E-BUSINESS, ENTREPRENEURSHIP AND DIGITAL TRANSFORMATION-2

The course E-Business, Entrepreneurship and Digital Transformation is part of the second year of the Bachelor in Digital Management. It builds on foundational knowledge developed in the first year and integrates strategy, entrepreneurship, and innovation with a strong focus on the digital transformation of businesses. The course equips students with both conceptual frameworks and practical tools to understand and lead digital innovation in modern organizations, preparing them for advanced topics in analytics, software, and digital business design in the third year.

Module 1 – Key Contents
Module 1 introduces students to the fundamentals of strategic management, including how to build competitive advantage and how to design effective business strategies. It also covers entrepreneurship, with a focus on developing a business plan and delivering a compelling entrepreneurial pitch. Through group work, ethical reflection, and applied in-class labs, students gain both theoretical insights and hands-on experience.

Module 2 – Key Contents (THIS COURSE)
Module 2 focuses on the impact of digital technologies on business strategy, emphasizing concepts such as disruptive innovation, digital transformation, and the organizational change it requires. Students explore frameworks for driving innovation (e.g., value proposition canvas, jobs-to-be-done, business model canvas) and learn how to apply value-based and strategic pricing models. The module combines theoretical insights with real-world case studies to develop practical skills in implementing digital transformation initiatives.

By the end of this course (module 2), students will be able to:

Understand the strategic implications of digital transformation, including how digital technologies reshape industries, customer behavior, and competitive dynamics in both B2B and B2C markets.
Analyze and apply the concept of disruptive innovation, recognizing how new digital entrants challenge established business models and market leaders.
Use strategic frameworks to guide innovation, including tools such as the Business Model Canvas, Value Proposition Canvas, NABC, Jobs-to-be-Done Theory, and SPIN Selling.
Evaluate digital transformation initiatives using models like the McKinsey 7S Framework and identify key organizational capabilities for leading digital change.
Assess and implement value-based pricing strategies, including price optimization and the quantification of customer value in digital markets.
Apply digital transformation principles through real-world case studies, demonstrating the ability to connect theory to practice in areas such as pricing, innovation, and change management.
Critically evaluate organizational readiness and culture for digital innovation, and develop strategies to lead successful digital change

As per study plan (please consult detailed plan of studies)

The current business landscape has seen an unprecedented change due to the impact of digital technologies. Companies and entire industries have been dramatically reshaped after the entrance of companies that operated essentially a digital business model. Digital tools have therefore a profound impact on the way companies buy, produce and sell. Likewise, digital tools have a profound influence on the way customers in B2B and B2C search for information, make purchase decisions, interact with companies, purchase, use and dispose of their products.
In this environment, managers in B2B and B2C need to be understand how digitalization affects strategy.

Key topics discussed during the course
the concept of disruptive innovation
digital transformation: definition, typologies
the 7S framework and the digital transformation
the innovator's toolbox: frameworks and ideas to drive innovation (NABC, value proposition canvas; jobs-to-be-done theory; SPIN selling; business model canvas)
strategic pricing: value-based pricing and value quantification; price optimization
implementing the digital transformation

Mandatory: Coursepack (articles and case studies): journal articles (MIT Sloan, HBR, McKinsey Quarterly, MIS Quarterly) and case studies (Harvard Business School)

Optional reading:
Hinterhuber, A., Vescovi, T., Checchinato, F. (ed), (2026), Managing Digital Transformation - Understanding the Strategic Process, 2nd ed., New York, Routledge.
ISBN 9781032851624

Compulsory written exam with 20 multiple choice questions.

Exam material: Textbook + articles (moodle)+ slides.

Optional: group work (bonus points).

written

Exam
The exam consists of a single written test. The test is graded on a 30-point scale, corresponding to the standard grading system in thirtieths. A minimum score of 18/30 is required to pass the exam.

Structure of the Written Test
The exam consists of 10 multiple-choice questions, to be completed in 20 minutes:

Each correct answer is worth +3 points, each incorrect answer has a -0.6 point penalty

The questions are designed to assess:
Knowledge of the concepts and models presented during the course
The ability to apply these concepts to real-world cases and examples
Critical understanding of the course content

Bonus Points for Group Work (Case Study)
Students who participate in the group project (case study) may earn up to +3 bonus points on the final grade, based on the quality of the case study presentation.

Final rrade criteria (applicable to all students)

Grade range 18–22
Sufficient knowledge and applied understanding of the course content
Limited ability to apply knowledge and make independent judgments
Sufficient communication skills, particularly in the area of strategic management and digital transformation

Grade range 23–26
Fair knowledge and applied understanding
Fair ability to make independent judgments
Fair communication skills and use of relevant technical language

Grade range 27–30
Good or excellent knowledge and applied understanding
Good or excellent ability to make independent judgments
Fully appropriate communication skills, with accurate use of specialized terms

Honors (cum laude)
Excellent knowledge and applied understanding of digital transformation and pricing.

Lectures, group presentations, discussions of articles and case studies and external guest speakers.

This subject deals with topics related to the macro-area "Circular economy, innovation, work" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development