Aarhus University Seal


Master's Degree Programme

About the programme
Language: English (See language requirements)   | Place of study: Aarhus  | Commencement: August / September (no winter intake)


The MSc programme in Digital Business Management addresses the increasing demand for business professionals who are able to apply digital technologies and data-driven methods to create new business opportunities and who understand the effects of digital technologies on management, organisation and work in corporations. The Digital Business Management track qualifies you to contribute to the acceleration of the digital development and to bring new digital skills into companies that are born digital or are on the threshold to a digital transformation.

Deep understanding of the digital business

Digital technologies have become a driving force behind business transformation for companies of all sizes across all industries and sectors. Digital transformation involves the development of structures and processes that allow the company not only to leverage data and algorithms to improve its efficiency, but also to facilitate interactions with customers, suppliers and other stakeholders as well as to create new business models, products and services. As a result, it is imperative for companies to address digitalisation as a holistic, company-wide change process that blurs the line between business and technology. This implies a fundamental change in the management and organisation of companies and creates new demands for innovative employees with digital skills, who are qualified to work in the intersection between business and technology within various areas of the business.

The MSc programme in Digital Business Management addresses the increasing demand for business professionals with digital competencies that cover both technical skills (e.g. programming skills) and non-technical skills (digital business understanding and the ability to drive digital innovation). The programme builds on business administration, digital technologies, IT and data science as well as organisational and management perspectives. It provides you with a deep understanding of theories and strategies within the field of  digital business as well as hands-on experience with advanced methods and tools used in the intersection between business and technology.

The MSc programme in Digital Business Management has been developed in collaboration with relevant representatives from the business community to ensure that it fulfils the future needs of the job market. The close collaboration with the business community ensures the continuing relevance of the programme and enables a fruitful dialogue between you as a student and the business community. The teaching activities on the programme include hands-on work with real cases and guest lectures, and you have the opportunity to go on an internship in a company (in Denmark or abroad) on the third semester of the programme.


The MSc degree in Digital Business Management prepares you to lead and manage the digital transformation of companies of all sizes and to create business opportunities using digital technologies and data-driven methods. Meet potential employers here.

Positions include:

  • Digital Business Developer
  • Digital Transformation Specialist
  • Product Owner
  • Data Scientist
  • Consultant
MSc in Digital Business Management Watch the video and learn how Frederik and Anne Sofie from Salling Group put their digital business understanding into play in their current jobs.

Admission Requirements

Legal right of admission

Applicants with a Bachelor's degree in Economics and Business Administration (HA) from Aarhus University have the right to be admitted to the Master's degree programme in Economics and Business Administration (cand.merc.) at Aarhus University on the condition that application is made for admission to the Master’s degree programme no later than three years after completion of the Bachelor’s degree programme. The legal right of admission requires receipt of the application by Aarhus University within the appropriate period of time.

Bachelor's degrees with direct admission

The following Bachelor’s degrees fulfill the admissions requirements for the Master’s degree programme in Economics and Business Administration at Aarhus University but are not automatically secured a spot at the programme:

  • Applicants with a Bachelor’s degree in Business Administration with supplementary subject (erhvervsøkonomi med tilvalg) at study plan 2017 and onwards from Aarhus University.
  • Applicants with a Bachelor’s degree in Business Administration and Commercial Law (Erhvervsøkonomi-erhvervsret (HA jur.)) from Aarhus University.
  • Applicants with a Bachelor’s degree in Economics and Business Administration (HA - general business economics) from one of the Danish universities.*
  • Applicants a Bachelor´s degree in Economics and Business Administration (HA) from Aarhus University who no longer have legal right of admission.*

* With a diploma older than 2000, your Bachelor’s degree will be assessed according to the specific admission requirements described under the section: “Students that hold a degree from another university”. 

Students that hold a Bachelor's degree from another university

Other Bachelor´s degrees can provide admission to the Master’s degree programme. When you apply the university will access if your Bachelor´s degree corresponds in level, extent and content to a BSc in Economics and Business Administration/HA from Aarhus Universitet. The assessment will prioritize the sufficient content of the following subjects and ECTS-points:   






7,5 ECTS


7,5 ECTS


7,5 ECTS

Organisation- and Leadership Theory

7,5 ECTS



Operations Management


Additional ECTS points within the abovementioned areas


Total ECTS within Economics and Business Administration


*Please note, applicants must have at least 15 ECTS within methods including at least 10 ECTS within quantitative methods or statistics. However only 5 ECTS can be covered by Mathematics.

