Learn about how to successfully undertake the process of digitalisation of the company from a global perspective, learning about success stories of international companies and the challenges posed by the third Industrial Revolution.

  • Start of the course - 13/03/2023

  • Recommended duration 5 weeks

  • Estimated effort - 3 hours/week

  • Language - Spanish

  • Price - Free

  • Certificate - Including

(*) Obtaining the certificate is subject to viewing the 100% of the course contents and passing the evaluations (grade equal to or higher than 69%). 

This course is entirely online. The different units of the course will remain open 24/7 so that each student can complete the course at their own pace. The course "Business in the global digital economy" is open to any participant profile.

Course description

The emergence of a new economy, driven by technological disruption and global connectivity, has required economic actors as a whole to make a great effort to adapt to the new innovation scenario.

To meet these challenges, companies need professionals trained in the field of digitalisation with a global perspective.

There are many and varied factors that influence the definition of an appropriate digitisation strategy for an international company.

How has the digital economy grown? How has it moved from the Internet to mobile platforms? What types of digital platforms exist? What are their network effects? How are these platforms regulated? What has the digital transformation process of the traditional enterprise been like? What is the best strategy for a digital enterprise to follow when entering a particular market?

With this course, carried out jointly with ICEX, we not only provide students with extensive knowledge on the subject, but we also place them, through cases based on digitised companies, in front of real projects that will stimulate their reflection, analysis and participation.

Business leaders, professionals from SMEs and family businesses, as well as university graduates, can be trained in the field of business digitalisation with these courses.

Course structure

  • Growth of digital by socio-demographic segment.
  • Millennials and "born digital."
  • Case: Amazon.
  • Unilateral and bilateral network effects.
  • Local, national and global network effects.
  • Practical exercise on the configuration of network effects.
  • Case: Tinder.
  • Network effects and platform regulation.
  • Case: Uber
  • Retail trade.
  • Case: Zara.
  • Failed digitisation: The publishing sector (books).
  • The wine sector.
  • Case: Freixenet
  • Media companies.
  • Case: New York Times.
  • Financial services.
  • Case: Migrant remittances.
  • International expansion and network effects.
  • Case: Airbnb
  • Case: Spotify and Apple Music

Academic direction of the course

  • Mauro F. Guillén

    D. in Sociology from Yale and in Political Economy from the University of Oviedo. He currently holds the Zandman Chair in International Business Management at the Wharton School of the University of Pennsylvania and was Director of the Lauder Institute of Management & International Studies from 2007 to 2019.

    He is Vice-Chair of the Global Emerging Multinationals Agenda Council at the International Economic Forum and winner of the Pioneer Award from the Aspen Institute. He is also a member of the Board of Trustees of the Instituto Madrileño de Estudios Avanzados en Ciencias Sociales and of the Advisory Board of the Department of Sociology at Princeton University, the School of Applied Finance (Grupo Analistas) and the Research Department of La Caixa.

    He has been a Fellow of the Guggenheim Foundation, the Fullbright Foundation, a Fellow of the Institute for Advanced Study at Princeton and has held the Rafael del Pino Chair. Previously, he was a member of the faculty of the Sloan School at the Massachusetts Institute of Technology.

    He has received several awards: Wharton Core MBA Teaching Award, Wharton Graduate Association Teaching Award, President's Book Award from the Social Science History Association, Gulf Publishing Company Best Paper Award from the Academy of Management and W. Richard Scott Best Paper Award from the American Sociological Association. He is also an Elected Fellow of the Macro Organizational Behavior Society.

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Mauro Guillén