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MBA in Digital Business

Preamble

The business today has evolved in its essence, and processes. One can observe this being to technology savvy young customers embracing smart digital platforms . The new business model is essentially a digital business Model. This new model uses technology to create new values in business domain, enhance customer experience, thereby up scaling the internal business capabilities that support its core operations. Today customers are spending more time on online platforms, having unprecedented access to information, which has shifted business emphasis to digital sources of revenue. According to Accenture, “ Digital Business create competitive edges based on unique combinations of Digital and Physical Resources. They do things others cannot and by doing that build comparative advantages. Gartner says that digital business is the creation of new value chains and business opportunities that traditional businesses cannot offer. McKinsey emphasizes that “digital should be seen less as a thing and more a way of doing things.”

Drivers of Digital Business :

  • 1.

    Rising Customer Expectations: The customers are techsavvy and that is reflected in their online presence and spend . COO of Software Solutions at Pitney Bowes, shared insights from their research which indicates that 73 percent of customer prefer to do business with brands that personalize their shopping experience and 80 percent of customers express frustration when their identity and current actions are lost when switching between channels. The presence of Digital Predators is impacting the markets , leveraging the power of technology to drive custeomer experience and expectations at a new height This means digital transformation needs to be a very high priority for legacy companies so as to avoid becoming "digital prey."

  • 2.

    SPEED of Technology adoption: If the companies want to avoid becoming the Digital preys.s they need to move rapidly towards digital transformation

  • 3.

    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 customised. Data mining, analysis and prediction are key to predictive modelling

  • 4.

    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.

  • 5.

    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

The two-year master's programme in Digital Business 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, Fintech, Marketing analytics and Supply chain Management.

Program Objectives:

  • 1.
    To facilitate the learners to gain knowledge and understanding of management theories and competencies relevant to Digital Business Models.
  • 2.
    To provide avenues for the development of digital business skills, professional & life skills that equips learners to engage in successful career.
  • 3.
    To sensitize learners to issues of digital and social relevance that managers & leaders must address, including business ethics, cultural diversity, and environmental concerns.
  • 4.
    To inculcate among the learners the ability & aptitude for life-long learning for personal, professional and social development.
  • 5.
    To enable learners to create digitally enabled business ventures by equipping them with the necessary entrepreneurial skills.

Program Outcomes:

  • 1.
    Exhibit managerial competencies relevant to evolving Digital Business World.
  • 2.
    Integrate inter-disciplinary aspects of management principles in providing practicable solution frameworks to real world problems.
  • 3.
    Evolve team leaders competent in cross-functional, multi-cultural teams to achieve common goals.
  • 4.
    Exhibit ethical and values in managerial choices in a political, cross-cultural, globalized, digitized, socioeconomic environment impacting businesses and society at large.
  • 5.
    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.
  • 6.
    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

Eligibility Criteria:

  • Graduates with minimum 45% from a recognized University having a flair for numbers can apply.
  • Consideration will be given to SC/ST candidates and Persons with Disability. We encourage women and candidates with work experience to be a part of this course.

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.

Details on Multiple Tracks offered in MBA Digital Business.

*Track 1: Fintech:

Technological innovation applied to financial services has created a wave of disruptive activity that will change the shape of the global financial system over the next decade. This has created demand from graduates and employees for programmes specifically tailored to the skills required for a changing financial services industry.

Drivers of Fintech are:

Fintech is driven by four main forces, which dictate the pace of change in markets. These drivers, along with rise of the sharing economy and big data have meant the rise of new markets, issues regarding data security, and the use of mobile technology to move money.

The four main drivers are:

  • 1.
    Greater access to banking via mobile devices.
  • 2.
    Infrastructure that promotes 24/7 online access.
  • 3.
    New digital currencies and methods of payment.
  • 4.
    Market driven consumer demand for instant service and access to their own money.

This is an interdisciplinary program that focuses on finance, data analytics and computing. It is designed to appeal to graduates seeking to gain exposure to FinTech - the technology enabled business model innovation in the financial sector.

Financial Technology (FinTech) is concerned with the use of technology to make financial transactions more efficient. Graduates in this field will have a good understanding of finance, accounting, business information systems and analytic methods.

MBA in Financial Technology jointly provides the fundamentals of Accounting & Finance and Management Science where relevant expertise resides across all core competencies both in teaching and research. This Master’s program is for students from a variety of background who want a career in this area.

*Track 2: Marketing Analytics

Digital marketing is the promotion of brands or products via one or more forms of digital media. Inventions are raised of smartphones, and other forms of new media in the past decade have meant that digital marketers need to be able to connect with consumers through various devices and digital platforms including social media.

This course also combines the creativity of developing new and interesting ways to get the marketing campaign’s message across, with their technical side of keeping track of data, and digital engineering and analytics. The track provides students with the technical foundation and digital competency necessary to market goods and services on the internet. The students will learn how to implement, plan, analyse and evaluate digital marketing strategies.

Students will also learn how to target customers through digital channels, they create websites that attract customers, and they optimize online business performance. This program specialization includes interactive and direct marking, digital advertising, e-business technologies, and global enterprise. Digital marketing landscape continues to grow at a rapid pace; marketers are faced with new challenges and opportunities within this digital age. This course is an initiative designed to educate students and professors in the area of Digital Marketing.

*Track 3: Supply Chain Management including Intelligent Transport Systems

According to mordor intelligence, industry report on intelligent transport system, the intelligent transport systems market was valued at USD 22.88 billion in 2019, and is expected to reach a value of USD 30.65 billion by 2025, at a CAGR of 5.11% over the forecast period (2020 - 2025).

