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www.nhtv.nl location archimedesstraat 17 4816 ba breda location mgr hopmansstraat 1 and 15 4817 jt breda location reduitlaan 41 4814 dc breda location sibeliuslaan 13 4837 ca breda 2011 broaden your horizon broaden your knowledge editors nhtv breda university of applied sciences marketing and communication office design waldo van bokhoven bowfor photography andy van tilborg arno van der linden jeroen noordeloos fotografie marcel broumels pinkpop-dennis kristel theo de haan www.leonardo.com www.shutterstock.com print graphic business services bv september 2010 edition no rights can be derived from the contents of this brochure 2012 nhtv p.o box 3917 4800 dx breda the netherlands t +31-76-533 22 03 f +31-76-533 22 05 www.nhtv.nl master s degrees regular executive programmes master in imagineering master in european tourism management ma master in tourism destination management master in media innovation master in international events management msc executive master in imagineering executive master in media innovation

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international scope nhtv is an education institute with a strongly international character constantly seeking to enhance this international dimension nhtv is a member of various international professional organisations including the un wto education council nhtv was the first university of applied sciences in the netherlands to receive the tedqual certificate from the un world tourism organization for its bachelor programme in tourism management in 2007 the programmes in leisure management and international hotel management were awarded international accreditation by un wto the programme in international facility management was awarded the title of `recognised international facility management association programme by the international facility management association we work together with many leading education institutions for example in the united states united kingdom australia germany france spain and sweden all our master programmes are offered in english and foreign students join dutch students in mixed classes all accredited programmes lead to internationally recognised bachelor s or master s degrees broaden your horizon broaden your knowledge about nhtv nhtv is a modern and dynamic higher education institute with almost 7,000 students from over 50 countries it is situated in the south of the netherlands in the historical city of breda only 100 km from both amsterdam and brussels for more than 40 years nhtv breda university of applied sciences has been training students for management positions in the fields of games media hotel facility imagineering leisure tourism and urban development logistics mobility centre of excellence nhtv wants to make a substantial contribution to the development of knowledge that is why the institution boasts associate nhtv offers the following master programmes master in imagineering business innovation from the experience perspective master in european tourism management ma master in tourism destination management master in media innovation master in international events management msc executive master in imagineering business innovation from the experience perspective executive master in media innovation unique approach as a didactic concept nhtv applies `action learning rather than `receiving education in the traditional manner our students design and direct their own plan of study our lecturers are professional experts acting as role models for the students rather than being tutors who tell them what to do the knowledge and principles from the range of disciplines covered in the bachelor and master programmes are applied to problems taken straight from the professional field in this way we are committed to constantly gearing our curriculum to recent trends and developments in the world of employment our multimedia library has one of the most specialised collections in the world and our electronic learning system has made studying irrelevant of place and time professorships in the disciplines games media hotel facility imagineering leisure tourism and urban development logistics mobility nhtv also takes part in several knowledge and research centers dutch higher education system the netherlands has a binary system of higher education universities train students for research-based work in an academic setting universities of applied sciences higher professional education institutions are more practically oriented and prepare students for specific careers in 2002 the ects credit system was adopted as a way of quantifying periods of study according to dutch law one credit represents 28 hours of work and 60 credits represent one year of full-time study a master programme at nhtv requires the completion of 60 to 90 credits depending on the master programme in question graduates are awarded a degree certificate specifying their field of study e.g master in tourism destination management table of contents master in imagineering master in european tourism management ma master in tourism destination management master in media innovation master in international events management msc executive master in imagineering executive master in media innovation practical information regular master programmes 2 6 10 14 18 20 24 28 1

