United Kingdom, London

Global and Digital Business Strategy

when 14 July 2019 - 3 August 2019
language English
duration 3 weeks
credits 7.5 EC
fee GBP 1980

This interactive & practical course explores key strategic business concepts such as digitalisation, globalisation, business models, strategic information management & change management as applied in the modern & fast-changing world of digital & global business, whether for the smallest businesses or international giants. It will teach you how to create & implement strategies more effectively in a networked, digital world of multiple, global & diverse stakeholders. It will also teach you how to apply strategic tools to your own careers.

You will learn about how to create, assemble & analyse strategic information, & how to use it as the basis for decisions. You will learn how to organise for change, including carrying out change readiness assessments. You will learn how strategic change involves internal & external stakeholders & the creation of new relationships with them, requiring effective stakeholder communication strategies & the importance of reputation management. You will be introduced to key functional strategy concepts to help you understand how each business function must be involved in change & how to ensure that it makes its full contribution. You will learn about the new digital business ecosystem & how it has changed, & how we think about decide & deliver strategic decisions.

This course is led and delivered by St Mary’s University and expert scholars & practitioners from the relevant fields & with industry experience using a mixture of workshops, master classes & seminars. You will acquire skills & understanding which will help you perform with greater confidence as a strategist.

The course is taught at an intermediate level and suitable for students studying at undergraduate & postgraduate level who wish to learn about strategy. You do not need any prior knowledge to study this course.

This course will explain the principles of strategising in a digital and global world, updated to include the latest developments practised by leading firms in many industries, and how they use the latest developments in digital technology to research, conceptualise and deliver their strategies. The course will use as its foundation the concept of the new digital business ecosystem and new business models. It will identify the main elements of this new ecosystem, and how the different elements of the ecosystem are connected in different sectors and for organisations of different sizes. It will explore not only the commercial aspects of this new system, but also the ethical and public policy aspects. It will explain how digital businesses emerge, exploiting the features and applications of this new digital world, and how they use their skills to create successful strategies to beat their competition. The course will feature talks by leading practitioners, from clients, digital/advertising agencies, and digital media and software firms and leading academics and conceptual thinkers in digital marketing and media.

Course leader

Merlin Stone, Professor of Marketing and Strategy at St Mary's University

Target group

The course is suitable for students studying at undergraduate and postgraduate level who wish to learn about these disciplines

Course aim

The course aims to apply the principles of modern communications and marketing to managing how you and your company relate to the world, but drawing on a much wider range of ideas than is usual in conventional marketing and communications courses. After taking the course, students will understand the impact of new communications, marketing and digital developments on what can be achieved professionally and in business, from a wide range of perspectives.

Students will examine how these new developments affect communications and marketing in a wide range of sectors, such as transport, retailing, packaged consumer goods, industrial engineering, financial services, media, telecommunication, electronics and other sectors.

Credits info

7.5 EC
You must check with the relevant office of your institution if you will be awarded credit, but many institutions will allow this. In general, you’ll earn 3 credits in the US system, and 7.5 ECTS in the European system. Warwick will provide any necessary supporting evidence to help evaluate the worth of the course.

Fee info

GBP 1980: Tuition fee (includes a 10% early booking discount, social programme and guest lecture series)

Scholarships

We offer enhanced discounts for Warwick alumni, Warwick study abroad partners and group bookings of 5+ students