Business Transformation in the Digital Age

< Back


Business Transformation

in the Digital Age

Barcelona, March 5-7, 2013


What Is Digital?

Digital is not a technology, a platform or a medium. Digital is a language used to express ideas and create an experience that leads people to change their behaviors through improved results. We will address the basics of the digital language in order to allow managers to govern and oversee decisions relating to IT. This includes understanding the current context and addressing the future trends.

The Digital Framework

We will analyze the framework of how digitalization affects our organizations and the best way to manage the changes. Core business systems now have to work side by side with new, more agile, digital experience systems. The digital framework will help us understand how to help these two systems work seamlessly together and how to manage the introduction of these systems into our companies.

The Impact of Digitalization on the Value Chain

We will analyze digital transformation will how the continue to impact the value chain and therefore the entire corporation. We will structure the discussion based on the impact of digital transformation on consumers, the organization and the Industry as a whole.

Digitalization Tools

Current and future digitilization tools will be analyzed aiming to prepare managers and their corporations for the changes to come in mobile, cloud, big data and social.

How Digitalization Will Bridge the Front and Back-end of Your Organization

The digital era is bridging corporate operations and marketing processes. We will study the different approaches that CIOs, COOs and CMOs take towards the new digital tools.


With the advent of social media and widespread mobile web access, marketing as a function is incorporating many new and constantly changing tasks. We will discuss how to evaluate new business in the IT-driven commerce field and the effect of new technologies such as the mobile wallet on the overall business model.


Intelligent work-flow programs, automated processes, reduced product development times, increased internal communications and alternative metrics to measure success are all issues that the digital revolution is bringing to the forefront of our operations departments. Embracing these changes and developing a clear value chain will increase productivity, improve employee effectiveness, and ultimately improve our results.

Measuring Digital Results

Once the company’s strategic direction is developed, we must evaluate the technology investments required and determine specific metrics to justify those investments. We must take into account costs, which are hard to estimate, and measure the expected ROI. Managers must learn to analyze the monetary impact of social media activities and determine just how much money should be invested in R&D in order to keep up with the changes in their industry.


Through intensive interaction with faculty members and a number of highly dynamic and interactive teaching methods, including role-play, group discussions, class lectures and the case study method, participants will obtain in-depth actionable knowledge on business transformation in the digital age. The program will also leverage participants relevant experiences to create a rich and engaging learning environment.


IESE Business School
Executive Education