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aim this master programme has been set up to educate business innovation oriented students to become imagineering experts who admission requirements for admission to this programme a bachelor s degree is required preferably a bachelor in business administration bba for example in the field of tourism management leisure management hotel management business management or economics furthermore all students must be able to demonstrate a proficiency in english ielts minimum score of 6.0 or toefl minimum score of 79 internet-based apart from educational background and language skills criteria for admission include personal qualities and motivation eligible candidates will be invited for an intake interview advisory board imagineering academy mr paul gregorowitsch president of martinair holland nv the netherlands analyse the future from the experience perspective keeping in mind the evolution in marketing and organisation thinking mr donald hawkins professor of tourism policy george washington university usa shape the strategy of an organisation in a `connected context inspire/orchestrate implementation of the strategy in such a manner that sustainable value creation for the organisation can be realised mr nigel hemmington head of school of services management bournemouth university united kingdom mr ernie heath professor and head of the department of tourism management university of pretoria south africa course outline and planning this master programme covers 12 months and is made up of three main phases the first trimester is dedicated to strategic innovation in which the blocks `inspiration and `creation are dealt with the central theme of the second trimester is organisational transformation consisting of the blocks `exploration and `organisation mr koen vandenbempt professor of strategy department of management faculty of applied economics uams universiteit antwerpen management school antwerp university belgium mr tom wolber vice president of disney cruise line usa one-year regular master s degree programme students apply the course content to the professional practice of an application company this process leads to a written dissertation the business transformation report btr and the creation of a practical inspiration guide for the organisation imagineering the master in imagineering is a unique approach to value creation and value innovation in today s society from the perspective of the evolution in value creation from the industrial sequential logic of `value creation in chains to the synchronous `value co-creation model in networks students are trained in using an imaginative narrative approach to move in the direction of the most desired future by studying the underlying processes students will become specialists in value co-creation and transformation in an organisational as well as a societal context in the creative knowledge economy all kinds of companies depend on imagination `people have changed more than the companies on which they rely zuboff maxmin in order to bridge the gap between `old organisations and `new consumers the existing industry logic has to change this logic shift cannot be achieved by `creative thinking and `tactical innovation alone companies that are submerged in the `red oceans of bloody competition kim mauborgne need `strategic innovation to become serial inspiring `flat world innovators the creativity of employees can be as valuable a commodity as the imaginations of top strategists within the organisations that employ coleridge in webster s new dictionary of synonyms 1984 p 415 mr kees van der graaf former president of unilever europe the netherlands application and more information for more information or the application form go to them innovation can be a difficult goal even more so at a strategic level there is a growing need for competent professionals who can create value using their imagination while `images provide meaning to experience and understanding to knowledge imagination is a fundamental faculty through which people make sense of the world around them unlike creative thinking and fancy imagination is a shaping force that allows ideas to grow exponentially to quote einstein `imagination is more important than knowledge from an experiential perspective imagineering value creation and value innovation are the fundamental processes of the creative economy they are methods of finding `a blue ocean of uncontested market space a space that inspires stakeholders to co-create `we invite companies to come out of plato s cave of mass production for mass consumption and think about a new enterprise logic we call imagineering combining engineering and imagination to realise the opportunities of the creative economy diane nijs associate professor imagineering at nhtv breda more details about the content of the first phase and second phase can be found in the roadmap as pictured on page 4 and 5 this programme is delivered in co-creation with top lecturers from the academic community as well as the industry www.imagineeringacademy.nl or send an e-mail to imagineeringacademy@nhtv.nl degree this master programme has been accredited by the nvao the dutch-flemish accreditation organisation as a result graduates receive the official degree of master of imagineering master of business innovation from the experience perspective join the imagineering academy on the professional networking site linkedin or check out the student blog co-created.blogspot.com international context given that experiences are culturally dependent we aspire for an international classroom the imagineering academy employs an international staff and works with international guest lecturers during the field work trip the students work together in groups on an assignment in a different cultural setting 2 3

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1 inspiration the old industrial economy is making way for the new innovation economy central in the first term will be gaining an understanding of the changing societal reality and the strategic consequences for individual companies and organisations in what is called the creative economy using appreciative inquiry ai students will analyse a company s dna and translate `transaction thinking into `transformation thinking through experiential research students will set to work creating new meaning new consumer understanding consumers who have changed more than the organisations on which they depend new research a new economy requires new new perspective how to create meaning and how to use the latest creative techniques and design methodology to get a grip on the company s dna new creativity how to make a company 2 creation the focus of this term will be on imagination and meaning sense-making and sense-giving creativity and design generative metaphor and high concept in a creative process the company s dna will be translated into a high-involvement experience concept knowledge and understanding of the creative process and management of creativity will be essential in this phase output appreciative diagnosis 1 4 qualitative research in general and experience research in particular creative and how to manage creativity for lasting results new context how to deal strategically with the increasing speed of changes in society new concept strategic innovation instruments to control the design tools and legal aspects of the experience concept 2 3 output experience concept 4 organisation the ongoing process of interaction with the new experience concept calls for new ways of organisation in the final term students will learn how to deal with crucial organisational elements such as leadership individual qualities and communication in an open-minded and non-hierarchical way future success depends on organisational efficiency new organisation the secret to future success is found in efficient business organisation based on the experience perspective new business model 3 exploration if we understand why and how to develop a new experience concept the focus will shift to organisational transformation in the third term students will learn how to design a platform based on the new situation an original business model will be created focusing on new products services technology logistics and networking organisational transformation the experience concept is translated into a new business model which has to be implemented while business continues as usual new business how to unleash all energy and achieve economic goals new leadership what is the best way to `lead new touchpoints building the experience supply network constructing the right instruments and designing the touchpoints and new services new technology why are new technologies output organisational model the new experience and new situation the experience requires people with a different mentality important in the design of a new experience platform and how do we integrate them into an imagineering concept output experiential platform 4 nhtv breda imagineering academy diane nijs imagineering roadmap for business transformation

