Amsterdam University of Applied Sciences


Master Digital Driven Business

The Master’s programme Digital Driven Business is a full-time, one-year programme. It is designed to challenge students to turn data and emerging digital technologies into concrete actions that generate business value. During the programme, students can opt for a specialisation in marketing or finance.

Roemer Hoogerwerf - Student Master's Programme Digital Driven Business

Now that I’m diving into it, I realise that there is still so much to learn.

Read more

Students learn how so-called ‘actionable insights’ are the key to bridging the gap between raw data and business value generation, developing a critical, analytical and entrepreneurial attitude during their studies. Graduates emerge with the knowledge and 21st-century skills required for effective decision-making and business-value generation in a rapidly changing, digital-driven world.

The programme is multidisciplinary, building on insights from the fields of data /ICT and marketing/business. Reflecting current practice in the professional field, the curriculum draws heavily upon agile learning methods in which students from different backgrounds work together in short-term projects. The course materials include contemporary models, concepts, methods, developments, cases, software/tools, literature and theories from the field.

This Master’s programme is a multidisciplinary collaboration between the following professorships/research groups: Digital Commerce and Corporate Governance and Leadership (Faculty of Business and Economics), Cross Media and Visual Methodologies (Faculty of Digital Media and Creative Industries) and Urban Analytics (Faculty of Technology).

Programme Structure

Introduction programme (mandatory, starts late August 2022)

The one week introduction programme includes research skills, including data tools, analysis and statistics, as well as business and ICT basics. Students also learn the basics of professional development and why this is essential to a successful career.

Courses are mandatory, with the exception of the electives.

In line with the programme’s focus on agile working, each module offered within a thematic quarter lasts three to four weeks:

Marketing Track:

Finance Track:

Quarter 1: Foundation

Quarter 1: Foundation

- Emerging Technology in Digital Business - Emerging Technology in Digital Business
- Digital Business Management - Digital Business Management
- Business Statistics - Business Statistics

Quarter 2: Information

Quarter 2: Information

- Database Management - Database Management
- Machine Learning for Business - Machine Learning for Business
- Data Presentation & Visualization - Data Presentation & Visualization
- Business Ethics - Business Ethics

Quarter 3: Specialisation

Quarter 3: Specialisation

- Digital Business Prototype - Digital Business Prototype Deployment
- Data Driven Digital Marketing Strategy - Digital Business Strategy and Financial Innovation
- Elective courses - Elective courses

Quarter 4: Graduation

Quarter 4: Graduation

- Master Project - Master Project
- Leadership / Professional Development Portfolio - Leadership / Professional Development Portfolio

Leadership / Professional Development Programme (Q1-Q4)

The Master’s programme also includes a the leadership/ professional development programme, in which students will do an analysis and reflection on their 21st century skills, such as critical thinking, creativity, problem solving, adaptability, collaboration, communication, technical skills and information management. With a personal coach they will learnhow to reflect on their ambitions, learning goals and the activities/actions to be taken as next step in personal growth as a (digital driven) professional.

Master’s project

Each student conducts a state-of-the-art digital business research project to assess how an organization can use digital assets (data, emerging technology) to transform business models, marketing, finance, operations and/or products in such a way that it creates differential value.

7 November 2021