Managing in the Global Digital Economy

Companies like Uber, Tinder, Amazon, and Airbnb have transformed the digital economy on an international level. This program explores the strategies these platforms adopted and how they scaled globally. It also examines how retailers and news publications adapted their business models to keep pace with digital and mobile trends. Managing in the Global Digital Economy will help you understand digital platforms and their network effects at the local, national, and global levels. Mauro Guillén, William H. Wurster Professor of Multinational Management; Vice Dean, MBA Program for Executives, uses real-world examples to illustrate how to take advantage of new technology and adopt competitive omnichannel strategies for your business. Participants will also learn about international expansion considerations and the impact of regulations. By the end of this global digital marketing course, participants will have a sharper sense of digital innovation and be able to approach global management from a more informed, digitally savvy point of view. Program Experience Highlights and Key Outcomes In this global digital marketing course, participants will learn how to: Distinguish between one- and two-sided networks; Analyze the local, national, and international effects of digital platforms; Craft digital platform strategies based on network effects; Advocate for omnichannel strategies that improve user experience; Approach international expansion – understanding when to start, what sequence of markets to enter, and how quickly to expand. Online Learning Modules Module 1: The Growth of the Global Digital Economy In this module, participants will explore the growth of digital platforms and examine the increase in the digital populations of different countries and socio-demographic segments. They will analyze the emergence of digital firms and learn the importance of detailed analysis of digital access in different parts of the world. Through case studies of companies such as Lego and Amazon, participants will learn how they achieved successes as digital firms. They will also learn how digital currencies propelled Africa to the forefront of the digital economy. By the end of this module, participants will have a better understanding of the digital economy and be able to implement successful strategies to propel digital transformation for their firm or organization. Module 2: Digital Platform and Network Effects In this module, participants will examine the fundamentals of network effects and delve deeper into network analysis with case studies. They will learn about the types of digital platforms and gain a better understanding of one-sided versus two-sided network effects through a mapping exercise. By analyzing the case studies of Tinder and Uber, participants will explore how network effects can unfold at the local, national, or global levels. By the end of this module, participants will have a better understanding of the nature of network effects and the types of strategies that digital platforms can implement in order to successfully compete. Module 3: The Digital Transformation of Traditional Business In this module, participants will explore digital transformation within retail, printed media, and financial services. Through close examination of Zara’s retail strategy, they will learn about the advantages of the omnichannel approach in online retail sales. By studying the failed digitalization of eBooks and wines, participants will better understand the importance of forming a competitive strategy that takes advantage of the potential of new technologies. By the end of this module, participants will have a richer understanding of both successful and unsuccessful digital transformations and know what strategies are more successful than others. Module 4: The Internationalization of Digital Firms In this module, participants will learn about international expansion and its network effects on digital platforms. Through close analysis of the case study of Airbnb, participants will understand the importance of key decisions such as timing, market sequence, and speed in international expansion. They will also analyze the comparisons among Spotify, Apple Music, and Netflix, and learn how margins depend on the threat of substitutes, the degree of competition, and the possibility of new entrants. By the end of this module, participants will be able to better navigate the risks of international expansion for their organization and develop a more successful digital strategy for their business. Course Duration Many learners finish sooner than the suggested pace by working through modules in a shorter timeframe. Participants may progress as quickly as desired, provided all required coursework is completed before the course end date. Attend as a Team. Amplify the Impact. Wharton Executive Education offers group-enrollment benefits for organizations sending four or more participants. Learn More. What Do I Earn? CEU Credits To receive CEUs for Wharton Online course(s), participants must complete all coursework and pass all assessments in a CEU-eligible program of study with a score of 70% or above. CEUs are included with every Wharton Online course. Upon successful course completion, learners automatically earn one CEU, which is noted in the digital credentials. Credentialing Upon successfully completing the course, participants will receive a digital badge recognizing their achievement. The badge is a verified, shareable credential that showcases dedication and newly acquired skills. Participants can easily share their digital badge on LinkedIn, personal website, digital resume, or email signature, making it simple for employers, peers, and their professional network to see what they have accomplished. Who Should Attend This course is designed for business leaders, entrepreneurs, and professionals seeking to succeed in the global digital economy. It offers insights into digital platform dynamics, international expansion strategies, and the integration of digital technologies in traditional businesses, equipping participants to craft strategies that drive growth and enhance competitive advantage.