DIGITAL

TRANSFORMATION:
LEADING PEOPLE,
DATA & TECHNOLOGY

As the rate of disruption accelerates, the bigger the gap between

leaders and laggards.

DIGITAL TRANSFORMATION
 OVERVIEW

Every organization, regardless of its industry and offering is now an information company. From
relationships with external partners and customers to internal operations, digital technologies have
changed how information is transmitted and processed. Consequently, every job function within every
firm and industry is vulnerable to some manner of digital disruption.

Data and technology are at the core of digital transformation, but these factors alone are not sufficient to
make the leap towards staying relevant. It’s also about people and their capabilities. There’s no question
that competing in a digitally-centric world requires different skill sets. As a leader, you need to find the
right balance of skills to maintain your core business operations while also innovating for the future. This
includes future-proofing your own skills as a leader in the digital age.

UC Berkeley Executive Education's Digital Transformation online program takes leaders through a
two-month journey that equips them to:

• Identify opportunities to address specific problems within the firm and frame them in a way where a
digital solution can be optimal.
• Manage the organizational transformations, in the form of people and processes, required to enable
measurable and significant change.
• Navigate the legal and ethical considerations that surround digital business practices, such as privacy
and data protection.
Drawing from a mix of tools and frameworks from
data science, IT management, and marketing,
participants will learn from top thought leaders in
digital transformation. Live teaching sessions and
moderated discussion boards give you the
opportunity to ask questions, interact directly with
faculty and peers, and accelerate your learning Digital transformation is not
beyond the typical online learning experience. only about changing what
your firm does, but also
Berkeley Executive Education's Digital about how you make
Transformation program does not have any decisions. Data can help you
prerequisites—except for a strong desire to learn prioritize solutions to your
about opportunities for digital technology and data business problems—if you
management practices to transform your business. know the right questions to
As the program progresses through eight modules, ask of it.
a storyline weaves examples from retail and
healthcare, showing how two very different
industries benefit from uniting around data,
technology, and people.

WHO IS THIS PROGRAM FOR?

This online program is designed for mid- to senior-level managers who need a strategy to lead their
business unit or firm through a sea of massive disruption. Leaders who strive to be more proactive in
implementing new ideas, staying ahead of the competition, and aligning their people, data, and
technology are prime candidates. Participants may be leaders of a functional department, head of a
business unit or region, or have general management responsibilities. Since all industries are vulnerable
to some manner of disruption, all industries can benefit from this hands-on experience. The program
culminates with a capstone project where participants create an action plan for a challenge at a level that
is appropriate for their role or responsibility.
 YOUR LEARNING
JOURNEY

In addition to the practical knowledge that you’ll gain from the video lectures, you’ll learn from live
webinars with faculty, peer discussions, case studies, assignments, and quizzes. At the end of the online
program, you will complete a capstone project, addressing a real-world challenge you face in your
organization. Program leaders provide guidance and feedback that make this a highly practical use of
your time.

DATA

Digital
Transformation
OPLE

T
PE

ECH

NO
LO
GY

Note: Berkeley Executive Education reserves the right to change the curriculum and delivery of the program to
improve the participant experience.
 INDUSTRY EXAMPLES

Across all industries, digital technologies have changed how information is transmitted and processed.
Every organization is effectively an information company, and every industry is vulnerable to some
degree of disruption. Learn from these examples:

Healthcare Banking
Optimize hospital patient flow in an emergency Conduct network analyses to find the high-value
department. customers and leverage those relationships.

Advertising Retail
Use A/B testing to determine the effectiveness of Optimize an in-store shopping order using
advertising—how much exposure is enough to “shopper engineering” from Instacart and predict
convert? what item the shopper will add to cart next.

Transportation
Using indoor location tracking of airline
passengers, learn how predictive and prescriptive
analytics help understand where passengers go
and what services to offer them.
 COMPANY EXAMPLES

Cambridge Analytica
One of the most notorious data breaches of all time occurred when
Cambridge Analytica sold Facebook user data and violated the terms and
conditions of the API. Learn the ways that legal and ethical considerations
factor into digital business transactions.

Panera Bread
The customer experience was suffering at Panera Bread due to long order and
wait times. Being a data-driven company, they studied the problem using
customer data and launched an ‘order-ahead’ mobile app, greatly
decreasing order and wait times. They also updated the staffing algorithm,
achieving operational gains.

PayPal
How does a payment platform become ubiquitous? It requires both buyers
and sellers to get on board, presenting the old chicken and the egg
conundrum: which comes first? Learn how a one-sided market evolves into
a two-sided market where both buyers and sellers derive value.

United Parcel Service (UPS)

Imagine you are tasked with creating the best driving routes to provide the
‘last mile’ of residential delivery service to customers. How can data help
you find the optimal routes for your drivers? We’ll pull from descriptive,
predictive, and prescriptive analytics techniques to solve this challenge.

Note: All product and company names are trademarks or registered trademarks of their respective holders. The study of these
products and/or companies does not imply any affiliation with or endorsement by them.
 PROGRAM MODULES

There’s no question that data and technology are key levers for digital transformation, but it’s also about
people and organizational alignment. While much of this online program focuses on opportunities for
advancing your strategic digital plan, there is also an emphasis on people and the organization.

