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).
In order to achieve the objectives above stated, the course is structured in three main pillars:
Theoretical and quantitative lessons on the main methodologies that will be supplemented by an active class discussion of cases (to be read before class). Students will have the opportunity to attend lectures in which managers of important Italian and multinational companies will present real cases. In order to pass the full exam, the students have to take a written exam to test their knowledge on the methodologies .
“Interactive lessons” on the main themes/areas of Digital Business made of both a theoretical part to introduce the topic and case studies/real examples (presented by mangers from successful companies, whenever it is possible) in order to transfer real experiences to the students. In order to pass the full exam, the students have to take a written exam to test their knowledge on Digital Business Areas .
Project work, proposed by a company that is developing a project in one of the Digital Business Areas covered by the course or development of a Business plan to start a digital business. Methodologies, models and tools acquired in the first part of the course should be applied in order to support the company carrying out the project. Groups of 3-4 students will be guided by both an academic tutor and a company tutor. 2-3 groups of students will be allocated to the same project work. Each project work will be assessed by both the tutors and the professor, based on the effectiveness of the methodologies used, the effort put in the project, the effectiveness and clarity of the final presentation, and, finally, the real usefulness for the company .