Part 1: The Digital Firm
Part 2: Innovation and business development in the digital economy
Part 3: Marketing, Customer and Value Chain Management

Part 1: The Digital Firm
The module will cover web, cloud and mobile platforms. From a management point of view, it will cover Customer Relationship Management (CRM), Supply Chain Management (SCM), Enterprise Resource Planning (ERP), Knowledge Management System (KMS), Enterprise Content Management (ECM), and Warehouse Management System (WMS), among others. The purpose of these technology platforms is to digitally enable seamless integration and information exchange within the organisation and to the organisation’s customers, suppliers, and other business partners. In particular, it will be discussed how these platforms affect the basic economic transaction. 

Part 2: Innovation and business development in the digital economy
How do you make this organisational transformation, focusing on service and solutions rather than products and outputs? What new capabilities do you need to innovate your business model?

This module will cover the following topics:

• Industrial organisation in digital markets: Competition, entry, market structure, network externalities, two-sided markets)
• Disruptive technologies and innovation: Incumbents vs. entrants, why incumbents underestimate entrants with new technologies, what are disruptive technology pros and cons?
• Innovation in ecosystems: Do networks and ecosystems solve the innovator’s dilemma of disruption?
• Search and selection (Types and models of innovation in the digital economy): Open innovation, open science, and markets for technologies and ideas.
• Digital communities and technology platforms (Online social networks and innovation)
• Crowdfunding and digital business development (Business models and idea realisation in the digital economy)

Part 3: Marketing, Customer and Value Chain Management
In this part existing theories and models will be challenged and discussed in terms of new digital platforms and the impact on customer and value chain management and marketing strategies.

This will include:

• Customer Relationship Management – new ways to manage relationships in the digital business environment.
• Supply Chain Management – the importance of IT in the supply chain collaboration and for future digital networking.
• Digital Marketing and Social Media perspectives – for the digital ecosystem to understand how New Media influence business practices and performances in the future.
• Web-analytics – what goes on in the virtual digital world and how to benefit from data and the knowledge it provides regarding customers and consumers.
• Mobile Marketing – it sounds very simple BUT Mobile Technology and Apps have already had a huge impact in relation to changing behaviour patterns among consumers across the world. What are the implications for the well-known understanding of consumer and customer behaviour in the light of future digital and mobile marketing?

Part 1: Organisation, Management and Leadership
Part 2: Advanced Theoretical Perspectivation
Part 3: Field Study with International Perspective: Technology Management

Part 1: Organisation, Management and Leadership
This module aims to provide an advanced and in-depth understanding of organisations in the digital economy. By contrasting received learning and existing theories with the new realities, the goal is to provide an understanding of current organisational challenges.

The module will address questions such as:

• How will digitalisation affect our current knowledge of organisations and management – from a theoretical perspective as well as from a practical perspective?
• How will digitalisation challenge accepted theory and practice?
• Which new skills does it require for employees and managers to succeed in the digital firm?

Part 2: Advanced Theoretical Perspectivation
This module summarises the course and presents an analytic and theoretical framework for analysing the effects of digitalisation. This includes theoretical elements from transaction economics, property rights, risk management, agency theory and financial management.

Part 3: Field study with international perspective: Technology Management
The student must pay for the field study (approximately DKK 10,000).

It is possible to participate in the course without participating in the international field study. A local field study with the same subject (Technology Management) organised by the student him- / herself must then replace the field study with international perspective. The self-organised field study must be approved by the course responsible lecturer. 

To a large extent this course builds on already achieved qualifications, but in order to be able to write an optimal project assignment it might be necessary to work with fields of study that have not been covered in depth during your study.

Participating in this course will strengthen the following competences:

• The ability to identify and analyse practical issues within the digital firm
• The ability to discard irrelevant information and collect missing, relevant information
• The ability to process complex issues within the digital firm in writing
• The ability to suggest realisable solutions to complex business issues
• The ability to assess risks related to business solutions

The course enables the student to independently apply the knowledge and skills achieved through their study to a written assignment based on a real-life case proposed by a partner company. Therefore, the course is an exercise of similar character of what the student will meet in their future career in business life.