Digital Marketing Strategy

By the end of this course, students will be able to:

• Describe the paradox in the relationship between strategy and strategic change.
• Analyze challenges related to the strategic interaction with competitors, complementors or other players, especially in the digital transformation process.
• Explain the strategic change issues related to disruptive innovation threats, in particular, new digital technologies and digital business models.
• Explain the management issues in turnaround, transformation and continuous renewal process, and apply managerial knowledge and tools to the digital transformation process.
• Propose logical and feasible action plans for successful strategic change and digital transformation.