling concept and plan

Books, articles and lecture slides. Students are not obliged to buy books, online references to the articles will be mentioned in the course outline. Assignment: concept and plan. Students will work in groups.

Lectures: 24 hours Preparation colleges: 10 hours Making assignment: 24 hours

tENtamENstof

Mandatory literature, slides and handouts


Books, articles and lectures


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.

55

competentie 1 competentie 2 competentie 3 competentie 4 competentie 55

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