Design ‘SxD’

Master Of Business Administration

To succeed in business, you must embrace the opportunity to look at things differently and to win the game of change.

“ Alea jacta est ”

Be part of the first batch in 2023 and learn how to throw your business dice to win the
new battle in the experience economy.

Autumn 2023*

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Become a Leader in Experience Strategy

The unique integrated curriculum create leaders unafraid to think differently, producing creative visionaries capable of transforming companies, marketplaces, and human interface.

At a Glance

Academic Graduation :

Masters of Business Administration (MBA)

Whole MBA in English



Only one week each semester Inperson

Tuition and Fees

TUITION COST – 4,800 Euros each semester

Financial Aid

There are numerous options for financing your education including scholarships, loans, and payment plans availablt to those who qualify.

Upcoming Deadlines

The application for autumn 2023 will open in January 2023. First batch only for 30 people.

Official Start*

All information on the dependecy of the approval of university of applied science.

Course Modules


  • Design Project Management
  • Change Management for design-oriented Transformation
  • Create Experience Strategies
  • Change Management for Systems
  • Company-wide Experience Strategy
  • Design for Meta and Makro Trends


Students gain a comprehensive understanding of how to strengthen the innovative capacity of companies through systematic innovation in the combination of technology, people and business and also implement this in a practical project.

You will learn to distinguish innovation from invention and develop workable measurement methods for both. You will be taught modern innovation methods and learn which criteria and parameters characterize successful innovation processes. You will also learn the most common creativity and analysis techniques and apply them in practical examples. One focus of the module is on how corporate culture affects innovation capability and the factors that can be used to influence it. Current trends such as the development of new business models and the opening of the innovation process are also taught. A key area of learning is to identify the points of attack that can be used to leverage and increase the existing innovation potential of companies.
Submodule Change: Students will develop a comprehensive understanding of how companies and organizations can proactively adapt to permanent change and also implement this in a practical project. You will learn about the different types of change and see how these changes affect businesses and organizations. In addition to the current academic process models on change management, you will be taught the frameworks and tools for how to proactively manage change in organizations and the impact that change has on people in organizations. Another focus is on change management methods, the different stages of the change process, and the connections between innovation and change. With these, students work out how companies can adapt to the global trends of decarbonization / decentralization / digitalization, bundle their own resources and use the resulting effects for themselves. 


  • Innovation in Product Design
  • Needs & Requirements in Product Design
  • Design Research for Product Design
  • Innovation for System Design
  • Needs & Requirements for System Design
  • Design Research for Systems Design


Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast


  • Human Psychology and Perception
  • Behavioral Sciences
  • Ethical Understanding and Application
  • Sustainability
  • New Work and Employee Experience
  • Human Ressource Strategies


The module builds, among other things, on the foundations of the Austrian philosopher Paul Watzlawick and his first two axioms of communication theory. The human being as the basis of all communication, whether via product, service or system. To convey these basics, the most important elements from the psychology of perception, the Gestalt laws, motivation theory and value systems, among others, are taught. Current topics in Human Values, which have found their place in the business world, are part of the specializations - Ethics, New Work (Remote Work) and Sustainability, which is of course a horizontal topic that connects all areas.

The human perception and the human as person is the key in all interactions and the key value for product, service or system’s success. To create experiences is the only possible through plan and creativity, it’s not a service that robots or AI can do in the future. Strategic Experience design has to be and will be part of every company and organization in the future.

Students should learn which kind of interaction and which medium is the best for any context of use depending on the persona, situation, emotional status of a person and ofcourse the business value for this context.

Students should understand human motivations and needs to develop products services, or humans or how to sell himself to any other product or service. One of the key value is to moderate and convery between different stakeholders. This is why every student should get the knowledge and ability to lead online and offline workshops with the right toolset.

Line is about sellings himself, products or systems. As beter yoy are as more successful you will be in your life. How to write and prepare a pitch, and which key insights you should have to persue your stakeholder is the key element of the human value.

Students should learn the key facts of human perception and human


  • Gestalpyschologie
  • Human Perception
  • Motivation of human
  • Enthusiasm
  • Persuasion or Specific
  • Price Psychology

Ethics will be more important, so the discussion of different areas will be a part of it.

Workshop moderation digital and analog to moderate between business, user and technology and create strategic statements out of it.

Pitch yourself, a product or service. How to focus on the core information and how to convince persuasion.

  • Service Design & Development
  • Basics of Human Centered Design (UXQCC certification)
  • The Value of Design
  • Experience Methods
  • Post Industrial / Process Design

Based on the human value and perception students will learn how to plan, develop and design products, services and systems in a moderated and human centered way to make these processes efficient and easy to use for all stakeholders.

For all different kind of projects students should learn the most important tools and method to design and efficiency and experience. In addition, how to decide and argue in a strategic way to responsible. Students will learn to analyze, products, services, and systems for their value and how to optimize to be more successful. Students should create value metrics to show progress and success of any kind of system. (Touchpoint, Process, System)


  • Future & Emerging Technologies I
  • Production Processes
  • System Thinking & Technology Transformation
  • R & D Management
  • Future and Emerging Technologies II


Students acquire knowledge and skills as well as methodological competence in industrial technology trends, media technologies, product development and manufacturing processes, and implications for research and development with a focus on emerging technologies and markets. The goal is to sharpen holistic thinking and analytical skills to establish technology-based innovative product development and design strategies in organizations that encompass all aspects, from human resources, technology impact, and organizational planning, to create optimized product and service experiences for all stakeholders. Going deeper into Future and Emerging Technologies and working up use cases into daily processes will become one of the challenges for students.

  • Design Management
  • Selling for your Work & Yourself and for the Customer
  • Design Leadership
  • Strategic Management and Applied Leadership

Business Basic sub-module: Students gain a basic understanding of business and legal aspects, frameworks and interrelationships. In the process, they learn the basic interrelationships and terminology of business administration and which sub-aspects of business administration are particularly relevant to them. You will get an overview of which business metrics and KPIs to pay attention to and understand. Furthermore, they get an overview of which legal framework conditions are relevant for them and which aspects of business and contract law have to be considered. They should also understand the impact of their decisions on the company's financial management, what they need to consider when making investments, and how to correctly read and interpret balance sheets and financial statements. The costing and value-added calculation of Research & Development Strategies in relation to design topics rounds out these introductory topics. Organizational Leadership sub-module: Students will develop a comprehensive understanding of which methods are appropriate for strategic positioning, strategy development, and regular review of both, and how to build and develop people, organizations, and projects in an agile manner in a volatile environment. They learn about the factors that make up successful corporate management in the 21st century, how the organizational and operational structure of companies is changing, how to develop autonomous and agile teams, how "New Work" affects companies and employees, which project management methods are needed to work successfully in complex projects, and how to successfully develop strategies in an extremely dynamic market environment.

The academic-methodological foundations are based on the work of Harvard Professor Michael E. Porter, the two Wharton Professors Harbir Singh and Mike Useem, as well as the principles of the international ScrumAlliance and the international Project Management Institute (PMI).

  • Finance & Accounting I
  • Finance & Accounting II
  • Measuring Experience Design

Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast

  • Transfer Project I
  • Transfer Project II
  • Transfer Project III

The module provides knowledge of scientific work, especially in the field of Practice-Based-Research. Economic and legal aspects of innovation results are also addressed. A central component is the accompanying development of the master's thesis.