Digital Transformation : Leading People, Data & Technology

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Digital Strategist

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Course Dates

STARTS ON

October 13, 2022

Course Duration

DURATION

2 months, online
4-6 hours per week

Course Fee

PROGRAM FEE

US$2,600 US$2,262 or get US$260 off with a referral

Course Information Flexible payment available
Course Information Special group enrollment pricing

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Why Take This Program?

Every organization, regardless of industry and whether it sells goods or delivers services, is now an information company. From relationships with external partners and customers, to internal operations, digital technologies have changed how information is transmitted and processed. Consequently, every job function within every firm and industry is vulnerable to some manner of digital disruption.

With this program from UC Berkeley, identify and work with the three key components of digital transformation for your organization, namely—data, technology, and people—to make the leap toward staying relevant in a digitally centric world.

Enrolling in this program is the first step in your journey to alumni benefits.
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Who is This Program For?

This online program is designed for:

  • Mid- to senior-level managers who need a strategy to lead their business unit or firm through a sea of massive disruption.
  • Leaders who strive to be more proactive in implementing new ideas, staying ahead of the competition, and aligning their people, data, and technology.
  • Participants who may be leaders of a functional department, head of a business unit or region, or who have general management responsibilities.

Representative functions and industries of past participants include:

  • CEO
  • COO
  • MD
  • GM
  • President
  • Director
  • CTO
  • CIO
  • Director of Technology
  • VP of Technology
  • IT Director
  • Director of Engineering
  • Tech Lead
  • IT Project Manager
  • Engineering Manager
  • Tech Manager
  • IT Manager
  • Systems Manager
  • Product Head
  • Analytics Head
  • Consultants (Management Consultant, Technology Consultant, Software Consultant, IT Consultant, Principal Consultant, Digital Transformation Consultant)
  • Solution Architect (Might have other titles such as President, CEO, Partner, Head of a consultancy firm)

Key Takeaways

This program will position you to:

  • Identify opportunities to address specific problems within the firm and frame them in a way where a digital solution can be optimal.
  • Manage the organizational transformations, in the form of people and processes, required to enable measurable and significant change.
  • Navigate the legal and ethical considerations that surround digital business practices, such as privacy and data protection.

Your Learning Journey

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Videos

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Live Webinars

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Peer Discussions

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Case Studies

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Assignments

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Polls

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Quizzes

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Capstone

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Live Office Hours

Program Topics

There’s no question that data and technology are key levers for digital transformation, but it’s also about people and organizational alignment. While much of this online program focuses on opportunities for advancing your strategic digital plan, there is also an emphasis on people and the organization.

Module 1:

Introduction and Overview

Module 2:

Opportunities for Digital Transformation

Learn how to identify high-value customers using pre-post testing for redesigning a service process and network analysis.

Module 3:

The Role of Data

Analyze the use of descriptive, predictive, or prescriptive modeling and how to assess the different sources of data and problems related to the quantity and format.

Module 4:

The Process of Digital Transformation

Master looking at processes through a customer-centric lens to identify the scope of improvement and create process flows for your organization.

Module 5:

Digital Business Models

Understand how subscription models are driving massive growth and the difference between dynamic and personalized pricing.

Module 6:

People and the Organization

Identify the importance of specifying strategic imperatives for a digital transformation and the key performance indicators that can be used to measure an organization's performance relative to these imperatives.

Module 7:

Technology and Policy

Understand the regulations around data collection and usage and the ethical questions that emerge. Explore algorithmic bias and uncover when and why algorithmic decisions can be biased.

Module 8:

Conclusion and Action Plan

For your capstone project, summarize the takeaways from the previous modules and place them into the context of an entire strategy for your firm.

Module 1:

Introduction and Overview

Module 5:

Digital Business Models

Understand how subscription models are driving massive growth and the difference between dynamic and personalized pricing.

Module 2:

Opportunities for Digital Transformation

Learn how to identify high-value customers using pre-post testing for redesigning a service process and network analysis.

Module 6:

People and the Organization

Identify the importance of specifying strategic imperatives for a digital transformation and the key performance indicators that can be used to measure an organization's performance relative to these imperatives.

Module 3:

The Role of Data

Analyze the use of descriptive, predictive, or prescriptive modeling and how to assess the different sources of data and problems related to the quantity and format.

Module 7:

Technology and Policy

Understand the regulations around data collection and usage and the ethical questions that emerge. Explore algorithmic bias and uncover when and why algorithmic decisions can be biased.

