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Digital Business Strategy

Develop your ability to design and implement strategies that will help your company prosper in the digital age. In this course, developed by the Darden School of Business at the University of Virginia, Professor Mike Lenox will help you understand the critical function of strategic thinking in the digital age, the role of data and analytics in creating value, the challenge of establishing a dominant platform, the impact of digital technologies on competition, and the importance of appropriating value from innovation.

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What's inside

Syllabus

Rise of the Digital Age

We live in a fast-moving world where the start-of-the-art technology of today could be obsolete by next year and the pressure for organizations to digitally transform impacts virtually every industry and company. This week, we’ll explore the critical role of strategic thinking and the challenges and opportunities today’s organizations face with the rise of the digital age.

Platforms in the Digital Age

Platforms have been transformational in the digital age as they enable value-creating interactions between external producers and consumers. This week, we’ll explore the challenges presented by the rise of platforms, the ubiquity of network externalities, and the frequent presence of winner-take-all markets.

Competing in the Digital Age

Competing in the digital age can often seem like a battle to be the last platform standing. However, the impact of digital technology is often subtler and more far-reaching. This week, we’ll explore new ways of creating and capturing value in a world where digital technologies are helping deconstruct value chains and creating new opportunities for organizations to compete.

Appropriating in the Digital Age

The digital age has spawned a dynamic, hypercompetitive environment that places a primacy on innovation. However, successful organizations must be able to nimbly adjust to an every-changing competitive environment. This week, we’ll explore the importance of appropriating value from innovation by leveraging your organizations unique complementary capabilities and resources.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Develops skills for thriving in the digital age, which is standard in industry

Examines the role of data and analytics in creating value, which is highly relevant in an academic setting

Examines how digital technologies impact competition, which is highly relevant to industry

Taught by Michael Lenox, who is recognized for his work in strategic thinking and digital innovation

May require extensive background knowledge in strategic management, which may be a barrier to some learners

Does not cover advanced topics in digital strategy, which may not be appropriate for experienced professionals

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Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Digital Business Strategy with these activities:

Brush Up on SQL

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Ensure your foundational understanding of SQL is strong to support data analysis and manipulation tasks.

Browse courses on Structured Query Language

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Review SQL syntax and commands
Practice writing SQL queries to extract and manipulate data from a database
Complete online tutorials or exercises to reinforce your understanding

Explore the Google Analytics Academy

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Gain a practical understanding of digital analytics and how to use data to drive better decision-making.

Browse courses on Google Analytics

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Enroll in the Google Analytics Academy courses
Complete the Google Analytics Individual Qualification exam
Apply your learning to analyze your own website or a chosen case study

Connect with Industry Professionals

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Build your network and gain insights from experienced professionals in the digital age.

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Identify and reach out to professionals in your field of interest
Request informational interviews or mentorship opportunities
Attend industry networking events

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Solve Digital Marketing Case Studies

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Develop your strategic thinking and decision-making abilities in a practical digital marketing context.

Browse courses on Digital Marketing

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Analyze real-world digital marketing case studies
Identify key challenges and opportunities
Develop and evaluate potential solutions

Develop a Comprehensive Digital Transformation Strategy

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Develop your abilities to analyze and implement digital transformation within an organizational context.

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Identify and research industry best practices and case studies
Conduct a thorough analysis of your organization's current digital capabilities and challenges
Develop a roadmap for digital transformation, outlining key initiatives and milestones
Create a plan for stakeholder engagement and communication
Monitor and evaluate the progress of your digital transformation strategy

Contribute to Open Source Digital Marketing Projects

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Gain hands-on experience and demonstrate your commitment to the digital marketing community.

Browse courses on Open Source

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Identify open source digital marketing projects on platforms like GitHub
Review code, report bugs, and contribute to project development
Engage with the project community and share your insights

Attend a Data Science Hackathon

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Experience the practical application of data science techniques in a collaborative and competitive environment.

Browse courses on Data Science

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Register for a data science hackathon
Collaborate with a team to solve a data-driven challenge
Present your findings and compete for recognition

Career center

Learners who complete Digital Business Strategy will develop knowledge and skills that may be useful to these careers:

Data Scientist

Data Scientists play a role in analyzing data to find trends and patterns that can help improve a company. It's a relatively new field and thus requires a master's or phd in computer science, statistics, or a related field. This course may help Data Scientists understand the digital business landscape and how data can help shape strategy, create value, and allow for competitive advantages in a digital-first world.

