Digital Business Transformation

Bachelor 2024/2025

Type: Compulsory course (International Bachelor's in Business and Economics)

Area of studies: Economics

Delivered by: School of Management

Where: Faculty of Management

When: 3 year, 2, 3 module

Mode of studies: distance learning

Online hours: 20

Open to: students of one campus

Instructors: Karina A. Alenina

Language: English

ECTS credits: 6

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Abstract

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.

Learning Objectives

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.

Expected Learning Outcomes

- 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

Course Contents

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

Assessment Elements

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

Interim Assessment

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

Bibliography

Recommended Core Bibliography

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

Recommended Additional Bibliography

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

Authors

ALENINA KARINA ANATOLEVNA

Course Syllabus