Business Administration

In the Consumer Marketing track, you gain an in-depth understanding of consumer characteristics, behaviours and motivations as input for effective marketing strategies. This is one of the tracks you can opt for in our Master's in Business Administration.

In the International Business track, you will learn about the challenges faced by multinational enterprises. In an increasingly complex and competitive global environment, characterized by political tensions, economic uncertainty, and the impact of climate change, multinationals face a wide variety of challenges when doing business abroad. The need to navigate both macro-level and supranational pressures on the one hand, and local contexts and constraints, on the other, results in complex decision making that includes choices of market entry modes and internationalisation strategies, among others. The International Business track provides you with the tools necessary to understand and develop the complex decisions faced by multinationals. This is one of the tracks you can opt for in our Master's in Business Administration.

From sustainable technology 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? What are the considerations when designing, implementing and operating these information systems, with respect to, for example, IT governance, risk and security management, and, public trust in IT and its associated algorithms? This is one of the tracks you can opt for in our Master's in Business Administration.

The rapidly changing and digitised marketing environment creates new challenges and opportunities for the creation of customer value. In the Digital Marketing track, you explore a wide variety of phenomena related to the link between digitisation and marketing. From multichannel marketing and online customer journeys to social media and marketing analytics. This is one of the tracks you can opt for in our Master's in Business Administration.

In the Strategy track, you will learn about the strategic issues that businesses face. How does dealing with competitors and navigating the business environment determine success or failure in business? Why do some firms outperform others? When does organisational design contribute to value-creation? You will help organisations become more effective. This is one of the tracks you can opt for in our Master's in Business Administration.

How can managers make more effective decisions? How can leaders increase employee experiences? You will learn to answer these questions in the Leadership and Management track. This is one of the tracks you can opt for in our Master's in Business Administration.

In the Entrepreneurship and Management in the Creative Industries (EMCI) track, you learn state-of-the-art theories rooted in different business disciplines, such as strategic marketing, management, entrepreneurship and digital innovation. These theories help you to gain a better understanding of dynamic strategic processes in the highly competitive industries of the arts and entertainment. This is one of the tracks you can opt for in our Master's in Business Administration.