Foundations of Strategy for Digital Communication

Introduction

Strategy is concerned with how organizations and their managers reach their objectives in a competitive environment. The digital shift in industry and society has dramatically changed the communication industries and made digital communication a core strategic area for most organizations in all sectors of the economy. Internally, digital communication and coordination change both how firms create value and how they organize. Externally, firms’ reputation, market opportunities and competitive positioning, as well as interfirm coordination and cooperation, and stakeholder interaction, depend on strategies for digital platforms, analytics, social media, etc. This course introduces the theoretical foundations of strategic management and discusses their application in digital and communication oriented industrial contexts. The course focuses on how a firm can use the theories, models, and frameworks from the course to formulate and implement effective business-level and corporate-level strategies.

Course content

• Introduction to the field of strategy
• Economic foundations and external analysis
• Generic strategies
• Resource-based view
• Innovation
• Corporate strategy