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course outline and planning the total one-year programme has three main parts period content location phase 1 september december >tourism principles and practice >business strategy >policies planning and development in european tourism >foreign languages breda/borlänge/bournemouth phase 2 february may >marketing for hospitality and tourism >managing organisations >research methods >european tourism consultancy project a major live case study for a tourism organisation madrid/chambéry/heilbronn one-year regular master of arts programme european tourism management the master of arts programme in european tourism management etm is a unique study programme with respect to content as well as presentation the programme is organised and taught simultaneously by six leading tourism institutes in europe bournemouth university uk hochschule heilbronn germany högskolan dalarna falun/borlänge sweden nhtv breda university of applied sciences the netherlands universidad rey juan carlos madrid spain and université de savoie chambéry france the programme is part of bournemouth university s tourism masters framework and leads to the degree of master of arts from this british university aim this programme imparts theoretical knowledge in the field of tourism as well as applied techniques of international management the programme seeks to produce qualified managers for private companies and public bodies involved in tourism throughout europe the required understanding of cultural differences between countries and their implications is fostered through international project teams in which students work side by side upon completion of the programme students will have the following skills and competencies phase 3 june september >dissertation any of the above choice of individual student phase 1 one third of the total number of students maximum of 48 will start on the programme in one of the phase 1 locations breda bournemouth or borlänge all courses during this stage are conducted in english the programme usually starts mid-september according to the philosophy of the programme students are not allowed to attend it in their own country after a one-week introduction period a number of managementoriented courses are taught until december see table in parallel courses in borlänge bournemouth and breda phase 1 will increase the students understanding of european tourism and of the range of techniques available to them as managers paying particular attention to the influences which might constrain or enhance their actions the main concern here is to map out the general features of the role and working environment of those involved in managing tourism in a european context and also to develop the relevant social and technical competencies the mixture of different nationalities within the staff and student grouping provides a rich resource and facilitates the simulation of the kind of international environment within which we expect our graduates to work the courses have been specifically designed to draw upon the students as a valuable resource their varied experiences national and cultural backgrounds and perspectives in addition to the taught components students are expected to start preparing for their thesis at the end of january a mini conference will be held in chambéry titled `researching tourism where etm students present their initial ideas for their dissertations in terms of aim research objectives and methodology phase 2 the second part of the course running from february to may will take place in heilbronn for approximately one fourth of the students the other students will be allocated to the other centres chambéry and madrid french students are not allowed to go to chambéry germans not to heilbronn and the spanish students cannot go to madrid as a result the composition of the student groups in phase 2 will differ from that in phase 1 during this stage you will study several subjects see table the focus moves from a central concern with the general features of management functions in the tourism environment to the implementation of strategies and policies facing three main types of tourism organisations direct providers intermediaries strategic bodies at national and local levels the live case study is based on knowledge and understanding of as well as an ability to work with the administrative financial and policy frameworks and structures of the european union and other relevant international organisations involved in tourism ability to appraise and respond to ­ in strategic and tactical terms ­ current issues in tourism management ability to deal with specific tourism-related issues ability to demonstrate clear analytical synthetic and strategic skills in at least two european languages 6 7

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projects and assignments secured from the tourism industry in its widest sense which has the dual value of increasing reality but also offering support to the research and other work involved the criteria for the subject areas of the case studies include assessment upon successful completion of the courses taught in phase 1 and 2 students are awarded 130 credits a satisfactory dissertation leads to yet another 60 credits please note that these are credits according to the british education system 1 ects corresponds to 2 british credits the total of 180 credits corresponds to 90 ects students will be assessed individually as well as in groups all assessment procedures are designed to adequately represent each individual s level of understanding of the topic as well as their technical and presentational skills and competencies all courses in phase 1 and 2 are equally weighed in order to proceed to the third phase of the programme students must have passed all courses of phase 1 and 2 with a mark of 50 or higher if students fail their dissertation they will be allowed to resubmit once or they can choose to be awarded for the postgraduate diploma in european tourism management taking advantage of the outstanding local tourism specialisms drawing on the professional expertise of the industrial partner enabling students to gain as wide an experience as possible students will normally be working in a language other than their own and many of the activities will be group-based as an integrating case study will be adopted as a mechanism for the delivery of this course phase 3 from june to september students are expected to carry out a research project and write their dissertations independently during this final stage of the programme students demonstrate their in-depth understanding of an issue concerning tourism management in europe the student is supposed to show his or her ability to collect relevant data to subject the data to appropriate analysis and synthesis and to prepare the final dissertation which normally has to be submitted in a foreign language by the 1st of september in the calendar year following their initial enrolment etm alumni network where are our graduates just a small selection more information available at degree upon successful completion of the programme students are awarded the official degree of master of arts ma in european tourism management issued by bournemouth university the award ceremony will be held at this university in the united kingdom in november in addition several etm centres present their national or institutional degree certificates to students who have successfully completed phase 1 2 or 3 www.nhtv.nl/etmassociation business development manager tour operator the netherlands sustainable tourism manager tour operator the netherlands financial consultant insurance company the netherlands senior consultant tourism consultancy spain hotel assistant manager accommodation sector spain marketing manager regional tourist board france ceo assistant tour operator china sales executive accommodation sector poland commercial director airline company germany consultant national marketing national tourist board germany application if you are a national from france germany the netherlands spain sweden or the uk please send your application form to the etm partner institution in your home country if you are a national from any other country please apply to bournemouth university or nhtv more information about the application procedure can be found further in this brochure hochschule heilbronn diplom betriebswirtschaft université de savoie diplôme d etudes supérieures et specialisées d.e.s.s nhtv breda university of applied sciences hbo-getuigschrift universidad rey juan carlos máster admission requirements if you want to apply for this master programme you should more information if you need more information please contact international office international.office@nhtv.nl for more specific information regarding the content of the programme you may also contact the programme leader dr rami isaac isaac.r@nhtv.nl have a bachelor s degree in tourism or a related discipline e.g management business studies geography or hotel management be proficient in english and in either german french or spanish if you are not a native english speaker a language test may be required ielts minimum score of 6.0 or toefl minimum score of 79 internetbased apart from educational background and language skills criteria for admission are personal qualities and motivation shortlisted candidates will be invited for an interview a language test may be part of the selection procedure this master programme can be subject to new developments after the time this brochure was printed please check www.nhtv.nl for the most recent information 8 9

