Course 2024-2025 a.y.

You will gain a comprehensive understanding of:

• The Impact of Digital and AI on Business: Explore how digital technologies and artificial intelligence are revolutionizing business models, customer engagement, and innovation processes across industries.
• Emerging Business Models in the Digital Economy: Analyze the key characteristics and principles of emerging business models in the digital economy, including purely online ventures, platform-based businesses, and data-driven models.
• Digital Strategy Formulation and Implementation: Learn how to formulate and implement effective digital strategies aligned with business objectives, considering factors such as market trends, customer needs, and technological advancements.
• Omnichannel Strategies and Social Media Engagement: Master the art of omnichannel strategies to seamlessly connect with customers across various digital touchpoints. Leverage social media to enhance customer engagement, foster user-generated content, and build brand loyalty.
• Innovation Management in the Digital Age: Develop strategies to foster innovation in the digital era, leveraging data analytics, open and collaborative innovation to drive continuous improvement and competitive advantage.

The course is designed to help students develop the skills and knowledge they need to succeed in the digital economy.

Specifically, this course will empower you to:

• Develop a strategic vision for navigating the digital landscape
• Identify and seize emerging digital opportunities
• Enhance customer engagement and build a strong digital presence
• Drive innovation and stay ahead of the competition
• Effectively manage and optimize digital business operations

This course will provide students the opportunity to work on a field project by developing a digital strategy initiative directly conceived and designed together with the management team of a key player in the digital world. This player is involved in both the initial kick-off of the project and the final presentation of the outputs in the classroom by the student teams. The project must focus on specific areas of digital business, which are presented in detail at the start of the challenge in the classroom. The project is evaluated by the company and the course instructor. The teams proposing the best project will have the opportunity to present them to the top management team at the company's headquarters. The field project is a real-world application of the skills and knowledge learned in the course. It is useful for verifying the students' ability to apply the knowledge developed during the course, to create a coherent digital strategy project and to be able to present it effectively to top managers.

• Guest speaker's talks (in class or in distance)
• Practical Exercises
• Collaborative Works / Assignments

The course will use a variety of teaching methods, including lectures, guest speakers, case studies, group projects, and coaching/tutoring.

Selected teaching methods:

• Traditional lectures and innovative technology-enhanced lectures, to make the learning experience more engaging and interactive;
• Guest speakers sessions will bring real-world experience and expertise into the classroom and help students to see the relevance of the course material to their own lives and careers;
• In-class exercises will help students to apply the concepts they are learning and to get immediate feedback from the instructor. They can also help students to develop their problem-solving skills;
• Case studies will allow students to analyze real-world business problems. This can help them to develop their critical thinking and decision-making skills.
• Group projects can help students to develop their teamwork and communication skills. They can also help students to learn from each other and to see different perspectives on the course material.

1. Field Project: 30%
2. Final Exam: 70%

• Field Project: 30%

This project involves developing a digital strategy initiative in collaboration with a key player in the digital industry. Students will work with the company's management team to design and implement the project. The project will be evaluated based on its coherence, effectiveness, and presentation. The top teams will have the opportunity to present their project to the company's top management team.

• Final Exam: 70%

The exam is offered in two formats: two partial exams or one final exam. The exam will consist of both open-ended and multiple-choice questions. The questions will assess students' understanding of the concepts, models, and cases discussed in class.

Students can also earn up to 2 additional points by actively participating in class and completing an optional individual assignment that leads to Google certification.

Non-attending students will be assessed solely based on a final written exam. The exam will consist of both open-ended and multiple-choice questions covering the subjects presented in the course texts and materials. The questions will primarily assess students' understanding of the concepts, methods, and tools presented in the course materials and their ability to apply them correctly.

Exam Format:

• Open-ended questions: These questions will require students to explain concepts, analyze case studies, or apply course material to real-world scenarios.
• Multiple-choice questions: These questions will assess students' knowledge of key terms, facts, and concepts.

• E. PRANDELLI, G. VERONA, Digital Human Enterprise,  EGEA, Milano, 2020.
• Handout.

• E. PRANDELLI, G. VERONA, Digital Human Enterprise,  EGEA, Milano, 2020.
• Sebastien RONTEAU, Laurent MUZELLEC, Deepak SAXENA, Digital Business Models: The New Value Creation and Capture Mechanisms of the 21st Century, De Gruyter, 2022.