In the course of digitalization, companies apply new technologies to
generate, process, and analyze customer data. In this module, we will
have a look at new possibilities and challenges for companies following
digitalization. In this, we will examine how companies can use digital
tools and big data to make their customer interactions as well as their
internal business processes more effective. More precisely, we will
consider changing market structures and new strategic options (such as
mass customization or innovation leadership). Moreover, we will analyze
the new digitalized customer journey and its implications for the sales
force.
A central element of the module will be the elaboration of a case study
together with top executives of selected companies. In the context of
this case study, students will have the opportunity to apply and deepen
their theoretical knowledge on digital topics and discuss their insights
with experienced practitioners.
Students should be able to analyze a company’s specific market situation
and to derive practical recommendations. At the end of the module,
students will present their results to the top executives who will
challenge and assess them.
For organizational and fairness reasons, we expect attendance at all
dates. This is also conducive to a successful elaboration of the case
study.
- Kursleiter/in: Christina Desernot