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the commercial position of tour operators in areas of origin tourism markets is under pressure from an increasingly empowered position of suppliers of tourism products and services at the destination it is expected that the power will shift from tour operators in tourism-generating areas to businesses offering tourism products and services in the destination areas this shifting balance of power requires knowledge and expertise which is closely interwoven with the destination areas themselves this master in tourism destination management is designed to contribute to this aim preparing tourism professionals this master programme equips graduates with the required qualifications for international managerial and consultancy positions with private public or non-profit organisations in the tourism sector due to the distinctly international character of the programme students may also find employment with international organisations in other service industries stay at these destinations for a period of three months and work on research assignments they interact with managers of large tourism organisations governments non-governmental organisations ngos and tourism entrepreneurs at the destination finally the third phase of the programme involves an individual research assignment a master s level dissertation students select their own topic and can conduct their research in cooperation with a commissioner or individually at a place of their choice anywhere in the world one-year regular master s degree programme tourism destination management tourism destination management a unique approach to professionalising tourism the master in tourism destination management a unique and internationally recognised degree programme was launched in 2006 the tourism context international growth and professionalisation tourism is booming globally tourism has developed into a dynamic and fast growing sector creating an interdisciplinary field of study and research the tourism sector offers services to growing amounts of tourists and travellers it also generates income for people and governments in destinations and businesses that cater to the needs of both domestic and international tourists for many years the central focus in tourism research was business economics and management the 1980s and 1990s saw an evolutionary process when influences expanded to embrace other disciplines such as geography sociology anthropology and political sciences today tourism is an interesting area of study and research to many students it influences people and places and in return is influenced by its environment there are many ways of looking at tourism and the opportunities it offers tourism offers economic benefits growth and opportunities for people and businesses that operate at a destination at the same time the match between demand tourists and supply destinations is the main challenge three phases theory application and research this one-year master programme focuses on practices policies and the future of tourism destinations and is divided into three phases theory practice and dissertation during the first phase in breda destination theories models developments and practical cases will be studied courses are given by lecturers along with an interesting team of visiting lecturers from international organisations and universities in breda students interact on a daily basis with this specialised team of academics and tourism professionals the second phase offers a very unique learning environment it focuses on practical research and consultancy assignments at three different destinations in the asia-pacific region students research and publications participate and contribute research in tourism destination management takes many directions students in this programme are actively involved in preparing research papers especially during the second phase of the programme the results of the students research efforts are used to produce publications on specific destinations in close cooperation with lecturers the first one `stakeholder perspectives on palawan was published in 2007 it was followed by `central vietnam in 2008 other works by students and lecturers are currently being prepared check the internet for our publications tourism development more jobs at the destination without trivialising the role and the importance of the tourist it is clear that the position of the destination areas is becoming more and more important this is due in part to the changing role of tourism practitioners in a world that is becoming increasingly transparent as a consequence of the ever advancing information technology with continued developments taking place at the destination level the tourism sector is in need of professionals able to participate in the management of a destination this entails for example the management of continuously changing flows of tourists professional destination marketing destination management and an understanding of effective cooperation between public and private sectors and last but not least managing finances and attracting investments 10 11

