University of Ljubljana: Applying the Design-Thinking Approach to Entrepreneurship Education

Abstract

The Faculty of Economics of the University of Ljubljana (FELU) offers courses on undergraduate, graduate and MBA level in EE, including specialisations in entrepreneurship. In 2006, FELU introduced the Design Thinking (DT) approach to EE. DT is a human-centred, action-oriented and iterative problem-solving and idea-generating method. In courses applying DT, student teams generate business ideas, develop entrepreneurial projects and test prototypes through engaging with customers. The DT approach was meant to overcome downsides of a more traditional way of EE, focusing on writing business plans, which FELU applied before. The business plan approach did not trigger much creativity and did not lead to many new ventures. The Ljubljana case shows that the application of DT can generate valuable business ideas and change mindsets towards a consciousness of “being capable”. DT courses comprising entrepreneurial projects, start-up weekends and “three euro challenges” were found to be stimulating, action-orientated EE formats. Furthermore, FELU teachers successfully introduced DT in schools for pupils at the age of 12–15 and for unemployed people as well. High student motivation as well as suitable staff and sufficient resources for prototyping are important preconditions for achieving good results in applying DT. However, the case also revealed legal barriers to student entrepreneurship: students lose their privileges when they start their own business, and selling a product without having a company is prohibited.