Бакалавриат 2023/2024

Стратегия цифрового бизнеса

Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»

Статус: Курс по выбору (Мировая экономика)

Направление: 38.03.01. Экономика

Кто читает: Департамент мировой экономики

Где читается: Факультет мировой экономики и мировой политики

Когда читается: 4-й курс, 3 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для своего кампуса

Преподаватели: Арбайсар Гонсалес Виктор Алехандро

Язык: английский

Кредиты: 4

Контактные часы: 44

Course Syllabus

Abstract

The goal of this course is to facilitate the development of skills and a knowledge base that will enhance student’s ability to more effectively understand, interpret and engage in entrepreneurial acts and new venture creation in the international environment.

Learning Objectives

• The purpose of the course is to give students theoretical knowledge and practical keys to:
• Understand the digital disruption, its causes and consequences.
• Identify differences between legacy and digital businesses and its drivers.
• How to analyze a digital market.
• Know digital strategies and how to apply them.
• Key concepts in digital product development.
• Think on how to monetize a business.
• Understand not only the advantages but also the risks in the digital business.
• How to “guess” the value of a digital business.
• New trends in digital business.
• Create your own digital business project, as a challenging way to absorb and apply all the above-mentioned concepts and ideas.

Expected Learning Outcomes

• Understand the digital context of a business.
• Analyze markets and select opportunities.
• Choose best digital strategies, balancing advantages and risks.

Course Contents

• 1. Introduction to Digital Business
• 2. Digital Markets Analysis
• 3. Digital Marketing Strategies
• 4. Product development
• 5. Monetization
• 6. Risks in Digital Businesses
• 7. Digital Business Valuation
• 8. New trends
• Project presentations

Assessment Elements

• Lecture attendance
• Lecture activities
• Digital project

Interim Assessment

• 2023/2024 3rd module
  0.5 * Digital project + 0.3 * Lecture activities + 0.2 * Lecture attendance

Bibliography

Recommended Core Bibliography

• David L. Rogers. (2016). The Digital Transformation Playbook : Rethink Your Business for the Digital Age. Columbia Business School Publishing.

Recommended Additional Bibliography

• Chaffey, D. (2015). Digital Marketing (Vol. 0006). [N.p.]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419421