Admission to the MSc in Economics and Business Administration for applicants with a professional bachelor’s degree (professionsbachelor)

In order to meet the admission requirements for the MSc programmes in Economics and Business Administration, applicants with a specific professional bachelor’s degree must have completed specific elective courses as part of their qualifying exam. In this table the requirements for elective courses are laid out.

Language requirements

As English is the language of instruction in all subjects, all applicants are required to provide evidence of their English language proficiency.
Please see the page on language requirements.

Download appendix for your application

If you apply for admission with an international Bachelor's degree, you must fill in this appendix and upload it in the application portal. The appendix serves to help the Admission Board assess your Bachelor's degree in regard to the admission requirements. 

Download appendix

Restricted admission from 2022

As from the intake 2022, the Master’s degree programmes in Economics and Business Administration (cand.merc.) only admits a limited number of students each year. Therefore, meeting the admission requirements does not in itself guarantee admission to the programme. 

Please note, for programmes with restricted admission special rules regarding supplementary Bachelor’s courses apply. Therefore, we no longer offer pre-assessments for the programme in Economics and Business Administration (cand.merc.).

Read more about supplementary Bachelor’s courses.

Selection criteria

If there are more qualified applicants than available seats, the Admissions Committee assesses each applicant based on the average mark (i.e. GPA) of the Bachelor’s degree at the time of application. Marks/grades obtained after the application deadline will not be included in the GPA. The Admissions Committee assesses each applicant’s marks based on the information provided by diplomas and transcripts.

Programme Structure

Academic Regulations

Below is an outline of the courses and a description of all the courses


The study programme consists of two semesters in the first year which cover the compulsory courses in the programme specialisation and two semesters in the last year which are reserved for the student's own specialisation.

In the first semester you follow the prerequisite courses that form the methodological and academic basis for the further study programme.

In the second semester you follow the specialisation courses of the programme.

In the third semester you can choose elective courses within your areas of interest. The courses can either be taken at Aarhus BSS during the semester, at the Summer University or at one of our more than 300 partner universities abroad. You can also participate in project-based internship programmes either in Denmark or abroad.

The fourth semester is devoted to the final thesis. You may choose the topic of the thesis freely and so get a chance to concentrate on and specialise in a specific field of interest. The thesis may be written in collaboration with another student or it may be the result of your individual effort.

Description of courses

The MSc programme in Digital Business Management focuses on digitalisation from a business perspective, technological perspective and a data perspective. This tripartite focus is reflected in the structure and progression of the programme.

Contact Christiane Marie Høvring if you have questions about the courses: cmoh@mgmt.au.dk

1. semester

Value Creation in the Digital Economy (10 ECTS)

Description of qualifications

The aim of the course is to provide the students with a general and holistic understanding of digital innovation processes influenced by the interaction of technology, customers and business models in companies and ecosystems.

When you have completed this course, you have

Knowledge about

  • Both business management and IT driven digital innovation processes in a company and/or a business ecosystem
  • The significance of the emerging digital technologies for business models and their benefits, including both technologies like IoT and ML and their use in digital platforms for value creation
  • Internal and external change processes in digital business environments, with special attention to benefit management and devOps
  • Leveraging the external customers and aspects of digital marketing
  • Central business models and/or central aspects hereof for digital innovation; such as but not limited to licensing, patents, open innovation business models, two-sided markets, network effects, complementary assets and services, partnerships etc.

