Digital Business

Training 'Digital Business Management'

Do you find that terms like Industry 4.0 and digital management keep cropping up in your work? Would you like to uncover the potential they hold for your department or your company? Do you want to get to grips with the fundamentals of business models and strategies, and gain an overview of the frameworks for potential fields of application?


Discover the latest digital technologies and learn how to apply them, giving you a head start on your peers.


Get straight to the point with peer reviews and feedback from experienced professionals.


Key Facts
Digital Business Management

Start Dates
Munich and online
Program Fee
4.900 Euro plus Case Challenge plus VAT; individually bookable modules between 490 and 1.580 Euro
both online for self-study (module 1 to module 4) and in presence at Munich Business School (module 5 & 6 + case study)

"A course with a broad and deep view into the digital world. Exciting, insightful and interactive, the experienced lecturers convey the content to the group participating online. As an IT expert, it was very fascinating for me to dare to look outside my own digital worldview. I made some great contacts and gained a lot of insight in the process."

Marvin Adams, Client Service Partner at IFS; Participant of the Digital Business Management course

Course Objectives and Content

Target audience and participants

The Digital Business Management seminar is a professional development course aimed at managers, leaders, specialist staff and employees – both with and without an academic background in business management – who would like to deepen their understanding of digital business management and promote this topic in their company.


Course Format

Flipped Classroom
Flipped Classroom

The concept of the Flipped Classroom describes a teaching method of integrated learning.

Before the actual learning phase in the plenum, you will receive learning materials that you can work on independently and individually at home. In the joint teaching unit, there is more time to clarify questions of understanding and, above all, to deepen and apply what you have learned in group work. The plenary teaching phase is realized as an online unit in this course.

In-person teaching at MBS
In-person teaching at MBS

Elements of the course comprising in-person teaching at MBS allow everyone on the course to gather at Munich Business School for intensive, face-to-face learning.

In these sessions, you will benefit from the group dynamic as well as the (technical) facilities at our institution.

Course Structure

The "Digital Business Management" course consists of six modules and is based on the concept of blended learning, combining purely virtual modules (Module 1 - Module 4) with face-to-face seminars (Module 5 and 6 incl. Case Challenge).

  • Customer Centricity: Put your target customers at the core of your concept to successfully restructure your company for the digital age.
  • Digital Strategy: Identify your company’s current digital maturity level and set your target level. 
  • Digital Business Models: Use digital business models to drive your competitive power. 
  • Advanced Analytics: Learn to apply artificial intelligence and create your own AI roadmap. 
  • Leadership and Culture in the Age of Digitalization: Understand what good leadership looks like in the digital age and agile environments.
  • Case Challenge: Plan and realize your own digital project. 

Course materials partly German, partly English, depending on the module.

Module 1: Customer Centricity as a Precondition of Successful Digitalization (online)

The first module meets a key requirement of digitalization by conceptualizing and digitalizing new forms of customer interaction. 

Course format:

Flipped Classroom: At the beginning of the module and the respective week you will be provided with learning materials for self-study. Subsequently, you deepen and apply what you have learned in a synchronous, i.e. joint, online session. 


Week 1: Digital customer experience management
You will gain a fundamental understanding of customer centricity and its value. In addition, you will define your target customers using the persona method. 

Week 2: Digital touchpoints
You will learn to understand, apply and implement digital touchpoints and discover how to address your target customer directly. Digital touchpoints can provide feedback and help to structure dialog with your customers in virtual and real-world environments.

Week 3: Digital customer journey
Using the customer journey method, you will connect personas and touchpoints. This will enable you to identify unfulfilled customer wishes and thus highlight new opportunities to enhance customers’ experience when searching for, purchasing or using your product or service. You will also learn how to improve your net promoter score (NPS) by creating an optimally personalized customer journey.

