Master in Digital Transformation

Deep Tech on Business explores the impact of disruptive technologies, such as artificial intelligence, data analytics, 5G, augmented/virtual reality and quantum computing, on business, especially in the financial sector. It looks at how these Key Enabling Technologies (KETs) transform industries, with a focus on digitisation and the evolution of business models. Analytical tools such as Gartner's Hype Cycle and Wright's Model are studied, and case studies in areas such as crowdlending and P2P lending are examined. The course aims to show how Deep Tech technologies can generate sustainable competitive advantages in a disruptive business environment.

Professor: Marc Sansó Mata, Fundador de ELSEBITS.
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Digital Marketing has revolutionised the way we do business, and no corporation, company, business, entrepreneur or professional (whether or not in the marketing area) can ignore its vital importance in achieving success. The digital world has blurred the walls between the areas of Marketing (on and off line), PR, IR and Customer Service, mainly because in the Digital Ecosystem the customer demands to be kept informed, to be listened to and to be attended to for any query or complaint, through any channel. Digital Marketing is closer to a dialogic communication strategy than to advertising, and if there is anyone authorised to talk about the evolution of marketing mix strategies, it is Philip Kotler, who is considered the "father of marketing". In order to get to know and situate the theoretical framework of this subject, we’re going to start with Philip Kloter's new book "Marketing 4.0".

Professor: María Esther Pérez Tenorio, Fundadora de DirCom Agency, agencia especializada en marketing digital avanzado, SEO y comunicación asistida por inteligencia artificial.
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Customer management is undoubtedly the most important function in business. It means investigating where current and potential customers are, getting to know those who already work with us, actively listening to what they want, prioritising their habits and establishing actions to guarantee their permanence. During this course, students will immerse in the definition and basic concepts of a customer management system and learn to clarify some of the confusion that still exists between direct marketing, relationship marketing and customer loyalty. They will also learn about the introduction of the commercial system in companies and its integration in distribution channels, as well as familiarize with the necessary tools and procedures for the deployment of a relationship system (CRM) in the company.

Professor: Gustavo Rojas Pávez, Co-Founder, Future & Customer Experience at Personas Design.
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In the era of information and digital transformation, strategically managing Business Intelligence (BI), Big Data and Business Analytics (BA) Information Systems is essential for organisations, as they can improve the efficiency of operations by providing better visibility, control and greater agility and transparency through the creation, use and exploitation of these technologies. In this module, students will review the importance of collecting, transforming, analysing and measuring this historical and predictive information through an appropriate BI strategy and always with a clear prior definition of the business requirements; you will see the evolution of BI, which processes and business areas it affects, how this information is obtained and aggregated from different sources, channels and data origins, and how these support digital transformation.

Professor: Jesús Cristóbal Asorey, Business Intelligence and Qlikview Expert.
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The supply chain is the competitive and differentiating factor by which companies can either stand out in the market or remain stuck in an all-out battle in the red oceans. Technologies have always influenced the development and operations of the supply chain, and innovations in transportation modes have been a substantial resource for overtaking competition in markets, especially in internationalising companies. However, in recent years, digitalisation has brought about a substantially different change; it has offered solutions that radically change concepts and paradigms in all sectors. Throughout this subject, you will see the process of digitisation of the supply chain, the technologies in the digitisation of the supply chain and the possibilities of innovation in processes within the framework of the digitisation of the supply chain.

Professor: Roy Mouawad, Director of Quality, Dean, Campus Director, Professor at Geneva Business School.
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Since 2014, Internet access from mobile devices has surpassed access from traditional desktop and laptop computers. This data indicates that the playing field is changing radically and that in the near future, companies' strategies must be focused on mobile devices. Access from mobile devices is based on the use of applications, which is why we must be aware of everything that is happening in this sector. In this module, students will face the change of business model that is taking place in mobile applications and learn how it’s focusing more and more on the benefits of advertising. You will learn about the strategies of big companies in the sector, such as Google and Facebook and how they carry out innovative marketing and brand awareness campaigns through these new options.

Professor: Juan Manuel Agudo, Head of Porduct at Stubhub.

This module focuses on how blockchain works and how it can be applied to securely and immutably record transactions and information, as well as its conceptual fit with other disruptive technologies such as quantum computing, IoT (Internet of Things), 5G, Big Data and AI. This will allow us to discuss the suitability or otherwise of blockchain in certain projects and will enable us to consider different real-world use cases in various sectors.

We will also look at some of the main existing blockchain platforms and other terms, concepts that are becoming highly relevant thanks to blockchain. 
This is enabling the emergence of new emerging technologies that are starting to be used in the digital transformation of companies through the digitisation of assets and the creation of fungible, non-fungible tokens (NFTs) and semi-fungible tokens. Innovative decentralised finance (DeFi), which promises to redefine the world of the decentralised economy (loans and financing models such as ICOs, among others), is also booming. The emerging universe of the metaverse is also integrating with blockchain, tokens and DeFi to build a new virtual digital environment.

Professor: Christian von Eitzen Delgado, Co-responsible for information systems, data networks and computing at IESIDE.
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