Бакалавриат 2024/2025

Цифровая трансформация бизнеса

Статус: Курс обязательный (Управление бизнесом)

Направление: 38.03.02. Менеджмент

Кто читает: Департамент менеджмента

Где читается: Факультет менеджмента (Пермь)

Когда читается: 4-й курс, 2, 3 модуль

Формат изучения: с онлайн-курсом

Онлайн-часы: 20

Охват аудитории: для своего кампуса

Преподаватели: Аленина Карина Анатольевна

Язык: русский

Кредиты: 6

Программа дисциплины

Аннотация

Digital Business Transformation is an educational program designed for (future) entrepreneurs, managers and professionals who seek to adapt to the rapidly changing digital environment, apply the latest technologies to optimize their business, create innovative business models and strategies to succeed in the digital age. Digital transformation involves either optimizing a business model using digital technologies or introducing digital technologies into an enterprise’s business processes. The list of advanced (end-to-end) technologies discussed in the course includes: neural networks, blockchain, cloud technologies, Internet of things, machine learning, digital twins, etc. Digital transformation can affect various areas of a company’s activities: sales, marketing, logistics, human resource management, production. This approach implies not only the installation of modern equipment and/or software, but also fundamental changes in both management approaches (including enterprise architecture, decision trees, etc.) and external communications (creation of platforms and ecosystems, work according to the on-demand, etc.), as well as in corporate culture.

Цель освоения дисциплины

• Digital transformation is the introduction of modern technologies into the business processes of an enterprise. This approach implies not only the installation of modern equipment or software, but also fundamental changes in management approaches, corporate culture, and external communications.

Планируемые результаты обучения

• - Defining the concept of digital transformation - Exploring the main principles and benefits of digital transformation - Analysing current trends and challenges in the digital sphere
• - Defining digital transformation goals and objectives - Developing a strategy and action plan - Assessing risks and opportunities
• - Identifying the target audience and creating personalised offers - Promotion through digital channels (social media, search engine optimisation, etc.) - Analysis of the effectiveness of marketing campaigns
• - Developing a digital culture in the organisation - Changing business processes and organisational structure - Attracting and developing digital talent
• - Artificial intelligence and machine learning - Process robotisation and business automation - Big data and analytics - Internet of Things and sensor networks
• - Planning and implementation of digital transformation projects - Assessing the effectiveness of changes and applying adjustments - Long-term management of digital transformation

Содержание учебной дисциплины

• Introduction to Digital Business Transformation
• Strategic planning of digital transformation
• Digital marketing strategy
• Cultural Transformation and Organisational Model Change
• Applying new technologies in business
• Change management and results evaluation

Элементы контроля

• Аудиторная работа
  Посещение и работа на лекциях и семинарах
• Оценка цифровой зрелости компании
  Оценка цифровой зрелости компании
• Итоговый проект
  Разработка стратегии/ дорожной карты/ бизнес-процесса цифровой трансформации

Промежуточная аттестация

• 2024/2025 3rd module
  0.2 * Аудиторная работа + 0.5 * Итоговый проект + 0.3 * Оценка цифровой зрелости компании

Список литературы

Рекомендуемая основная литература

• Ashman, R., Solomon, M. R., & Wolny, J. (2015). An old model for a new age: Consumer decision making in participatory digital culture. Journal of Customer Behaviour, 14(2), 127–146. https://doi.org/10.1362/147539215X14373846805743
• Change management and organizational development, Raina, R., 2018
• Community without community in digital culture, Gere, C., 2012
• Digital Culture ; Цифровая культура. (2018). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.7FBF3D7A
• Digital marketing analytics : making sense of consumer data in a digital world, Hemann, C., 2013
• Digital transformation in industry : trends, management, strategies, , 2021
• Kamila Tratkowska. (2019). Digital Transformation: Theoretical Backgrounds of Digital Change. Nauki o Zarządzaniu / Uniwersytet Ekonomiczny We Wrocławiu, 24(4), 32–37. https://doi.org/10.15611/ms.2019.4.05
• Kotarba, M. (2018). Digital Transformation of Business Models. Foundations of Management, (1), 123. https://doi.org/10.2478/fman-2018-0011
• Kupriyanovsky, V., Sokolov, I., Evtushenko, S., Dunaev, O., Raspopov, V., Namiot, D., … Kupriyanovsky, P. (2017). On mobile production based on a shared economy, digital technologies, and logistics ; Мобильное производство на базе совместной экономики, цифровых технологий и логистики. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.7FAC2F23
• Marjolein Visser, Berend Sikkenga, & Mike Berry. (2019). Digital Marketing Fundamentals : From Strategy to ROI. [N.p.]: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2294362
• Negoiţă, O. D., Purcărea, A. A., Popescu, M., Niculescu, A., & Coman, C. N. (2018). Digital Marketing Tools Used by Companies. FAIMA Business & Management Journal, 6(4), 66–76. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=134010031
• Process-based strategic planning, Grunig, R., 2011
• Svetlana Ashmarina, Anabela Mesquita, & Marek Vochozka. (2020). Digital Transformation of the Economy: Challenges, Trends and New Opportunities. Springer.
• The theory and practice of change management, Hayes, J., 2014
• Thomas Lauer. (2019). Change Management. Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.b.spr.sprbok.978.3.662.59102.4
• Ustundag, A., & Cevikcan, E. (2018). Industry 4.0: Managing The Digital Transformation. Cham: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1595475

