Transmedia Design for Creative Industries

Start moment(s)
September, February
20 weeks
Contact hours
15 per week

  • Programme in brief
  • What to expect from us
  • What do we expect from you
  • Programme
  • Buddy and support
  • Admission requirements
  • Finance your study
  • Recognition
  • How to apply
  • Accomodation and practical matters
  • Students about this programme
  • The Netherlands / Tilburg
  • Contact

This minor focuses on the research and design of transmedia productions, both in the world of entertainment and (content) marketing in general.  Transmedia design means creating interactive stories and story worlds that unfold across various channels and platforms, engaging the audience deeply and encouraging them to participate.

In the entertainment industry the story ís the product: designing transmedia here means expanding that story by enlarging the story world on multiple platforms. Transmedia marketing, however, involves the design of interactive content to fit the core values of a brand. It is focused on getting the right message to the right target group. A brand, then, can be a company but also a person or an NGO, using transmedia strategy as a tool to raise awareness on societal issues. 

Theoretical courses and practical skill training

The minor programme offers theoretical courses and practical skill training that includes graphic and web design, filming and editing, (scenario)writing and creating storyboards, but also analysing skills for evaluation purposes (creating a KPI-dashboard).  By reflecting on successful transmedia products, the students develop a critical and academic view on the potential and issues of transmedia in the field of branding and entertainment. This includes excursions to inspirational events and companies.

The main focus however is on designing a real transmedia production as a teamwork effort for an actual client or as a self-contained production.

The minor is taught completely in English. The setting is an international classroom with a mix of Dutch and Exchange students.

In short:

  • We will teach you to be capable using transmedia productions from the disciplines of storytelling, engagement and experience in a strategic context of (commercial) organisations.
  • You will become capable of creating a production plan for a transmedia production based on the offered material.
  • You will learn to arrange and execute several versions of transmedia stories, be it as a corporate story, brand story or as a selfcontained production within the entertainment business.
  • You will be communicating and working with specialists in transmedia productions, such as studios, media partners, commercial and/or cultural organisations, press and the audience.
  • You will work in diverse groups consisting of both international and Dutch students. Your lecturers are experienced in their field of expertise.
  • You will get acquainted with the academic discourse on transmedia storytelling and design, learn form and reflect on best practices in the field and theories on transmedia design.

In short:

  • You are interested in how the market works.
  • You love to create but you want to do more than that, you want to implement your creation.
  • Working together in a project group or multidisciplinary team, under limited supervision attracts you.
  • Being a leader fits your skills or you love to organise or plan group activities.
  • Most importantly you are interested in different ways to tell stories.
  • You want to create a transmedia campaign for a (Dutch) company or create a self contained production.

Target Audience & Entry Level

Undergraduate. When attending the minor it is assumed that students have some basic knowledge and skills in planning and organising, (market)research and creation and execution of concepts, and mediacontent..

Lay-out of the programme

The minor Transmedia Design for Creative Industries consists of theoretical courses , masterclasses and excursions, practical classes, and a practical assignment, in which a transmedia production is developed and (partly or completely) executed.

Theoretical course 1: Narratology and treatment

At the heart of a good transmedia production lies a good story. Narrative design includes knowledge of narratological theories and scenography. Campbell’s “Hero’s journey” and Vogler’s “Writers Journey”, among other narratological theorists, serve as a basis for this theory course. Once a good story is found or made, it can be expanded to a transmedia production. In order for a story to be expanded, it needs to get a treatment: layers are added, migratory cues are determined, story world is analysed. Various models of how to make such a treatment are included in the theory classes.

Assessment: Treatment assignment: transmedia design on an existing franchise (movie/series/book).
ECTs: 5

Theoretical course 2. Transmedia in a digital age

In our digital age, driven by the social web, the customer’s attention can no longer be asked for, it needs to be deserved. Various theorists have studied transmedia (be it referring to transmedia storytelling, transmedia narratives or transmedia marketing)  elaborating on conceptual models and designing principles. Students will study these theories and develop a critical view on recent transmedia productions, and learn to reflect on these critical views.

