The aim for the course "Lead and handle digital change" is to equip the student with tools to observe, analyse and understand how the importance of digital technology is changed rapidly from being a running factor for marginal efficiency improvement to a enabler of basic innovation and disruption in many industrial sectors.
The course consists of four connected perspectives/course parts linked through the theme of digitisation:
Part 1: �What is digitisation?�
Part 2: "The digital consumer and digital marketing�
Part 3: �New business models and models for digital activities�
Part 4: �Digital change and towards the network society�
To build a basis for these perspectives the course will start with a general introduction to digitisation. Thereafter, the course focuses on digital consumers and digital marketing, treating different perspectives on new digital consumer behaviours and how these behaviours are created in the use of new technologies. This part focuses also on creation of value and common creation of value, as well as on ways to reach these consumers through different marketing activities. In the third part, still with a focus on consumers and market challenges, the attention is shifted to business models and how these are influenced by digitisation. It also introduces activities and organizational issues connected to digitisation. The fourth part, finally, puts the attention on industry development and structural changes that are caused by digitisation.