Digitalna transformacija i disruptivni poslovni modeli

Naziv predmeta:

Digitalna transformacija i disruptivni poslovni modeli

Opis:

Pohađanjem ovog kolegija studenti uče o značajkama, pokretačima i konceptima digitalne transformacije, kako procijeniti trendove, prepoznati prilike te usvojiti procese digitalne transformacije poslovanja koja je nužna za djelovanje i razvoj na današnjem tržištu.

Cilj ovog modula je omogućiti studentima da nauče:
• procijeniti poslovne prilike i rizike povezane s digitalnom transformacijom
• primijeniti alate i metode te upravljati postupkom digitalne transformacije
• procijeniti mogućnosti za implementacijom novih poslovnih modela
• utvrditi potrebe potrošača te implementirati potrošačka očekivanja u razvoj proizvoda i usluga.

Ovaj će modul pripremiti studente za usvajanje „transformacijskog mentaliteta“ prilikom izgradnje karijere u marketinškim timovima. Stečeno znanje pomoći će studentima da vide širu sliku i reagiraju na tehnološke trendove koji će utjecati na tvrtku i tržište. Studenti će steći praktično iskustvo, usvojiti metode i tehnike potrebne za razvoj novih proizvoda i modela koji će doprinijeti skupu vještina za buduće zaposlenje.

Literatura:

Obvezna literatura:
1. Christensen, C. M. (2016) The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail Brighton, MA: Harvard Business Review Press
2. McKinsey and Company (2021) McKinsey Our Insights [Online]. Available at: https://www.mckinsey.com/business-functions/organization/our-insights (Accessed: 09 May 2021)
3. Berman, S. and Papas, P. (2020) Digital Transformation [Online]. Available at: https://www.ibm.com/thought-leadership/institute-business-value/report/digital-transformation (Accessed: 09 May 2021)
4. IBM Inc. (2021) IBM Institute for Business Value – Emerging Technologies [Online]. Available at: https://www.ibm.com/thought-leadership/institute-business-value/technology/digital (Accessed: 09 May 2021)

Preporučena literatura:
1. Rogers D. (2016) The Digital Transformation Playbook: Rethink Your Business for the Digital Age, New York, NY: Columbia University Press
2. Ries, E. (2017). The Startup Way: How Modern Companies Use Entrepreneurial Management to Transform Culture and Drive Long-Term Growth New York, NY: Currency
1. Highsmith, J. R., Luu, L., Robinson, D. (2020) EDGE: Value-Driven Digital Transformation, Boston, MA: Addison-Wesley Professional
2. Anderson, J. and Proctor, P. (2020) Digital Business KPIs: Defining and Measuring Success [Online]. Available at: https://www.gartner.com/en/doc/3803509-digital-business-kpis-defining-and-measuring-success (Accessed: 08 May 2021)

Dodatna literatura:
1. McAfee A. and Brynjolfsson E. (2017) Machine, Platform, Crowd New York, NY: W. W. Norton and Co.
2. Gratton L., Scott A. (2017) The 100-Year Life: Living and Working in an Age of Longevity London: Bloomsbury Business
3. Ross A. (Sep 2017). The Industries of the Future, New York; NY: Simon and Schuster
4. Westerman, Bonnet, McAfee (2014). Leading Digital: Turning Technology Into Business Transformation Brighton, MA: Harvard Business Review Press.



1. Rogers D. (2016) The Digital Transformation Playbook: Rethink Your Business for the Digital Age, New York, NY: Columbia University Press
2. Ries, E. (2017). The Startup Way: How Modern Companies Use Entrepreneurial Management to Transform Culture and Drive Long-Term Growth New York, NY: Currency
1. Highsmith, J. R., Luu, L., Robinson, D. (2020) EDGE: Value-Driven Digital Transformation, Boston, MA: Addison-Wesley Professional
2. Anderson, J. and Proctor, P. (2020) Digital Business KPIs: Defining and Measuring Success [Online]. Available at: https://www.gartner.com/en/doc/3803509-digital-business-kpis-defining-and-measuring-success (Accessed: 08 May 2021)