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Postgraduate Course in Digital Transformation of Organizations

Program curriculum and final degree

Program Curriculum

Subject 1: The inevitable digital opportunity

Changes caused by digitalization that transversely affect and condition the role of organizations and their relationship with the rest of society.

  • What is the digital transformation?
  • The current moment in technology and society.
  • The current moment in communication, innovation and creativity.
  • The current moment in businesses and public administration.
  • Challenges and opportunities for organizations.
  • The RocaSalvatella model for the management of Digital Transformation.

Subject 2: Definition of digital strategy

Understanding and possessing the skills to apply a digital strategy to accompany an organization in its process of digital transformation.

  • The importance of strategy.
  • Global strategy vs. local strategy.
  • Internal review: objectives, public and scope.
  • External review: benchmark, location and public.
  • Definition of the strategic model: value proposition and relationship model.
  • Action plan design: recipients, publishing lines, channels and broadcasters.
  • Management model: follow-up and evaluation
  • Key factors of success in the implementation of the strategy.

Subject 3: Operations and Digital Business

Opportunities, strategies and tools to redefine business based on the new digital ecosystem. Action plans in digital marketing with recruitment, sales and loyalty strategies. Big Data and Business Intelligence.

  • Introduction to digital marketing.
  • Action plans: recruitment, conversion and loyalty.
  • Marketing tactics based on customer life cycle
  • The importance of the automation and Smart Data (BI)
  • Redesigning processes: improving customer experience
  • New business models.

Subject 4: Organizational models and digital vision

Redefining the digital culture of an organization involves rethinking the organizational model and digitally developing its teams.

  • Changes in leadership: digital leadership.
  • Digital reputation.
  • New digital profiles.
  • Digital responsibilities.
  • New organizational models.

BSM Inside Module

This module deals with three key skills that future professionals need in order to achieve success in any area, and to quickly and efficiently respond to the constant challenges that emerge in business. The subjects coincide with UPF Barcelona School of Management's key identifying features: analytical capacity, communication and social purpose.

  • Evidence-based management: This subject brings us closer to professional decision making through prudent, clear and precise data analysis. Real life, relevant examples give students an opportunity to discover the manifold opportunities that big data can provide to different professional sectors.
  • Storytelling: In this subject we develop the functions and mechanisms of audiovisual narrative (storytelling) and we apply them to professional communication. We tackle issues such as how to create communications that make an impact (on a personal, project and corporate level) as well as interpersonal communication and team motivation. The goal is to help professionals transmit any idea successfully, with creativity and energy.
  • Ethics and sustainability: Professionals in all sectors have to deal with issues relating to ethics and sustainability throughout their working lives. In this subject, we focus on identifying, analysing and effectively responding to these questions.

Postgraduate project
Individual project monitored during the course by a tutor.The intention is that the project should be real and presented to stakeholders capable of executing it. This project will form part of the student's professional portfolio.


*Published information is subject to changes.