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.

Süleyman Ekiz - Alumnus Digital Driven Business - Digital Transformation Consultant at Atos

In terms of level, the study exceeded my expectations. I thought the master would be at the level of a scientific master. I have to say: this master even surpassed that.

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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.

Programme Structure - Finance and Marketing track

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. 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 course - Elective course

Quarter 4: Graduation

Quarter 4: Graduation

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

Courses / modules

For more detailed information on each (elective) course, please expand the course titles below:

This course teaches you the latest tools that are used in industry for robust data warehousing and storage, data modelling and management with a specific focus on big data. The course focuses on both NoSQL type databases such as MongoDB and distributed database frameworks such as Apache Spark and Apache Hadoop.

Geared towards people working in the Data Science & AI domain, this course teaches descriptive & inferential statistics, hypothesis testing, ANOVA, regression analysis including multivariate regression & logistic regression, A/B testing and state-of-the-art modelling techniques in Python such as multilevel analysis & structured equation modelling.

This course focuses on digital innovation and its consequences for organizations. It familiarizes you with important related topics such as digital technology trends, new business models, the relationship between emerging technology and innovation, and the innovation process.

Would you like to understand how companies like Amazon recommend products to customers? Or maybe how major banks predict a customer’s credit score? Perhaps you are more interested in how machine learning has revolutionised marketing? In this course you will learn all of this, and more. Indeed, the course will cover the fundamentals of supervised and unsupervised machine learning and discuss a selection of the major industrial applications of these techniques.

This module focuses on various aspects of effective strategic management of information systems (IS) and information technologies (IT). It discusses important related subjects such as IS/IT strategy, portfolio management and change management.

This course teaches data visualization and storytelling techniques to effectively communicate insights that had been gathered through data analysis. It focuses on acknowledgement of different types of stakeholders, and the design of visual representation of the analysis outcome in driving the direction of organizational decisions. Tableau is used as the tool for visualization.

Technology is never neutral. What are the values behind your approach to digital business? Is your goal to optimize everything? Do you aim to increase knowledge? Increase fairness? Help work towards a sustainable future? In Business Ethics we will exercise your moral imagination: what could be the consequences of what you are doing and making? Collaboratively we will explore some important questions to always ask yourself before you start a new project.

The application of innovative digital techniques, such as big data and artificial intelligence are fundamentally changing business models and altering the competitive landscape in the financial sector. Market entry by FinTech is challenging incumbents to respond to disruption. Based on self-collected data you will gain insight in how financial innovation is continuously challenging both entrants and incumbents to dynamically reformulate the digital business strategy in order to optimize their competitive advantage.

This course will teach different quantitative tools that are used in financial risk management. The course will cover various machine learning methods that are deployed in finance risk modelling and scoring. In doing so you will be able to implement as well as evaluate financial risk management systems.

You will gain insights into the opportunities for collecting social media data and connecting it to a firms’ digital marketing strategy. The components constituting the structure of this module are in accordance with the master project (i.e. formulation of research question and sub-questions, design of theoretical framework, collecting data, data analysis and giving advice/ recommendations).

This course teaches you to understand the components of recommender systems, content and collaborative filtering engines and guides you in building your own recommendation system. In doing so you will be able to implement as well as evaluate recommender systems.

Sustainable business management (3EC)

Sustainability will be explored as a central theme that shapes strategies, investments and product and service development for businesses globally. You will discover the growing business case for sustainable solutions and get the know-how to manage and apply them. We take you from the linear economy to circular and regenerative business models, whereby aspects of marketing and finance are covered, and the role of innovation, data and technology are addressed in an integrative manner.

Online Datamining (3EC)

You will learn to use tools for collecting and cleaning online data. You will develop a skill to assess the right collection strategy to be applied given a set of data mining objectives from a business. After setting up a data collection plan, you will implement the plan to collect and build the dataset. The use of tools will expose you to the opportunities and challenges of online data collection while at the same time hide the detailed complexities of data collection process. The intention is to learn you the concept of website scraping and while practicing the process you would be able to acknowledge the challenges of this process.

Digital Business Startup (3EC)

Developments in digital technologies and their applications allow entrepreneurs to innovate by starting up their own digital business. In this module, you will take the role of such entrepreneurs and will learn the main skills and knowledge that will allow them to actually effectively start up a digital business themselves. You can elaborate this on Marketing or Finance related toptics.

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.

Published by  Faculty of Business and Economics 11 May 2022