Maastricht University: dé Europese universiteit van Nederland

UMIO is onderdeel van dé Europese universiteit van Nederland, Maastricht University. Met ons internationaal georiënteerde en toegankelijke onderwijs dragen wij ons steentje bij aan het internationale karakter van deze universiteit. Onlangs is Maastricht University gestart met een landelijke mediacampagne, waarin zij aandacht vraagt voor haar bijzondere internationale positie.

De campagne is erop gericht duidelijk te maken dat de universiteit haar maatschappelijke verantwoordelijkheid serieus neemt en daarbij kiest voor ontwikkeling en vernieuwing gebaseerd op een sterke regionale profilering vanuit een internationaal perspectief.

Deze koers past bij een universiteit in een grensregio. Als dé Europese universiteit van Nederland is Maastricht University een erkende ‘gateway to and from Europe’. Vanuit die context dragen de studenten en medewerkers hun steentje bij aan een sterkere regio, een innovatief en krachtig Nederland en een beter Europa.

Dynamische, internationale leeromgeving

Ook UMIO draagt bij aan deze koers van de universiteit. Met onze hoogwaardige leertrajecten brengen we academische experts, professionals uit het bedrijfsleven en studenten samen in een dynamische, internationale leeromgeving, die gericht is op het bouwen aan een regionale kenniseconomie vanuit internationale perspectieven.

Ten gunste van de regionale kennisontwikkeling zetten we kennis in voor partners in het publieke domein, zoals Provincie Limburg en Gemeente Maastricht. Tegelijkertijd bieden we effectieve, internationaal georiënteerde programma’s voor business professionals, zoals de Executive MBA, de Executive Masters en het European Management Residency-programma.

De campagne

De mediacampagne van Maastricht University bestaat onder meer uit radiocommercials op veelbeluisterde radiozenders, verschillende online activiteiten en campagnepagina’s op de eigen universiteitswebsite. Ook verschijnen advertenties in De Volkskrant, NRC Handelsblad en het Financieele Dagblad.

Meer informatie

Ga naar de website van Maastricht University voor meer informatie over de campagne.

MaastrichtMBA releases EuroMBA Online track

As of 1 January 2020, MaastrichtMBA expands its successful international executive MBA programme with an online track, called EuroMBA Online. The structural design of this track is based on 25 years of experience acquired within the EuroMBA; one of the first MBAs managed by six European partner universities, including Maastricht University. Parts of the existing EuroMBA programme structure will be revised and copied into MaastrichtMBA. The current independent EuroMBA consortium and programme will cease to exist and the EuroMBA consortium will be dissolved.

Increased flexibility

The EuroMBA Online track will consist of ten online courses, complemented by three residential weeks on campus. Students follow one week of classes at Maastricht University and decide where to spend the other two residential weeks. They can choose from four partner universities.

MaastrichtMBA’s new EuroMBA Online track will run in parallel with the programme’s current Executive track, which offers participants eight educational weeks in a face-to-face format. The online track allows participants greater flexibility when travelling around the world or while working from a remote location, which for some professionals will ease the balance between work, study and private life.

Quality assured

MaastrichtMBA is part of UMIO, the executive branch of Maastricht University’s School of Business and Economics. With a Triple Crown accreditation from the international quality assurance bodies AACSB, EQUIS, and AMBA, the business school enjoys maximum international recognition as part of a select group of 1% of all educational institutes worldwide. The MaastrichtMBA programme is also acknowledged by the Dutch-Flemish accreditation organisation, NVAO.

MBA students who successfully complete the new EuroMBA Online track starting at 1 January 2020, will thus receive an MBA diploma from Maastricht University that is officially recognised by the Dutch Ministry of Education.

Introducing our MaastrichtMBA students to Service Science

Innovative thinking is an important part of the MaastrichtMBA programme, in particular through the module ‘Sustaining Competitive Advantage’. In this module, UMIO’s Service Science Factory (SSF) provides participants with the necessary mind-set, processes and tools to improve the innovation capacity of their organisation. This is far from a theoretical exercise. Because participants practice service design tools and experience all stages of the innovation process during these sessions, they become empowered to implement processes and tools in their own organisation.

Bridging academia and practice

This is typical for the approach of SSF: it bridges academia and practice, facilitating companies to gain sustainable competitive advantages through service innovation. SSF has realized the potential of service innovation in different organisations through more than 50 projects, using a state-of-the-art project approach, making use of proven service design tools and multi-disciplinary teams that stimulate co-creation.

The right perspective

As a method, (Service) Design Thinking addresses complex challenges, by embracing the perspective of the end-users, when creatively prototyping new product or service offerings. Industry leaders such as Apple, McKinsey, and Mayo Clinic, place this approach at the centre of their business activities, and IBM even proclaims it wants to become “the world’s largest and most sophisticated design company”.

Practical results

The MaastrichtMBA innovation module consists of five sessions. During the final session, the teams present their innovation ideas and underlying business concepts to an expert panel, which provides practical tips for improving and implementing the ideas. The best ideas were rewarded with a panel prize and an audience prize.

