The digital terrain today not only presents various challenges but also provides immense opportunities to market players. A series of trends that is highly relevant to businesses upon facing digital realities has been emerging. As businesses in the digital era are exploring new value creation, delivery and communication approaches, a fundamental issue to them is to transform the business with a customer-centric view.

The course consists of lecture, case discussion, and online simulation sessions. At the end of the semester, participants are expected to be familiar with business-relevant digital technologies and their customer-centric applications. Participants are also expected to get the gist of customer-centric strategic decision making through the multiple-session online simulation.