Technology is changing every aspect of how businesses and services, whether public or private, operate – a process known as digital transformation. Since change is the only thing constant, digital transformation has become imperative for all businesses – small, medium, and large. However, digital transformation is not just about embracing new technology. It is about a change in thought and organisation culture.

About the course

Through this free online course, you will explore the impact of digital transformation and the issues that arise from it and you will learn how to implement digital transformation in your organisation.

During the course you will cover several main topics:

  • Tools and methods for digital transformation initiation, beyond the purely technical aspects;
  • New jobs, roles, and responsibilities created by the digital transformation of services and businesses;
  • Digital strategy and business model for digitised service offering;
  • The evolution of marketing in the digital age;
  • Service industrialisation, by integrating digital and human aspects;
  • The good and bad sides of digital transformation, remaining critical and conscious of the balance between humans and technology.

The course has been developed by Grenoble Ecole de Management – one of the best French and European business schools. You will learn with a range of educators with experience in the digital transformation of businesses and services, and follow a realistic case study documenting digital transformation in the world of retailing.

What you will learn

By the end of the course, you'll be able to:

  • Explore tools and methods that, beyond the purely technical aspects, initiate a digital transformation around your service offering
  • Investigate new jobs, rolesр and responsibilities induced by the digital transformation of services and businesses
  • Develop a digital strategy and business models for your digitised service offering
  • Experiment the evolution of marketing impacted by the digital
  • Assess how to industrialise services by integrating digital and human aspects
  • Debate the good and bad sides of the digital transformation remaining critical and conscious of human and technical balance


This course is designed for the employees of services or industrial companies, who are aiming to digitise their services, and want to understand the impact of this transformation on their organisation and culture.

About the instructors

Mark Prunier is a professor at Grenoble Ecole de Management and educational manager of programmes in "Culture and Engineering of the services". He is also a consultant in information systems management and service system.

Hubert Kratiroff is a digital maker since 1992.

Starting date: 9 October, 2017

Duration: 4 weeks, 3 hours per week

Language: English

Instructors: Mark Prunier and Hubert Kratiroff

Institution: Grenoble Ecole de Management