Henry Jenkins: “Convergence culture” (recommended)
Robert Pratten: “Getting started in transmedia storytelling, 2nd edition”
Andrea Philips: “A Creator's Guide to Transmedia Storytelling: How to Captivate and Engage Audiences Across Multiple Platforms”articles, lectures, slides and handouts.
Case study assignment (paper).
ECTs: 4

Master classes and excursions

Throughout the whole minor Guest lectures and excursions will be organised to put the transmedia design in a wider context. Excursion examples:

  • VR–workshops, VR-cinema
  • Dutch Film Festival
  • Company visits
  • VR-days
  • Google Tilt-brush workshops
  • Hero’s journey trip (intro) 

Practical classes: tools and services

To gain practical knowledge and skills students will explore tools that are useful in the production of transmedia stories and learn to work with the necessary planning and development tools. The student acquires skills for writing screenplays, creating storyboards and mood-boards, creating a transmedia treatment and create visually attractive media-products.  Planning and organizing skills are addressed, as well as the measurability of results on the basis of performance indicators dashboards. Tools lectures are offered according to the needs and skill levels of the individual student and mostly offered on voluntary basis. Web-lectures, MOOCS and tutorials are used as well.

Some of the tools that are addressed:

  • Storytelling and scenario-writing tools
  • Cinematographic tools
  • Analysis tools: Google analytics, Facebook stats, YouTube-stats, MS excel
  • Design tools: Adobe Suite (Photoshop, Première, After Effects etc.)
  • Web tools: (Wordpress) website design

Course: Practical courses, assignments, 4 hrs. a week (throughout the whole minor).
Literature: Books, articles, lectures, slides and handouts.
Assessment:Tools and services as an important part of the minor is not assessed separately but included in the assessments of treatment, case study document and production.

4.4.Transmedia design

Creating a transmedia production requires specific skills. In a transmedia project various disciplines merge, like making use of diverse media platforms, have them intertwine and let them develop each in their own way, allowing audience interaction and participation. This calls for firm project management that allows iterations. In this course various transmedia production guides will serve as a basis to learn how to design a transmedia product for a real client.

The course includes topics like:

  • Online communities & social media
  • Spreadability of media, user generated content
  • IP issues, narrative structures and world building
  • Creating and finding footage
  • Creating user journeys
  • Testing and dealing with iterations
  • Agile project management
  • Co-working with various partners

Course: Practical courses and workshops. Creating various short transmedia designs resulting in  designing  a final transmedia project, performed in a team 8+ hrs. a week (1st  period).
Robert Pratten: “Getting started in transmedia storytelling, 2nd edition”
Books, articles, lectures, slides and handouts.
Production bible of the final transmedia design project.  GROUPWORK ECTs: 10

4.5 Project: Transmedia production

Both theory and gained insights are applied in a practical project: developing and executing a transmedia production that will run live in the final weeks of the minor program. The production will be executed for a real client operating in the Creative Industries.  Most logically the transmedia design created in the minor (see 4.4) will be applied. Students will be working in groups, under the guidance of the project supervisor.

Students work from their previous experience on assignments, together with fellow minor students. Students carry out their duties on the basis of the offered theory and on the basis of criteria established. Student teams must submit their production plans to the minor coach. The transmedia production can only be executed after approval by supervisor and client.

Some of the skills and tasks:

  • Writing: scenarios, scripts
  • Filming, editing, sound
  • Website creation
  • Managing and analysing social platforms
  • Organizing events
  • Project management

Course: Working in teams, independently and under supervision of the lecturers and regularly in contact with client. 8+ hrs. a week (2nd period).
Results of the transmedia production (2nd period). Showcase  video/website  (proof of concept)  on the production ( process and results) GROUPWORK (with individual components).

Reflection and coaching

To enhance continuous learning and to monitor learning outcomes, the student is asked to reflect on his/her developments and ambitions on a regular base and report about that. Coaching sessions are organised on a regular base in which 360 feedback is provided by supervisor and fellow students.

Course: Every 2 weeks alternating 1 hr. Attendance is mandatory.
: Portfolio end-assessment with reflection on learning outcomes.