Skills to

  • Analyse a realistic case/scenario of value creation in the digital economy, applying relevant theory from the knowledge base
  • Identify relevant success factors for a transformation of a business model and relate these to a company’s situation and position in the market (for example but not limited to: maturity, inertias, capability gaps, business strategy, assimilation of technology in society, policies and legislative bodies, users’ adoption of technology)
  • Carry out simple user studies related to hypothesis testing of value proposals like customer journey, value canvas analysis, mock-ups
  • Critically review a path to value creation regarding technology, business models and benefit management, competition and customers

Competences to

  • Present an interdisciplinary business argument in the field of emerging technologies, business models, and customers hereby integrating relevant theory and situational context of a given company/ case/ scenario/ user scenario
  • Present a structured business argument for value creation and benefit management in the digital economy
  • Utilize a holistic perspective of business, technology and customers for proposing and discussing value creation in the digital economy, including change perspective

The course centres around digital innovation efforts, changes in business models and competition, and analyses of new value paths and benefit management based on digital technologies and business models for value creation in the digital economy. Key topics to be covered by the course are:

  • Business understanding in the digital economy and as a part of the digital innovation process
  • The interplay of products and services in a connected world and in business ecosystems
  • Benefit management and customer involvement in testing business hypotheses
  • The challenges  of central digital technologies on current business models, customer relations and ways of working such as IoT, AI/ML, VR/AR, digital platforms, RPA etc.

Form of instruction
The course is organised as a combination of theoretical and practical issues in lectures and exercises. There will be 4-5   written hand-ins (case analyses, exercises) used as a basis for formative feedback to students during the course, hereby training analysis and business argumentation.

Individual, oral exam based on every student preparing a pitch/blueprint of a value creation argument for a self-selected company (one they know, they work in, they have researched etc.). The value creation-argument will represent one or more relevant aspects of value creation in the digital economy as taught in the course.

The student will present the prepared argument orally, and examinators will subesequently ask questions to 1) the case-argument; and 2) to curriculum in general.

The student is permitted to use the blueprint including notes.

Digital Fundamentals for Emerging Technologies (10 ECTS)

Description of qualifications
The course aims to teach the students the fundamental digital knowledge to understand the components of IT systems and thus what constitutes current emergent technologies.

When you have completed this course, you have

Knowledge about

  • Fundamental technological concepts
  • Clusters of emergent technologies
  • Modelling related to IT systems
  • Components of IT systems
  • Basic programming and algorithms.

Skills to

  • Describe examples of emergent technologies
  • Analyse and create models (e.g., class diagrams and ER-diagrams) of customer/user requirements.
  • Define technical concepts and components
  • Develop a simple application.

Competencies to

  • Reflect on the potential of new technologies
  • Argue for the strengths and limitations of the models of an IT-system
  • Discuss qualities of programming

The course will provide the students with a technical foundation that will create the fundament to understand emergent technologies and their role in the digital business.
Key topics to be covered by the course are:

  • Clusters of emergent technologies (e.g., AI, IOT, robotics, etc.)
  • Different types of interaction forms
  • Different types of models (e.g., class diagrams and ERD)
  • Components of an IT system (system architecture)
  • The purpose of an Application Programming Interface (API)
  • Basic programming and algorithms

Form of instruction
The lectures will involve student participation working in pairs and in groups. The purpose is to let the students have hands-on experience with the topic and to train them in arguing and discussing different solutions.

Individual take-home exam based on a case and a set of questions, where the student is to develop and present a solution and argue/discuss the strengths and limitations of the solution.

Research Methods for Digital Business (10 ECTS)

Description of qualifications
The purpose of the course is to provide students with knowledge, skills and competences in regards to research designs and methods commonly used in business research. This involves knowledge about the entire research process, including the design and formulation of a research question, selection of data, analysis of data, reporting of data, and quality criteria for the research process.

When you have completed this course, you have

Knowledge about

  • Different qualitative and quantitative research methods.
  • Different research designs.
  • The relationship between research methods and research designs. 

Skills to

  • Plan, conduct, and report research projects with a view to generating sound knowledge.
  • Choose among research designs.
  • Select, use and critically reflect upon methods for data collection and data analysis that are aligned with the chosen research design.

Competences to

  • Critically assess the quality and relevance of research designs.
  • Collect, analyse and critically reflect upon qualitative and quantitative data to inform management practice.
  • Interpret and discuss the results and their implications for management practice.

The course provides students with advanced knowledge of the research designs, data collection, and data analysis techniques commonly used in business research. As a foundation for generating novel insights, the course provides students with advanced scientific and practical skills in regards to research design, data collection, and data analysis. 

