Artesis Plantijn Hogeschool Antwerpen
Onderwijs en Training
Entrepreneurship and corporate communication34610/3344/2425/1/03
Study guide

Entrepreneurship and corporate communication

Academic year 2024-25
Is found in:
  • International programmes AP: European Project Semester, programme stage 3
This is a single course unit.
Study load: 4 credits
Co-ordinator: Marrin Geert
Other teaching staff: De Schepper Nathalie, Dirkx Bie, Verreth Marijke
Languages: English
Scheduled for: Semester 2
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.10.2024 ()
Re-sit exam: is possible.
Possibility of deliberation: This course unit is eligible for deliberation according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 100,00 hours


There are no prerequisites for this course.

Learning outcomes (list)

Strategic planning (turning ideas into strategic plans & strategically acting according to plan)
The student recognises the potential an idea has for creating value for the client and identifies suitable ways of making the most out of it
The student estimates potential cost of turning an idea into a value creating product and/or activity
The student applies, orally as well as in writing, effective and efficient communication methods, means, media and style in function of the various stakeholders of the project

Course content

Entrepreneurial Soft Skills (2 hours workload)
The students get an overview of the different soft skills. Through exercises they gain insights in how they score on the different skills. The coach helps them to use this knowledge to work on their project.

Design Thinking (8 hours workload)
In this stage the students know whether they have defined a real and right problem. If not, they look into another one of adapt the definition of the problem. After the redefining stage the whole group generates solutions in an organized brainstorm. Through peer to peer evaluation, they gain insights in the pro and cons of their solutions. At the end of the session they pick at least two problems to explore.
Tools: Value Proposition Canvas
Homework: Interview target group on different solutions.

Business Model Canvas (8 hours workload)
The coach explains the parts of the business model canvas to hand a framework. The students fill in the blanks for their project. During this stage they work on a product-market fit.
Tools: Business Model Canvas
Homework: Come up with at least three different alternative BMC’s

Individual BMC coaching + Pimento Map (8 hours workload)
Through individual coaching, they uncover the strengths and flaws of the project. The coach gives them short term goals to work on. Depending on the progress of each group, the coach gives a short introduction on how to determine their basic financials.
Tools: BMC and Pimento Map
Homework: Work on the flaws uncovered in the Pimento Map

Start-up financials (2 hours workload)
No accountancy! During this lecture we focus on the profit and loss statement and look into the numbers to conclude whether or not the project is feasible on a short and long term.

Crowdfunding (2 hours workload)
A session with basic information on how crowdfunding works. 

Pitching theory + workshop (20 hours workload)
How do you create a good pitch? The students get a list of do’s and don’ts. We address how to write a well-structured pitch. We focus on verbal and non-verbal skills and the students get a toolkit to help them visualize their ideas in their presentation.
Every group presents their pitch. They get feedback on group and individual level.
Homework: Make a draft of your pitch to present in class.

CROSS MEDIA DESIGN / teacher Marijke Verreth (25 hours workload worth 1 ECTS)
Emphasis on development of project related cross media concepts.
The following themes are covered:
- Strategic cross media design
- Analysis of identity of project and target audience
- Idea generation by the use of effective creative thinking methods
- Media choices
- Graphic design of project: logo, house style, identity

The course consists of 2 sessions of 8 h each (including feedback).
In the first session we explore the essentials for strategic cross media design and we handle case study’s where organizations use a mix of media efficiently.
In the second session we look deeper in how to use these essentials for our own projects. We focus on the production and usability of the most used cross media applications.
We use workshops and interactive classes and group exercises. After the two lessons each project group will develop their own cross media mix.

In an introductory workshop, students gain insight into the importance and added value of audiovisual business communication.

Low-threshold tools are provided with which the student teams can work autonomously. The aim is to create a professional-looking audiovisual production about the EPS project in question. The end product provides a clear picture of the project and must be usable by the client.

Throughout the semester, students can contact AP’s Medialab for support and feedback.

The audiovisual production is part of the final presentations of the student teams.

Educational organisation (list)

Learning Activities
Collaborative learning40,00 hours
Lectures and / or tutorials20,00 hours
Practicum40,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
Eerste examenperiodeProject assignment25,00Cross media design
Eerste examenperiodeProject assignment50,00Workshops:
40% attendance
40% in class cooperation
20% assignments
Eerste examenperiodeProject assignment25,00Audiovisual corporate communication
Evaluation(s) for re-sit exam
2nd examination periodProject assignment25,00Cross media design
2nd examination periodProject assignment50,00Workshops:
40% attendance
40% in class cooperation
20% assignments
2nd examination periodProject assignment25,00Audiovisual corporate communication

Evaluation (text)

The WORKSHOPS in the context of ‘Entrepreneurship & corporate communication’ will be individually assessed as follows:
Attendance /8
Assignments /8
In class cooperation /4

Students are expected to attend all sessions and participate actively. At the end students will do a group assessment exercise and will be graded with a score per EPS team.

The audiovisual production is part of the final presentations of the student teams and is assessed by Medialab experts who consult with the coach and the client.

Artesis Plantijn Grading Scale compared to the ECTS scale, also available online:

ECTS Grade (A-F) - AP grade - Definition

A - 18/19/20 - EXCELLENT: outstanding performance with only minor errors
B - 15/16/17 - VERY GOOD: above the average standard but with some errors
C - 13/14 - GOOD: generally sound work with a number of notable errors
D - 11/12 - SATISFACTORY: fair but with significant shortcomings
E - 10 - SUFFICIENT: performance meets the minimum criteria
FX - 8/9 - FAIL: possible deliberation
F - 0/1/2/3/4/5/6/7 FAIL: no deliberation possibility