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period phase 1 phase 2 phase 3 september january february april may september content courses field research dissertation location breda the netherlands 3 different locations in asia-pacific worldwide according to individual interest graduates qualify for careers in the international fields of policy and consultancy advisory positions related to feasibility analysis of investment projects business strategy and market penetration or development management management positions in internationally operating business like service companies hotel chains tour operators airline companies research research positions in the area of international new market development market segmentation or market potential analysis rosalie lap tdm alumna consultant at young colfield rotterdam the netherlands `things were totally new for me `starting this master with no tourism background was a challenge for me nevertheless it gave me a better insight in the tourism business during the programme you interact with different cultures and you use this diversity to improve your work one of the main added values of this master is its international focus because of the skills i developed during this programme i found a job immediately after my graduation in the tourism field phases 2 and 3 offer excellent opportunities to develop contacts with potential future employers public strategic positions in the field of development and management of tourism destination areas advisory and management positions in the field of visitor management in urban areas theme parks and nature reserves strategic advisory positions marketing management positions with destination management organisations or tourism marketing consultancy agencies consultancy positions either project based or permanently in commercial consulting or international development organisations research positions with branch organisations such as wto pata govt tourism boards and destination management/marketing organisations external advisory positions in the area of international corporate financial and organisational development for small and medium-sized companies course outline and planning phase 1 during the first phase students gain theoretical knowledge and develop professional skills this enables the future master to effectively analyse the current situation and the available potential for a future tourism development strategy at various tourism destinations students interact on a daily basis with these lecturers professionals from the industry and academics from partner universities by means of guest lectures together with other students assignments are prepared and presented in the classroom discussions on international topics are stimulated and even published on www.tourism-master.nl phase 2 during this phase students carry out practical assignments at three different locations in the asia-pacific a beach a city and a rural developing destination destinations visited in previous years were indonesia singapore the philippines vietnam australia cambodia and tasmania the aim is to apply the knowledge and skills acquired in phase 1 to the practice of research consultancy and management students will work in teams of four adopting the perspectives of three different groups of stakeholders large tourism related companies small and medium-sized enterprises other important tourism related organisations phase 3 degree and scholarships this master programme has been accredited by the nvao the dutch-flemish accreditation organisation as a result graduates receive the official degree of master in tourism destination management mtdm dutch students may apply for a study grant and non-dutch students may be eligible for a scholarship e.g nuffic every year 25 of our students manage to secure the tdm alumni network nhtv has established a tdm alumni network on the social networking site of linkedin the network helps students to stay in contact with their fellow graduates and former lecturers furthermore the network opens doors to international employers and is actively promoted among nhtv s industry contacts graduates can present themselves virtually to a growing group of tourism destination professionals this system is endorsed by nhtv ­ a process which can prove invaluable in kick-starting your international career advisory board mr arjen de haan director of asialink holidays in bali indonesia main subjects the final phase comprises the execution of independent research and the writing of a dissertation students can select their own topic and can conduct their research in close cooperation with an international commissioner this first step of writing a proposal is highly interactive and students and lecturers engage in critical discussions on the various topics each student is assigned a dissertation supervisor the master programme will be concluded with an assessment of the dissertation followed by viva voce a dissertation defence destination stakeholder analysis destination cultural analysis destination development strategies tourism destination finance tourism destination marketing general context related subjects mr greg ashworth professor of heritage management and urban tourism department of planning faculty of spatial sciences university of groningen the netherlands mr brad kirk regional general manager hong kong macau taiwan intercontinental hotels group international tourism context international project management our international classroom our programme annually attracts students from all over the world including students from nepal germany russia latvia honduras vietnam china india ecuador brazil poland italy the netherlands curaçao and bonaire switzerland usa kazakhstan bulgaria greece taiwan indonesia austria switzerland italy rwanda kenya ghana cameroon st maarten finland and belgium financial support mr bert van walbeek director of twe winning edge in bangkok thailand international tourism research more information for more information regarding the content of this programme admission requirements and the application procedure please visit www.nhtv.nl/tdm or send an e-mail to master-tdm@nhtv.nl mr alwin zecha executive chairman of pacific leisure group at bangkok former chairman of pata in bangkok thailand 12 13

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`this master in media innovation with its multidisciplinary approach will provide the industry with new media insights the degree programme is a well-balanced fusion of international media sciences and innovative entrepreneurship it provides a toolbox and the conceptual knowledge that helps us understand the complexity of the media environment of the future joris kruse executive creative director mediarepublic one-year regular master s degree programme media innovation every day people in the commercial media industry aim to design creative and original media products that are profitable technologically refined and that engage their audiences in completely new ways this means that contemporary media products are much more than just creative ideas they are the result of a collective effort in which knowledge about ict and programming media theory communication studies marketing and business are linked together the master in media innovation focuses on the core processes behind media products trying to uncover a digital grammar by learning this grammar students will be able to express themselves better on the digital platform and to anticipate future developments in this way they can use the full potential of the digital media innovation in the creative media industry is a hot topic in many countries up until now however there is a persistent lacuna innovators have not yet been successful in establishing an integral academic approach that is directly relevant to the digital media industry this master programme seeks to fill this need in close cooperation with international partners nhtv has developed a master programme which will bridge the gap between theory and practice in digital media studies aim the aim of the master programme media innovation is to provide students with in-depth knowledge of digital media processes based on this knowledge students are taught to design a canvas of codes a crucial set of mechanisms that is determinant for every media product by combining this canvas with a profound understanding of the developments of digital media students will be able to continuously develop new and preferably innovative media products phases the master programme covers 12 months and starts every year in august it comprises five themes the development of media remediation mobility of media content mobile and ambient technologies media technology facilitating media exchange system behaviour object/data representation system mobility human-computer interaction unique approach the master in media innovation is an international study programme with lecturers from across academic and commercial communities in the field of digital media the programme has a unique multidisciplinary approach not only will it train young media professionals to acquire analytical skills teach them to look beyond the surface of digital media and distinguish crucial digital processes but it will also teach them to transform analytical insights into the building blocks by means of which they can design tomorrow s media products media theory semiotics narratology media aesthetics transmedia storytelling branded entertainment business models media economics brand and digital media platform business models design communication studies media psychology media effects processing of media 14 15

