“Electronic media are a typical Dutch topproduct.
They stimulate equality, transparency and communication.”
Willem Woudenberg, partner Eden Design
9 januari 2009

Historical perspective of the
Communication & Multimedia Design
course

• From the 80s on, digital media have become fully
integrated into our society
• First there were textual, then visual, and after that
multimedial information sources
• Information is becoming freely available to a continuously
growing group op people
Historical perspective CMD

This leads to:
• a more critical consumer
• growth of possibilities and choices
• a consumer that becomes a producer; participant in the
decision making about services and products (prosumer)
The new customer therefore demands more innovative and
more user-centric solutions and products
Historical perspective CMD

Examples of user-centric solutions

Aibo keeps single persons company, highly popular in Japan
Emotional connection with a machine.
Smart objects

With RFID tags refrigerators will become able to determine
what’s inside and order products online that are running out.
Smart objects

The mobile platform is developing rapidly.
A growing market for games and informational content.
Mobiele toepassingen

Interface design

Games get more serious
Serious Games

…and can help you even in homes for
to get/stay in shape elderly people

The Nike Sportskit is a succesful example of
productinnovation by two major companies.
The Nike & iPod Sports Kit

What is needed to design these products and services?
• professionals with a broad oriëntation and interest
• that can work in a ever changing (technological) workfield
• that have knowledge of communication, technology, design,
human-computer and human-human interaction
• that are able to think user-centric
User-centeredness demands…

Avans CMD educates students to become
strategic and innovative problem-solvers that knows how to use
design, communication and technology to develop
(interactive) media solutions that comply with the wishes and
needs of bussinesses and end-users from all areas of society.

• A Communication & Multimedia Designer designs
solutions for communication and interaction issues.
Preferably in a innovative and durable way.
• These solutions are mostly multimedial.
• And are created by interdisciplinary teams
The blue area is the area of
SYSTEM
the focus for the CMD’er
USER

Education @ CMD

• Curriculum is based on skills, knowledge and attitude that
student needs in the profesional world.
• Education by projects like in the professional practice
• Students work on projects in interdisciplinary teams like in
professional practice
• Process is important (not only the product)
• Lots of research, experimenting, out-of-the-box
Characteristics education CMD

Project-based education
Each quarter in year 1 and 2 has a project. Central theme each
quarter is a realistic (innovative) new media solution.
Underlying concepts:
Y1: phases of development of interactive media
(analysis, concept, design, realization)
Y2: products for various domains in society:
work and study, leisure, care and well-being, living
Characteristics education Breda

Student Projects

Game installation for four people

Interface innovation for Dutch bank

Graduation exposition 2008

Liquid moving screen

Haptic interface:
ice melting machine
operated by shouting
(useless but great research)

Structure of CMD course
Years 1 and 2 are equal for all student and lay the
groundwork for knowledge, skills and attitude on
design, communication and technology.
Learning by projects.
3rd year (first half): specialization
3rd year (second half): professional practice
4th year (first half): minors (free choice specialization)
4th year (second half): graduation project and thesis
Structure CMD Breda

Specializations

Information and Interaction
Creative Technology
Multimedial Design
Interaction Strategy
Specializations CMD Breda

Information and Interaction
Focuses on the accessibility of complex information, interface
design, behavioral design, human-computer interaction
Specializations CMD Breda

Creative Technology
Focuses on research of new technologies. Creating and
realizing technologically innovative new media solutions.
Media engineering.
Specializations CMD Breda

Multimedial Design
Focuses on the design of multimedial- and crossmedial
solutions. Design for the senses. Storytelling/Narration.
Experience design.
Specializations CMD Breda

Interaction Strategy
Connects communication problems from organizations to
knowledge about target audiences and develops new media
communication-strategies end means for this.
Specializations CMD Breda

Domain Theory & Reflection
Provides general theory lessons
Subjects are:
• philosophy
• media-ethics
• theory of culture
• technology and society

Domain Professional Skills
Provides course elements like:
• English, Dutch
• presentational skills
• interview skills

Professional Practice

Where do our students work?
• Creative Industries
- Media design
- Exhibition design
- Communication design
• Service industries
• Game development
• R&D labs for interactive media
• Publishing and broadcasting
• Governments
• Profit and not-for-profit organizations
• ICT industry
• Media consultancies

CMD Breda is part of the Academy for Media & User Experience
Avans University of Applied Science, Breda

Thank you for your attention
If you require additional information please contact
Jan Peeters, vice dean of Academy of Media & User Experience
jph.peeters@avans.nl