During the programme

In the Creative Business study programme you acquire up-to-date knowledge and skills in creative thinking, human-centered design, relevant technologies, and business savviness, and develop into cultural savvy global professionals. Marketing and Media are important business domains. You will develop skills to come up with innovative solutions for creative industries, media, and global organizations that embrace creative innovation. You can also start your own business.

During the creative Business programme

Creative Business prepares you for the creative industry, but also for all the other industries that embrace creative innovation - such as Health, Education, Government and Business Services.

You will develop a deep understanding of business and customers. You learn to use both empathy and creativity to develop new concepts and strategies. Furthermore, you learn how to communicate these concepts and strategies to organisations, stakeholders and media. Through a truly global learning context students gain experience with international and cross-cultural collaboration.

Important topics in the study programme are marketing, cultural diversity, consumer behaviour, creativity, humanity, technology, business models, branding, culture, media, entrepreneurship, professional identity, multiple electives (such as Artificial Intelligence, Circular innovation and Growth hacking), various research approaches and a graduation project.

In your first year, you explore the foundations of international creative business together with your fellow students. You focus on new business models, digital media design, marketing, consumer behaviour and research skills. Important approaches such as agile working and design thinking are introduced, you learn the basics of collaboration and get acquainted with project work.

  • Block A & B: Introduction to Creative Business; Professional Development; Humanities; Marketing Principles; Digital Media Design; Principles of Communication.
  • Block C & D: Research Lab and Methods; Research Analysis and Toolkit; Media Culture; New Business Models; Creativity; Consumer Behaviour

In the first year, you need to obtain a minimum of 50 ECTS credits to continue your studies with us. All first-year courses are 5 ECTS credits each.

Courses year 1

In the second year, you learn to think and work like a creative professional. You'll get many reality checks in the form of real projects, guest lectures, and introductions to the professional field. This year, you get a taste of what it means to work like a creative problem-solver and pioneer. You choose the elective courses that are most interesting and relevant to you, thus constructing your ideal learning path.
  • Block A & B: Technology; Entrepreneurship; International Creative Business; Data storytelling; Cross Media Fundamentals; Human-Centred Design

  • Block C & D: Global Work; Intercultural Communication; Electives (see below)
Courses year 2

In year 2 you can choose four out of the following courses: Exploring Cultural Differences, Participatory Cultures, Branding Fundamentals, Managing Creatives, Interactive Experiences, Framing the Media, Advanced Marketing and Influencing Your Audiences.

Year 2: electives

In your third year, you must spend at least six months in a non-native language environment. You have the option to study abroad for a semester, or take an international work placement.
One semester is devoted to your minor. You may study at one of our 70+ foreign partner universities or any Dutch university, or choose to stay in Utrecht.
Whatever you choose to do, this year, you experience new cultures and truly learn what it's like to work in international creative business.

Examples of work placement assignments

  • Implement a social media plan for a global game studio
  • Map the customer experience and propose improvements for an international magazine
  • Produce state-of-the-art videos for a virtual reality company
  • Develop creative brand strategies to attract tourists to Amsterdam

In your final year you can choose from a wide range of interdisciplinary courses which require co-design, creative problem-solving and business innovation at a high level. The second semester is dedicated to your graduation project, for which you conduct independent research into an issue of your choosing. Many of our graduation projects are triggered by genuine research requests from (international) businesses. Critical thinking and interpretation are truly important this year.

Examples of graduation projects

  • Improve a content strategy for a fashion and lifestyle brand to increase interaction with Instagram users.
  • Analyse the marketing strategy for a children’s programme for a global entertainment and media enterprise.
  • Develop a digital marketing plan for an international food company.
During the programme Creative Business: Students in a classroom


hours per week
Study in figures

Other information

Our teaching methods vary depending on the module, but the focus is always on student participation. You require professional experience through incubators, companies, games, e-learning and labs. We think reflection, self-evaluation and critical thinking are as important as hands-on skills.

Courses conclude with exams, tests, assignments, essays, portfolios, pitches and/or presentations. Exams may also be broken down into partial exams (or partial tests) during or at the end of the block.

Are you keen to follow an expanded and more intensive version of the standard programme, or accumulate Honours Stars during your regular studies? Our Honours Programme could be for you! If you collect five stars in total, you graduate with honours.

During this programme you work in learning teams: small groups of students who learn together to build their knowledge and skills collectively and individually. A CB learning team consists of five to seven students, guided by a professional development coach and lecturers.

At the end of your first year you receive a binding recommendation on whether you may continue your studies with us. To continue your course, you need to have earned at least 50 out of the possible 60 ECTS. If you fail to do so, you will be asked to leave the programme.

Linkup is a dedicated team organising a wide range of social activities for their fellow CB students: trips abroad, arts and music festivals, educational events and regular parties, as well as the introduction camp.

From day one, you are allocated a personal study career coach (SCC), who supports you during your time with us. Your SCC helps you with all study-related issues, from time management to study methods and career planning.

In the third year, you must spend at least six months in a non-native language environment, studying or doing a work placement. This gives you the practical skills you need for a successful international career.

Studying at HU

  • Innovative curriculum preparing you for the workplace of the future

    Creative Business contributes to virtually all industries that embrace creative innovation – such as Healthcare, Education, Government and Business Services, so your skills will be in high demand.

  • International network

    You learn in an international environment from top-quality researchers and experienced lecturers. International exchange programmes/internships are included in the programme.

  • The city of Utrecht

    Beautiful Utrecht is a university city with plenty of young people and excellent facilities for student life.

Barbara Krzonkalla, Creative Business programme, HU University of Applied Sciences Utrecht

"Having the opportunity to explore the creative industry in so many fields, working together with talented people, working on real life projects, is really exciting!"

Barbara Krzonkalla (20)
Matheus da Silva Santana, Creative Business programme, HU University of Applied Sciences Utrecht

"What I liked the most about this assignment was the fact that it was really up to date, we explored the things that are trending right now."

Matheus da Silva Santana (22)
Foodcourt Padualaan 101, Utrecht Science Park

Interested in the bachelor Creative Business?