MBA in Digital Business
Program Overview
Preamble
Perhaps the most dynamic in this world is rate of technology development and exploration and how it affects business. What was once an enabler is now a driver of business, combining traditional business models with the digital world. Digitalization of business has disrupted the traditional business mechanisms, creatively launching new businesses harnessing innovative management approaches. Most importantly this new model is making traditional business model obsolete.
Individuals who can visualize the potential of digital economy will be flourishing with tremendous opportunities. These individuals will be the leaders of digital era. The digital business requires leadership skills related to digitization and not of operations or finance.
MBA in Digital Business is designed for youth who live in this digital world and who want to be relevant and prepared for the future. The MBA in Digital Business fosters the student’s technological and decision making skills and adds a differential value to increase their competitiveness. The program aims to build competencies and enhance organizational performance through digitization. The focus of the inputs is to study and analyse how digital transformation of the enterprise will have an impact across all levels and functions of an organization, including Marketing, Sales, Purchasing, Logistics, Human resources and other departments. On completion of the program students will have better understanding of innovative methodology and how digital tools and improve strategies and processes of a business.
Drivers of Digital Business
- Rising Customer Expectations: The customers are tech savvy and that is reflected in their online presence and spends. Greg Van den Heuvel, COO of Software Solutions at Pitney Bowes, shared insights from their research, indicates that 73 per cent of customers prefer to do business with brands that personalize their shopping experience and 80 per cent of customers express frustration when their identity and current actions are lost when switching between channels. Each time a consumer is exposed to an improved digital experience, their expectations are immediately reset to a new higher level. Power of technology is driving the customer experience and expectations at a new height. This indicates that the digital transformation needs to be a very high priority for companies.
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SPEED of Technology adoption: Mind-set of the business is one of the challenges to achieving the necessary velocity of change. Reciprocity to the digital business opportunity depends on speed of technology adoption of the business. In many cases, by the time they have devised a perspective on how to respond to an opportunity or threat, the world has changed by an order of magnitude. If the companies want to avoid becoming the Digital preys, they need to speed up digital transformation.
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Develop Customer insight : Companies need to develop a rapid response to the empowered customer expectations, requiring a focus on customer insight, understanding overall customer base, needs of individual segments, need of the individual customer, so that individual customer can be customized. Data mining, analysis and prediction are key to predictive modelling.
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Artificial Intelligence is impacting business: There's no question that the fastest emerging priority is AI, inspired in part by the growing popularity of "conversational" interfaces such as Siri and Alexa. AI interfaces will provide natural language inputs and outputs, proactively make decisions on users’ behalf and check for errors when tolerance is low.
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Digital transformation means business transformation: Business enterprises need to recognize that evolving to a true digital value proposition isn't just about digital, but requires in many cases a re-invention of major portions of the business including core technology systems, operating processes and business models. Nigel Fenwick, Vice President & Principal Analyst, offered a definition of digital transformation meant to emphasize this scale and scope, "Digital transformation is a fundamental shift in how a firm delivers value and drives revenue."
MBA in Digital Business/MBA in Digital Marketing
The two-year master's programme in Digital Business/Digital Marketing takes a broad approach to the digitalisation that shapes society. It addresses the new challenges that digitalisation poses for companies and their employees with regard to business renewal and innovation, marketing and digital services.
Students gain knowledge in how to analyse the business opportunities that digitalization offers for both new and existing companies. In addition, the programme stimulates creative thinking around digitalisation, strategic change, business innovation and renewal.
The programme combines theoretical and real-world practical work, and has a multidisciplinary approach covering topics in business administration, Digital Business, Technology ingrained in the syllabus.
DYPIU has also introduced multiple tracks like Fintech, Digital Marketing, Marketing Analytics and Supply Chain Management addressing to the current and future needs of the industry.
Program Objectives
- To facilitate the learners to gain knowledge and understanding of management theories and competencies relevant to Digital Business Models.
- To provide avenues for the development of digital business skills, professional & life skills that equips learners to engage in successful career.
- To sensitize learners to issues of digital and social relevance that managers & leaders must address, including business ethics, cultural diversity, and environmental concerns.
- To inculcate among the learners the ability & aptitude for life-long learning for personal, professional and social development.
- To enable learners to create digitally enabled business ventures by equipping them with the necessary entrepreneurial skills.
Program Outcomes
- Exhibit managerial competencies relevant to evolving Digital Business World
- Integrate inter-disciplinary aspects of management principles in providing practicable solution frameworks to real world problems
- Evolve team leaders competent in cross-functional, multi-cultural teams to achieve common goals.
- Exhibit ethical and values in managerial choices in a political, cross-cultural, globalized, digitized, socioeconomic environment impacting businesses and society at large
- Commitment to life‐long learning to gain multidisciplinary knowledge through self-study, experiential learning, and peer learning, through the adoption of varied conventional & non-conventional, traditional and digital modes of learning.
- Deploy entrepreneurial & intra-prenuerial skills for founding, leading & managing evolving business domains.
Graduate Attributes
GA1: Managerial and Digital Business competence
GA2: Creative & Innovative mind-set with global orientation
GA3: Research Aptitude
GA4: Mastery in Digital Business Technology
GA5: Entrepreneurship & Intrapreneurship Orientation
GA6: Cross-functional & Inter-disciplinary Orientation
GA7: Results Orientation
GA8: Professionalism, Ethical, Values Oriented & Socially Responsible behaviour
GA9: Life-Long Learning Orientation
Highlights of the Program
- Multiple tracks like Fintech, Marketing Analytics and Supply Chain Management are offered addressing to the current and future needs of the industry. Student can register for any one track, in consultation with faculty advisors in the second year of the program.
- Regional and International Immersion Program (Regional & International Study Tour)
- Industry Visits
- Data Science skills
- Life Coping Skills
- Certification Programs Focused on Employability Enhancement
- Focus on Project based Training
- Foreign Language Training
- Dissertation / Industry Immersion Program
Selection Criteria
- MBA Entrance Tests: CAT, XAT, MAT, NMAT by GMAC, CMAT, ATMA, GMAT & State CET tests where applicable.
- Selected students will be called for Personal Interview.