Module 4:

The Process of Digital Transformation

Master looking at processes through a customer-centric lens to identify the scope of improvement and create process flows for your organization.

Module 8:

Conclusion and Action Plan

For your capstone project, summarize the takeaways from the previous modules and place them into the context of an entire strategy for your firm.

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Industry Examples

Across all industries, digital technologies have changed how information is transmitted and processed. Every organization is effectively an information company, and every industry is vulnerable to some degree of disruption. Learn from these examples:

Image of two doctors looking at something in a tablet computer to portray the healthcare industry

Healthcare

Optimize hospital patient flow in an emergency department.

Image of a cashier passing money to a customer in a bank to portray the banking industry

Banking

Conduct network analysis to find the high-value customers and leverage those relationships.

Image of people looking at colour palettes and plans at a table to portray the advertising industry

Advertising

Use A/B testing to determine the effectiveness of advertising—how much exposure is enough to convert?

Image of a lady scanning the barcode of a product on her smartphone in a departmental store to portray the retail industry

Retail

Optimize an in-store shopping order using “shopper engineering” from Instacart and predict what item the shopper will add to cart next.

Image of vehicles on a highway at sunset to portray the transportation industry

Transportation

Using indoor location tracking of airline passengers, learn how predictive and prescriptive analytics help understand where passengers go and what services to offer them.

Company Examples

UC Berkeley Executive Education's faculty have strong relationships with industry. Content from the program is either inspired by or directly derived from research and applications from companies that include:

Image of a human hand in a digital network to portray the company Cambridge Analytica

Cambridge Analytica

One of the most notorious data breaches of all time occurred when Cambridge Analytica sold Facebook user data and violated the terms and conditions of the API. Learn the ways that legal and ethical considerations factor into digital business transactions.

Image of a cafeteria with empty chairs and tables to portray the Panera Bread company

Panera Bread

The customer experience was suffering at Panera Bread due to long order and wait times. Being a data-driven company, they studied the problem using customer data and launched an ‘order-ahead’ mobile app, greatly decreasing order and wait times. They also updated the staffing algorithm, achieving operational gains.

Image of a lady using a card to make a payment online to portray the company PayPal

PayPal

How does a payment platform become ubiquitous? It requires both buyers and sellers to get on board, presenting the old chicken and the egg conundrum: which comes first? Learn how a onesided market evolves into a two-sided market where both buyers and sellers derive value.

Image of a courier man holding a package and a delivery register to portray the company United Parcel Service (UPS)

United Parcel Service (UPS)

Imagine you are tasked with creating the best driving routes to provide the ‘last mile’ of residential delivery service to customers. How can data help you find the optimal routes for your drivers? We’ll pull from descriptive, predictive, and prescriptive analytics techniques to solve this challenge

Note: All product and company names are trademarks or registered trademarks of their respective holders. The study of these products and/or companies does not imply any affiliation with or endorsement by them.

Participant Testimonials

Clelia Lancelot

"I have to say the overall balance between short videos, case studies, assignments, discussions and webinars was good. Great overview on Digital Transformation and good use of examples."

— Clelia Lancelot, Portfolio Lead Director

Lolita Tan

"All topics were good and there was plenty of learning. Discussions on organizational alignment, importance of data quality and alignment of all the 3 organization, data and technology was enlightening. It was interesting to learn how an organization can move forward through digital transformation."

— Lolita Tan, IMS head

Miguel Ortega

"The program is filled with lots of examples from different industries and covers every layer involved in Digital Transformation: Data, People and Technology."

— Miguel Ortega, Director Management Consulting

The use case scenarios presented in the program were most valuable as there is immense opportunity to learn from real-world examples.

— Randal Castro, VP, Professional Services

Program Faculty

Learn from our distinguished faculty at the forefront of information and communication technology, online marketing strategy and management philosophy.

Faculty Member SAMEER B. SRIVASTAVA

SAMEER B. SRIVASTAVA

Professor & Harold Furst Chair in Management Philosophy and Values

Sameer B. Srivastava is an Associate Professor and Harold Furst Chair in Management Philosophy and Values at UC Berkeley's Haas School of Business and is also affiliated with UC Berkeley Sociology. His research unpacks the complex interrelationships among the culture of social groups, the cognition of individuals within these groups, and the connections that people forge within and across groups... More info

THOMAS LEE

Associate Adjunct Professor, Research Scientist

Thomas Lee is an Associate Adjunct Professor and Research Scientist in the Haas Operations and Information Technology Management Group at the Haas School of Business. He teaches and conducts research on information and communication technologies to support innovation and new product development. Specifically, he develops and applies text and data mining methods for processing user-generated content... More info