Topics include advanced qualitative, quantitative, and mixed methods research designs; formulation of sound research questions; advanced methods for qualitative and quantitative data collection and analysis, including digitally aided methods. 

Students are expected to have prior knowledge of qualitative and quantitative research methods that are equivalent to those obtained in a BSc in Economics and Business Administration at Aarhus University.

Form of instruction
The course consists of a combination of lectures and supervision sessions. For the supervision sessions, the students form groups and conduct an independent research project. Each group has five supervision meetings.

The research project consists of two studies: one qualitative and one quantitative. Students must develop their own research question and conduct their own analysis. The qualitative and quantitative studies can be combined in a mixed methods study with one single research question. The two studies should be somewhat balanced in terms of scope and size.

The research project must be documented in a project report prepared by the group (length: maximum 55,000 characters incl. spaces). The report has to follow basic academic principles in terms of structure, content and referencing.

2. semester

Organising for Digital (10 ECTS)

Description of qualifications
This course aims to create an understanding of how data and digital development impact how organisations operate.

When you have completed this course, you have

Knowledge about

  • The strategic priorities of firms in a digital age
  • The opportunities and challenges of modularity
  • How to organise in data-intensive firms
  • How algorithms and AI affect employees and work
  • What are the main elements in designing effective organisational change processes

Skills to

  • Assess digital strategic opportunities
  • Work with realistic case material and propose solutions to organisational challenges in the digital age
  • Understand interfaces between humans and data/machines in work setting
  • Outline an action plan for an organisational change process
  • Construct and present a business case for a digital opportunity in a firm

Competencies to

  • Identify what knowledge and information is needed to decide on strategic priorities in the digital age
  • Reflect on how digital market opportunities are relevant for organisations in different situations
  • Analyse how different organisational structures are suited to pursue strategic goals
  • Identify the main challenges when implementing digital-driven changes in an organisation
  • Analyse the potentials and challenges when using algorithms and data in organisations’ human resource management


The course centers around 1) how organisations can create structures and processes to reap the potentials of new strategic opportunities, and 2) how algorithms and AI affect employees and how work is conducted.

Key topics to be covered by the course are:

  • Strategic priorities in the digital age
  • Modularity
  • Organising for digital
  • Identifying and creating the business case for digital
  • Implementing organisational changes
  • The interface between artificial intelligence, data, robot and humans in the workplace
  • Algorithms and management of employees

Form of instruction
The main form of instruction is lectures. We will include cases, guest lectures, student presentations, and encourage active student participation.

Individual 8-hour take-home assignment without oral defense.

Enterprise Architecture Management (10 ECTS)

Description of qualifications
The purpose is to enable the students to participate in the development and implementation of Enterprise Architecture in both private and public organisations.

When you have completed this course, you have

Knowledge about

  • The role of Enterprise Architecture in enabling digital transformation
  • The role of Enterprise Architecture in enabling business processes
  • The maturity phases of Enterprise Architecture
  • The link between Enterprise Architecture and IT architecture
  • Enterprise Architecture commercial frameworks
  • Modelling for Enterprise Architecture
  • Service oriented architecture
  • Value creation with Enterprise Architecture
  • Enterprise Architecture governance
  • Enterprise Architecture Principles: design and implementation
  • Enterprise Architecture and cybersecurity

Skills to

  • Analyse an organization and formulate architectural principles
  • Participate in designing an architectural roadmap for an organization
  • Evaluate and choose methods, models and tools to implement Enterprise Architecture
  • Enterprise Architecture modelling as consisting of: Business capability, process, data, and service modelling
  • Design and evaluate the enterprise architecture governance of an organization

Competencies to

  • Participate in the development and implementation of the Operating model
  • Participate in the development and implementation of Enterprise Architecture
  • Participate in problem solving in groups
  • Conduct a clear and effective presentation in a written and oral form

The course takes the offset in the need of most organizations to deal with digital innovation and digital transformation. Whether digitalization is approached as an offensive move or a defensive action, its practical execution will depend on the foundation on which digitalization is built. This foundation is the architecture or the firm or enterprise architecture. This course takes a strategic and managerial approach to Enterprise Architecture. It considers the problem of Enterprise Architecture as a business, rather than a technical problem. A well-developed enterprise architecture enables business agility, integrated service offerings and more successful product innovations. The course clarifies that enterprise architecture is different from IT architecture and therefore it cannot be abdicated to the IT experts in organization but rather, it has to be deal with by the business in collaboration with IT. The course provides a theoretical foundation for and assists the students in obtaining a skill set for developing and implementing strategic, tactical, and operational aspects of Enterprise Architecture.

