MCT Lexicon Multimedia & Creative Technology

Business

15 terms

Entrepreneurship, digital strategy, marketing, project management and innovation.

Artificial Intelligence (AI)

Artificial Intelligence (AI) is the field of computer science that develops systems and algorithms capable of performing tasks that normally require human intelligence, such as recognition, reasoning, and decision-making. In a technology context, AI covers techniques like machine learning and deep learning, where models learn patterns from data to make predictions or classifications. AI applications range from search and recommendation systems in web and mobile apps to real-time image and audio processing in 3D/XR projects and post-production.

Branding

Branding is het bewuste proces van het ontwerpen en beheren van een merkidentiteit zodat een organisatie, product of dienst herkenbaar en onderscheidend wordt. Voor 3D betekent dit bijvoorbeeld consistente materiaalkeuzes, schaal en stijl van productrenders en AR/ervaringen; voor Audio/Video gaat het om een herkenbare visuele stijl, montageritme en geluid (zoals een sonic logo). Vanuit Business omvat branding strategie, positionering, waarden en doelgroepdefinitie; voor Web vertaalt het zich naar consistente UI/UX, tone-of-voice, performance en metadata. Goede branding zorgt dat alle disciplines — 3D, audio/video, business en web — samenwerken en één samenhangend verhaal vertellen dat vertrouwen, herkenning en voorkeur bij gebruikers opbouwt.

Business Model Canvas

The Business Model Canvas is a visual template composed of nine interrelated building blocks that let you map and analyze an organization’s business model in a single page. It helps teams surface assumptions about customers, value propositions, infrastructure, financials and partnerships. The canvas is used for ideation, strategic discussion, prioritizing experiments and quickly communicating how a business creates, delivers and captures value.

strategy

Creative technology

Creative technology is an interdisciplinary field that combines engineering and technical skills with creative practice to build interactive experiences, installations, products and performances. It involves programming, electronics, sensors, interactive design principles, audiovisual production and often physical prototyping with microcontrollers or 3D printing. Key characteristics include experimentation, iterative prototyping and ‘‘research-through-making’’, typically carried out by teams of designers, developers and makers. The aim is not just functional solutions but meaningful, aesthetic or experiential outcomes for users and audiences.

Customer Journey

A customer journey describes the sequence of steps, interactions and touchpoints a customer goes through from first contact with a brand through purchase and often post-purchase loyalty. It focuses on the customer's perspective: which channels are used, what expectations and emotions arise, and where friction or 'moments of truth' occur. In marketing and business the customer journey is used to optimize experiences, prioritize improvements and link KPIs to specific touchpoints.

marketing ux

Design thinking

Design thinking is a human-centered, iterative approach for solving complex problems and designing new opportunities. It combines empathy for users, multidisciplinary collaboration, and experimental prototyping to create solutions that are desirable, feasible, and viable. In a business context, design thinking helps organizations validate ideas before heavy investment and redesign products or processes from the perspective of customers and other stakeholders.

ux strategy

Entrepreneurship

Entrepreneurship is the process of identifying and exploiting opportunities to create value, typically through new products, services, or business models. It involves taking calculated risks, mobilizing resources (capital, people, knowledge) and organizing activities to turn an idea into a viable enterprise. Beyond founding a business, entrepreneurship is a mindset characterized by creative problem solving, resilience, adaptability and a strong focus on customer needs.

Go-to-Market Strategy

A go-to-market strategy is the plan an organization uses to bring a new product or service to market and reach the intended customers. It covers decisions about target segments, positioning, pricing, distribution channels, sales and marketing tactics, and the metrics used to measure success. In a business context the GTM strategy aligns teams, reduces launch risk, and ensures resources are focused to maximize adoption and early revenue.

strategy

KPI (Key Performance Indicator)

A KPI is a measurable value that indicates how well an organization, team, or process is performing against a strategic objective. KPIs provide focus by turning abstract goals into concrete, quantifiable metrics that are tracked regularly. Good KPIs are relevant to strategy, measurable, have a clear owner and timeframe, and provide actionable insight for decision-making. There is often a distinction between lagging KPIs (outcomes) and leading KPIs (predictors), and KPIs should avoid being mere 'vanity metrics' that look good but do not drive action.

Kanban

Kanban is a visual workflow management method that originated in the Toyota Production System and has since been adapted for knowledge work and IT. It focuses on visualizing work, limiting work in progress (WIP limits), and creating a pull system where work is started only when capacity is available. Key principles include explicit process policies, measuring lead and cycle times, and continuously improving the process based on feedback and data.

MVP (Minimum Viable Product)

An MVP (Minimum Viable Product) is a stripped-down version of a product or service that contains just enough features to let early customers experience its value and to test key assumptions. The goal is not to deliver a perfect or full-featured product, but to learn quickly what works for users and thereby reduce risk and development cost. In a business context you use an MVP to validate hypotheses about customer needs, pricing, and distribution channels and to collect measurable data that guide decisions about iteration or pivoting.

Proof of Concept (PoC)

A proof of concept (PoC) is a small-scale experimental demonstration that a core idea or technology can work in practice. In a startup or innovation context, a PoC is used to quickly validate technical (and sometimes operational) assumptions with limited resources, thereby reducing early-stage risk. A PoC is not a finished product: it has a narrow scope, defined success criteria, and is meant to convince stakeholders, partners, or investors that further development is warranted.

ROI

ROI stands for Return on Investment and is a metric that measures how much profit or loss an investment produces relative to its cost. It is commonly calculated as (gain − investment) / investment and expressed as a percentage, which makes different projects comparable. ROI is useful for decision-making because it quickly indicates whether a project is profitable, but it does not account for the time value of money, risk, or additional recurring costs such as operating expenses.

Trendwatching

Trendwatching is the systematic observation and analysis of signals, behaviors, and developments across markets, technology, and society to identify emerging trends. It combines qualitative sources (such as social listening, expert interviews, and ethnographic research) with quantitative data (like search trends and sales figures) to distinguish persistent patterns from short-lived fads. In a business context, trendwatching helps organizations make strategic decisions, reduce risk, and spot new opportunities before they become mainstream.

Value Proposition

A value proposition is a clear statement of the specific benefits a product or service delivers to a particular type of customer. It explains which problem or need is addressed, the unique benefits offered, and why the solution is preferable to alternatives. In a business context the value proposition sits at the core of marketing, sales and positioning: it guides messaging, prioritization and hypothesis testing with customers.

strategy