Program design and contents
Digital Transformation and Marketing
From digital trends to a sharper marketing compass for your organization in 6 weeks.
In this module, you'll delve into the true meaning of digital transformation for marketing and commerce. You'll explore the economic logic of digital markets, how data and AI are changing customer behavior and decision-making, and how organizations translate digital strategy into propositions, business models, and ecosystems. Over six weeks, you'll complete an online kick-off, three intensive on-campus days, and an in-depth phase, connecting theory, case studies, and your own practical experience. The learning journey begins with the current threat landscape and its impact on organizations and their supply chains. You'll then work on frameworks and governance structures that connect security, compliance, and innovation. Finally, you'll apply these insights to your own organization or client case: how do you organize security as a strategic function that ensures trust and continuity? Over six weeks, you'll complete an online kick-off, three intensive on-campus days, and an in-depth phase. You'll conclude with a graded assignment based on your practical experience. By combining theory, frameworks, simulations, and realistic incident cases, you will develop the insight and skills to structurally strengthen digital security.
Online kick-off
During the online kickoff, you'll meet instructors and fellow participants and learn about the program's structure and the final assignment. You'll explore your role, organizational context, and key questions surrounding digital transformation and marketing, so you can focus on your on-campus work.
Day 1 – The Economic Logic of Digital Markets
The first day focuses on the mechanisms that are reshaping digital competition and marketing. You'll explore how economies of scale, network effects, and platform models lead to winner-takes-most dynamics, concentration of power, and new rules of value creation. Using case studies, you'll analyze why some organizations are able to leverage digital logic, while others lose market share by clinging to traditional marketing and competitive models.
Day 2 – Data, AI and new commercial roles
Day 2 focuses on the impact of data and AI on customer behavior, decision-making, and marketing. You'll explore how data and algorithms influence customer journeys, targeting, and personalization, and how this shifts the balance between brand building (ATL) and performance marketing (BTL). Trust, explainability, and bias are prominent topics, as are the new roles and competencies commercial teams need in an AI-driven environment.
Day 3 - Incident response, crisis management and trust
The third day focuses on translating digital logic into practical choices in propositions, business models, and commercial organization. You'll explore how digitalization is reshaping propositions and ecosystems and how organizations balance exploitation and innovation (ambidexterity). Culture and leadership play a key role in this. You'll examine how marketing is evolving into a strategic capability that connects innovation and customer focus and provides direction for the entire organization.
Deepening after the lecture days
After the lectures, you'll continue working independently with readings, assignments, and reflections on your own organization. You'll apply the insights on digital market dynamics, data & AI, and transformation to your marketing and commercial context, and refine your analysis and recommendations step by step.
Assessment of your own practice
You'll complete the master's module with a graded assignment that directly aligns with your work environment and learning objectives. In this assignment, you'll demonstrate your ability to analyze digital transformation from a marketing perspective, identify its impact on propositions, business models, and organization, and formulate concrete recommendations to strengthen marketing as a strategic capability.
