The Digital Economy MBA Summer School

Driving Digital Strategy and Innovation

This module equips you with the strategic thinking and creative capabilities needed to lead digital initiatives in fast-changing business environments. It explores how emerging technologies, particularly AI and data are reshaping decision-making, customer engagement, and innovation practices across industries. The module begins with a focused examination of AI-supported decision-making, using high-stakes case studies such as the Air France Flight 447 incident and the COVID-19 pandemic to analyse how intelligent systems influence executive judgment, cognitive bias, and ethical reasoning. Building on this, students shift to customer-centric digital strategy, learning to identify real customer needs, develop personas, and design strategies that place the customer experience at the center of business execution, while exploring life-centricity as the next evolution, where businesses align with the broader life context, values, and goals of the people they serve. Further sessions examine how digital service innovation can be leveraged for competitive advantage, encouraging a transition from product-based thinking to scalable, service-oriented business models. A hands-on capstone workshop integrates design thinking with Generative AI, enabling students to ideate, prototype, and pitch solutions to real-world challenges using cutting-edge tools.

Assessment includes a blend of group and individual assignments. You engage in live case analyses, customer innovation exercises, and business model design. A final individual paper invites critical reflection on strategic dilemmas, while an executive pitch video challenges you to present forward-thinking digital strategies with clarity and impact.

Data-Driven Decision Making and Business Intelligence

This module prepares you to lead confidently in data-rich business environments by developing strategic, analytical, and communication capabilities essential for modern decision-making. It explores how data science, artificial intelligence, and data visualization are transforming business strategy across functions and industries. Students begin by engaging with key data science and machine learning concepts, tailored to non-technical leaders. You learn to interpret and apply data using statistical techniques to support informed decision-making. Data quality, ethical considerations, and responsible use are emphasized throughout. A dedicated session on AI and Machine Learning for Business Leaders provides critical insight into the strategic value and risks of intelligent technologies. You explore how AI is reshaping priorities across industries and develop frameworks to evaluate AI investments and implementations. The module also examines the strategic application of data in Fintech and Industry 4.0 analyzing how innovations like embedded finance, IoT, and automation are driving new business models and operational efficiencies. A distinctive feature of the module is its focus on data visualization as a tool for strategic communication. You learn to craft clear, persuasive visual narratives that support decision-making and engage stakeholders, using best practices in design and storytelling.

Assessment includes both individual and group work, combining live case analysis, data storytelling, and a final integrative project. Upon completion, you will be equipped not only to interpret data, but to apply business intelligence strategically, turning insights into informed decisions and measurable business value.