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Why join the course Design Driven Business Innovation?

  • What will you learn?

    In 6 sessions you will examine the upsides of a design-driven approach and how to implement it. You will be introduced to a diverse set of methods and models in the main stages of design-driven business innovation. The course offers a mix of hands-on exercises in a collaborative setting, as well as dedication to a group project. Throughout the course, you will be coached about the set-up and execution of your group project.

    You will:

    • learn new approaches and methods for design thinking and business innovation.
    • apply these approaches and methods in a way that is relevant for you and your organisation in generating and developing innovations.
    • develop an entrepreneurial business opportunity, including a business model and road map.
    • develop a personal network of passionate professionals with similar interests.

    During the course you focus on different parts and dimensions of a business: services, products, customer value, delivery processes, revenue models, interfaces with customers, customer experiences and much more. You are expected to spend at least half a day per week on follow-up research and design. This entails time for reading and desk research, and for practical work on your project. If you choose your personal project wisely, this may well be part of your everyday work.

  • For whom?

    Design Driven Business Innovation is designed for professionals that are open to new approaches. If you are looking for a course that supports you as a front runner in your organisation, this is for you. You have the opportunity to exchange your views and experiences with a group of fellow professionals. The group will consist of maximum 20 students. Former participants work as business analyst, innovation manager, software developer, project leader, UX designer, marketing or sales manager. On average they have 4 to 12 years of working experience.

  • Dates and fees
    Dates: To be announced 
    Times: To be announced 
    Fee: €3,950*

    *UvA alumni receive a 10% discount. Fees are VAT-free.

  • Practical information
    Location: Amsterdam Business School
    Mode of study: Hybrid programme
    Language: English
    Certification: You will receive a Certificate of Attendance from the University of Amsterdam.

    We offer the option to arrange transportation and accommodation. Please inquire about the options via

  • Teaching staff

    Lien De Cuyper is an Assistant Professor at the Entrepreneurship and Innovation Group of the Amsterdam Business School, at the University of Amsterdam. Prior to joining the Amsterdam Business School – UvA, she completed her PhD at Imperial College Business School in London, UK, after which she worked as a Senior Researcher at the Chair of Entrepreneurship of ETH
    Zurich, Switzerland. During her time in London, she was also a member of a large European research consortium that combined leading research institutions and design agencies to look into the topic of how design can be used as a driver for innovation and competitiveness.

    Lien has taught several entrepreneurship and innovation courses both at Imperial College and ETH Zurich. She has been working closely with the World Economic Forum and several large companies, such as for instance Bosch, on topics of corporate innovation and entrepreneurship.

  • Reviews

    ‘An eye-opener on creativity and innovation.’

    ‘Great course for professionals who want to combine theory and practice. And who dare to get out of the office.’

    ‘Good balance between service design techniques, innovation models and networking.’

    ‘I learned how to use step-by-step design thinking for innovation.’

    ‘The practical applicability of the tools leads to many eye-openers and unexpected results.’

    ‘I thought I knew it all. Wrong!’

    'This course helped me to take the next step in my career: design thinking in strategy and consulting.'


Once available we will send you more information about this programme. Do you have questions about this or other open programmes? Please contact:

Jannice Daha LLM
Programme Manager Executive Education
T: +31 (0)20 525 6134