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development of media thesis/final project media theory course process communication studies media technology business models assessment and final project `the master in media innovation at nhtv is perhaps one of the first programmes that transform an integral academic approach into directly applicable building blocks for the design of digital media such an approach will provide concept developers and media producers with a new horizon of possibilities hans bouwknegt associate professor digital media concepts nhtv breda university of applied sciences degree this master programme is accredited by the nvao the dutch-flemish accreditation organisation nhtv is therefore entitled to award its graduates the official degree of master in media innovation admission requirements if you want to apply for this master programme you should have a bachelor s degree in the field of business administration media studies communication studies ict or another media-related field furthermore all students need to be able to demonstrate their proficiency in english ielts minimum score 6.0 or toefl minimum score 79 internet-based eligible candidates will be invited for an interview since the aim of the programme is to use theoretical insights as the initial blueprint for the creation of media products a fairly large amount of credits 15 ects a quarter of the programme is reserved for the final assessment during the final assessment students will create a mock-up of a media product in order to facilitate intensive and long-distance monitoring of this part of the master the programme contains a state-of-the-art e-learning trajectory application for more information about the application procedure please check www.nhtv.nl or contact nhtv s international office international.office@nhtv.nl advisory board of the academy for digital entertainment floris van alkemade partner in solid ventures more information for more information about this master programme please check www.nhtv.nl or send an e-mail to mastermediainnovation@nhtv.nl for news productions show cases and more of the academy for digital entertainment check www.nhtv.nl/made rob van beek owner of webtopia paul israel director of media partnerships telenet joris kruse creative director of media republic mark ramakers cfo of talpa 16 17

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why apply for this master programme become an expert in strategic events management earn your master of science degree in one year have the opportunity to study in the uk as well as in the netherlands share your knowledge and experiences with international students meet with international professionals acquire in-depth knowledge of the events industry participate in real-life events and business projects one-year regular master s of science degree programme international events management in recent decades the event industry has developed into a fully professional industry which is indispensable in our society the demand for events as strategic meaningful experience instruments is larger than ever and the added value of events to communities and countries is acknowledged the event industry is a complex and innovative industry which is highly subject to change on an ever-changing playing field of dynamic national and international collaborations aim the aim of the master of science programme international events management is to offer strategic stepping stones in a path to understanding the position of events within society and how the events industry is structured and managed the programme will cover issues related to the role of events within society the economic socio-cultural physical psychological and political impact of events demand experience design and sustainability by enabling future managers in the events industry to take an in-depth look at these topics nhtv breda university of applied sciences and manchester metropolitan university are responding to demand from the events industry this programme was in development at the time this brochure was printed at that time it was accredited by the manchester metropolitan university nhtv is planning to seek accreditation for this joint degree programme as soon as possible for a current status of the programme details and the accreditation procedure please check www.hollings.mmu.ac.uk or www.nhtv.nl and positioning themselves as a serious partner to policy-makers on both national and international levels joint programme this master programme is a unique cooperation between experts in events management from the academy for leisure of nhtv breda university of applied sciences in the netherlands and the department of food and tourism management of manchester metropolitan university in the united kingdom the programme is partly taught in manchester and partly in breda and takes a full year more information and application for more information about the international events management master programme e.g programme details costs admission and application please check www.nhtv.nl or send an email to master-evm@nhtv.nl the programme consists of specialist units in events planning and operations you will also study key strategic management and business topics in areas such as finance event marketing eventful cities imagineering impact studies and e-business in order to develop your strategic thinking 18 19