Faculty Member ZSOLT KATONA

ZSOLT KATONA

Assistant Professor of Marketing

Zsolt Katona holds a Ph.D. in computer science from the Eotvos University in his native Hungary and a Ph.D. in marketing from INSEAD France. He is an Assistant Professor of Marketing and the Cheryl and Christian Valentine Associate Professor at the Haas School of Business, University of California, Berkeley. He is an expert in online marketing strategy and social media. Zsolt’s research focuses on online marketing strategy... More info

Faculty Member SAMEER B. SRIVASTAVA

SAMEER B. SRIVASTAVA

Professor & Harold Furst Chair in Management Philosophy and Values

Sameer B. Srivastava is Associate Professor and Harold Furst Chair in Management Philosophy and Values at UC Berkeley's Haas School of Business and is also affiliated with UC Berkeley Sociology. His research unpacks the complex interrelationships among the culture of social groups, the cognition of individuals within these groups, and the connections that people forge within and across groups.

Much of his work is set in organizational contexts, where he uses computational methods to examine how culture, cognition, and networks independently and jointly relate to career outcomes. His work has been published in scholarly journals such as American Journal of Sociology, American Sociological Review, Management Science, and Organization Science. It has been covered in media outlets such as Fortune, The Wall Street Journal, Financial Times, - Sameer teaches a popular MBA elective course, Power and Politics in Organizations, and co-directs the Berkeley-Stanford Computational Culture Lab. In a prior career, Sameer was a partner at a global management consultancy (Monitor Group; now Monitor Deloitte). He holds AB, AM, MBA, and PhD degrees from Harvard University.

THOMAS LEE

Associate Adjunct Professor, Research Scientist

Thomas Lee is an Associate Adjunct Professor and Research Scientist in the Haas Operations and Information Technology Management Group at the Haas School of Business. He teaches and conducts research on information and communication technologies to support innovation and new product development. Specifically, he develops and applies text and data mining methods for processing user-generated content. His goal is to discover and select opportunities for product and service innovation. Recent research has mined the text of online customer reviews to induce market structure and mined electronic medical records to redesign emergency department healthcare service processes. He holds Ph.D. and M.S. degrees from MIT's Engineering Systems Division and B.A. and B.S. degrees in Political Science and Symbolic Systems (Artificial Intelligence) from Stanford University. He has served as a visiting scientist at the Computer Security Division of the National Institute of Standards and Technology, a research engineer at the MITRE Corporation, and as a contractor for DynCorp-Meridian supporting the Defense Advanced Research Projects Agency doing research on Internet privacy and security.
Faculty Member ZSOLT KATONA

ZSOLT KATONA

Assistant Professor of Marketing

Zsolt Katona holds a Ph.D. in computer science from the Eotvos University in his native Hungary and a Ph.D. in marketing from INSEAD France. He is an Assistant Professor of Marketing and the Cheryl and Christian Valentine Associate Professor at the Haas School of Business, University of California, Berkeley. He is an expert in online marketing strategy and social media. Zsolt’s research focuses on online marketing strategy, networks, and social media. He studies how firms can better take advantage of new Internet technologies and how they can integrate them into their marketing mix. His research has appeared in leading scientific journals such as Management Science, Marketing Science, Journal of Consumer Research, Journal of Marketing Research, and Journal of Applied Probability. His research has been featured in Bloomberg Business News and the U.S. National Public Radio. He has consulting experience with companies such as Autodesk, IBM, Kelora Systems, Singtel, Telkomsel, and Vodafone.

Path to Alumni Benefits

Enrolling in the Digital Transformation : Leading People, Data & Technology program can become your first step toward pursuing the Certificate of Business Excellence. A UC Berkeley Certificate of Business Excellence gives individuals the opportunity to create a personal plan of study structured by our four academic pillars. Participants will earn a mark of distinction with certification from a world-class university, and enjoy the flexibility of completing the program in up to three years.
Learn more about the program and associated alumni benefits here.

Networking and events

  • Join local alumni chapters or clubs in your region
  • Participate in the annual Berkeley Haas Alumni Conference
  • Attend select Berkeley Haas and Berkeley Executive Education Networking events open to the COBE community

Berkeley resources

  • Activate an @haas.executivealumni.berkeley.edu email forwarding address
  • Enjoy a 30% discount on eligible programs after completion of your COBE program
  • Public visitor access to select campus libraries and university database services.

