Managing in the Global Digital Economy

Program Experience

Highlights and Key Outcomes

In this global digital marketing course, participants will learn how to:

• Distinguish between one- and two-sided networks
• Analyze the local, national, and international effects of digital platforms
• Craft digital platform strategies based on network effects
• Advocate for omnichannel strategies that improve user experience
• Approach international expansion — understanding when to start, what sequence of markets to enter, and how quickly to expand

Online Learning Modules

Module 1: The Growth of the Global Digital Economy
In this module, you’ll explore the growth of digital platforms and examine the increase in the digital populations of different countries and socio-demographic segments. You’ll analyze the emergence of digital firms and learn the importance of detailed analysis of digital access in different parts of the world. Through case studies of companies such as Lego and Amazon, you’ll learn how they achieved successes as digital firms. You’ll also learn how digital currencies propelled Africa to the forefront of the digital economy. By the end of this module, you will have a better understanding of the digital economy and be able to implement successful strategies to propel digital transformation for your firm or organization.
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Module 2: Digital Platform and Network Effects
In this module, you’ll examine the fundamentals of network effects and delve deeper into network analysis with case studies. You’ll learn about the types of digital platforms and gain a better understanding of one-sided versus two-sided network effects through a mapping exercise. By analyzing the case studies of Tinder and Uber, you’ll explore how network effects can unfold at the local, national, or global levels. By the end of this module, you will have a better understanding of the nature of network effects and the types of strategies that digital platforms can implement in order to successfully compete.
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Module 3: The Digital Transformation of Traditional Business
In this module, you will explore digital transformation within retail, printed media, and financial services. Through close examination of Zara’s retail strategy, you’ll learn about the advantages of the omnichannel approach in online retail sales. By studying the failed digitalization of eBooks and wines, you will better understand the importance of forming a competitive strategy that takes advantage of the potential of new technologies. By the end of this module, you’ll have a richer understanding of both successful and unsuccessful digital transformations and know what strategies are more successful than others.
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Module 4: The Internationalization of Digital Firms
In this module, you’ll learn about international expansion and its network effects on digital platforms. Through close analysis of the case study of Airbnb, you’ll understand the importance of key decisions such as timing, market sequence, and speed in international expansion. You’ll also analyze the comparisons among Spotify, Apple Music, and Netflix, and learn how margins depend on the threat of substitutes, the degree of competition, and the possibility of new entrants. By the end of this module, you’ll be able to better navigate the risks of international expansion for your organization and develop a more successful digital strategy for your business.
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