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aim welcome to a world where imagination is the source of value in the economy tom peters this master programme has been set up to educate professionals pursuing business innovation to become imagineering experts who analyse the future from the experience perspective while taking into account the evolution in marketing and organisation thinking 18-month executive master s degree programme shape the strategy of an organisation in a `connected context inspire/orchestrate implementation of the strategy in such a manner that sustainable value is created for the organisation the executive master in imagineering is an nvao accredited master programme built as a roadmap see page 4 and 5 of this brochure for imagineering creative industries are companies and organisations that make their living from imagination companies like cirque du soleil are primarily creative content providers the `high concept a typical hollywood instrument is the starting point for all business activities in the creative knowledge economy all sorts of companies need imagination `people have changed more than the companies on which they rely zuboff maxmin bridging the gap between `old organisations and `new consumers calls for a change in the existing industry logic to this end more than just `creative thinking or `tactical innovation is needed companies stuck in `red oceans of bloody competition kim mauborgne need `strategic innovation to become serial inspiring innovators in a `flat world creativity of employees can be as good as the imagination of the strategists in their organisations but innovation is difficult let alone strategic innovation there is a growing need for high-level professionals who are able to create and innovate value using their imagination while `images provide meaning to experience and understanding to knowledge imagination is a fundamental facility through which people make sense of the world unlike creative thinking and `fancy imagination is a `shaping and modifying this master programme was under development at the time this brochure was printed programme details start date and other aspects are subject to change for a current status of the programme details please check www.nhtv.nl imagineering value creation and value innovation from the experience perspective is an approach towards value creation attuned to the creative economy it is a way to create a new appealing `lens to find `a blue ocean of uncontested market space that inspires all stakeholders to co-create power coleridge able to let ideas grow exponentially in the end we understand einstein `imagination is more important than knowledge business transformation with an essential focus on experience and imagination to transform the existing business logic advisory board imagineering academy mr paul gregorowitsch president of martinair holland nv the netherlands international cooperation given that experiences are culturally dependent part of the master programme is taught by guest lecturers from our partner institutes abroad another experience that adds to the cultural dimension is the completion of phase 1 and 2 with a fieldwork trip abroad developed in cooperation with one of our partner institutes our partner institutes include innovationpoint usa university of bournemouth uk and university of pretoria south africa mr donald hawkins professor of tourism policy george washington university usa mr nigel hemmington head of school of services management bournemouth university united kingdom mr ernie heath professor and head of the department of tourism management university of pretoria south africa mr koen vandenbempt professor of strategy department of management faculty of applied economics uams universiteit antwerpen management school antwerp university belgium mr tom wolber vice president of disney cruise line usa mr kees van der graaf former president of unilever europe the netherlands 20 21

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admission the executive master in imagineering seeks to cater for professional strategists such as innovation managers marketing managers communication managers human resources managers general directors and entrepreneurs to be eligible for the executive master in imagineering the following aspects will be considered testimonial testimonial olaf vugts director marketing development the efteling what is imagineering to you consumers are increasingly driven by self-expressional values instead of traditional `survival values that s why we need imagineering more than ever imagineering can be seen as an essential business driver which enables us to face the challenges of the future experience economy and transform our supply-focussed business to a demanddriven entertainment industry in brief imagineering to me is an outstanding way of creative and innovative business development applicants must have at least a bachelor s degree applicants must have a minimum of 5 to 7 years of work experience applicants must have a strong personal motivation which is not only based on career motives the candidate is aware of the workload this programme involves preferably the candidate is supported by his/her employer and this employer also endorses the process of imagineering murli poonath director of strategic innovation klm what is imagineering to you the world is changing in much of the world there is little left to be desired materially hence the increased need for meaning purpose and emotional appeal imagineering is a way to transform your business from a conventional industrial logic into an emotionally appealing experience-based logic what is the position of klm in this process klm is one of the oldest and most prominent brands of the world we want to remain relevant and genuine and we want to keep pace with changes in the world we also acknowledge our responsibilities towards society and the environment as an airline company we are pre-eminently suited to the task of bringing peoples and cultures together this contributes to the development of mutual understanding a global benefit how did you experience the executive master programme very valuable an excellent interaction between a knowledge institution and experts from the industry application and more information for more information or the application form go to www.imagineeringacademy.nl or send an e-mail to imagineeringacademy@nhtv.nl join the imagineering academy network on the professional networking site linkedin for companies or groups of employees if you are interested in an executive imagineering programme for your company and/or employees you can contact the imagineering academy at imagineeringacademy@nhtv.nl or 076-533 22 80 an example of a company training is anwb an intensive imagineering programme was developed for twelve managers of anwb who explored the imagineering roadmap for business transformation see page 4 and 5 of this brochure the final outcome was the development of a concept for anwb based on the knowledge gained how can we see the results of imagineering at `the efteling in the future imagineering has been the basic principle in the process of transforming the business approach of the efteling we are transforming from a well-known theme park into a creative engine in an imaginary world a provider of differentiated fairytale-based content our business activities have become more varied we now produce television programmes and formats as well as live entertainment and musicals what did the executive master bring to you first of all the executive master brought me a new perspective in a professional way as well as in a personal way it gave me the essential theoretical and practical knowledge and expertise to maintain improve and expand our business activities furthermore the executive master brought me an inspirational and constructive environment created by fellow students and professors the practical approach eventually resulted in a business transformation plan which allowed me to implement the new business strategy immediately it allows our employees to understand the new perspective and helps them to make te most of the new business opportunities as a team in short the executive master helped me to discover the experience economy from another point of view and gave me the opportunity to implement a new enterprise logic it develops business leaders competencies and expertise which are essential for success in the next episode of the creative industry 22 23