News and communication

  • A one year complimentary digital subscription to California Management Review
  • Berkeley Haas Alumni newsletter
  • Berkeley Haas Alumni Jobs e-Newsletter featuring job postings from distinguished employers
  • Haas Insights offering the latest research and thought leadership from industry speakers and faculty

Note: All benefits subject to change.

Certificate

Example image of certificate that will be awarded after successful completion of this program

Certificate

Get recognized! Upon successful completion of the program, UC Berkeley Executive Education grants a verified digital certificate of completion to participants. Participants must complete 80 percent of the required activities including a capstone project (if any) to obtain the certificate of completion. This program also counts toward a Certificate of Business Excellence.

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Note: This program results in a digital certificate of completion and is not eligible for degree credit/CEUs. After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of UC Berkeley Executive Education.

Example image of UC Berkeley Certificate of Business Excellence
This program counts toward a Certificate of Business Excellence

Curriculum Days: Two days

Pillar(s): Strategy & Management and Entrepreneurship & Innovation

A UC Berkeley Certificate of Business Excellence gives individuals the opportunity to create a personal plan of study structured by our four academic pillars. Participants will earn a mark of distinction with certification from a world-class university, and enjoy the flexibility of completing the program in up to three years.

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Learn new skills with your colleagues and get special enrollment. Discounts up to 20% are available.
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FAQs

  • How do I know if this program is right for me?

    After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org, and a dedicated program advisor will follow-up with you very shortly.


    Are there any prerequisites for this program?

    Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at learner.success@emeritus.org for assistance.


    Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.


    What is the typical class profile?

    More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.


    What other dates will this program be offered in the future?

    Check back to this program web page or email us at learner.success@emeritus.org to inquire if future program dates or the timeline for future offerings have been confirmed yet.

  • How much time is required each week?

    Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.



    How will my time be spent?

    We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:



    • Engaging with recorded video lectures from faculty
    • Attending webinars and office hours, as per the specific program schedule
    • Reading or engaging with examples of core topics
    • Completing knowledge checks/quizzes and required activities
    • Engaging in moderated discussion groups with your peers
    • Completing your final project, if required

    The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please contact us at learner.success@emeritus.org if you need further clarification on program activities.



    What is it like to learn online with the learning collaborator, Emeritus?

    More than 250,000 professionals globally, across 80 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.

    A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.


    How do I interact with other program participants?

    Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.

  • What are the requirements to earn the certificate?

    Each program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.

    This program is scored as a pass or no-pass ; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please contact us at learner.success@emeritus.org if you need further clarification on any specific program requirements.


    What type of certificate will I receive?

    Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile. The digital certificate will be sent approximately two weeks after the program, once grading is complete.


    Can I get the hard copy of the certificate?

    No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.


    Do I receive alumni status after completing this program?

    No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.


    How long will I have access to the learning materials?

    You will have access to the online learning platform and all the videos and program materials for 12 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

  • What equipment or technical requirements are there for this program?

    Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.


    Do I need to be online to access the program content?

    Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device.

    Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.

  • Can I still register if the registration deadline has passed?

    Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.


    What is the program fee, and what forms of payment do you accept?

    The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.

    • Flexible payment options are available (see details below as well as at the top of this program web page next to FEE).
    • Tuition assistance is available for participants who qualify. Please email learner.success@emeritus.org.

    What if I don’t have a credit card? Is there another method of payment accepted?

    Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us at learner.success@emeritus.org for details.


    I was not able to use the discount code provided. Can you help?

    Yes! Please email us at learner.success@emeritus.org with the details of the program you are interested in, and we will assist you.


    How can I obtain an invoice for payment?

    Please email learner.success@emeritus.org with your invoicing requirements and the specific program you’re interested in enrolling in.


    Is there an option to make flexible payments for this program?

    Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.


    How can I obtain a W9 form?

    Please email us at learner.success@emeritus.org for assistance.

  • What is the policy on refunds and withdrawals?

    You may request a full refund within seven days of your payment or 14 days after the published start date of the program, whichever comes later. If your enrollment had previously been deferred, you will not be entitled to a refund. Partial (or pro-rated) refunds are not offered. All withdrawal and refund requests should be sent to admissions@emeritus.org.



    What is the policy on deferrals?

    After the published start date of the program, you have until the midpoint of the program to request to defer to a future cohort of the same program. A deferral request must be submitted along with a specified reason and explanation. Cohort changes may be made only once per enrollment and are subject to availability of other cohorts scheduled at our discretion. This will not be applicable for deferrals within the refund period, and the limit of one deferral per enrollment remains. All deferral requests should be sent to admissions@emeritus.org.

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