Form of instruction
The teaching activities will alternate between lectures, case discussions, group assignments, and contributions from external guest lecturers.

Individual 48 hours take-home assignment without oral defence. The exam will be a case representative of the problems and topics seen in class. Questions will guide the resolution of the case. The evaluation will take into account the single answers as well as the coherency across answers and the overall quality of the responses.

Data Science for Businness (10 ECTS)

Description for qualifications

The increasing digitalization influences the possibilities to support decision-making in companies. This course aims to provide an overview of the possibilities and limitations of data science and business analytics.

When you have completed this course, you have

Knowledge about

  • The key concepts of business analytics
  • The key concepts of data science
  • The key concepts of machine learning techniques and algorithms
  • The key concepts of prescriptive analytics
  • Big data concepts and tools
  • Future trends and ethical considerations in analytics

Skills to

  • Use R to summarise and visualise business data
  • Appropriately choose and appraise data science methods for specific business problems
  • Appropriately choose and deploy a machine learning pipeline

Competencies to

  • Present results both in writing, visually, and orally
  • Reflect on the strengths and limitations of the methods for the specific business problem but also business management in general
  • Formulate research questions and formulate business problems that can be solved using data science methods

Data science is about being able to derive useful insights from existing data. During this course, students will learn the basic principles of data science and how it can be used to solve challenging business problems. Students will gain hands on experience with one programming language (R) but also develop foundational programming concepts such that they can be independent learners.

On completion of the course, students have gained an understanding of the importance and working of business analytics. Students become able to solve a business analytics problem and understand the responsibilities, challenges, and limitations of data scientists. Endowed with these skills, students are able to interact with data scientists and jointly develop solutions for novel business problems. Students will build their business analytics skills based on R/RStudio and approach a business problem. Specific skills to be developed are: using R to summarize and visualize business data, appropriately choose between descriptive, predictive and prescriptive methods for data analysis and implementing these solutions.

Form of instruction
The teaching will alternate between lectures and classroom instruction, where students will have the opportunity to engage in group work and plenary discussion.

Portfolio exam with oral defence. Students will work in groups to analyze a data set provided by the lecturers during the course. They will have to 1) document and explain all the steps made and 2) write a portfolio based on the insights derived. The report must be maximum 48,000 characters incl. spaces but excluding front page, table of contents, and appendices. Students are expected to work on their portfolio during the course/tutorials.

There will be an individual, oral defence where the student is allowed to consult the report.

Student Life

Learning in an International Context

At Aarhus BSS, we conduct research at the highest academic level.

All researchers employed are engaged in research projects covering a wide range of different subjects and focusing on knowledge and skills considered essential for professional business activities in the global marketplace. All faculty have both research and teaching responsibilities, which means that our teaching is continually based on the latest research results.

Aarhus BSS is very internationally oriented. The broad scope of our research activities and educational programmes enable us to attract researchers, teachers, and students from all over the world, and this creates an international environment for research and learning in which academic views are exchanged, experiences are gathered and friendships are formed.

Aarhus University is a leading university in Denmark in building student exchange opportunities. The university encourages all students to spend time studying abroad. Every year, more than 700 students from Aarhus BSS go abroad to participate in exchange programmes around the world at our more than 300 partner universities. About the same number of students from all over the world come to participate in the exchange programme in Aarhus, and this contributes to a truly international learning atmosphere.

Follow the student life at Aarhus University

-experienced, photographed and filmed by the students themselves.

With thousands of pictures #AUInternational, #AarhusUni gives insight into the everyday life as a student at AU; the parties, procrastination, exams and all the other ways you’ll spend your time at university.

The photos belong to the users, shared with #AUInternational and #AarhusUni.