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aim the aim of the master in media innovation is to provide professionals with an in-depth understanding of digital media processes building on this knowledge students are taught to design a canvas of codes a crucial set of specific mechanisms defining each media product by combining this canvas with a thorough grasp of the developments of digital media students will master the tools to keep developing new and innovative media concepts apart from the delivery of top-class graduates the purpose of the master in media innovation is to equip media professionals with the ability to `bring something new into use in their final project students will develop prototype and pre-produce/produce media innovations nhtv s extensive international network of researchers and media professionals will support them in their efforts why apply for this master programme it is the first and only master in media innovation in the netherlands it is the only professional master programme in the field of media with special funding from the dutch government thus more affordable than other programmes cooperative institutes are a.o georgia institute of technology and penn state university numerous top industry partners acknowledge the value of the digital grammar and support and recommend its development meet with international professionals one-year executive master s degree programme media innovation being a media professional is about designing original profitable and technologically refined media products with the potential to engage audiences in completely new ways people have always been drawn to the media they influence our opinions insights and choices with the arrival of digital media they have taken centre stage in our lives contemporary media products are much more than creative ideas they are concerted efforts combining ict programming media theory communication studies marketing and business skills with the master in media innovation nhtv introduces the vision skills and knowledge to integrate these disciplines through a groundbreaking creative framework deploying media theory as a design tool the unique theoretical approach of the master in media innovation bridges the gap between media theory and media industry using a cross-disciplinary approach integrating media theory technology business models and communication studies the master in media innovation focuses on the core processes behind media products to uncover a digital grammar mastering this grammar gives students an in-depth understanding of the digital platform enabling them not only to improve the capacity to express themselves through digital media but also to anticipate and initiate future media developments by exploiting the full potential of digital media advisory board of the academy for digital entertainment floris van alkemade partner in solid ventures rob van beek owner of webtopia paul israel director of media partnerships telenet joris kruse creative director of media republic mark ramakers cfo of talpa 24 25

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programme outline the master in media innovation lasts 12 months and starts in september every year it consists of five main terms 45 ects followed by a final project 15 etcs development of media incubator funding admission requirements candidates for the executive master in media innovation need a bachelor s degree in business administration media studies communication studies ict or in a media-related field applicants with equivalent industry experience will also be considered students need to be proficient in english shortlisted candidates will be invited to an interview in order to support students in bringing their innovative media products and prototypes to the market the master programme will be run in close collaboration with innovation industries a new media innovation centre innovation industries offers facilities advice network development and funding of course innovations can also be taken back to your own company the `practise what you preach approach of the professional master in media innovation puts graduates right key data target group media industry professionals location breda the netherlands duration 1 year in 10 modules of 2.5 days each thursday evening friday saturday academic instruction september ­ april graduation project branded entertainment case study media theory the development of media remediation innovation knowledge of media is essential when it comes to achieving higher strategic levels of thinking and gaining insights into abstract development processes being one of the pioneers of new media theory professor dr j bolter from the georgia institute of technology is at the forefront of the integration of theory and practice which is why nhtv is thrilled to have him on the team of the master in media innovation media technology business models application an application form can be downloaded from www.nhtv.nl media theory the media theory module applies the approach developed by dr h bouwknegt associate professor digital media concepts at nhtv in his phd dissertation summa cum laude distinction titled `beyond the simulacrum dr bouwknegt s methodology has been characterised as perhaps the first successful attempt to use abstract media theory as a design tool communication studies at the heart of the media innovation industry tuition fee this professional master programme receives special funding from the dutch government the tuition fee for eu-students is d 9,995 excluding study materials the government grant of d 5,700 has already been deducted from this fee april ­ august tuition fee d 9,995 a dutch government thesis/final project degree this master programme is accredited by the nvao the dutch-flemish accreditation more information for more information regarding the content of this programme admission requirements costs scholarship possibilities and the application procedure please visit www.nhtv.nl or send an e-mail to mastermediainnovation@nhtv.nl grant of d 5,700 has been deducted from this fee for eu-students excluding study materials study load 60 ects european credit transfer system 1680 hours media technology the chronology of technological development is made transparent think of concepts like open apis mysql to provide students with insights into the basic principles of technological architecture of new media applications communication studies communication studies has a long-standing tradition of research on processing and perception of mediated communication insights derived from theoretical and practical research such as conducted by the prime lab of the university of missouri professor paul bolls are used to model perception and processing of mediated communication within the master programme these insights and models are used as guidelines for optimising the process of media innovation organisation nhtv is therefore entitled to award its graduates the official degree of master in media innovation business models the theory of business models will be based on the approach developed by dr a osterwalder in his phd thesis `the business model ontology a proposition for a design science approach which bears certain similarities with dr bouwknegt s model with the difference that it involves the field of business model design thesis/final project the five main blocks will be followed by a final project the aim of which is the development and prototyping of an innovative media concept this master programme was in development at the time this brochure was printed programme details start date and other aspects are subject to change for a current status of the programme details please check www.nhtv.nl nhtv academy for digital entertainment t +31 076 53 327 70 f +31 076 53 327 75 mastermediainnovation@nhtv.nl www.nhtv.nl/made 26 27

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