COURSE SCOPE: This course introduces students to digital transformation – an organizational change triggered and shaped by digital technologies – from the strategic leadership perspective of incumbents. The course consists of two parts.

In the knowledge part, students will become familiar with key aspects and strategic consequences of digital technologies and phenomena based on these technologies, including artificial intelligence (AI), industry platforms, information platforms, marketplaces, online communities and crowds, and smart products. In addition, students get to know how to choose digital strategies and navigate digital transformation projects.

In the application part that focuses on D2C (Direct-To-Consumer) Retail in the Digital Age, students will work in teams to conduct analyses together with Holzkern - an Austrian start-up founded by former SIMC students that is working in partnership with experienced watch manufacturers to transform raw, natural materials into unique timepiece - on the following topics:

• Buying Decision Support Solutions

• Digital Media for Advertising beyond Social Media

• (Digital) Customer Lifecycle

• Future (Digital) Customer

• Platform Design for Internationalization

• Post-purchase Customer Loyalty

COURSE ORGANIZATION & MANDATORY SUBMISSIONS BEFORE COURSE START: Teams will be compiled by the instructor based on student competencies and interests. To that end, each student who is registered to this course has to 1) submit her/its/his CV (no formal requirements) as PDF file via e-mail to the lecturer and 2) fill out a form (E-Mail to registered students follows). Teams will be announced in the first session.

Understand key digital technologies and digital technology-based phenomena as well as their strategic implications

Understand the scope of digital transformations and navigate digital transformation projects

Know how to conduct focused analyses as part of digital transformation projects

Be able to successfully work in teams and interact with high-profile stakeholders in a dynamic hybrid environment

Knowledge Part:

• First class: Mandatory attendance for 66% of the day
• Second class: Mandatory attendance 100% of the day

Application Part (= remaining classes): Mandatory attendance for at 75% of a team for each day - teams have to take care that information is circulated within the overall team

Interactive theory inputs
In-class discussions (random buzz groups)
In-class teamwork
Outside-class hybrid teamwork
Team coaching

There are 3 assessment elements:

20% Platform analysis (Group Assessment)

60% Partner analysis (Group Assessment)

20% Final presentation (Group Assessment)

Each element is graded from 1 (excellent) to 5 (insufficient). Each element needs to be at least graded with 4 (sufficient) to pass the course

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