• 052805 - DIGITAL BUSINESS INNOVATION

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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, (e.g. the supply chain management, market relationship management, etc.), 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.

Objectives:

a) Understand context, functions, processes and performance (DdD1)

b) Identify trends, technologies and key methodologies in a specific domain (DdD2)

a) With reference to objective a), in particular, students will: 1) Understand and interpret the strategic role of digital innovation, the current competitive digital business environment and its evolution; 2) Learn and critically understand – form a strategic point of view -  the most important “digital trends” affecting the business, the competitive environment and the industries, such as cloud, big data, Internet of Things, Artificial Intelligence, eSupply Chain, eProcurement, digital marketing etc; 3) Know the main steps and metholdologies to be exploited when launching a digital business (start up). In this light, a specific emphiasis will be given on the following methodologies: lean start up approach, business planning, etc; 4) Know the main steps and metholdologies to be exploited when supporting and innovating an existing business leveraging on digital innovation.

b) with reference to objecttive b), in particular, students will: 1) Identify and apply the appropriate tools and methodologies for digital business innovation; 2) Discern and select the appropriate strategic approaches and technology trends related to a digital business; 3) Identify the appropriate strategic methodologies and tools to launch a new digital business or renew an existing traditional business.

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, digital disruption

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. 

Digital-Driven analysis and Business Process reengineering. Methodologies, techniques, and tools to analyse and re-design processes, when launching digital projects in existing companies

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 & New Business Models. A deep dive into the most important digital trends enabling the development of new markets. Digital Commerce, Mobile Content & Apps, Digital Payments, Mobile Enterprise, Social Networks, Cloud and ICT-as-a-service, Big Data, Internet of Things, Artificial Intelligence, etc.

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).

ASSESSMENT (5 CFU)

The assessment will be based on a written exam at the end of the course.

Specifically, the written exam will consist of open-ended questions covering all course content. Questions could refer to both theoretical concepts and short business cases (other than those discussed in class). Written exam grades range from 0 to 30 points. 18 is considered as the minimum threshold to pass the written exam. Students with a grade lower than 18 shall retake the written exam in any future call.