|Module / ECTS / Path / Specialisation||Module :Digital strategy : 12 ECTS.|
|Discipline||Sales and Marketing|
|Open for visitors||yes (3 ECTS)|
|Laura GEORG SCHAFFNER||Population|
|Working language :||English|
|Volume of contact hours :||20 h|
|Workload to be expected by the student :||60 h|
Track : Attendance
|LEARNING GOAL 1 : Students will master state-of-the-art knowledge and tools in management fields in general, as well as in areas specific to the specialized field of management.|
|Students will identify a business organization’s operational and managerial challenges in a complex and evolving environment.|
|Students will understand state-of-the-art management concepts and tools and use them appropriately.|
|Students will implement appropriate methodologies to develop appropriate solutions for business issues.|
|LEARNING GOAL 2 : Students will develop advanced-level managerial skills.|
|Students will work collaboratively in a team.|
|Students will communicate ideas effectively, both orally and in writing, in a business context.|
“If a board is not bothered about digital, I would sell your shares in that company!” Brian McBride, Chairman, Asos (Korn/Ferry Institute 2013).
At the 2016 World Economic Forum meeting in Davos, Switzerland, some influential leaders advocated the need to develop a digital mind which understands the potential, the disruptive nature, and the risks associated with the use of digital data. They stressed that a company’s ability to harness digital data can drive profitability, offer critical insights, and open new business opportunities. For 2017, 735 board members and executives voted the speed of disruptive innovation as the fourth highest risk for their business. (Amato, 2016) Peter Montagnon, Associate Director of the Institute of Business Ethics, observed that a major role of a board is to allocate capital, but how can directors fulfill this role if they do not fully understand the implications of the digital economy? Rather than treating digital knowledge as a specialist skill, he argued that it is a skill that must be developed by all directors (Heimer and Valeur 2016).
The course will cover means to assess the value of information to organisations, the history of information systems and their current meaning for e-Marketing such as for the Marketing Mix or Positioning.
- Recognize the role played by digital transformation in different industries
- Describe the challenges posed by digital transformation in organizations
- Prepare recommendations on digital transformation implementation
- Analyze the impacts of information systems on management and strategy
Session 1: Review of syllabus; Definition of information systems ; Technological phases
Session 2: Impacts of IS on industries; Digital transformation Emergence of new professions
Session 3/4: Some strategic frameworks / tools ; IS impacts on these strategic frameworks
Session 5/6: Case Study: Digital Transformation Project in the Private Banking Industry
Session 7: E-Marketing: Change of Marketing Tools: Marketing Mix, Positioning
Session 8/9: Student Project Presentations
Session 10: Exam and Outlook on new economies (Industry 4.0, DLT)
Basic concepts in Marketing.
Knowledge of information systems architecture and infrastructure advantageous.
Erik Brynjolfsson, Andrew McAfee, The Second Machine Age, W. W. Norton & Company, 2014.
Kenneth C. Laudon, Jane P. Laudon, Management Information Systems: Managing the Digital Firm, 13th edition, Editor: Pearson Education, 2013.
Harvard Business Review, Journal of Strategic Information Systems, Management Information Systems Quarterly, CIO Magazine, Information and Management, Information Technology and Management, Journal of Electronic Commerce, etc.
(+) Most newspapers also have an online section about “Technology” (Times, The Economist, Le Monde, NY Times, Die Zeit, etc.)
Such behaviors as...
... may lead to expulsion from classes.