Digital Business affects everything around us – we can see it and feel it on a daily basis, both in our professional and personal lives.
Businesses have to react to this but often do not know how to. What is the right strategy for today’s digital age? How could digital technologies and data used to create new business models, new types of services, changed ways of operations, or to improve the productivity of employees? Which organizational and technological capabilities are needed?
In order to qualify future managers to successfully handle these challenges, the Master in Management program offers the Digital Business concentration.
The concentration consists of four modules:
Digital Innovation gives you a thorough insight into the particularities of Innovation Management approaches when it comes to Digital Innovation. This allows you to discover not only the nature of digital technology but also its potential and how this affects business models going forward. Students will participate in several digital technology workshops, where they are given opportunities play with digital technologies such as Cozmo, the robot, and where they get insights into design thinking and other innovation methodologies. Moreover, we will host workshops of our industry partners which bring their own challenges of digitally transforming their business models to the classroom.
As technology develops, businesses can use the power of information to gain deeper customer insights, enabling them to create superior services and better serve customers. Accordingly, the Digital Analytics module provides our students with essential computational skills and algorithms for finding and analyzing patterns in large-scale datasets, using R software.
The Digital Transformation module explores both adoption (the theories that drive individuals to use digital technology in their everyday lives) and diffusion (the way in which digital innovations are successfully pushed into the market.) Online and mobile behavior allows analysis of consumer attitudes, behaviors, emotions, needs, and wants in a much more accurate way than ever before. However, in a similar manner, it also affects how we manage our internal operations, our partner value chains, and our employees, which is where IT and business combine in digital transformation. In this module, students acquire skills to manage digital transformation projects. In workshops, they will gain first-hand experience with agile methodologies. Analyzing state-of-the art case studies, they will get an understanding for the complexities of a holistic transformation of a firm’s business and for the technical, organizational, and social success factors of running such a transformation initiative.
Digital Marketing now plays an essential role in business strategies. This module will expose you to digital marketing instruments and teach you how to use them effectively. This knowledge will then be applied when working on a real-world consulting project, tackling pressing problems of an actual company. You will receive personal feedback directly from the company you are working for, allowing you to take the given advice with you throughout your career.
The Digital Business concentration collaborates with industry partners including PwC, McKinsey, Capco, Commerzbank, Arthur D. Little, and VW Consulting, creating broad insights for our students.
If you want to specialize in today’s indispensable digitalization and proactively rethink and reshape business through digital transformation, the Digital Business concentration is for you.