February 28, 2019
2 months, online
4–6 hours per week
From relationships with external partners and customers to internal operations, digital technologies are changing how information is transmitted and processed. Consequently, every job function within every firm and industry is vulnerable to some manner of digital disruption. If you haven’t felt it yet, it’s coming.
Worldwide spending on digital transformation technologies is forecast to double over the 5-year period, 2016-2021, to $2.1 trillion.
Insights-driven businesses are growing at an average of more than 30% each year, and by 2020, are predicted to take $1.8 trillion annually from their less-informed peers.
SOURCE: FORRESTER RESEARCH
Data-driven organizations are 23 times more likely to acquire customers, 6 times as likely to retain customers, and 19 times as likely to be profitable as a result.
SOURCE: MCKINSEY INSTITUTE
In addition to the practical knowledge that you’ll gain from the video lectures, you’ll learn from live webinars with UC Berkeley Executive Education’s top faculty on digital transformation. You’ll engage in peer discussions moderated by course facilitators, and solidify concepts through case studies, assignments, and quizzes. At the end of the online program, you will complete a capstone project, addressing a real-world challenge you face in your organization.
There’s no question that data and technology are key levers for digital transformation, but it’s also about people and organizational alignment. While much of this online program focuses on opportunities for advancing your strategic digital plan, there is also an emphasis on people and the organization.
Across all industries, digital technologies have changed how information is transmitted and processed. Every organization is effectively an information company, and every industry is vulnerable to some degree of disruption. Learn from these examples:
Healthcare: Optimize hospital patient flow in an emergency department.
Banking: Conduct network analysis to find the high-value customers and leverage those relationships.
Advertising: Use A/B testing to determine the effectiveness of advertising—how much exposure is enough to convert?
Retail: Optimize an in-store shopping order using “shopper engineering” from Instacart and predict what item the shopper will add to cart next.
Transportation: Using indoor location tracking of airline passengers, learn how predictive and prescriptive analytics help understand where passengers go and what services to offer them.
One of the most notorious data breaches of all time occurred when Cambridge Analytica sold Facebook user data and violated the terms and conditions of the API. Learn the ways that legal and ethical considerations factor into digital business transactions.
The customer experience was suffering at Panera Bread due to long order and wait times. Being a data-driven company, they studied the problem using customer data and launched an ‘order-ahead’ mobile app, greatly decreasing order and wait times. They also updated the staffing algorithm, achieving operational gains.
How does a payment platform become ubiquitous? It requires both buyers and sellers to get on board, presenting the old chicken and the egg conundrum: which comes first? Learn how a one-sided market evolves into a two-sided market where both buyers and sellers derive value.
Imagine you are tasked with creating the best driving routes to provide the ‘last mile’ of residential delivery service to customers. How can data help you find the optimal routes for your drivers? We’ll pull from descriptive, predictive, and prescriptive analytics techniques to solve this challenge.
Thomas Lee is an Associate Adjunct Professor and Research Scientist in the Haas Operations and Information....More info
Zsolt Katona is Associate Professor of Marketing at the Haas School of Business, University of California, Berkeley. He is an ...More info
Sameer B. Srivastava is Associate Professor and Harold Furst Chair in Management Philosophy and Values at UC Berkeley's Haas...More info
Get recognized! Upon successful completion of the program, UC Berkeley Executive Education grants a verified digital certificate of completion to participants. This program is graded as a pass or fail; participants must receive 80% to pass and obtain the certificate of completion.EARN CERTIFICATE
Note: After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Berkeley Executive Education.