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Executive Programme in Management Studies
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Digital Business track

How can we use digital technologies to change our business model or create new opportunities and customer value? In the Digital Business track, you will learn how to deal with digital challenges from a management perspective. The Digital Business track is one of 3 tracks for which you can opt in our 18-month part-time Executive MSc Programme in Management Studies, designed especially for ambitious professionals who want to broaden their knowledge of Business Administration as well as improve their strategic insight and decision skills.

Take advantage of digital challenges

From blockchain to artificial intelligence and from platform business models to IT disruptions: the transition into digital products, services and business models is having a tremendous impact, radically challenging and changing how we work, compete, cooperate, buy, sell and create value. It is also making it necessary for all industries to rewrite the rules, from marketing to logistics and from strategy to HRM. How can firms succeed in this new digital economy?

In the Digital Business track, you will approach digital challenges from a management perspective. You will become familiar with important subjects such as digital strategy, digital process innovation and information technology principles. In addition, you will learn new marketing approaches, with a clear focus on digital channels and data analytics.

This multifaceted track provides you with all the necessary baggage to span the boundary between business and IT.

Courses in the Digital Business track

  • Theories of Digital Business

    New digital practices and views on value creation, globalisation and entrepreneurship are emerging. Get a deeper understanding of issues, challenges and opportunities within the digital field, with a focus on creating business value through IT and big data.

    At the end of this course, you will be able to:

    • explain leading theories, concepts, models, current research and debates in digital business;
    • work with a variety of perspectives to solve practical issues and problems;
    • discuss the complexity and dynamics of the field of digital business.
  • Leading Digital Business Transformation

    Gain insight into how to model, innovate and transform customer interactions, business processes as well as business models through digital technologies and big data.

    At the end of this course, you will be able to:

    • model and analyse customer interactions, business processes as well as digital business models, and redesign them to seize innovation opportunities;
    • use analytical skills to develop customer journey maps, big data visualisation and analytics dashboards.
  • Digital Marketing and Analytics

    Digital Marketing and Analytics

    Focus on concepts, approaches, theories and techniques that are used in the area of digital marketing and analytics.

    At the end of this course, you will be able to:

    • explain the concepts, approaches and techniques used in the field of digital marketing and analytics;
    • draw implications from theories, approaches and techniques.

Business case example: understanding digital consumer behaviour

MSc Programme in Management Studies Digital Business track

Defining your strategy means truly understanding consumer behaviour. In this business case, you use a Google Merchandise Store data set to help understand this behaviour.

Analyse the data and look for ideas/ways to optimise the online media investments as well as the website performance, and to make your customer’s life easier. Give both short-term and long-term advice.

Topical issues

During lectures, you will discuss current newspaper headlines and relevant issues. Examples of topical issues are:

  • how app usage data can be a gold mine for understanding users – even better than they understand themselves;
  • ​how a large airline can prioritise digital transformation initiatives without fully knowing in advance what they will accomplish;
  • whether, when and why companies should use and contribute to open-source software solutions;
  • how companies can successfully adopt new technologies such as artificial intelligence.

Digital Business and 2 other tracks

Digital Business is one of three tracks in our part-time Executive Programme in Management Studies. If you are more interested in the management area of Strategy or Leadership & Management, read all information on these 2 tracks.