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.
- 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)
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.
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.
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.
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.
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.
"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)
"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)