FHV Vorarlberg University
of Applied Sciences
Apply now
Information on individual educational components (ECTS-Course descriptions) per semester

Digital Business Management

Degree programme International Management and Leadership
Subject area Business and Management
Type of degree Master
Part-time
Summer Semester 2024
Course unit title Digital Business Management
Course unit code 080322023001
Language of instruction English
Type of course unit (compulsory, optional) Compulsory
Teaching hours per week 2
Year of study 2024
Level of the course / module according to the curriculum
Number of ECTS credits allocated 3
Name of lecturer(s) Tom FLEERACKERS
Requirements and Prerequisites

Course Market and Customer Analysis

Course content

Topics/concepts discussed:

  • old vs. new economy concepts
  • data-based decision making
  • data driven business models
  • customer centricity
  • Customer Journey mapping
  • Digital sales concepts
  • digital customer management
  • digital strategies
  • best practices cases
Learning outcomes

Organisations must adapt to the global trends in digitization. This requires a sound understanding of its impact on customer orientation and related activities that are creating competitive advantage

Students will know

  • opportunities of digitization to firms
  • fields of activities and change related to digitization
  • best practices from different industries and market case studies (B2B, B2C)

Students will understand:

  • the transformation from non digital to digital customer promises
  • the usage of digital data for customer experience management and customer service
  • digital sales models and communication opportunities/technologies

Students can apply:

  • digital tools to collection and interpretation of relevant data
  • planning tools for customer relationship management, lead scoring and customer journey maps
  • the capability to plan for a customer oriented digital strategy
Planned learning activities and teaching methods

Integrated lecture
Diskussion
Presentations

Assessment methods and criteria

Presentation & Paper

Comment

None

Recommended or required reading

Redman, T.C. (2008). Data Driven. Boston, Massachusetts: Harvard Business School Publishing.

Meyer, C.; Schwager, A. (2007). Understanding Customer Experience. Harvard Business Review. 85 (2): 1–12.

Buttle,F.; Maklan, S. (2019). Customer Relationship Management – Concepts and Technologies. New York: Routledge.

Kreutzer, R. T.; Neugebauer, T.; Pattloch, A. (2017). Digital Business Leadership. Wiesbaden: Springer.

Ross, J. W.; Beath, C. M.; Sebastian, I. M. (2017). How to Develop a Great Digital Strategy. Cambridge: MIT Sloan Management Review. 58 (2): 7-9.

Peppard, J.; Ward, J. (2016). The Strategic Management of Information Systems: Building a Digital Strategy. Hoboken: Wiley.

Mode of delivery (face-to-face, distance learning)

Face-to-Face instruction with mandatory attendance