For best experience please turn on javascript and use a modern browser!
Design Driven Business Innovation

Design Driven Business Innovation

Innovation is a big challenge for many organisations. It touches on different parts and dimensions of a business: services, products, customer value, delivery processes, revenue models, interfaces with customers, customer experiences, etc. One of the recent developments in the field of innovation management is the rise of a design-driven approach to innovation. With this university course of eight sessions in four months, you will have the opportunity to learn more about what design-driven business innovation is and how it can create value for you and your organisation.

Download factsheet

Apply here

Participant Profile

You are a professional who wants to develop your knowledge and skills in design-driven innovation. You have heard about new approaches to innovation, such as service design and design thinking, and are curious to learn more about it and apply it in your work. You are looking for a course that supports you as a front runner in your organization. You are willing to spend time and effort on the course and you are interested in working in groups to develop their skills, but also appreciate the opportunity to work on an individual project that will add value for you and your organisation.

Benefits & Impact

  • You will learn new approaches and methods for design thinking and business innovation.
  • You will apply this knowledge collaboratively with other professionals on cases and exercises.
  • You will develop a personal project, relevant for you and your organisation.
  • At the end of the course you have developed an idea or business opportunity into a concept for (service) innovation including business model and road map that you can pitch in your organisation.
  • You will develop a personal network of professionals with similar interests.
  • You will receive a University of Amsterdam certificate of successful participation

Dates & Fees 

Period 4 September - 11 December 2019
Times 8 biweekly sessions on Wednesdays 14:00 to 18:00
Location         Amsterdam Business School and Spring House
Fee €3,650 (including course materials)
Application deadline 31 August 2019
Language English


The programme offers a mix of hands-on exercises with tools & methods in collaborative workshops and the application of those to your individual project. The joint assignments during the sessions focus on real-life cases, so you can directly practice with the methods and tools provided. The individual project you choose to develop across the course should be connected to your own work, so you will create concrete added value during the course for yourself and your organisation. Throughout the course you will be coached on this project.

Schedule Design Driven Business Innovation 2019
Lecture 1 Wednesday 4 September 14.00-18.00
Lecture 2 Wednesday 18 September 14.00-18.00
Lecture 3 Wednesday 2 October 14.00-18.00
Lecture 4 Wednesday 16 October 14.00-18.00
Lecture 5 Wednesday 30 October 14.00-18.00
Lecture 6 Wednesday 13 November 14.00-18.00
Lecture 7 Wednesday 27 November 14.00-18.00
Lecture 8 Wednesday 11 December 14.00-18.00

Sign up for our Newsletter

View DDBI course visual

Apart from attending the eight course sessions, you are expected to also 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.


This course is a collaboration between the Amsterdam Business School (UvA) and STBY. Dr. Wietze van der Aa (UvA) and Dr. Geke van Dijk (STBY) have taught similar courses in close collaboration with various companies and for international Master students over the past 5 years with great success.

How to Apply

Please fill in the application form via the website. One of the considerations for your admission is that you have the opportunity to develop an innovation idea or project for your own organization. Your application will be reviewed by the Programme Director Wietze van der Aa. If you have any questions, please contact Susan Nuijten, 020-525 6134 or email

Quotes from previous participants:

“Your eyes are opened to learning creativity and innovation”

“Great combination of theory and practice!”

“Good balance between service design techniques; innovation models; 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!”

“Do not miss this course”

95% of participants would recommend this course to others.

Design Driven Business Innovation
Type Contract teaching
Mode Part-time
Credits 0 ECTS, 16 weeks
Language of instruction English
Starts in September