The Bologna Process in Higher Education has brought about important changes in European universities over the last years. At the business school of Vitoria-Gasteiz (University of the Basque Country) we have faced the challenge of designing and developing a new master´s degree: the Digital Management & ERP: The management of the Company 4.0.

Within this process, the master´s degree aimed at accelerating the digital transition in organisations, which is more necessary than ever. This statement is based on the following circumstances:
(i) structural rigidities in official degree programmes;
(ii) lack of training in the field of digital skills for graduates in management areas;
(iii) growing demand for digital professional profiles;
(iv) the need for professional retraining and continuous training in the digital field;
(v) the need to promote a digital transformation of business models;
(vi) greater awareness of digitalisation as a source of business competitiveness; and finally,
(vii) a commitment from local, regional, autonomous, state and European institutions to a global digital strategy.

In an industrial and export-oriented region such as Alava with the need to attract and retain talent there is a lack of digital competences training in university education for graduates and postgraduates and a big demand for continuous learning in the area of digital management. In 2017, a proposal for a master´s degree was launched, endorsed by the Business Innovation Center of Álava and the Basque Association of Economists, approved by the university for 2018-2019 academic year.

The results of this initiative (measured by number of students, job placement and promotion, attraction and retention of talent, etc.) can be considered positive and aligned with one of the strategic axes of our Faculty: positioning the faculty in the development of digital competences, becoming a proactive agent for the digital transformation of Alava. Furthermore, postgraduate education should be seen as a key driver for improving the positioning and educational profile of a university in the digital environment.

In any case, without the support of local and provincial institutions (Vitoria-Gasteiz City Council and Provincial Council of Alava) this initiative would not have been possible.

Keywords: Digital competence, Innovative Education, Lifelong Learning.