The current challenges of business digitalization
The health crisis and the successive confinements have disrupted the uses of consumers in all sectors, from e-commerce to social networks, including gaming and the democratization of teleworking. ” To create competitive advantage and bring value to consumers, companies must adapt to these new behaviors.emphasizes Julien Deseigne, director of the Specialized Masters in Digital Transformation, Marketing & Strategy (TDMS) at emlyon.
The digital transformation of organizations (companies, start-ups, associations, public structures, etc.) consists of “ change all value-creating processes », and this on different levels:
- The strategy : to position its offer on a targeted audience,
- Marketing : in order to integrate the automation of actions, which will generate leads and convert them into customers,
- Management : to lead this change among the teams that make up its organization,
- The technique : to manage data and integrate emerging technologies, such as artificial intelligence or blockchain.
If the digital transformation affects all sectors of activity, it involves all the departments of a company. The issues related to marketing and strategy are thus inseparable in order to face the major changes in the market, which have accelerated thanks to digital technology. ” Digital transformation, marketing and strategy are deeply linked together because at the center of all these issues, there is the customer. You have to know his needs, his expectations, offer better added value than that of competitors, know how to draw his attention to the offer so that he becomes a buyer of the product or service. Digital is inherently transversal: marketing, strategy, data, agility must communicate together. This is the essential condition for a successful digital transformation of your organization.. »
Training to acquire the digital skills sought by companies
Do you want to get involved in this digitalization process and become a “ transformer » companies, by integrating current strategic issues and those of tomorrow? To meet the needs of recruiters, who are faced with a shortage of talent, it is necessary to acquire the methodology and know the fundamentals, which will allow you to carry out the digital transformation of your company, according to the objectives set and its maturity. ” Among the skills sought, there is, for example, the design of the diagnosis of the digital maturity of the company, the development of an omnichannel communication strategy, the construction of a data strategy, the management of change within teams… », specifies the director of the TDMS Specialized Masters.
The training offered by emlyon, which is aimed at all digital enthusiasts wishing to play this essential role, is based on the jobs most in demand today: digital project manager, digital marketing manager, digital transformation consultant, customer success manager … These have been translated into skills, through a personalized and à la carte course. ” The hybridization of skills is crucial here. We have students with very varied academic profiles (marketing, cognitive sciences, pharmacy, engineers, economists, law, etc.), which allows them to combine all these high-level skills, which are both rare on the market of employment but also create value for businesses. »
A rapid increase in skills thanks to the flipped classroom method
emlyon’s Specialized Master’s in Digital Transformation, Marketing & Strategy trains learners in 13 months, divided between 6 months of courses to quickly build skills and become a ” transformer », and 7 months of internship in a company. On the program: many case studies, professional simulations, projects carried out in teams to ” build intellectual flexibility, consolidate managerial practices, and perform on project delivery deadlines “.
This formula, which is highly appreciated by students, is based on the flipped classroom method, which is integrated into an active pedagogy by projects and teams. ” It is based on confidence in the autonomy and responsibility of students in their journey as a learner. Concretely, they consult, at their own pace, resources upstream of the course on concepts, cases illustrating them, tools, etc. At the start of the course, the student is very quickly put into action to carry out a project which requires mobilizing the elements retained on the resources and the answers given to the questions of the students throughout the course. There are different levels of flipped classrooms depending on the pedagogy of each course », explains Julien Deseigne.
This pedagogical method allows learners to better immerse themselves in the concepts taught throughout the course, and group projects offer them the opportunity to quickly put them into practice, in order to be able to apply them later throughout their experience. professional. ” The companies that host our interns find that they are very quickly operational on often cross-cutting subjects that fascinate them. » The results are there: the employability rate of the TDMS Specialized Master from emlyon is close to 100%, with, sometimes, salary levels reaching 50,000 euros gross per year, bonuses included.
Become a player in the digital transformation of companies with emlyon