COURSE CURRICULUM

The Digital Business and Generative AI specialisation within the Creative Business program focuses on media, business, management, and entrepreneurship while preparing students to work with digital technologies and artificial intelligence in modern marketing, sales, and communication fields. The curriculum combines creative development with strategic business knowledge and includes modules on professional development and practice-oriented research. Students attend masterclasses, take part in an international study trip, and complete internships with well-known companies, gaining valuable practical experience. Because the program prepares students for international careers, they must complete at least one study component abroad, such as an internship, exchange program, or graduation project. Throughout the program, students gradually deepen their understanding of digital media and AI, learning how new technologies influence industries and how to develop their own digital applications and innovative concepts. They also learn how to translate creative ideas into effective media and brand strategies by combining design, communication, marketing, and stakeholder management. Using approaches such as design thinking, co-creation, and project management, students develop creative concepts that are also practical and commercially viable. The program also focuses on building strong business skills, including recognising opportunities, making strategic decisions based on financial and data insights, and implementing innovative ideas. Practical experience includes a twenty-week internship, preparation for graduation research, the option to choose a minor, and participation in an Honours program for additional academic and professional development.