Get in touch

There are several ways SSF can support you and your organization in exploring the value that ‘Interaction Design’ can provide. For instance by facilitating innovation projects for the improvement or development of new services which incorporate the ‘Interaction Design’-perspective.

Learning opportunities

There is a range of educational trajectories available where we train professionals to incorporate the ‘Interaction Design’-perspective into their daily work and specific projects.
As an introduction to the world of ‘Interaction Design’ we have developed a hands-on inspiration day for professionals, where you will work on a case, take the customer perspective and start designing interactions for delightful experiences. Feel free to contact us for more information.

Session Instructors

Dr. Dominik Mahr, Scientific Director Service Science Factory
Dominik is an Associate Professor at the Marketing and Supply Chain Management department of Maastricht University. As Scientific Director of the Service Science Factory (SSF), he is responsible for a wide range of services that create new and improve existing offers of companies.



Dr. Elisabeth Brüggen, Professor of Marketing
Elisabeth (Lisa) Brüggen is Professor of Marketing at Maastricht University School of Business and Economics (SBE). She is an internationally recognized expert in services marketing and financial well-being, particularly regarding pension communications.




Damien Nunes, Service Designer Service Science Factory
Damien has a background in design and is currently project leader and service designer at the Service Science Factory (SSF). He facilitates projects, workshops and inspires creativity within (project)groups to develop new innovative service concepts.



Sabine Janssen, Msc, Project Leader Service Science Factory
Sabine has a background in strategic marketing and business experience in corporate communications, strategic consultancy and innovation management. Her focus as project leader at SSF is design thinking, service innovation and project management and educating professionals in these respective fields.



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South-African Stellenbosch MBA students visit Maastricht

In the first week of July, UMIO welcomed Executive MBA students from University of Stellenbosch (USB) Business School for a European Management Residency, focusing on EU business themes and entrepreneurship. The residency is part of a fruitful and ongoing partnership between Maastricht University School of Business and Economics and University of Stellenbosch Business School, which also includes international exchanges in undergraduate programmes as well as research collaborations.

The European Management Residency offers our visiting delegations a European perspective on a changing world and provides them the tools and new insights for solving business or societal challenges on home soil. It encompasses balanced mix of interactive lectures, discussion forums, company visits, social events and a practical action-learning project.

The tailor-made programme, developed with University of Stellenbosch Business School, covered subjects such as the Macro-economic Environment in Europe, the European Economy and Brexit, Entrepreneurial Spirit and a week project dedicated to the toolbox of the Design thinking methodology. Company visits connect theory and practice.


There are a couple of things that stand out when talking to our South-African visitors: the value of the European perspective of the programme, the exposure to a different kind of entrepreneurship and the strong sense of cultural immersion which expresses itself in genuine enthusiasm about the city, its atmosphere and people.

It matches well with the objective of the international module from USB Associate Professor Marlize Terblanche-Smit’s point of view: “cultural, social and academic activities all are important parts of the program”.


The students attach great value to the European perspective of the programme. MBA Student Edwina Schoeman: “the visit to the EU offices were very interesting and offered some real eye-openers”.

The group had lectures and exchanges with Professor Michael Kaeding (professor in EU politics), high-ranking officials from the European Commission (Gaël Owen Du Bouëtiez, Directorate-General for Communication) and the European Economic & Social Committee (Alexander Alexandrov, Administrator in the ECO Section).

MBA Student Gerhard Landman observed: “I was impressed by the calibre of the people we talked to. It is very exciting to get a feel for the inner workings of the EU, to be actually there. In South Africa we tend to focus a lot on our own continent”.

As Marlize Terblanche-Smit remarks: “The program has a good flow, covering the economic situation in Europe, and the visits to the EU-institutions in Brussels give a good grounding for the rest of the program. The company visits and practical learning assignment make for a balanced mix of theory and practice, which makes the experience so valuable.”


The element of entrepreneurship from a Design Thinking perspective, offered to the students by Damien Nunes and Sabine Janssen from UMIO’s Service Science Factory, also proved very valuable according to Marlize Terblanche-Smit: “It offers an immersion in entrepreneurial thinking, with case studies, in a different approach from our own university. Visits to international companies in the region link theory to practice. The module also provides the tools for integrating academia and business practice from a different angle. All students are very positive.”


Then there is the cultural immersion part, or “Maastricht Experience”. The genuine enthusiasm about the city, its atmosphere and people is palpable in the group. For the Afrikaner students it is of course a special experience to be able to communicate with the locals in Afrikaans and Dutch, without the need for a continuous translation. Another shared feature is the well-developed beer culture, which invites “scientific” sampling.

These students are nearing the end of a long two-year MBA programme, with 20 hours of additional work a week, on top of their busy professional lives. Therefore, it should not surprise us that here and there, the satisfaction and enthusiasm are tinged with a sense of relief… Who can blame them! We wish this warm and outgoing group of MBA students the very best, both personally and professionally.