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Digital transformation and disruptive business models

  • Class 15
  • Practice 30
  • Independent work 75
Total 120

Course title

Digital transformation and disruptive business models

Lecture type


Course code






Lecturers and associates

Course overview

The aim of this module is for students to learn: the characteristics, drivers and concepts of digital transformation, to evaluate trends and trecognize 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 customer’s need and implement customer’s expectations in product and service development.

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


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: (Accessed: 09 May 2021)
3. Berman, S. and Papas, P. (2020) Digital Transformation [Online]. Available at: (Accessed: 09 May 2021)
4. IBM Inc. (2021) IBM Institute for Business Value – Emerging Technologies [Online]. Available at: (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: (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.

Minimal learning outcomes

  • Value the prerequisites for digital transformation of the company.
  • Argue the impact of technology and digital economy on society and different industries.
  • Analyse industry’s week spots that could be affected by disruption.
  • Evaluate the impact of existing technologies on emerging disruptive business models through industrial sectors.

Preferred learning outcomes

  • Critically evaluate the impact of digital transformation on company success.
  • Critically assess the impact of the digital economy, platforms and digital models and explain the new opportunities that open up through their implementation.
  • Propose the disruptive business model that could influence the disruption in the industry’s week spot.
  • Evaluate the disruptive potential of new business models and technologies.
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