dr. E.M. van Zeeland (Eveline)

As an Assistant Professor of Design & Value Creation at the University of Twente (Faculty of Engineering Technology, Department of Design, Production and Management), I explore how (social) organizations can create value for their customers through a participative approach grounded in Design Science. My research primarily focuses on societal challenges, with particular attention to vulnerable groups. Giving a scientific voice to the “silent voices” in society is a core motivation in my work, as is acting as a bridge between academic research and professional practice. In my academic work, I also focus on how a design approach can be executed in a more rigorous and robust way, by placing strong emphasis on how design research projects are conducted and evaluated. Furthermore, positioning marketing as a design science is an important component of my scholarly work.

With an interdisciplinary background in economics, psychology, consumer neuroscience and design science, I naturally approach research and innovation from multiple perspectives. I obtained my PhD under the supervision of Prof. Dr. Jörg Henseler at the University of Twente, with a dissertation titled Designing for Trust, which examined trust from both a neuroscientific and design perspective. My work has been published in leading academic journals and presented at venues such as Dutch Design Week and Harvard’s School of Engineering.

I am the author of several books, including GETTING STARTED WITH DESIGN THINKING—the most widely used Design Thinking textbook in Dutch higher education—and Marketing Design, which won the PIM Marketing Literature Award in 2020 and was selected by MT/Sprout as one of the ten best marketing books ever published in the Netherlands. In my most recent book (2025), SHAPING VALUE, that I wrote together with Prof. Dr. Jörg Henseler, we position marketing as a design discipline focused on value creation. As an educator, I teach marketing- and design thinking-related courses and supervise PhD and master’s students. 

My work has been recognized through several honors and nominations, including the PIM Marketing Literature Award (2020), a Top-50 Online Thought Leader in the Netherlands (#38, 2025), a nomination for Best Paper at the International Marketing Trends Conference (2026), and being listed among the Top 50 Women Shaping Marketing in the Netherlands (#39, 2026).

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Courses academic year 2025/2026

Courses in the current academic year are added at the moment they are finalised in the Osiris system. Therefore it is possible that the list is not yet complete for the whole academic year.

Courses academic year 2024/2025

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