Digital Business is the transformation of a company business generated by the Information and Communication Technology (ICT) and, more in general, by Digital Innovation. It can involve the internal processes, the supply chain and market relationships, but also the entire business model. Digital Business means also the transformation of entire industries and supply chains, the creation of new sectors (e.g. those of Apps, eCommerce, etc.) and of completely new companies (i.e. Startups). The objective of this course is twofold. First, it aims to provide the methodologies and tools to develop and assess Digital Innovation projects (in both existing and new companies/market). Second, it aims to create an arena in which students can apply the methodologies to real cases in different digital areas.
Strategic analysis applied to digital business. SWOT analysis, Value Chain, competitive advantage and competitive forces, strategic innovation and creativity (e.g. resource-based view and blue ocean strategy), business model design.
Models, methodologies and tools enabling the launch of a new business and to compete in high tech contexts.Business model design through the business model canvas, the lean start-up approach, the start-up financing, resource gathering and allocation.
ICT Driven analysis and Business Process reengineering . Methodologies, techniques, and tools to analyse and re-design processes.
Value Assessment models. How to develop a model to assess the value and impacts generated by Digital Innovation projects. Application of the methodology to real examples and case studies.
Digital Markets & Business Model. Digital Commerce (sales of both products and services through the Internet; multichannel experience), Mobile Business (services, applications, content offered through mobile devices: Mobile Content & Apps, Marketing &Service, Payment, Mobile workspace, Mobile Enterprise), Internet 2.0 and Enterprise 2.0 (social networks and tool supporting interactions, collaboration both in the consumer markets and inside companies), Cloud and ICT-as-a-service (the transformation of the ICT, used in the “as-a-service” mode), Big Data (the use of huge amount of data by companies to support both internal and external processes), Digital Media & Content (digital transformation of both media and content).
Digital marketing. Advanced market research (how to use big data and data tracking to better understand the customer behaviour), Customer experience design (methodologies and tools to design multichannel customer experiences), Tool supporting marketing planning (methodologies and techniques to target customers and to develop customized marketing plans), KPI of a multichannel marketing plan (tools and techniques supporting customer accountability, development of scorecards to measure a multichannel marketing plan).
Digital Operations. eSupply Chain (automation and integration of the supply chain operative processes, e.g. logistics, sales, administration, etc.), Supply Chain Collaborative Planning (integrated and collaborative supply chain management, e.g. co-design, collaborative planning, etc.), Supply Chain Visibility (Internet of Things, tracing and visibility along the supply chain, anti-counterfeiting).