The MSc degree in Digital Business Management prepares you to lead and manage the digital transformation of companies of all sizes and to create business opportunities using digital technologies and data-driven methods. After completing this programme, you will be able to:

  • understand and analyse how to manage the complex and challenging strategic, business, and organisational processes taking place in the intersection between business and digital technology within various areas of the business
  • master the processes of of assessing, selecting, analysing and implementing the digital technologies and IT systems needed to support digitalisation and create business value
  • design and structure a digital enterprise, its components, its integrations, and its business models. 
  • understand and appropriately choose and apply data science methods to to solve business problems as well as understand the possibilities and limitations of data science and business analytics

Positions include:

  • Digital Business Developer
  • Digital Transformation Specialist
  • Product Owner
  • Data Scientist
  • Consultant

Meet potential employers

Emil Skjold Andersen
Chief Commercial Officer, Iterator IT

1) What makes the MSc in Digital Business Management unique from your perspective?
The degree programme is unique because it has strong focus on the commercial aspects of digitalisation. Many businesses focus extensively on digitalisation but often forget to analyse the external business opportunities provided by digitalisation, including preparing specific business cases or in-depth market analyses. This applies in particular for Danish SMEs. IT and digitalisation have traditionally been placed in finance departments, but recent years have seen a shift towards involving sales and business development to a greater extent, and this demands more of the commercial skills of employees. 

 2) What competencies demanded by your business does the degree programme provide?
The coupling between technical and commercial aspects enables students to ask critical questions and understand the opportunities as well as the problems arising from digitalisation. Broad understanding of various technological tools and business case modelling enables graduates to independently analyse issues/opportunities and then develop the relevant and most profitable solutions. 

3) What type of job function will an MSc Digital Business Management graduate be able to fill at your business (or at your customers)?
Graduates will be able to independently perform tasks related to analysing the opportunities and potentials involved in digitalisation; as a product owner or a business development consultant internally in the businesses of our customers, for example, or on a consultancy basis in the scooping/implementation processes in IT companies such as ours. I see a huge potential in graduates taking on jobs within project management, because they not only understand the technical aspects of a digital product, they also have a good understanding of stakeholder interests, as well as the commercial value created by the digital solution. 

Alexander Andreasen

Strategy Management Consultant, Capgemini Invent Denmark

1. What makes the MSc in Digital Business Management degree programme unique from your perspective?

Businesses in general are undergoing digital transformation, and understanding technologies and their potentials has highest priority for many, regardless of the industry.

Digital Business Management hits this right on target in this regard because Digital Business Management graduates can use digital technologies to reinvent business models or transform products and customer experiences and to ultimately create value for businesses.

2. What competencies demanded by your business does the degree programme provide?

This degree programme provides core competencies within communication and collaboration which are essential for successful digital transformation that cuts across the entire organisation. We are looking for people with competencies within digital business, and with technical skills; such employees are also in much demand throughout the labour market.

3. What type of job function will an MSc Digital Business Management graduate be able to fill at your business (or at your customers)?

As a management consultant at Capgemini Invent, you will be a trusted advisor to managements in various types of business. You will get to work with strategies, analyses, business cases, technology selection, process optimisation, change management, data management, agile coaching, and more.

Niklas Craft

Head of Agile and Transformation Consultant, IBM Denmark

1. What makes the MSc in Digital Business Management unique from your perspective?

The degree programme provides a commercial perspective on the future use and development of IT, as well as insight into how to navigate and manage this development. The programme provides a unique basis for taking on various IT and business roles in businesses with large or small IT projects.

2. What competencies demanded by your business (or that of your customers) does the degree programme provide?

At IBM, we are particularly positive about the commercial perspective provided by the degree programme, which means that any future employee will be able to innovate and create meaningful value both internally in our own business and as a consultant with our customers. Furthermore, the programme focuses on data science and AI, and these are both having an ever-greater impact on IT development.

3. What type of job function will an MSc Digital Business Management graduate be able to fill at your business (or at your customers)?

Many components of the programme provide a solid foundation for fast-track career advancement, because elements of the subjects touch on challenges related management. This means that the foundation you obtain as a graduate can lead you to job opportunities that you would otherwise not be able to achieve as a new graduate. More specifically, the job functions that IBM sees as a possibility for newly graduated students include agile consultant, IT business consultant, associate project manager, business analyst, etc.