  • Intelligent transport systems refer to the advanced technologies that are being applied to vehicles, infrastructure, and operating systems, which make the vehicles intelligent. As ITS technologies are being used in various industries beyond transportation and logistics, the demand for such systems is increasing rapidly.
  • Government regulations and initiatives are the most important drivers for the growth and development of the intelligent transportation system market. With growing road safety concerns and increasing vehicle theft, governments across the world, especially in the United States, Europe, China, and Brazil among others are mandating the installation of factory-fitted telematics and safety devices in vehicles.
  • Although such applications are increasing the demand for ITS across the world, the high cost of these systems is making it difficult for many manufacturers to keep the prices of the end-product low, leading to slow market penetration.

The intelligent transport systems market is highly competitive and moving toward a fragmented stage due to the presence of many large and small players in the market. Players in the market are focusing on technological innovation and compatibility of their products and services as well as using strategies, such as acquisitions and collaborations to strengthen their presence in the market. Some of the players in the market are Siemens AG, Thales Group, IBM Corporation, Cubic Corporation, among others.

An MBA degree that integrates Supply Chain management with intelligent Transport system provides an innovative advantage to the pursuers, that is an unparalled advantage in a level playing field. This MBA degree combines Management, Operations, Analytics, Logistics, Business Excellence , Manufacturing , Quality Management integrated into knowledge pool.

*The tracks are available to be conducted only if sufficient numbers of students register for that track.

MBA Course Structure

Semester 1 Semester 2
Course Code Course Name Course Credits Course Code Course Name Course Credits
M101 Management Foundation and organizational Behavior 4 M201 Financial Management 4
M102 Economic Aspects of Business 4 M202 Marketing Management 4
M103 Accountancy for Business Managers 4 M203 Human Resource Management 4
M104 Management Information systems 4 M204 Operations and Supply Chain Management 4
M105 Business Laws 4 M205 Strategic Management 4
M106 Ethics and CSR 4 M206 Services Management 4
M107 IT for Management 2 M207 Entrepreneurial Development 2
M108 Communication and Soft Skills 2 M208 Enterprise Performance Management 2
M109 Business Research Methods (value added) 2 M209 Introduction to R Programming 2
  Total Credits 30   Total Credits 30

Track 1: Fintech SEM 3 & 4

Semester 3 Semester 4
Course Code Course Name Course Credits Course Code Course Name Course Credits
F301 Fintech: Markets and Servises 4 F401 Robo Advisors and Systematic Trading 4
F302 Fintech Personal Finance and Payments 4 F402 Retail Banking Technology and operations 4
F303 Fund management and Portfolio selection 4 F403 Fintech Regulation (Regtech) 4
F304 Derivatives 4 F404 Cyber Security Technology and Applications 4
F305 Cryptocurrencies & icos 4 F405 Financial Risk Management - Technology and Operations 4
F306 Debt Markets 4 F406 Fintech Application in entrepreneurial finance 4
F307 Technical Analysis 4 F407 Cyber Security Technology and Applications 4
F308 Fintech and AI Applications 4 F408 Fintech Application in entrepreneurial finance 4
F309 Fintech Analytics - Data Driven Credit Modelling 4 F409 Distributed Ledger Technologies 4
F310 SIP 4 F410 Advanced FinTech Operations 4
  Total Credits 40   Total Credits 40

Track 2 : Marketing Analytics Sem 3 & 4

Semester 3 Semester 4
Course Code Course Name Course Credits Course Code Course Name Course Credits
MA301 IT Enabled Service Marketing 4 MA401 Search Engine Optimization 4
MA302 Web Designing and Animation 4 MA402 Social Media Marketing 4
MA303 Digital Marketing 4 MA403 Organic and Inorganic Marketing 4
MA304 Introduction to Programming using Python 4 MA404 Marketing Analytics Tools 4
MA305 Google Analytics and Web Analytics 4 MA405 Marketing Models 4
MA306 E-Commerce and M-Commerce 4 MA406 Retailing 4
MA307 Advertising and Public Relations 4 MA407 Internet Marketing Strategies 4
MA308 Digital Consumer Behavior 4 MA408 Advanced Google Adwords Certifications 4
MA309 Certifications - Google Analytics, Google Adwords 4 MA409 FB Blueprint Certification 4
MA310 SIP 4 MA410 Data Analytics Certification 4
  Total Credits 40   Total Credits 40

Track 3 : Supply Chain Management Sem 3 & 4

Semester 3 Semester 4
Course Code Course Name Course Credits Course Code Course Name Course Credits
SCM301 Production,Planning and Control 4 SCM401 Positioning Systems 4
SCM302 Packaging and Distribution Management 4 SCM402 Traffic safety management 4
SCM303 International Business 4 SCM403 Logistics networks and transport 4
SCM304 Logistics networks and transport 4 SCM404 Traffic theory and simulation 4
SCM305 Logistics & Supply Chain Management 4 SCM405 Smart Cities 4
SCM306 Business Analytics for SCM 4 SCM406 GIS for Transportation 4
SCM307 Strategic & Operational Issues in SCM 4 SCM407 Transport Demand and Forecasting 4
SCM308 Supply Chain performance Metrics & Modelling 4 SCM408 Logistics Resource Planning 4
SCM309 Geographical Information Systems for Transportation 4 SCM409 Project Management 4
SCM310 SIP 4 SCM410 Six sigma 4
  Total Credits 40   Total Credits 40