Programme package for KEDGE Winter School 2025

Course Format: 6 hrs per day over 1-week; from January 13 - 17, 2025.

In the age of the ‘Digital Enterprise’, technology disruption has become omnipresent. It is helping organisations, in every industry, use information to make choices about what markets to pursue, create business advantages, gain competitive differentiation and manage costs.

The central ingredient: Data.

To take advantage of the intelligence enabled by the collection of Data, one must understand the methodologies, processes, architectures, and technologies that transform raw data into meaningful and useful information, so that it may be used to integrate more effective strategic, tactical, and operational insights in the decision-making process.

By the end of this course, students should be able:

• To have a much better understanding of disruptive technologies, from the perspectives of technology, intelligence and business, including: Big Data, Cloud Computing, Data Analytics and Artificial Intelligence.
• To understand the steps in the transformation of data collection to decision making.
• To develop a roadmap to conduct transformation, delivering business-value through technology disruption.

Course Format: 6 hrs per day over 1-week; from January 20 - 24, 2025.

This course addresses a recent and important strategic imperative in an integrative way: Using Big Data, Artificial Intelligence, and connected devices to serve customers. 

These ‘disruptive technologies’ are currently turning everything upside down, enabling a quick, individualized and resource-efficient form of customer management. The field of Marketing is especially well placed to profit from Big Data as it facilitates a shift from an isolated view of consumer behaviour to a holistic understanding of customer needs. 

By the end of this course, students should be able:

• To understand how Big Data, Artificial Intelligence, and the Internet of Things impact marketing strategies
• To apply the learned concepts on practical examples and real life cases
• To develop strategies on how to create customer value with innovative technologies
• To critically reflect on the opportunities and challenges of innovative technologies