Outline of a production: the objectives, the build-up of a storyline, the setting and choosing the right media.

Learning Outcomes

After following this minor:

  • The student is capable of using transmedia productions from the disciplines of storytelling, engagement and experience in a strategic context of (commercial)organisations.
  • The student is capable of creating a production plan for a transmedia production based on the offered material.
  • The student is capable of arranging and executing several versions of transmedia stories, such as a corporate story, brand story or entertainment.
  • The student is capable of communicating and working with stakeholders and specialists in transmedia productions, such as studios, media partners, commercial and/or cultural organisations, press and the audience.
  • The student knows about the academic discourse on transmedia design, its issues, potential and dilemmas.

Intensive coaching exchange students

Your teachers provide intensive coaching during the programme. All exchange students will be placed in buddy groups, led by a full-time Fontys ACI student. He or she will introduce you to Dutch culture, the city of Tilburg and the campus. With questions about practical matters and social engagements you can go to your buddy.

Complicated or personal matters

For all matters more complicated or personal you can go to the international coordinator or the study coach dedicated to our international exchange group. This study coach can help you with several personal or study related matters and can forward you to study psychologists or a dean if needed.

English Proficiency

For each program, the minimum level of English required will equate to the level of IELTS 6.0 (International English Language Testing System) or TOEFL iBT 80 (Test of English as a Foreign Language) or CEFR B2 (Common European Framework of Reference for Languages).


You will be asked to hand in a motivation piece for this minor. In this piece (the form is completely yours to choose, video, moodboard, text, a combination of all) you will indicate what your expectations are of this minor and why you think you should be in the programme. Your level of English will be assessed simultaneously. 

Please note that the expenses noted below are estimates only for a semester abroad at Fontys and that the actual expenses will depend on your personal lifestyle. If excursions are included in the curriculum, the costs are for the student him/herself. The study programme is obligated to offer a free option as well. You will receive more information about extra costs if applicable in the course descriptions you’ll receive once accepted to the programme.

Tuition Fees

Students on exchange from Fontys ACI partner universities will not be obliged to pay tuition fees.

Living Expenses

Students can expect general living expenses to amount to approximately € 700 to € 1,000 per month. This amount includes accommodation (i.e. approximately € 500 to € 600 per month all inclusive), food, transport and personal expenses.

Visa Expenses

These costs vary depending on your country of origin. EEA students do not require visas and as such, no expenses will be applicable. Students requiring Entry Visas and/or Residence Permits can expect to pay charges of approximately € 600.


In theory, students hailing from the European Union, Norway, Switzerland, Iceland and Turkey may be eligible for Erasmus Study Grants. Please refer to the International Office at your home university for further information.

How will your course programme be recognised by your home university?

Fontys will provide you with a so-called ‘Transcript of Records’, which will clarify the results that you have achieved. Depending on your results, you will receive a maximum of 30 ECTS credits. ECTS credits are recognised throughout Europe. The agreement between your home university and Fontys University of Applied Sciences will usually include a condition whereby the credits that you obtain will be recognised and transferred into the records kept by your home university.

How to apply as a Fontys student

You have to register yourself for the minor in Progress. Please note: the available places shown in Progress might not represent the actual availability. Waiting to register for the minor of your choice because of the shown availability is not advisable and might result in you being too late and the minor being full.

How to apply as an exchange student

Applications should always be submitted via the International Exchange (or Erasmus) Officer at the home university. Once Fontys has accepted the application, your Fontys study department will send you a link to a web application called Mobility Online. Added to the link you will receive all necessary information and a manual. Please take a look at this website to see how it works.

Deadline for nomination (by partner university)

Fall semester1 May
Spring semester1 November

Deadline for application:

Fall semester15 May
Spring semester15 November

How to apply as a student from another Dutch Higher Education Institution

Students from other Dutch Universities of Applied Sciences can apply for this minor via

Deadline for application:

Fall semester15 June
Spring semester15 December

Application requirements

A Skype call will be an obligatory requirement for your application procedure at Fontys Academy for Creative Industries and can influence the acceptance at our Academy. The Skype call will serve as an extra opportunity for you to show us your motivation and level of English, besides this there’s time for questions of the applicant as well.

