Digital transformation and disruptive business models

Module title:

Digital transformation and disruptive business models

Module overview:

The aim of this module is for students to learn: the characteristics, drivers, and concepts of digital transformation, evaluate trends and recognize opportunities and adopt the processes of digital business transformation necessary for action and development in today's market.

The objectives of this module are to enable students to:
• Evaluate business opportunities and risks influenced by digital transformation
• Apply tools and methods and manage the process of digital transformation,
• Evaluate the opportunities for new business models
• Identify customers’ needs and implement customers' expectations in product and service development.

This module will prepare students to have “transformation mind-set” once they start their careers in marketing teams. It will help them to see the big picture and react to technological trends that will influence the company and the market. Students will be exposed to practical work, techniques, and methods that are required for the development of new products and models that will contribute to the overall skillset for their future employment.

Literature:

Essential reading:
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)

Recommended reading:
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)

Further reading:
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)