Business Transformation in the Digital Age

Feb. 7, 2013 - PRLog -- Being digital is no longer a competitive advantage; it is now the norm. Managers are still learning how digital transformation can positively impact the overall organization by strengthening business initiatives, boosting productivity, increasing customer loyalty and improving knowledge transfer. This digital skills gap in top management is having a profound effect on business performance. Managers who bridge that gap successfully place their companies in better stead for the future. They must have a full understanding and command of new technologies their applications and implications for the business. Companies need this new wave of managers who possess a strategic understanding of how to lead and manage in the digital age. With this knowledge, managers will be able to provide strategic direction and guide the company through the changes that consumers, employees and industries as a whole require.

PROGRAM STRUCTURE

Digital and the Digital Framework

Digital is not a technology, a platform or a medium. Digital is a language used to express ideas and create an experience that leads people to change their behaviors through improved results. The basics of the digital language will be addressed to allow managers to govern and oversee decisions relating to IT. A framework of how digitalization affects our organizations and the best way to manage changes will be analyzed, including the current context and future trends. This digital framework will help us understand how core business systems can work seamlessly with new, more agile, digital experience systems and how we can manage the introduction of these systems into our companies.

The Impact of Digitalization on the Value Chain and Overall Business Model

Understand how digital technologies have moved from being in the PR, sales and marketing domains to enhancing the entire value chain and, in some cases, fundamentally transforming the business model. We will address how digitalization has bridged the front and backend of organizations, from marketing processes to corporate operations, and learn the different approaches that CIOs, COOs and CMOs take to new digital tools.

Marketing

Learn to harness the power of social media and widespread mobile web access to engage customers (and employees) in new ways to maintain a competitive edge and lead change. Use digital collaboration to foster customer loyalty and boost value creation by tapping into the global talent pool or offering better products and services by leveraging online communities. We will evaluate new business initiatives in the IT-driven commerce industry and analyze an example of the effect of new technologies such as the mobile wallet on the overall business model.

Operations

Intelligent work-flow programs, automated processes, reduced product development times, increased internal and external communications (with suppliers), and alternative metrics to measure success are all issues that the digital revolution is bringing to the forefront of our operations departments. Embracing these changes and developing a clear value chain will enhance productivity, improve employee effectiveness and ultimately improve our results.

How to Measure Digital Results?

Once the company’s strategic direction is developed, we must evaluate the technology investments required and determine specific metrics to justify those investments. We must take into account costs, which are hard to estimate, and measure the expected ROI. Managers must learn to analyze the monetary impact of social media activities and determine just how much money and effort should be invested in R&D and training throughout the organization to keep up with the changes in their industry.

PRACTICAL INFORMATION

Places are limited and will be filled in strict order of registration. Application deadline in Barcelona: February 5th, 2013

Video: http://www.youtube.com/watch?v=NIoN3m5aZL4



Web: http://www.iese.edu/en/executive-education/short-focused-programs/operations-icts/business-transformation-digital-age/