Note: Fontys Academy for Creative Industries has a bring your own device-policy. Therefore the amount of public computers is limited and students are expected to bring their own laptops. For this minor program it is highly recommended to have Adobe CC software installed. A year licence (for 2 devices) can be purchased at the academy upon arrival.

Accommodation for exchange students

It is not always easy for exchange students to find accommodation in the Netherlands. Therefore, Fontys offers a service to provide students with assistance in securing suitable accommodation (i.e. a student room) for their exchange at Fontys. For information go to the Fontys accommodation page.

Application procedure

  • After nomination by your university for an exchange programme at Fontys Academy for Creative Industries you will be asked to apply through Mobility Online (our online application system).
  • Once you’ve been accepted in Mobility Online you can continue the application steps, including filling in the accommodation form before June 15 (for Fall semester) or December 8 (for Spring semester).
  • You can give your preference for a basic student room or a more luxurious student room with services included.
  • The accommodation officer will send you detailed information about the housing agency after the housing deadline.
  • The housing agency will get in touch with you and you'll have to transfer two months of rent + deposit before arrival to housing agency (no payment = no entrance accommodation, but still the obligation to close rental contract).
  • Accommodation is available on the agreed date.
  • You are obliged to accept and pay for the offered room for the whole period.

Maria Herholdt Engermann: 'To work on a real project is something completely different'

Name: Maria Herholdt Engermann

School: VIA Film & Transmedia, Multiplatform Storytelling and Production, Aarhus, Denmark

Minor: Transmedia Storytelling, Fontys ACI, Tilburg

Maria Maria Herholdt Engermann

"My school in Aarhus is focusing on a lot of things, not only on traditional stuff, but also on musicvideos, kickstartvideos, videomapping and transmedia. When we learned about transmedia I was immediately hooked. I really like this new way of telling stories. So when I got the chance to go abroad I was looking for a place where I could learn more about it. Most schools offer only classes, but Fontys ACI has this amazing program in which you can focus on transmedia for half year."


"'I do like the fact that they offer you everything that is new about transmedia storytelling. The lecturers know what they are talking about, they are enthousiastic and they want to share. What I liked most is that we actually go out and did a project. It’s easy to come up with concepts, like we do in Denmark, but to work on a real project is something completely different. It seems simple, but working with serious deadlines is not easy. It’s hard to make things work in such a short time."

Learned a lot

"I’ve enjoyed Fontys ACI as a society. I had a lot of opportunities and I learned things that I’m going to use in future projects. The lecturers offered me some good connections. For instance, I wanted to visit the Dutch VR Days in Amsterdam, a conference about virtual reality that cost a lot of money. The school payed the tickets for the whole class. That was amazing. But most important thing is that, thanks to the minor, I know for sure that I want to find out more about transmedia storytelling."

The Netherlands

The Netherlands is a country in western Europe with a multicultural population of approximately 17 million people. It has a very rich history in international trade, education, art, literature, design and sciences. This tiny country is famous for the great Dutch Masters, painters like Rembrandt and Van Gogh. They transformed the world around them just like today’s Masters: designers, concept developers, futurists. The Dutch creative industry of the 21t century is growing rapidly and plays a leading role in strengthening the innovative capacity of the country. The Netherlands strives to be the most creative economy in Europe by 2020.


More than 27,000 students study in the city of Tilburg in the south of The Netherlands. 13.5 percent of this city’s 200,000 inhabitants are students. Tilburg has a lot of cafés where you can enjoy student life. Students quickly find their favorite bars/pubs, restaurants and other meeting places. Catching a movie, enjoying the night life, a pop concert, visiting museums or going to the theatre: Tilburg offers a great number of possibilities.

Contact person for general information and application for exchange students: 

Ms. Isabela Roza

Tel: +31 6 42100886  

Skype: aciinternational1


Visiting address: Prof. Goossenslaan 1-4, Building P8, Tilburg

Post address: P.O. Box 9090D, 5000 GD, Tilburg, the Netherlands