MODULE 1 MODULE 2

Introduction and Overview Opportunities for Digital

Transformation
• Orientation
• New marketing landscape
• Using data to make better decisions
• Applications of machine learning
and artificial intelligence
• Improving operational efficiency
through prediction and automation

MODULE 3 MODULE 4

The Role of Data The Process of Digital

Transformation
• Data as a catalyst for digital
transformation • Create process flows showing who
• Sources of data: surveys, transactions,
does what, and when
sensors, location, text, and image/video • Look at processes through a
• Data storage and infrastructure
customer-centric lens as source of
considerations
improvements
• Achieving customer centricity through
data integration
MODULE 5 MODULE 6

Digital Business Models People and the

Organization
• Products vs. platforms and multi-sided
markets • External: changing customer
• Dynamic and personalized pricing
behavior
• How subscription models are driving
• Internal: Organizational alignment
massive growth
for digital transformation
• Define and measure organizational
goals

MODULE 7 MODULE 8

Technology and Policy Conclusion and Action

Plan
• Data usage: legal and ethical
considerations, such as data breaches, • Capstone project: individual
• GDPR and California data protection
opportunity to address a digital
rules
transformation
• Algorithmic bias in decision making
• Recent trends review and what the
future holds
 PROGRAM FACULTY
THOMAS LEE
Associate Adjunct Professor,
Research Scientist

Thomas Lee is an Associate Adjunct Professor and Research Scientist in the Haas Operations and
Information Technology Management Group at the Haas School of Business. He teaches and conducts
research on information and communication technologies to support innovation and new product
development. Specifically, he develops and applies text and data mining methods for processing
user-generated content. His goal is to discover and select opportunities for product and service
innovation. Recent research has mined the text of online customer reviews to induce market structure
and mined electronic medical records to redesign emergency department healthcare service processes.
He holds Ph.D. and M.S. degrees from MIT's Engineering Systems Division and B.A. and B.S. degrees in
Political Science and Symbolic Systems (Artificial Intelligence) from Stanford University. He has served
as a visiting scientist at the Computer Security Division of the National Institute of Standards and
Technology, a research engineer at the MITRE Corporation, and as a contractor for DynCorp-Meridian
supporting the Defense Advanced Research Projects Agency doing research on Internet privacy and
security.
 ZSOLT KATONA
Associate Professor

Zsolt Katona is Associate Professor of Marketing at the Haas School of Business, University of
California, Berkeley. He is an expert in online marketing strategy and social media. He holds a Ph.D. in
computer science from the Eotvos University in his native Hungary and a Ph.D. in marketing from
INSEAD, France.

Zsolt’s research focuses on online marketing strategy, networks and social media. He studies how firms
can better take advantage of new Internet technologies and how they can integrate them into their
marketing mix. His research has appeared in leading scientific journals such as Management Science,
Marketing Science, the Journal of Consumer Research, the Journal of Marketing Research, and the
Journal of Applied Probability. His research was featured by Bloomberg Business News and the U.S.
National Public Radio. He has consulting experience with companies such as Autodesk, IBM, Kelora
Systems, Singtel, Telkomsel, and Vodafone.
 SAMEER B. SRIVASTAVA
Associate Professor and Harold
Furst Chair in Management Philosophy
and Values
UC Berkeley Haas School of Business

Sameer B. Srivastava is Associate Professor and Harold Furst Chair in Management Philosophy and
Values at UC Berkeley's Haas School of Business and is also affiliated with UC Berkeley Sociology. His
research unpacks the complex interrelationships among the culture of social groups, the cognition of
individuals within these groups, and the connections that people forge within and across groups.

Much of his work is set in organizational contexts, where he uses computational methods to examine
how culture, cognition, and networks independently and jointly relate to career outcomes. His work has
been published in scholarly journals such as American Journal of Sociology, American Sociological
Review, Management Science, and Organization Science. It has been covered in media outlets such as
Fortune, The Wall Street Journal, Financial Times, - Sameer teaches a popular MBA elective course,
Power and Politics in Organizations, and co-directs the Berkeley-Stanford Computational Culture Lab. In
a prior career, Sameer was a partner at a global management consultancy (Monitor Group; now Monitor
Deloitte). He holds AB, AM, MBA, and PhD degrees from Harvard University.
 •

CERTIFICATE

Get recognized! Upon successful completion of the program, UC Berkeley Executive

Education grants a verified digital certificate of completion to participants. This program is
graded as a pass or fail; participants must receive 80% to pass and obtain the certificate
of completion.

UC BERKELEY
E X E C U T I V E E D U C AT I O N

This is to confirm that

Name
has successfully completed the online program:

Digital Transformation
Leading People, Data & Technology
May 11, 2019

Mike Rielly Laura D. Tyson

Chief Executive Officer Dean, Haas School of Business
UC Berkeley Executive Education Chair of the Board
UC Berkeley Executive Education

Note: After successful completion of the program, your verified digital certificate will be emailed to you in the name
you used when registering for the program. All certificate images are for illustrative purposes only and may be
subject to change at the discretion of Berkeley Executive Education.
STARTS ON ABOUT EMERITUS
February 28, 2019 UC Berkeley Executive Education is collaborating
with online education provider EMERITUS Institute of

ENDS ON Management to offer a portfolio of high-impact online

programs. These programs leverage UC Berkeley
May 11, 2019 Executive Education's thought leadership in
management practice developed over years of
DURATION research, teaching, and practice. By working with
EMERITUS, we are able to broaden access beyond
2 months, online our on-campus offerings in a collaborative and
4-6 hours per week engaging format that stays true to the quality of
University of California, Berkeley. EMERITUS’

PROGRAM FEES approach to learning is based on a cohort-based

design to maximize peer-to-peer sharing and includes
$2,400 live teaching with world-class faculty and hands-on
project-based learning. In the last one year, more
than 16,000+ students from over 132 countries have
benefitted professionally from EMERITUS’s courses.
CONNECT WITH A
PROGRAM ADVISOR

Email: [email protected]
Phone: +1 315-982-5094
+1 315-277-2746

Delivered in affiliation with

DIGITAL TRANSFORMATION