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Haas School of Business

Digital Transformation Strategy

World-Famous Instructors
Moonshots and the Importance of Taking Risks | UC Berkeley Executive Education
Sep 30—Oct 2
3 days
Berkeley, California, United States
USD 4900
USD 1633 per day

How it works


The digital age brings new challenges to marketers. Those challenges include shifting attention away from incrementally improving their existing portfolio of product, customer service, and branding initiatives, towards finding new, latent, invisible needs that represent an opportunity for the firm to reframe customer value and establish the firm’s future relevance and uniqueness.

In this 3-day program, we lay out the framework for mastering leadership in a world of digital disruption. This program examines the key trends impacting the marketer’s role today. It provides practical frameworks and methodologies for managing the core marketing tasks in the context of digital enablement.

This program explores:

  • The new marketing realities: what's changed?
  • Understanding digital disruption: it's causes and consequences
  • Managing marketing in a world of digital disruption
  • Delivering differentiated customer experience in a digital world
  • New models for understanding, connecting to, and engaging customers digitally
  • Leading marketing in a digital age

Program Outcomes:

  • Assessing Digital Leadership Capability: The Digital Readiness Scorecard
  • Crafting the Digital Leadership Plan: the Road Map for Organizational Resilience in a World of Digital Transformation

Key Takeaways

  • The new realities and challenges of competing in a digital world
  • The building blocks of an effective digital leadership strategy
  • The causes and consequences of digital disruption across multiple industries
  • Strategies for identifying and responding to the risk of value migration in specific industries and markets
  • The opportunity space for reframing customer experience and customer value
  • Building and managing a balanced innovation portfolio that sustains current success and ensures future market relevance
  • The role of Customer Franchise in driving marketing and business success

Who should attend

The program will provide new insight and expertise to business professionals engaged in the following traditional business functions:

  • Marketing (all functions)
  • Strategy
  • Product Development and Management
  • Communication
  • Information Technology
  • Finance
  • Organizational Design, Culture, and Human Capital


Dr. Peter C. Wilton teaches strategy, innovation, and marketing at the Haas School of Business, University of California, Berkeley. He has also served as a Visiting Professor at the Graduate School of Business at Stanford University, and on the faculties of Duke and Purdue Universities in the Uni...
At Haas, Greg La Blanc teaches primarily in the areas of finance and strategy in the MBA and MFE programs and in Executive Education. La Blanc has also worked in competitive intelligence and litigation consulting and has advised consulting teams in finance, marketing, and strategy. His research i...


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