Dates Fall 2021:
13.09.2021, 5 pm - 7 pm
20.09.2021, 5 pm - 7 pm
27.09.2021, 5 pm - 7 pm

Module price: 790 Euro plus VAT


Prof. Dr. Hans Jung and Prof. Dr. Alexander Suhm

Module 2: Digital Strategy (online)

The second module will equip you with the tools you need to assess your company’s current digital maturity level and set your target level. You will draw up a master plan of action, enabling you to define and synchronize the measures required to promote digitalization at all relevant levels (target system, cultural processes, digital solutions).

Course format:

Flipped Classroom: At the beginning of the module and the respective week you will be provided with learning materials for self-study. Subsequently, you deepen and apply what you have learned in a synchronous, i.e. joint, online session. 


Week 1: Digital maturity models 
You will explore and learn to apply digital maturity models.

Week 2: Determine the current and target status of your company
You will define the current and target digital maturity levels in your company and evaluate these in conjunction with your company’s managers.

Week 3: Master plan of action
You will develop a comprehensive plan that will enable you to oversee implementation of a digital transformation plan.

Dates Fall 2021:
04.10.2021, 5 pm - 7 pm
11.10.2021, 5 pm - 7 pm
18.10.2021, 5 pm - 7 pm

Module price: 790 Euro plus VAT

Speakers: Prof. Dr. Heiko Seif and Prof. Dr. Michael Rüdiger

Module 3: Digital Business Models and Platform Strategies (online)

In the third module, you will learn to scour the range of digital business models on the market and select the models that will give your company a competitive advantage or make it more resilient when faced with digital challengers.

Course format:

Flipped Classroom: At the beginning of the module and the respective week you will be provided with learning materials for self-study. Subsequently, you deepen and apply what you have learned in a synchronous, i.e. joint, online session. 


Week 1: Overview and structure of digital business models
You will learn how business models are structured and gain an overview of more than 60 template business models that many companies use in different scenarios.

Week 2: Selecting and combining new digital business models
Starting with more than 60 template business models, you will discover how to develop new ideas to uncover existing business models and create new models suited to your field of operations.

Week 3: Introducing and developing digital business models
An effective implementation concept is essential when implementing newly developed business models in the real world. You will plan and develop such a concept in the third week.

Dates Fall 2021: 
25.10.2021, 5 pm - 7 pm
08.11.2021, 5 pm - 7 pm
15.11.2021, 5 pm - 7 pm

Module price: 790 Euro plus VAT

Speakers: Prof. Dr. Hans Jung and Prof. Dr. Alexander Suhm

Module 4: Introducing Advanced Analytics – Your Path to an AI Roadmap (online)

In module 4, you will receive an introduction to advanced analytics and come to understand the importance of artificial intelligence for your company’s digitalization. 

Course format:

Flipped Classroom: At the beginning of the module and the respective week you will be provided with learning materials for self-study. Subsequently, you deepen and apply what you have learned in a synchronous, i.e. joint, online session. 


Week 1: Artificial intelligence, customer analytics and business development in the field of advanced analytics
You will receive an introduction to artificial intelligence and customer analytics. You will also learn how you can use AI to optimize the customer journey and customer retention. Drawing on use cases, you will examine and evaluate potential for optimization and forecasting models. You will also identify potential new use cases and sketch out a roadmap to new services using practical examples.

Week 2: Data Analytics Platform & Data privacy 
You will gain an overview of central analytics and data platforms and their role as the basis of data-driven digital enterprise transformation, as well as an introduction to new technologies and trends in cloud computing. Furthermore, you will get to grips with the fundamental elements of data privacy. 

Week 3: Statistics and machine learning (data science)
You will gain an overview of the concepts, methodology and application examples for regression analyses, classification procedures and cluster analyses. You will learn how to prepare and structure the data correctly and how to evaluate the models in a target-oriented manner.

