Program – Master in Digital Entrepreneurship 2019-04-11T16:02:57+02:00


The purpose of this first week is to get to grips with using the online library, the peer assessment system, and learning to structure academic research papers. Students will also receive an orientation session on thesis writing, in order to prepare for the year ahead.

All continuing masters students will take this module to prepare for their final thesis and defence, which are both at the end of this final semester. The module also contains a session on communication skills- the giving and receiving of feedback in particular – to support and enhance the open peer-assessment on the masters programmes.

  • Communication Skills

Component courses: Entrepreneurship, Business Canvas Modelling

  • Demonstrate an understanding of business type and how to evaluate Key Activities, Resources, and Partnerships to produce a valid business canvas model
  • Apply theories of canvas modelling, user personas and problem scenarios to define and explain the offer’s key drivers
  • Demonstrate and critically appraise the fundamentals of entrepreneurship, including understanding entrepreneurial opportunities, innovation and creativity, franchising, development and managing growth of a small business.

Component courses: Market research for Start-Ups, Consumer Behaviour, Formulating a Marketing Plan, Implementing a Marketing Plan

  • Formulate a marketing plan including marketing objectives, marketing mix, strategies, budgetary considerations and evaluation criteria.
  • Determine strategies for developing new products and services that are consistent with evolving market needs.
  • Evaluate the viability of marketing a product or service in a domestic or international market or markets.
  • Anticipate and project results of marketing activities using criteria related to budgeted sales, costs and profits.
  • Prepare and deliver a written marketing plan persuasively and accurately.
  • Demonstrate how knowledge of consumer behaviour can be applied to marketing by direction application of (and reference to) consumer behaviour theory in the formulation of your marketing plan

Component courses: Strategy Formulation & Implementation

  • Demonstrate sound understanding of the critical components of strategy formulation
  • Evaluate the strategic direction of an SME/MNC of your choice and critically appraise its appropriacy and efficacy
  • Implement and justify a business strategy for an SME/MNC of your choice, supported by valid metrics

Component courses: Negotatiation skills, Presentation skills, Conflict resolution

  • Demonstrate an applied understanding of the critical success factors for effective verbal and nonverbal communication in the context of public speaking
  • Analyze and understand the key practical and theoretical concepts of managing and resolving conflicts
  • Analytically and theoretically understand the types of conflict management styles
  • Analyze and select negotiating strategies to favor your situation.
  • Demonstrate an ability to plan negotiations strategically and comprehensively

Component courses: Career skills

  • Discover new job search strategies, tools and the hidden job market
  • Identify different networking tools and strategies to expand networking opportunities
  • Produce a targeted resume for specific positions and organizations
  • Demonstrate ability to identify and best market transferable skills
  • Produce a Linkedin Profile with effective accomplishment-based job and skill statement


Component courses: Innovation & Design thinking, Innovation in Digital Business

  • Understand and apply the steps of design thinking methodology to a problem solving exercise of your choice
  • Identify the relationship between innovation, design thinking and entrepreneurship;
  • Recognise the value of innovation to organisations, economies and society
  • recognise the diversity of types of innovation, innovators and innovation settings
  • understand the nature and extent of technological change and innovation
  • critically assess and explain key current issues in our understanding of technology as a field of study.

Component courses: Entrepreneurial finance, Budgeting & Controlling

  • Produce an Operating Budget (Pro forma Income Statement) and a corresponding Cash flow Budget for the first year of a fictitious company.
  • Demonstrate an understanding of all components of operational budgets by justifying each figure in the PFIS and contextualising key decisions with valid market research
  • Evaluate and define estimated but realistic income and costs based on the current market.
  • Discuss and assess the suitability of a range of potential funding methods for a particular startup project and critically appraise the final choice

Component courses: Setting up a website – the end user experience, SEM SEO, E-Commerce and Mobile Business

  • Produce a detailed plan for a business website which includes positioning justification through competitor analysis, critical evaluation of information architecture and user experience
  • Demonstrate competence in the compilation of a moodboards and the selection of experience factors to justify site design and platform choice.
  • Demonstrate an understanding of SEM and SEO best practice with application to a context of your choice
  • Demonstrate and apply best practice for enhanced user experience of ecommerce and mobile applications to a startup of your choice,within the areas of digital marketing, e-commerce, mobile commerce, B2B, e-Gov, mobile payments, cloud, social media and gaming.

Component courses: Social Media, Business Ethics

  • Evaluate the importance of Business ethics to the modern and sustainable business
  • Assess how ethical policies work in terms of rationalisation and psychological distance
  • Critically appraise how ethical codes can be implemented and actually enforced in an effective way
  • Conduct a competitor analysis to support a social media campaign
  • Analyse and evaluate content options for a given social media strategy; including timing, ROI and KPIs

Component courses: Social entrepreneurship & The sharing economy 

  • examine the social entrepreneurship process and social enterprises from the perspectives of social innovation and sustainability
  • identify key factors leading to the rise of social entrepreneurship, evaluating characteristics of social economy and policy making for social entrepreneurship
  • critically evaluate the concept of the ‘triple bottom line’ and its implications on the establishment and successful management of social enterprises

  • Apply a range of Storytelling techniques to create compelling examples
  • Apply story structure to make presentations dynamic and increase audience buy-in

Total 45 ECTS + 15 ECTS for Final Thesis