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Digital Business (MSc Business Administration)
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The study programme

If you embrace change, are analytically strong and technologically curious, this track is for you. Focus within the curriculum will be on how firms undergo digital transformation, employ data, conduct operational research and new product development in a digital environment.

Combine theory with hands-on experience and become a leader in digital transformation

The Digital Business track will help you become a proactive leader in the ongoing digital transformation. How? By obtaining a deep understanding of the theories, strategies and techniques of digital business and at the same time gaining hands-on experience with leading methods and tools used in the field. This multifaceted track provides you with all the things you need to bridge the gap between business and IT

Elevate your career in 1 year

Prepare to get convinced. Take 90 seconds to find out why you should study MSc Business Administration at the University of Amsterdam. View the highlights of this study programme and elevate your career in 1 year.

The programme

Digital Business is one of the tracks of the MSc Business Administration. During your Master's you will follow 5 general courses and 3 track-specific courses. You will finish with a thesis. If you have a fundamental drive to challenge the corporate environment, you can participate in our Honours programme Sustainability.

  • Compulsory courses

    Ethics and the Future of Business

    The purpose of this course is to explore the trends, core concepts, theories, and approaches of business ethics and corporate sustainability. The course is divided into a general part and a track-specific part.

    Business Seminar and Professional Skills 1 & 2

    To prepare you for your professional career, this course is a combination of a series of corporate guest lecturers in Royal Theatre Carré and an offering of professional skills training e.g. Presentation Skills, Programming with Python and more.

    The Business Lab: choose your electives

    In The Business Lab, you can choose from a wide selection of electives we call business labs. Each one is connected to a corporate partner. You will be challenged to solve real-world business issues, working in international teams and presenting your solution to the company.

    Research Foundations & Thesis Proposal

    This course is meant to support you in writing you research proposal for you Master's thesis. During the course, you will learn how to change a general topic into a specific research proposal.

  • Track-specific courses

    Theories of Digital Business

    During this foundation course, you will explore 3 areas: Digital Strategy, Digital Processes and Digital Technologies. In the area of Digital Strategy, you will learn how to identify and assess strategic opportunities and challenges for existing and new digital capabilities. Area Digital Processes covers management issues that surround information development, implementation and digital transformation processes. In the Digital Technologies area you will learn how to look from a general management perspective at key technologies such as big data, cloud services, artificial intelligence and blockchain.

    Data Science for Business

    Data-driven organisations increasingly employ a wide range of data science techniques, from data acquisition and wrangling to process mining and artificial intelligence. Learn about these techniques, both conceptually as well as hands-on, as we bring you the a-b-c of data science: analytics, business and computer science.

    Digital Transformation and Strategic Innovation

    Digital technologies, digitalisation and digitisation represent the fundamental technological developments of our time. Their application has created a new competitive landscape. This calls for start-ups as well as established companies to create fundamentally new business models at an unprecedented pace. In this course, we invite you to think critically about how companies can successfully migrate towards digital business models that create and sustain value. What type of digital strategies can they use? What are the advantages of a horizontal organisation and agile management? How to implement digital strategies? And how can firms achieve a competitive advantage when operating on digital platforms or ecosystems?

  • Thesis

    The Master’s thesis is the final requirement for your graduation. It is your chance to dive deep into a topic that you are enthusiastic about. A professor in your field of choice (track) will supervise and support you in writing your thesis.

    Upon graduation, you will be awarded the title Master of Science (MSc).

  • Honours programmes

    Highly motivated students can participate in the MSc Business Administration Honours programmes Sustainability or Data Driven Management. These challenging programmes are a great chance to stand out for future employers.

Real-life case: data-based energy business models

With low-energy houses and eroding margins on electricity and gas, selling energy to households is becoming a ‘sunset’ industry. Reason enough for energy companies to reconsider their business model. One such company reached out to our students: can the real-time data we collect point the way to a future business model? The idea: use algorithms to translate overall usage data into detailed behaviour of household members (opening the fridge, turning lights on/off) so that the company can come up with tailor-made offers for, say, a more energy-efficient fridge. Is this a good idea? Strategically, technically, financially, ethically? Are there better ideas?

Copyright: iStock-1292653388-Halyna Kabanets
I am delighted with the depth of the various courses, ranging from being solely theoretical to quite practical. Lewis van Pelt - track Digital Business Read about Lewis' experiences with this Master's

Contemporary issues

Examples of real-life business cases and company projects you will discuss:

  • 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 and where companies can successfully adopt new technologies such as artificial intelligence.
Inspiring kick-off in Royal Theatre Carré

You will kick off your studies with 'UvA in Carré', a series of inspirational seminars featuring prominent speakers from leading companies such as ING, L’Oréal, Vodafone, Ahold Delhaize, VandeBron and Google. They will present their visions on current business issues and share their insights and experiences.

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