In the course of digitalization, companies apply new technologies to generate, process, and analyze customer data. In this module, we will have a look at new possibilities and challenges for companies following digitalization. In this, we will examine how companies can use digital tools and big data to make their customer interactions as well as their internal business processes more effective. More precisely, we will consider changing market structures and new strategic options. Moreover, we will analyze the new digitalized customer journey and its implications for the sales force.
A central element of the module will be the elaboration of a case study together with top executives of selected companies. In the context of this case study, students will have the opportunity to apply and deepen their theoretical knowledge on digital topics and discuss their insights with experienced practitioners.
Students should be able to analyze a company’s specific market situation and to derive practical recommendations. At the end of the module, students will present their results to the top executives who will challenge and assess them.
For organizational and fairness reasons, we expect attendance at all dates. This is also conducive to a successful elaboration of the case study.