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Design Driven Business Innovation

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Innovation is a big challenge for many organisations, touching on different parts and dimensions of a business. Taking the Design Driven Business Innovation course, you will jump into business innovation by applying design thinking tools. In eight creative sessions you will learn to evolve your idea from questions to concept. Get the mindset for innovation and learn how to create value for your organisation. We are proud that 95% of our participants would recommend this course to others. The next programme will start in autumn 2021.

Why join the online course Design Driven Business Innovation?

  • What will you learn?

    In 8 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 an individual project. The joint assignments focus on real-life cases and practice, while the individual project is directly tied to your work. Throughout the course, you will be coached about the set-up and execution of your individual project. To ensure you get the best results from your project, you will also receive individual coaching sessions from the lecturers.

    You will:

    • learn new approaches and methods for design thinking and business innovation.
    • apply this knowledge collaboratively, studying cases and doing exercises.
    • develop a personal project, relevant to your organisation.
    • translate an idea or business opportunity to a concept for (service) innovation, including a business model and road map you can pitch in your organisation.
    • 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’re 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 12 students. Former participants work as business analyst, innovation manager, software developer, project leader, UX designer, marketing or sales manager. On average they have more than 10 years of working experience.

  • Dates and fees
    Dates: Autumn 2021 dates TBA
    Times: 14:00 - 17:00
    Fee: €3,950* (incl. course materials)

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

  • Practical information
    Location: Amsterdam Business School
    Language: English
    Certification: You will receive a Certificate of Attendance from the University of Amsterdam.
  • Teaching staff

    This course is a collaboration between the Amsterdam Business School and STBY. The lecturers dr. Wietze van der Aa (UvA) and dr. Geke van Dijk (STBY) have taught similar courses for international master students over the past 8 years with great success.

  • 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.'


Do you have questions about this or other open programmes? Please contact:

drs. Vanessa Rijkeboer
Manager Executive Education
T: +31 (0)20 525 7146

Facts & Figures
Type Contract teaching
Mode Part-time, online
Credits 0 ECTS, 8 half days
Language of instruction English
Starts in September