Digital Marketing Strategy

To achieve superior performance in an increasingly dynamic and uncertain global business environment, companies in every industry must create internal capability to harness strategic change for sustainable competitive advantage. However, companies that are able to strategically change their entrenched ways of doing things and then reclaim leading positions are the exception rather than the rule. With the industry 4.0 upon us and fast advancement in digital technologies, firms in many industries would find it even more pressing but challenging to build the managerial capabilities to cope with the digital transformation that will reshape the business landscape tremendously for the future. Against this backdrop, this course discusses how companies can effectively manage the strategic change and digital transformation that will significantly impact the way the business is configured for competitive advantage. Besides the internal managerial challenge, the course also emphasizes that companies must cope with strategic interactions with different industry players to create value collectively and continuously. With respect to digital transformation, the course discusses digital concepts and technologies such as omni-channel, platforms, eco-systems, blockchain, IOT, AI, and cloud computing etc. that impose both challenges and opportunities for strategic change management in the increasingly technology-based, internet-based, and data-based business contexts.