Utrecht Business School (UBS) is a leading business school for management executives and business leaders. UBS develops professionals into more advanced, integrative thinkers and prepares them for the next stage in their careers.
UBS offers post-initial management education in the form of master’s programmes, MBA programmes, post-academic education and postgraduate programmes for professionals. UBS specializes in key management domains including finance, IT, leadership, business administration, strategy, change management and is actively engaged in the development and dissemination of high-quality knowledge and skills.
Educational philosophy
All UBS’ programs are grounded in up-to-date scientific foundations. At the same time, the core focus of its educational approach lies in the materialization of knowledge. In practice, this means that real-world applications are centralized. Through UBS methodologies, participants translate theory into tangible outcomes in a collective setting, thereby accelerating both individual and group learning curves. The outcomes of this process are converted into inspiration, best practices and lessons learned, which are subsequently shared with both direct and indirect stakeholders through UBS activities.
Modular structure
UBS offers a modular and hybrid educational structure. This means that specific modules may form part of multiple programmes. For example, a postgraduate module may also be included within a post-academic programme, or a shorter course module may be embedded within a postgraduate track. Each participant follows a personalized programme as agreed upon during enrolment. As a result, cohorts may consist of participants enrolled in different programme types. Typically, programmes start with a larger group, which gradually splits into smaller groups depending on the chosen learning pathway.
UBS offers four programme variants:
- Course (5 sessions)
- Postgraduate programme (10 sessions)
- Post-academic programme (20 sessions)
- Executive Master programme (30 sessions)
Programme
To achieve strategic business objectives, organizations increasingly deploy Artificial Intelligence. While AI was initially applied in an experimental manner, it is now evolving into a structurally value-creating component of business operations. However, in practice, many AI initiatives fail to deliver the desired outcomes. Applications often remain stuck in pilot phases or isolated experiments without structural impact. This is because AI implementation is not merely a technological issue; it fundamentally affects organizational design, data quality, governance, culture and leadership. Without a well-structured approach, AI deployment may lead to inefficiencies, flawed decision-making and increased business risks. Upon completion of the programme, participants will understand what is required to effectively apply AI within their organization and will possess the management capabilities needed to successfully implement AI initiatives.
Key topics
- Trends and developments in Artificial Intelligence
- Core concepts and frameworks for AI in organizations
- Formulating an effective AI strategy
- Successfully implementing AI within organizations
- The role of data, governance, culture, and leadership
- Required capabilities for executing AI initiatives
- Measuring the effectiveness of AI applications
Learning outcomes
Upon completion of the programme, participants will be able to independently execute AI initiatives within their organization. They will be capable of developing an AI strategy aligned with overall business strategy and of identifying, prioritizing and implementing AI use cases. Participants will understand the organizational conditions required for successful AI adoption and know how to integrate AI into existing and new structures and processes. In addition, they will be able to assess and manage risks related to AI, including issues concerning data, governance, transparency and compliance. Participants will not only understand AI from a technical perspective but will also be able to apply it effectively from a strategic and organizational perspective.
Programme structure
The postgraduate programme in AI and implementation has a duration of approximately three months and consists of 10 sessions of 3 hours each. The programme is delivered on-site with groups of 10 to 15 participants. Participants attend lectures, work on practical assignments and may complete a final paper. Sessions are typically scheduled in the afternoon and evening.
Programme overview
Day 1: AI and Business Strategy
Participants will learn how AI relates to business strategy and how it contributes to value creation. Topics include AI fundamentals, machine learning, and generative AI as well as positioning AI within strategic objectives.
Day 2: AI implementation – Systems, data and integration
Focus on structuring AI initiatives within the organization, including the role of data, systems and IT architecture. Participants will learn how to integrate AI into existing processes and manage AI projects effectively.
Day 3: Organization, culture and adoption
Explores how AI is adopted within organizations, addressing culture, behavior, resistance, and stakeholder alignment. Emphasis is placed on managing organizational change.
Day 4: AI Governance, risk, and regulation
Covers responsible AI deployment, including governance, risk management, compliance, bias, transparency and relevant legislation
Day 5: Execution and steering of AI initiatives
Focus on execution, including defining objectives, setting KPIs, monitoring progress and realizing structural value through AI.
Target audience
This postgraduate programme is designed for professionals seeking to further develop their expertise in AI and management. The programme is an executive-level programme, requiring a certain level of professional and intellectual capability. Participants typically have a background in business administration, organizational science, or management, with 5 to 15 years of relevant work experience and a higher professional education level. While participation is open to anyone interested, optimal learning outcomes are generally achieved by participants with sufficient professional experience.
Admission
UBS places strong emphasis on equipping professionals effectively. Therefore, selection is based primarily on talent and motivation. Applicants are requested to either complete an intake form or participate in an advisory consultation prior to enrolment. This ensures optimal alignment between the programme and individual learning needs and allows UBS to guarantee placement.
Locations
UBS offers and delivers its programmes across the Netherlands, Europe, ASEAN and the Asia-Pacific region. Programmes can be attended at carefully selected locations within these regions, depending on availability and demand. All venues provide high-quality catering facilities, sufficient parking and appropriate learning environments. Locations are easily accessible by both public transport and car where applicable. Locations are selected based on three key criteria: accessibility, catering and overall experience. Facilities must be easy to reach, offer adequate parking, provide spacious lecture rooms with sufficient natural light and maintain high standards of catering.
Investment
The current tuition fee for this programme is available on request. The fee includes lectures, study materials, books, assessments and catering arrangements. Payment in instalments is possible upon request.
Contact
UBS can be reached by phone at +31 30 227 0497 or via email at contact [at] ubsbusiness.nl. For enquiries in ASEAN and/or Asia pacific, please contact +673 823 1488 or contact Nomair van Wijk via n.vanwijk [at] ubsbusiness.nl
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