The world of commerce is going rapidly beyond brick and mortar, and is increasingly relying on digital technology. Today, customers expect a consistent buying experience across all retail channels - in store, on the web, and on mobile devices.
This leads to a host of business models that require or can benefit from new functional expertise and processes. The objective of this course is to provide students with the necessary skills to evaluate the changing business world, and identify opportunities to harness and optimise businesses through digital technology.
The course would focus discussion around digital business and would cover aspects relating to business strategies, digital business supply chains, fulfilment technology and innovations, technology leverage for management, and consumer insights. Specifically, the course consists of two parts:
(i) business strategies and operational challenges for digital business and
(ii) the applications of consumer analytics to digital business.
The course will be an eight-week elective with each part covered over four weeks.
Students will learn from an experiential learning approach which prepares them to make effective marketing decisions.
Students proposed ideas to develop creative marketing strategies across different digital platforms.