• 052804 - DESIGNING DIGITAL BUSINESS INNOVATION LAB

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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 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 at providing methodologies and tools to design and assess Digital Innovation projects (in both existing and new companies/market). Second, it aims at creating an arena in which students can apply the methodologies to real cases in different digital areas.

Objective: 

c) Design solutions applying a scientific and engineering approach (Analysis, Learning, Reasoning, and Modeling capability deriving from a solid and rigorous multidisciplinary background) to face problems and opportunities in a business and industrial environment

With reference to objective above (i.e. c), students will: 1) Integrate knowledge on digital innovation and technologies with business strategy and processes; 2) Manage the complexity of making judgements on digital business innovation and related social impact with limited information available; 3) Design solutions applying a scientific and engineering approach (i.e. Analysis, Learning, Reasoning, and Modeling capability deriving from a solid and rigorous multidisciplinary background) to face problems and opportunities in a business and industrial environment; 4) Develop new ideas and solutions in business and industrial scenarios evolving over time.

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, lean start-up approach, 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. Digital Commerce, Mobile Content & Apps, Digital Payments, Mobile Enterprise, Social Networks, Cloud, 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 (10 CFU)

 The evaluation of the digital business innovation LAB (10 credits) is based on the evaluation of the project. The project will be carried out in groups of 3-6 students. Students can propose a new digital business and develop a business plan or they can work on some real projects proposed by existing companies.

The evaluation will be based on three criteria: 1) Correctness in applying tools and methodologies; 2) Empirical Effort; 3) Usefulness for the company proposing the project or innovativeness of the new business idea proposed by students.