FHV Vorarlberg University
of Applied Sciences
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Digital Business Management

Degree programme International Management and Leadership
Subject area Business and Management
Type of degree Master part-time
Type of course unit (compulsory, optional) Compulsory
Course unit code 080322023001
Teaching units 30
Year of study 2026
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