Digital Transformation (Online)

Enroll today for this online program to reimagine your business for a digital economy

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Digital Strategist

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Course Date

STARTS ON

January 13, 2022

Course Duration

DURATION

2 months, online
4-6 hours per week

Course Fee

Enrolling in this program is the first step in your journey to alumni benefits.
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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.

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.

About the Digital Transformation Program

Data and technology are at the core of digital transformation, but these factors alone are not sufficient to make the leap towards staying relevant. It's also about people and their capabilities.

The Digital Transformation online program by UC Berkeley Executive Education takes leaders through a two-month journey that equips them 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.

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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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

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

Associate 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

Path to Alumni Benefits

Enrolling in the Digital Transformation program is your first step toward the Certificate of Business Excellence. You will have access to a private global network of more than 41,000 UC Berkeley alumni in more than 80 countries, along with exclusive benefits available only to UC Berkeley alumni who have completed the Certificate of Business Excellence:

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
  • Gain online access to the Long Business Library and other university databases

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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