Digital Disruption: Creating and Capturing Value

Catalog description

The digital economy has grown rapidly since the 90s, but until the last few years, its major impact was focused on a few verticals (e.g., media, retail, travel). Now, digital is disrupting most industries led by “Born of the Web” companies (e.g., Facebook, Amazon, Netflix, and Google), venture capitalists, and entrepreneurs creating new businesses and disrupting many existing business models. This disruption, whether from Amazon buying Whole Foods, ESPN launching a full direct-to-consumer product, or venture backed companies, is likely to expand quickly as financing and consumer demand are readily available for these businesses to invest in new markets. Three critical frameworks underlie the structure of the proposed course: 1.Value Development and Delivery: Device, Content, Curation and Distribution. This framework explores how to develop and sustain a profitable digital business across the digital value chain. 2.Consumer Journey: Interest, Engagement, Becoming a customer, sustainable monetization. Explores the customer lifecycle and how to maximize total profitability (# of customers and profit per customer) over their full lifecycle vs. just looking at point transactions ROI. 3.Marketing measurement: Online micro measurement, Total Media Mix Measurement, Online/Offline micro attribution. Going beyond current media mix models to understand how to measure and manage marketing’s impact on sales and profitability.