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Digital Business (MSc Business Administration)


In the Digital Business track, you dive into the opportunities and challenges of IT innovations and their impact on organisations and businesses. This track is one of 9 tracks you can opt for in our Master's in Business Administration.

Become a leader in digital transformation

From blockchain to artificial intelligence, and from platform business models to IT disruptions, digital business cuts across all functions and disciplines – radically challenging and changing how we work, compete, cooperate, buy, sell and create value. How can organisations succeed in this new digital economy?

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.

If you embrace change, are analytically strong and technologically curious, this track is for you.

More about the track Digital Business

'We're not just reading 100 books and writing number 101. We're learning from what happens in the field.' Watch the video to know what else track coordinator Hans Borgman has to say.

Why choose the Digital Business track?

  1. You are interested in how technology and data can be leveraged for your organisation.
  2. You want to learn how to bridge business management with the IT world.
  3. You are eager to become the guide for leading digital transformations.
Copyright: EB
Hi, I'm Samuel! I'm a Master's student in Business Administration from Indonesia. Got questions about studying at the UvA? Get in touch! Chat with Samuel

Track-specific courses

Apart from the general courses of the full programme, you will follow 3 track-specific courses.

  • Theories of Digital Business

    During this foundation course, you will explore three areas:

    1. Digital Strategy
      Learn to identify and assess strategic opportunities and challenges for existing and new digital capabilities.
    2. Digital Processes
      What are the management issues surrounding information system development, implementation and digital transformation processes?
    3. Digital Technologies
      Learn 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?

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?

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.
Lewis van Pelt, alumnus Digital Business track
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

Career prospects

Graduates of the Master's in Business Administration/Digital Business track have excellent job prospects for positions as consultants, product owners, data science professionals, or other positions where IT and business meet.

Examples of positions that recent alumni hold:

  • Senior Digital Consultant, KPMG, Melbourne, Australia
  • Blockchain consultant, IBM, Amsterdam
  • Digital Innovator, RCKT, Berlin
  • Cloud Advisory Manager, Accenture, Ireland
  • Founder at Infloat Token Consultants, Amsterdam
'The courses of this Master's are extremely up-to-date and career-oriented'

'The combination of high-level academic courses and collaborations with well-known companies, made me choose UvA. This university offers a unique Master’s in Digital Business.'

Facts & Figures
Degree programme MSc Business Administration
Mode Full-time
Credits 60 EC ECTS, 12 months
Language of instruction English
Starts in September
CROHO code 60644
Location Roeterseiland campus