Рекомендуемая дополнительная литература

• Anup Maheshwari. (2019). Digital Transformation : Building Intelligent Enterprises. Wiley.
• Demystifying AI for the enterprise : a playbook for business value and digital transformation, Natarajan, P., 2022
• Digital marketing strategy : an integrated approach to online marketing, Kingsnorth, S., 2022
• Digital transformation : survive and thrive in an era of mass extinction, Siebel, T. M., 2019
• Digital transformation of business and new economic models (Цифровая трансформация бизнеса и новые экономические модели) : учебное пособие / И. А. Брусакова, Н. И. Заозерская, К. А. Карпов [и др.]. — Санкт-Петербург : СПбГЭТУ ЛЭТИ, 2021. — 144 с. — ISBN 978-5-7629-2845-8. — Текст : электронный // Лань : электронно-библиотечная система. — URL: https://e.lanbook.com/book/238433 (дата обращения: 00.00.0000). — Режим доступа: для авториз. пользователей.
• Greenfield, S. (2015). Mind Change : How Digital Technologies Are Leaving Their Mark on Our Brains (Vol. First edition). New York: Random House. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=821761
• Harrington, H. J., & Harrington, H. J. (2014). Change Management : Manage the Change or It Will Manage You (Vol. 1st). S.l.: Productivity Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1499797
• Kingsnorth, S. (2019). Digital Marketing Strategy : An Integrated Approach to Online Marketing: Vol. 2nd Edition. Kogan Page.
• Leeker, M. (2017). Performing (the) digital. Positions of critique in digital cultures. transcript. https://doi.org/10.25969/mediarep/2076
• Leeker, M., Schipper, I., & Beyes, T. (2017). Performativity, performance studies and digital cultures. transcript. https://doi.org/10.25969/mediarep/2075
• Michael Lewrick, Patrick Link, & Larry Leifer. (2018). The Design Thinking Playbook : Mindful Digital Transformation of Teams, Products, Services, Businesses and Ecosystems. Wiley.
• Self-representation and digital culture, Thumim, N., 2012
• Simon Hall. (2020). B2B Digital Marketing Strategy : How to Use New Frameworks and Models to Achieve Growth. Kogan Page.
• Skog, D. A. (2019). The Dynamics of Digital Transformation : the Role of Digital Innovation, Ecosystems and Logics in Fundamental Organizational Change. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.735F35E5
• Strategic planning for public and nonprofit organizations : a guide to strengthening and sustaining organizational achievement, Bryson, J. M., 2011
• The design, art and methods of modern change management : учебное пособие / В. В. Великороссов, М. И. Максимов, Е. В. Генкин [и др.]. — Москва : Русайнс, 2022. — 124 с. — ISBN 978-5-4365-6252-0. — URL: https://book.ru/book/943704 (дата обращения: 27.08.2024). — Текст : электронный.
• The digital academic : critical pespectives on digital technologies in higher education, , 2018
• The effective change manager's handbook : essential guidance to the change management body of knowledge, , 2014
• Tugrul U Daim. (2020). Digital Transformation: Evaluating Emerging Technologies. World Scientific.
• Vieira, V. A., de Almeida, M. I. S., Agnihotri, R., da Silva, N. S. D. A. C., & Arunachalam, S. (2019). In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47(6), 1085–1108. https://doi.org/10.1007/s11747-019-00687-1
• Yanica Dimitrova. (2019). Corporate Culture Change Management. Economic Alternatives, (2), 296. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.nwe.eajour.y2019i2p296.312
• Zhuravleva, N. A., Nica, E., & Durana, P. (2019). Sustainable Smart Cities: Networked Digital Technologies, Cognitive Big Data Analytics, and Information Technology-driven Economy. Geopolitics, History & International Relations, 11(2), 41–47. https://doi.org/10.22381/GHIR11220196

Авторы

• Аленина Карина Анатольевна