Vanwege de coronamaatregelen kan de onderwijsvorm of tentaminering afwijken. Zie voor actuele informatie de betreffende cursuspagina’s op Brightspace.


nl en

Business Model Generation




Admissions requirements



“It’s important not to overstate the benefits of ideas. Quite frankly, I know it’s kind of a romantic notion that you’re just going to have this one brilliant idea and then everything is going to be great. But the fact is that coming up with an idea is the least important part of creating something great. It has to be the right idea and have good taste, but the execution and delivery are what’s key.” —- Sergey Brin, founder of Google (1973–)

This course helps you to design a concept with an interdisciplinary team and teaches you how to solve problems with entrepreneurial thinking. You will be matched with fellow students based on complementary skills and expertise and charged with creating a product that meets a business or social need. Your team will select a market, analyse incumbent interests, identify a need, and then design a product. In this process, your team develops a business plan, creates a communication strategy and sets up a crowdfunding campaign. All teams must design a sustainable business model. Confidence is necessary, but so is the willingness to change your perspective and direction.

Course objectives

After completing this course you will be able to:

  • Analyse opportunities in different markets by studying trend reports

  • Identify important stakeholders and study their (vested) interests

  • Study an audience and identify a need or problem

  • Develop a story for an idea that appeals to a target audience

  • Turn a story into a video describing your team’s crowdfunding project

  • Develop a communication strategy for a crowdfunding campaign

  • Reflect on the experience of being part of an interdisciplinary team


Once available, timetables will be published here.

Mode of instruction

Interactive lectures


  • Individual essay (35%)

  • Group presentation (15%)

  • Individual class presentation (15%)

  • Group report (20%)

  • Participation (15%)


There will be a Blackboard site available for this course. Students will be enrolled at least one week before the start of classes.

Reading list

Alford J. (2009). Engaging Public Sector Clients: From Service-delivery to Co-production.
Drucker, P. F. (1994). “The age of social transformation.” Atlantic Monthly 274(5):53-70.
Johansson-Sköldberg, Ulla et. al (2012). “Design Thinking: Past, Present and Possible Futures.” Creativity and Innovation Management 22(2):121–146
Mitchell, R.K., B.R. Agle and D.J. Wood, 1997, “Toward a Theory of Stakeholder Identification and Salience: Defining the Principle of Who and What Really Counts”, Academy of Management Review, vol. 22, no. 4, pp. 853-886.
Monarth, H. (2015) The Irresistible Power of Storytelling as a Strategic Business Tool. HBR
Scott, S. (2012). Creating Powerful Online Videos, The Crowdfunding Bible: How to Raise Money for Any Startup, Video Game or Project.


This course is open to LUC students and LUC exchange students. Registration is coordinated by the Curriculum Coordinator. Interested non-LUC students should contact