See salaries and explore the career path for Data Scientist

Digital Marketing Specialist

Digital Marketing Specialists plan and execute digital marketing campaigns. They typically hold a bachelor's degree, often in marketing, business, or a related field. This course may be useful for Digital Marketing Specialists who want to learn more about the latest trends in digital marketing, and how to use digital technologies to create effective marketing campaigns.

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Product Owner

Product Owners are responsible for defining, refining, and prioritizing product requirements. They typically have a background in technology and product management, and many hold a bachelor's or master's degree in computer science or business. This course may be useful for Product Owners who want to learn more about how to manage a product through its entire lifecycle, leveraging digital tools and technologies to create a successful product.

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Marketing Manager

Marketing Managers are responsible for implementing, overseeing, and evaluating marketing strategies for a company's products or services. They often hold a bachelor's degree, often in marketing, business, or a related field. This course may be useful for Marketing Managers, as it can provide insights into how to drive digital strategy, use digital marketing tools to their full potential, and how to leverage digital technology to create value for a company.

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Data Analyst

Data Analysts collect, clean, and analyze data to help organizations make better decisions. They typically hold a bachelor's degree in data science, statistics, or a related field. This course may be useful for Data Analysts who want to learn more about digital business strategy, or for those who work with data that is generated by digital technologies.

See salaries and explore the career path for Data Analyst

Product Manager

Product Managers oversee a product's marketing, design, development, and launch. They must possess a background in technology and business, and many hold a Master's degree in Business Administration, Computer Science, or Engineering. Digital Business Strategy may be useful for Product Managers because it can provide insights into how to strategize a product with digital tools in mind, and how to leverage digital technologies to gain an advantage over the competition.

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Customer Success Manager

Customer Success Managers are responsible for ensuring that customers are successful with a company's products or services. They typically hold a bachelor's degree, often in business, marketing, or a related field. This course may be useful for Customer Success Managers who want to learn more about how to drive customer success in a digital environment, and how to leverage technology to improve the customer experience.

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Investment Banker

Investment Bankers help companies raise capital and provide financial advice. They typically hold a bachelor's degree in finance, economics, or business. This course may be useful for Investment Bankers who work with technology companies, or for those who want to gain a better understanding of the digital business landscape.

See salaries and explore the career path for Investment Banker

Business Analyst

Business Analysts work with technology departments to mediate between technical teams and business operations. They typically hold a bachelor's degree, often in technology, finance, or a related field. This course may be particularly helpful for Business Analysts, since it provides insight into digital strategy, data analytics, and how to potentially maximize value in a digital-first environment. It can help Business Analysts understand the newest trends in technology and how digital technology will continue to impact the way businesses operate.

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Operations Manager

Operations Managers plan, organize, and oversee the day-to-day operations of an organization. Most have at least a bachelor's degree, often in business or engineering. This course may be useful for Digital Operations Managers, who oversee the day-to-day operations of a digital business. It can provide insights into how to maximize efficiency and productivity in a digital environment, and how to leverage technology to gain a competitive advantage.

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Entrepreneur

Entrepreneurs start and run their own businesses. They typically have a bachelor's degree, but some start businesses without one. This course may be useful for Entrepreneurs who want to start a digital business, or for those who want to learn more about how to use digital technologies to grow their business.

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Consultant

Consultants work with clients to identify and solve problems. Many hold a bachelor's degree, but an MBA is also common. This course may be particularly useful for Consultants that work with companies on implementing digital strategy, or for those that work in the technology or telecommunications sectors.

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Sales Representative

Sales Representatives sell products or services to businesses or consumers. Many hold a bachelor's degree, but some only have a high school diploma. This course may be useful for Sales Representatives who want to learn more about digital business strategy, or for those who sell products or services that are used by businesses.

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Project Manager

Project Managers plan, execute, and deliver projects. Many hold a bachelor's degree, but project management certifications are also common. This course may be useful for Project Managers, as it helps build a foundation for managing digital projects, leveraging digital tools to collaborate with cross-functional teams, and understanding how digital technology can be used to deliver projects on time and within budget.

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Software Engineer

Software Engineers design, develop, and maintain software applications. They typically have a bachelor's or master's degree in computer science. This course may be useful for Software Engineers who want to learn more about digital business strategy, or for those who work on products or services that are used by businesses.

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Reading list

We've selected 14 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Digital Business Strategy.

The Disruptive Innovation Set (2 Books)

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Provides a framework for understanding why successful companies can fail when faced with disruptive innovation. It classic work on innovation and is highly relevant to the course's focus on digital strategy.

Digital Business Strategy

What's inside

Syllabus

Good to know

Save this course

Activities

Career center

Reading list

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