For best experience please turn on javascript and use a modern browser!

Study programme

Business Administration: Digital Business

This one-year, research-based programme has a strong international focus on the field of Business Administration in general and Digital Business in particular. You will acquire expertise and skills in conducting and critically evaluating scientific research on Digital Business, as well as becoming more familiar with the practice of online marketing and the development of online products and services.

Request brochure

Request the brochure

Get a clear overview of the programme in our brochure. Receive the brochure now.

The specialisation does not require previous training in IT nor will you be trained as an expert programmer. To become a successful boundary spanner between the developers and marketing you will learn the basics of how an app or website is developed, how this will produce relevant data and how you can use these data to develop new products and to improve online marketing campaigns. The track includes a one-day Hackathon and a group assignment to conceive and lead a digital innovation initiative.

About this track

This track has three core courses: Theories of Digital Business, Digital Marketing and Analytics, and Digital Business Innovation. In Theories of Digital Business you will learn about the economic and technological factors that are at the heart of digital business. How are digital business models competing with traditional business models? Which digital business models are most successful and why? What are the core concepts of information systems and digitalization and what is the potential impact of big data on business management and performance? In the course Digital Marketing and Analytics you will learn core concepts and methods of online marketing and social media. You will also learn to develop an analytics strategy and make decisions on pricing, procurement and inventory management. There will be a strong focus on applying these concepts to real-world case studies. In the course Digital Business Innovation you will learn to conceive, lead and execute digital innovation initiatives by setting up a simple digital business within a group project.

Programme structure

The Master of Science in Business Administration is a one-year programme of 60 ECTS credits (1 ECTS credit = 0.5 US credits). The academic year runs from September to the beginning of July and is divided into two semesters, each with three periods. 

First semester

The year begins with two foundation courses on business theory, which serve as an introduction to the two initial tracks of your choice. In addition, you will be invited to attend UvA in Carré: a unique series of seminars featuring top-level speakers from leading companies such as Ahold Delhaize, Unilever, Vodafone Ziggo, Google and l'Oréal. After the first period you will choose your definitive track, which will be explored in greater depth in the second period. You can enhance your specialisation by attending two track-specific core courses. In the third period, you will formulate a thesis research subject while being introduced to research methodology.

Second semester

During the second semester, the focus is on writing a thesis, for which thesis workshops will help you in the process of collecting and analysing data. This part of the programme is broadened by the opportunity to select two elective courses, allowing you to tailor the programme to your own interests and skills, and bridging the gap between theory and practice in The Business Lab. 

The Business Lab

Want to test whether you can solve a real business case? You can choose from 20 elective courses in our Business Lab. Managers from leading companies will bring a real world business case to the classroom that your team has to solve in 6 weeks time. You can select from a wide range of topics (e.g. branding, online marketing, strategy, change management or negotiations) and profit from the input of our corporate partners (e.g. Vodafone, l'Oréal, AB Inbev, Deloitte). Presenting your solution to the company and learning from their feedback is a great way to prepare for you future career.

Download the interactive course schedule

Course Catalogue


The Master's thesis is the final piece of work you will be required to complete prior to graduation and is based on your chosen track. Your thesis must be individually written and will be supervised by one of the lecturers from the relevant track. Business Administration offers a structured thesis process, which enables you to finish your Master's degree within the given year.

Internships and exchange 

Students who have completed the 45 EC curriculum of the MSc Business Administration will have the possibility of doing an extracurricular internship. This especially gives international students a unique opportunity to experience the Dutch labour market. Students can also participate in an exchange semester.

Find out what is possible within your programme