The objective of the course Managing Digital Transformation is to provide students with tools for observing, analyzing and understanding how the role of digital technology is rapidly shifting, from being a driver of marginal efficiency to being an enabler of fundamental innovation and disruption in many sectors, including media, information and communication industries. Digitalization is the cause of large-scale and sweeping transformations across multiple aspects of business, and across many industries.
The course will provide students with insights and different perspectives on digital transformation, defined as the use of innovative technologies, data and connectivity by enterprises to create value, revenue and efficiency. Digital transformation requires firms to remodel their own resources, their relationship with consumers and the services they offer. The course puts these transformation processes in focus and provides students with various new and established theoretical tools for analyzing such developments.
Calendar Week 4: Introduction - Introduction to Business Models and Digital Transformation
Calendar Week 4 & 5: Block 1 - Cus tomers and Customer Value
Seminar 1: New Customer and Exchange Behavior
Seminar 2: Understanding Customer Value
Calendar Week 6 & 7: Block 2 - Marketing and the Development of New Value Offerings
Seminar 3: Developing Value Offerings: Digitalization and Servitization
Seminar 4: Marketing and the Transfer of Value offerings
Calendar Week 8 & 9: Block 3 - Intra- and Inter-Organizational Challenges
Seminar 5 : Business Creation, Digitalization and Intra-Organizational Challenges
Seminar 6: Business Creation, Innovation and Positioning in New Market Ecosystems