Бакалавриат
2023/2024
Стратегия цифрового бизнеса
Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»
Лучший по критерию «Новизна полученных знаний»
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
Interim Assessment
- 2023/2024 3rd module0.5 * 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