Information on individual educational components (ECTS-Course descriptions) per semester

  
Degree programme:Master International Management and Leadership
Type of degree:FH Master´s Degree Programme
 Part-time
 Summer Semester 2023
  

Course unit titleDigital Business Management
Course unit code080322023001
Language of instructionEnglish
Type of course unit (compulsory, optional)Compulsory
Semester when the course unit is deliveredSummer Semester 2023
Teaching hours per week2
Year of study2023
Level of course unit (e.g. first, second or third cycle)Second Cycle (Master)
Number of ECTS credits allocated3
Name of lecturer(s)Tom FLEERACKERS


Prerequisites and co-requisites

Course Market and Customer Analysis

Course content

Topics/concepts discussed:

  • old vs. new economy concepts
  • data-based decision making
  • data driven business models
  • customer centricity
  • Customer Journey mapping
  • Digital sales concepts
  • digital customer management
  • digital strategies
  • best practices cases
Learning outcomes

Organisations must adapt to the global trends in digitization. This requires a sound understanding of its impact on customer orientation and related activities that are creating competitive advantage

Students will know

  • opportunities of digitization to firms
  • fields of activities and change related to digitization
  • best practices from different industries and market case studies (B2B, B2C)

Students will understand:

  • the transformation from non digital to digital customer promises
  • the usage of digital data for customer experience management and customer service
  • digital sales models and communication opportunities/technologies

Students can apply:

  • digital tools to collection and interpretation of relevant data
  • planning tools for customer relationship management, lead scoring and customer journey maps
  • the capability to plan for a customer oriented digital strategy
Planned learning activities and teaching methods

Integrated lecture
Diskussion
Presentations

Assessment methods and criteria

Presentation & Paper

Comment

None

Recommended or required reading

Redman, T.C. (2008). Data Driven. Boston, Massachusetts: Harvard Business School Publishing.

Meyer, C.; Schwager, A. (2007). Understanding Customer Experience. Harvard Business Review. 85 (2): 1–12.

Buttle,F.; Maklan, S. (2019). Customer Relationship Management – Concepts and Technologies. New York: Routledge.

Kreutzer, R. T.; Neugebauer, T.; Pattloch, A. (2017). Digital Business Leadership. Wiesbaden: Springer.

Ross, J. W.; Beath, C. M.; Sebastian, I. M. (2017). How to Develop a Great Digital Strategy. Cambridge: MIT Sloan Management Review. 58 (2): 7-9.

Peppard, J.; Ward, J. (2016). The Strategic Management of Information Systems: Building a Digital Strategy. Hoboken: Wiley.

Mode of delivery (face-to-face, distance learning)

Face-to-Face instruction with mandatory attendance

Summer Semester 2023go Top