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Storytelling & Experiences (1e semester 22/23 - Nederlands)

== deze minor wordt zowel in het Engels als in het Nederlands aangeboden ==

In this minor, you will be working on real-life assignments for real-life companies. You also did that in year 1, 2 and 3, but now, your group is the only group who will work on this assignment. This means a big responsibility! Key words are intrinsic motivation, freedom, good communication with the client, independence, and a pro-active attitude. 

Storytelling & Experience is a very broad minor: we have projects related to storytelling, marketing, communication, concept development, etc. Although our name is ‘Storytelling & Experience’, remember that not every project has a storytelling element! It can also be more Marketing or Concept development related. 

We pay a lot of attention to the research phase of the project (researching the consumer experience and consumer behavior), because this is the foundation for a good professional end product.  

Besides the assignments, we will offer you our specific course Storytelling & Consumer Behavior. We will give you the newest insights in Consumer Behavior, and we will also give some masterclasses of Storytelling projects that have been done by BUas-researchers. You will apply this knowledge in a number of workshops, and of course in the assignment. 


Writing a research proposal: analyzing the management problem and translating it into a research problem; 

Applying the theoretical concepts of Storytelling and Consumer Behavior in the assignments (if relevant for your project); 

Conducting the research according to the research proposal. This research can be quantitative, qualitative and/or design research. 

Making the recommendations concrete in a professional product, like a marketing plan, communication plan, storyline, experience concept, etc. 

Presenting the research plan, the progress during the process, and the professional product to the commissioner. 

Project management, Stakeholder management, and communicating with the client in a professional way. 


Propaedeutic certificate obtained


We will offer you all relevant study material during the minor via Teams


Minor assignment ( 20 EC): 

Research report, Professional product, presentations, evaluation of the client, personal evaluation of your functioning by your supervisor, peer evaluation. 

Course Storytelling and Consumer Behavior (5 EC): essay (Consumer Behavior) and a video (Storytelling).  

Other 5 EC: to be announced. 

Aanvullende informatie



Consumer Experience and Behavior; 




Project Management 



Some clients of the past few years: 

  • Blind Walls Gallery 
  • Visit Brabant 
  • Hollandse Waterlinie 
  • Markiezenhof Bergen op Zoom 
  • Van Gogh Nationaal Park 


Structure of the minor 

In this minor, you will work with a group of 6 to 8 students on one large assignment of a commissioner, or on two smaller assignments for two clients. The assignments are in Dutch.  


Teaching method(s): 

Meetings with your supervisor, once or twice a week. We are working with collaborative learning: the student is in the lead. We are not talking about ‘lessons’ anymore in year 4, but about getting advice or feedback from your supervisor during the process.  

Lectures or clips on Consumer Behavior, Masterclasses and workshops on Storytelling.