Contemporary Management and Digital Business 1155-12-C21-0-CMaDB

Unit 1. The relevance of digital business in business management
• Importance of digitalization – digitalization as a driver of innovation and organizational transformation.
• Role in management – integration of digital tools into decision-making, logistics, HR, marketing, and communication.
• Intercultural leadership aspect – how cultural differences shape technology adoption (e.g., attitudes toward remote work, openness to automation).
• Examples – e-commerce, digital supply chains, AI in recruitment, collaboration platforms (Teams, Slack).
• Challenges – cybersecurity, data protection (GDPR, CCPA), and ethics in digital environments.

Unit 2. Analysis and diagnosis of the digital situation of the company
• Digital audit – assessing the company’s digital maturity (digital maturity models).
• Tools – SWOT, PESTEL, and competitive benchmarking.
• Process diagnosis – which processes are already automated and which require digitalization.
• Data-driven culture – evaluating whether the company makes decisions based on analytics.
• Intercultural perspective – global organizations must adapt to uneven digital infrastructure across countries and regions.

Unit 3. Setting objectives
• Formulating objectives – using SMART goals and OKRs (Objectives and Key Results).
• Strategic objectives – e.g., increasing online sales, improving customer experience, automating workflows.
• Key performance indicators (KPIs) – measuring digital success (e.g., reduced order processing time, growth in social media engagement).
• Cross-cultural leadership – objectives must be clearly communicated and culturally sensitive, considering that different cultures perceive risk and innovation differently.

Unit 4. Definition of the digital target
• Target groups – identifying customers and stakeholders in the digital environment.
• Segmentation – using big data, predictive analytics, and AI to understand consumer behavior.
• Personalization – tailoring digital offerings to cultural and regional differences.
• Customer journey – mapping touchpoints from awareness to loyalty in digital contexts.
• Intercultural leadership – designing inclusive digital communication and marketing that resonates across diverse cultural backgrounds.

Unit 5. Development of digital strategies
• Types of strategies – digital marketing, social media, e-commerce, mobile-first, omnichannel, cloud-based strategies.
• Planning – balancing short-term digital initiatives with long-term transformation goals.
• Innovation – applying AI, blockchain, IoT, and emerging technologies to business models.
• Change management – preparing organizations and employees for digital transformation.
• Global context – digital strategies must account for cultural, regulatory, and market differences worldwide.
• Intercultural leadership – leaders must integrate diverse perspectives and foster collaboration in creating and implementing digital strategies.