Digital transformation as an engine for customer focus and sustainable innovation

Digital transformation is changing how markets operate, how competitors position themselves, and how customers make choices. While marketing used to be primarily about campaigns, channels, and brand preference, it now also encompasses data, platforms, AI, and ecosystems. Many organizations are running digital projects, but a clear framework is lacking: which digital developments are truly strategic, and how do you translate them into propositions, customer journeys, and commercial choices? In the Digital Transformation and Marketing master's module, you'll explicitly view digitalization as a strategic marketing challenge, not an IT project. You'll explore how economic mechanisms like economies of scale, network effects, and platform logic are rewriting the rules of the game in your market—and what that means for positioning, propositions, and competitive strategy. You'll investigate how data, AI, and digital interfaces influence customer behavior and decision-making, and how to leverage these forces responsibly to become more relevant and effective. Using case studies and analyses, you'll work on concrete issues: from the balance between brand building (ATL) and performance marketing (BTL) to new commercial roles in a data- and AI-driven environment. You'll explore digital maturity, culture, and leadership: what's needed to ensure marketing doesn't just "go along" with the flow, but also guides digital innovation? This module provides the language, frameworks, and practical tools to connect digital transformation with marketing strategy. You'll apply the insights directly to your own organization or client case and leave with sharp choices for propositions, business models, and ecosystems—and a clear understanding of how marketing can develop into a strategic capability for customer focus, innovation, and sustainable growth.