Amsterdam University of Applied Sciences breaks new ground in Digital Design in cooperation with nine Dutch digital agencies.
New international master program Digital Design is a unique collaboration between the digital design & marketing industry professionals and Amsterdam University of Applied Sciences.
The program will aim at talented digital designers from around the World to develop into global players. It will also put Netherlands on the map as a hub for digital designs. This is necessary to conquer the rapidly growing digital sector. The agencies involved are; Achtung!, Tribal DDB & Amsterdam, FHV BBDO, Fabrique, MediaMonks, Mirabeau, Momkai, Tam Tam and Woedend! which are all leading Digital Agencies in Amsterdam.
Digital design increasingly important
The creative industry plays an increasingly important economic role in the Netherlands. In the period from 2005 to 2013, the number of jobs in ths sector grew by an average of 2.5% per year, far above the average of other sectors. Digital design is a majör driver of innovation and product development within the creative sector. It plays an increasingly important role in the communication field and in other sectors.
Jeroen van Erp, a member of the Top Team Creative Industries and CEO of Fabrique says;
Digital design goes far beyond building a website or an app. The digital World is an integral part of our lifes. This component is often decisive for a successful and effective user experience and thus economically and socially relevant. This requires specialists and we want to create a breeding ground for the best talent.
Geleyn Meijer, responsible for the new program at the AUAS says;
Dutch design is known worldwide. With this master program, the digital side of the export product will get a boost. This it is needed to develop talented digital designers into global players. To creatives that can convert digital design for new relationships with users, to solve social problems and help develop new products and services. For the design professionals this requires a high degree of autonomy, a keen vision of the profession and the ability to collaborate with professionals from other disciplines. A Master’s degree in digital design will therefore be a clear addition to the current offering.
Strong demand for new master
A study that was commissioned by the agencies involved oncern shows great need for such education at both agencies and students.
Researcher Matthijs Leendertse says;
Many young design talents start working immediately after their studies, but need further deepening to really make a difference on an international level. They want to learn from the best in the field, whether professionals, teachers, co-talents or customers.
The agencies, in turn, need a larger pool of talent in the Netherlands and a good international reputation. That is the reason why the new master program will also work closely with the wider Dutch Digital Design initiative.
In the words of Adjan Kodde, founder of Mirabeau and board member of the Dutch association Digital Agencies;
Due to the strong growth of the sector, the demand for design talent is growing rapidly. We see the Master Digital Design as a strong impetus to further develop talented designers and as an international attraction for the Dutch digital sector.
Prelaunch in September 2015
The Master Digital Design will start in September 2015 with a number of pilot modules and will begin in February 2016as full master program. The course is open to talented digital designers from around the world. Besides formal criteria such as a Bachelor’s Degree in a relevant discipline, selection takes place on the basis of vision of digital design, track record and international orientation. The language of the master program is English. It is a government-funded and accredited study with the title Professional Master degree in Digital Design.