Luca Müller-Wende is going into the final year of his BA in Entrepreneurship and Innovation here at Greenwich Business School. He talks about choosing a course with room to explore, the module that changed how he pitches an idea, and the society he founded and now runs as president.
Choosing a course with room to move
Luca was still working out what he wanted to specialise in when he applied to university.
"I knew I wanted to go into business, but without much hands-on experience, it felt too early to choose one specific path," he says. "What I did know for sure was that I wanted to become an entrepreneur one day and eventually build something myself."
That's what pulled him towards Entrepreneurship and Innovation. The course leans into creativity, problem-solving, and putting ideas into practice, which matched how he already saw entrepreneurship working.
"I liked that it wasn't just about learning theory, but also about thinking for yourself, testing ideas, and solving real problems."
Two years in, he's clear it was the right call. "It has a good balance between structure and creative freedom, and it covers a wide range of topics while still letting you explore what you're personally interested in. It's helped me get a clearer idea of what kind of entrepreneur I want to be, rather than pushing me into one narrow business role."
The Art of Storytelling
The module that has shaped Luca's thinking most is The Art of Storytelling, which he took in the first term of second year.
He already had an interest in video editing and digital content, so the brief landed well. One of the main assignments swapped the usual essay for an audiovisual story built around a business idea.
"It was the first time I properly thought about how to tell the story behind a business using visuals and emotion, rather than just explaining what it does," he says. "I had to think about things like pacing, tone, visuals, and how an audience might connect with an idea."
The lesson stuck, and it now shapes how he approaches everything from branding to pitching.
"It showed me that having a good product isn't enough on its own. It's more about how you communicate your vision and make people feel connected to it. That way of thinking has influenced both my uni work and the creative projects I work on outside university."
Working on your own start-up ideas
Because so much of the course is project-based, students spend much of their time building and testing their own start-up concepts. Luca has used that to his advantage in a way that most students don't spot straight away.
"For most assignments, I usually stick with the same core idea instead of starting from scratch each time. That's meant I've been able to work on different aspects of it across different modules and slowly develop it over time. It also makes it easier to apply what you're learning and improve the idea using feedback from lecturers."
The course has also opened doors outside the classroom. Luca picked up tickets to the Blue Earth Summit, a major event bringing together entrepreneurs, start-ups and investors around sustainability and innovation.
"Being able to attend, see live pitches and hear from entrepreneurs gave me a much clearer idea of what the entrepreneurial space looks like outside of uni."
The overall shift has been in how he thinks about his own ideas. "Instead of treating ideas as one-off coursework tasks, it's encouraged me to see them as ongoing projects that develop as your skills and experience grow."
Building a society
That approach has carried outside his degree too. Greenwich used to have a marketing society, and when it folded, Luca decided the gap was worth filling. He founded the UOG Marketing Club and now runs it as president.
"I felt strongly that the uni needed a proper home for students who want to actually do marketing, not just study it."
He and his committee built the society from the ground up, including its brand identity, and launched it for the new academic year. The plan is networking nights and guest speaker events for students heading into marketing careers, alongside content that's useful to students more widely.
Football, running, and the people you meet along the way
Luca joined the university football team early on and has stayed with it throughout his degree. Training midweek and playing competitive matches gave his week shape and introduced him to people he wouldn't otherwise have met. It's been a strong couple of years on the pitch too, with the team winning the treble last season: the league, the cup and varsity.
He has since joined the University of Greenwich Football Club committee as social media manager, which links his content and marketing work to something he already cares about. He also joined the Greenwich Running Club, which he describes as more relaxed than football but still social and motivating.
He'd tell other students to do the same.
"Get involved, not just for the activity itself, but because societies are also great for networking. You never really know who you'll meet or how those connections might become useful later on, both personally and professionally."
His advice to anyone thinking about the course
"Fully engage with the course and make the most of the freedom it gives you. The more effort you put into projects, group work, and developing your own ideas, the more you'll get out of it."
For students who know business is the direction but aren't sure of the destination, he thinks the course is a strong fit. "It gives you space to explore different interests while still building a strong entrepreneurial mindset. I'm in my final year now, and that flexibility has already helped me figure out what I enjoy and where I want to focus."
And on the fear of getting it wrong: "Don't be afraid to experiment or make mistakes. Not every idea needs to work straight away, and that's part of the learning process. If you stay curious, take initiative, and get involved both inside and outside lectures, you'll build skills that go beyond just academic knowledge."
Interested in studying Entrepreneurship and Innovation at Greenwich Business School? Explore the course and book onto our next open day.
