Creativity and Innovation

In collaboration with Cardiff University
Innovation and creativity are the key drivers of success in many industries today. They fuel the uptake of new technologies, the development of products and services and the formulation of strategies to secure competitive advantage. Truly innovative ideas can create new markets and boost a firm’s value or even transform its entire business model. But how do you propagate a culture of innovation? How do you tell which creative ideas are right for an organization? And how do you manage them effectively?
Course levelAdvanced Bachelor/Master
Recommended course combination Block 2: Organizational Behaviour Management, Big Ideas in Computer Science
Block 3: New Venture Creation and Entrepreneurship, Operations Research: A Mathematical Way to Optimize Your World
Block 1
8 to 22 July 2017
Co-ordinating lecturer    Dr. Mirella Kleijnen
Other lecturersDr. Peren Ozturan, Dr. Arjen van Lin, Prof. Robert E. Morgan (Cardiff University, UK)
Form(s) of tuitionLectures, interactive seminars, group project, in-company boot camp, private study
Form(s) of assessment    Presentations, participation, short paper
ECTS    3
Contact hours45
Tuition fee€1150   
Any student with an interest in creativity and innovation, especially from Business and Organization Studies, Economics, Social Sciences, Social Psychology, Healthcare, Media and Communication Studies, Engineering, Technology Management, Operations Management and Education. If you have doubts about your eligibility for the course, please let us know. Our courses are multi-disciplinary and therefore are open to students with a wide variety of backgrounds.

Organized in collaboration with Cardiff University, Wales, this course guides you through the minefield of creativity and innovation in the corporate environment. By introducing new ways of perceiving, understanding and approaching these aspects of the business matrix, it shows how they can make a real difference to the organization, to the market and to the bottom line.

The Creativity and Innovation course is taught by an international team with a strong management background as well as excellent academic credentials. Your lecturers boast ample real-life business experience through their consultancy work. Moreover, the course incorporates a unique hands-on assignment, the in-company boot camp, developed with and hosted by a corporate partner from the VU Amsterdam network.

The Netherlands became 9th in the 2016 Global Innovation Index, produced annually by Cornell University, INSEAD, and the World Intellectual Property Organization.

  • You will understand the role of innovation from a marketing strategy perspective.
  • You will understand innovation processes and the role of creativity within them.
  • You will understand and be able to apply the basics of design thinking.
  • You will be able to identify, analyse and explain an effective, creative concept leading to an innovation success.
  • You will be able to apply theoretical concepts, frameworks and models to cases, illustrations and examples.
  • You will understand individual and group creative processes.
  • You will be able to form an innovative team and you will understand the challenges inherent to its management.
One-day on-site boot camp at a company. You will tackle an innovation challenge in a pressure-cooker situation, presenting your solutions to company executives at the end of the day.
The course will use the book Managing Change, Creativity, & Innovation as a resource. However, the course will mostly draw upon article-based readings. Additional materials will include knowledge clips (video), company reports, and excecutive readings (popular press). 

Book reference: Dawson, Patrick and Constantine Andriopoulos (2014), Managing Change, Creativity, & Innovation, Sage Publications, London, England. Second Edition, ISBN: 978-1-4462-6721-9 (pbk) or ISBN 978-1-4462-6720-2.
Alisa"Since I am keen on developing my skills in creativity and innovation studies, I was especially interested in acquiring knowledge in design thinking and real-life business cases. Because of this, the boot camp at Muzus was the best place to learn more about strategic planning and innovation challenges. We learned that business creativity is a structured process demanding all your efforts and experience.Communication and interaction within the international team are priceless opportunities for ideas to emerge. We had a great day practicing the knowledge we gained through the course." -Alisa Galkina
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