Week 4: Using KNIME, a data science platform, plus statistical computing and programming languages
You will receive a general introduction to KNIME, a data science platform for specialist users, and get to know the most important statistical computing and programming languages (R and Python). You will explore the connections between their various applications and components. You will also understand the challenges involved in implementing big data projects and the most effective solutions developed to date.

Dates Fall 2021:
22.11.2021, 5 pm - 7 pm
29.11.2021, 5 pm - 7 pm
06.12.2021, 5 pm - 7 pm
13.12.2021, 5 pm - 7 pm

Module price: 1,290 Euro plus VAT

Speakers: Markus Nemeth, Gernot Molin and Dr. Michael Baumann

Module 5: Leadership and Culture in the Age of Digitalization (face-to-face)

The transformation of the world of work is constantly presenting new challenges for managers. As processes become more complex, leadership is increasingly coming to mean challenging, developing and empowering individual employees. In the fifth module, you will learn what effective leadership looks like in the digital age. You will contribute the real-world challenges you currently face, develop appropriate solutions, and equip your toolbox for leadership in the digital world. 

Course format:

Face-to-face event at at MBS


•    Effective leadership in the digital world of work: Approaches and models from research
•    Impressing and influencing others
•    Understanding the leadership challenges you face and developing solution approaches 
•    Your personal leadership toolbox

Dates Fall 2021:
17.01.2022, 9 am - 5 pm

Module price: 790 Euro plus VAT

Speaker: Prof. Dr. Ellen Schmid

Module 6: Implementing Digital Initiatives & Case Challenge (face-to-face and online)

The sixth module is squarely focused on preparing you to implement your own digital project. You will receive a practically relevant introduction to KPI-based control mechanisms and transformation tools and learn how classic project management tools can be applied to digital transformation processes. In the case challenge, you will deepen and demonstrate the knowledge you have gained in this and previous modules. 

Course format: The first two days of Module 6 take place as a face-to-face event at MBS, the Case Challenge takes place online.


Day 1: Master plan of action, project methods and change management
The first day combines two key components of digitalization, namely project management and aspects of change management. You will learn why it is important to use conventional project management techniques to plan and control digital initiatives, as well as why digitalization projects can yield disappointing results without sufficient change management input. This section places particular emphasis on the application of practically relevant tools and processes that you can implement in real-life corporate contexts without significance expense or effort.  

Day 2: Key performance indicators and transformation paths 
Using KPIs to control processes is a core task for any manager. By working together, you will identify and develop KPIs with a focus on digitalization initiatives and create an output-focused, KPI-based control mechanism. You will also take into account the conflicting goals that can arise when departmental goals are not coordinated. 

Day 3: Case challenge and pitch; feedback and lessons learned
On the third day of the sixth module, you will continue to learn by doing – a golden thread running through the entire course – and demonstrate what you have learned by means of a case challenge. You will give your presentation in front of a panel of professors and company representatives, who will assess and constructively evaluate your performance.

Dates Fall 2021:
18.01. - 19.01.2022, 9 am - 5 pm (face-to-face)
Case Challenge: 24.01.2022, 9 am - 5 pm (online)

Module price: 1.290 Euro plus Case Challenge Fee 490 Euro plus VAT

Speakers: Prof. Dr. Alexander Suhm, Prof. Dr. Heiko Seif and Dr. Michael Rüdiger

"The course impresses with its high practical content and informative theory. The instructors cover all areas of digital transformation. The course is aimed at all industries and company sizes. What I liked most were the diverse field reports from the top professionals and the numerous tools for practical use."

Marc Karrenbrok, Relationship Manager Private Banking, Die Sparkasse Bremen AG; Participant of the Digital Business Management course

Your Trainers

Prof. Dr.-Ing. Alexander K. Suhm

Honorary Professor for General Management / Business Consulting


Prof. Dr. Ellen Schmid

Professor for Responsible Leadership


Markus Nemeth

Expert for Digitization and Artificial Intelligence 


Would you like to learn more?

Studienberater MBS: Julia Brotzki
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