Digital Innovation Monetisation (2235.YR.015083.1)

General information

Type:	OBL	Curs:	1	Period:	S semester
ECTS Credits:	4 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 1	Ricard Bonastre Verdaguer	Dirección General y Estrategia	ENG

There are some key questions that should be answered to understand how to transform a business idea into a real business opportunity. First of all, how significant is the need that wants to be solved in terms of market dimension. After that, the efficiency of the solution in terms of value for the clients and, finally, the revenue stream model to ensure a large gross margin. These key questions could be applied for any kind of business.

In a digital business, should be answered two additional key questions:

1.- How hard will it be acquire customers
2.- How we will scale our sales process

These two key questions have a significant relevance in a digital business and in most cases are directly related with business success.

Monetization strategy, as a broad concept, is focused on understanding how to run a digital business specially on getting a fast growth in clients and scaling marketing and sales processes.

Monetization strategy will pay special attention in how should be defined a marketing and sales funnel and how should be applied artificial intelligence to build scalable processes and ensure clients behavior knowledge.

Finally, AI application, using Predictive Marketing solutions to manage clients behavior knowledge, could have some ethics effects that are significant to understand and analyze. Is a moral obligation not to forget that behind the customers there are individuals.

Monetization Strategy subject pursues as its main goal to understand how to run digital business with fast growth and scalability and what kind of technologies should be applied to achieve it.

Monetization Strategy has other additional goals:

Understanding key concepts about marketing and sales funnel in a digital business
Putting special attention to user's acquisition strategies and channels: direct traffic, SEO, SEM, SMO and others.
Deeply analyzing funnel key concepts as: findability, acquisition, conversion, loyalty or retention and their related processes and kpi's.
Understanding how to apply AI or, more specifically, predictive marketing to build a predictive funnel
Discussing about predictive marketing ethical effects

1. Lesson Plan 1 Wed Feb 21th Intro: Monetization strategy 2 Thu Feb 22th How to create and measure a a marketing&sales funnel? Acquisition, Conversion, Loyalty and Retention. 3 Wed Mar 6th Business case session: user¿s acquisition strategy. 4 Thu Mar 7th How to scale sales in a digital business? Inbound/Outbound Strategies 5 Wed Mar 20th Business case: Sales Strategy 6 Thu Mar 21th Predictive Marketing: models and methodology 7 Wed Apr 3th How to create Predictive marketing & sales Funnel? 8 Thu Apr 4th Business case: Predictive Marketing 9 Fri Apr 5th Business ethics approach: where are the ethical limits of predictive marketing? 10 Thu Mar 11th Final Exam

To achieve the subject goals, lessons will combine differents class methodology:

Master classes to understand the key concepts
Class activities to solve business problems related to monetization
Business cases or experiences shared with Marketing managers from different industries
Final exam or final activity

Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big Data.
https://www.amazon.es/Predictive-Marketing-Marketer-Customer-Analytics-ebook/dp/B01AOOH2MA/ref=sr_1_2?__mk_es_ES=%C3%85M%C3%85%C5%BD%C3%95%C3%91&crid=1MYR7MZ0IHX8V&keywords=predictive+marketing&qid=1652795154&sprefix=predictive+marketing%2Caps%2C86&sr=8-2


Business Model Innovation Strategy: Transformational Concepts and Tools for Entrepreneurial Leaders
https://www.amazon.es/Business-Model-Innovation-Strategy-Transformational/dp/1119689686/ref=sr_1_1?keywords=business+model+innovation+strategy&qid=1652795197&sprefix=business+model+inn%2Caps%2C85&sr=8-1


Gap Selling: Getting the Customer to Yes: How Problem-Centric Selling Increases Sales by Changing Everything You Know About Relationships, Overcoming Objections, Closing and Price

https://www.amazon.es/Gap-Selling-Problem-Centric-Everything-Relationships-ebook/dp/B07L2J3JBQ/ref=sr_1_1?keywords=gap+selling&qid=1652795228&sprefix=gap+sellin%2Caps%2C87&sr=8-1

The Age of Surveillance Capitalism. The Fight for a Human Future at the NewFrontier of Power: The Fight for a Human Future at the New Frontier of Power

https://www.amazon.es/Surveillance-Capitalism-Fight-Future-Frontier/dp/1781256853/ref=sr_1_1?keywords=surveillance+capitalism&qid=1652795528&sprefix=survei%2Caps%2C91&sr=8-1

Group	Teacher	Department
Year 1	Ricard Bonastre Verdaguer	Dirección General y Estrategia