About this Course

This course is different – it’s a sample of the most important key concepts and techniques needed to develop digital strategies and bring them to market. The Smith School of Business and Clark School of Engineering have teamed up to organize courses in a series that samples our best across digital strategy, marketing, planning, and delivery to bring you a series of essential lessons. This first course starts by clearly describing the nature of disruption, transformation, and strategies that companies can use to exploit and respond to technological change. It goes on to provide a sufficient business leader’s understanding of how technology works, the information systems architecture, and how adoption and innovation occur in existing businesses. Armed with the insights into computing stacks, business systems, adoption life cycles, and innovation strategies this course then takes you on a tour of the key technologies driving change in how we build, operate, and capture value in our businesses. These key emerging technologies now form the basis for you to create your own strategies and approaches to innovating your business. The course wraps with how to deliver these new offerings and reach new audiences through digital marketing. Digital marketing processes, frameworks, and techniques are examined. You’ll learn about the importance of a Customer Journey, and how the hard switch to Inbound marketing requires new skills in having open, customer-centric conversations. And you’ll learn how those offerings that require Outbound are changing in the world of digital, and how to manage customers through Social. This course is a lean, forged pathway to develop your own new strategy to innovate your program, your unit, or your business by identifying the opportunities to play offense and defense against disruptive digital technologies using the best techniques from the Smith School of Business.

Created by: The University of Maryland, College Park,University System of Maryland

Level: Introductory