This opportunity will give you an insight into the organisation of our programme as well as provide you an excellent opportunity to exchange with our active participants and faculty.
About Master Class: Business digital transformation
Although the impact of digitization is not new, the rise of digital technologies has accelerated the pace of disruption in virtually every industry. Meanwhile, uncertainty continues to accelerate in the broader business environment as the rate at which new technologies emerge increases exponentially - all while competition becomes increasingly fierce. The dominance of established leaders has never been more under threat. However, these changes are also creating immense opportunities, and the tools to prosper during the age of digital disruption are accessible and available. This course provides a holistic view of digital transformation in business markets.
Hence, this course will first lead participants to think critically about digital transformation, the challenges and what is at stake for industrial firms, how they can position the digital development of their own company and why move towards it.
Second, participants will dig into the use of BtoB platforms; how such an implementation leads to a change of business model, analysing the consequences for the firm itself as well as for the relationships with customers.
Maersk will then be used as two case studies, one to analyse how industrial (and not very sexy...) companies change the stakeholders'perceptions and brand image by using social media and the second case study to introduce the concept of blockchain and how it can be used in an industrial setting.
We will than focus on the use of digitalisation in customer-facing functions, such as marketing, sales and procurement and discuss how digital tools change the value creation process.
At the end of this course, participants should figure out major digital trends & transformation in business markets; understand the key success factors of a successful digital strategy and have learnt what today's business companies evolving needs and expectations are in a digital world, so that they should be able to think critically over the digital change implementation within their own company
About Sylvie Lacoste
Sylvie Lacoste graduated from ESCP Europe, holds a PhD in Marketing from the University of Paris 1 Panthéon Sorbonne and a HDR from Aix-Marseille University.
After working in senior management positions in business development and strategic customer management within MNCs, she joined academia and in 2017 the marketing department of Kedge Business School. She has published a book on "Key Account Management" (Global Village - Pearson) and her research focuses on strategic customer-supplier relations (purchasing) or supplier (sales) as well as the growing role of digital transformation in such Business-to-Business relationships. Her publications appear in Industrial Marketing Management, Journal of Personal Selling and Sales Management, Journal of Purchasing and Supply Management.
(Free Entry - Limited Places Available)