Digital Strategy Certificate Course at SMU Cox

Digital Strategy

October 9 - 11, 2018Online Registration

In today’s always-on, always-connected business landscape, your company has to leverage the entire range of digital technologies—from social media and mobile to the Internet of Things—to compete effectively and deliver stakeholder value.

This program will position you to make current and emerging technologies an integral—and effective—part of your overall business strategy. You’ll understand how to leverage technology in business processes, products and services, and interactions with customers, suppliers and partners. You’ll learn a comprehensive, multifunctional planning approach that encompasses every aspect of your organization—from marketing and operations to workforce considerations and cultural impact—to guide digital strategy and drive digital innovation.


  • Developing a digital strategy and building it into your business model
  • Using that strategy to drive digital initiatives
  • The processes you should support—online and offline
  • Choosing initiatives that go beyond transactions to support customer decision-making
  • Stimulating product innovation and benefiting from customer collaboration
  • Controlling big data and business intelligence
  • Winning with social and mobile
  • Innovative customer engagement in social networks
  • The performance measures that really count
  • Measuring return on investment from digital initiatives
  • The change management implications of digital transformation  


Program Format: 

Three days, 8:30 a.m. - 4:30 p.m.

October 9 - 11, 2018
CPE Hours: 24

James M. Collins Executive Education Center | SMU Campus, Dallas, TX


$3,995; Group discounts available when multiple attendees from the same organization attend together.
Payment is due September 25, 2018 or upon registration, whichever is later.

To learn more about group discounts, or if you have any other questions, contact us at 214.768.7676 or

For SMU Faculty and Staff discount, please contact us at 214.768.3335

Who should attend
  • Business leaders and entrepreneurs charged with developing and implementing digital and social media initiatives
  • Leaders and teams in strategy, product development, marketing, technology and operations


Sample Schedule for Digital Strategy


Collins Center


Collins Center


Collins Center

8:30 a.m. - 12:00 p.m.

Introduction to Digital Strategy

Amit Basu

Identifying and Prioritizing Digital Initiatives

Steve Muylle

Digitization and Change Management

Ulrike Schultze

1:00 p.m.  - 4:30 p.m.

Digital Innovation Framework

Steve Muylle

Identifying and Prioritizing Digital Initiatives, cont.

Steve Muylle

Evaluating Digital Strategy and Incentives

Amit Basu and Steve Muylle

Program Instructors

Amit Basu is the Carr P. Collins Chair of Management Information Sciences at the Edwin L. Cox School of Business at Southern Methodist University in Dallas, Texas. He is also the Chairman of the Information Technology and Operations Management department at the school, and as a member of the Steering Committee of the Hart eCenter at SMU. Professor Basu has also served on the faculties of the Owen Graduate School of Management at Vanderbilt University, the University of Maryland at College Park (both at the Maryland Business School and the Institute for Advanced Computer Studies), and as a visiting professor at INSEAD (France), the Vlerick Management School in Belgium and the Indian Institute of Management. He received his M.S. in Quantitative Methods and Ph.D. in Computers and Information Systems from the University of Rochester, his M.B.A. from Southern Illinois University, and his B.Tech. in Electrical Engineering from the Indian Institute of Technology in New Delhi.

In addition to his academic research and teaching, Professor Basu has served as a consultant and advisor to a number of private and public sector organizations, both in the USA and Western Europe, such as Dow Corning, Cisco, Accenture, IBM, Belgacom, Merck, eTex, Leonidas, State Industries and the State of Maryland. He has helped a number of global companies understand the impact of the Internet and digital innovation on their businesses and strategy. He has also served as an expert witness in the areas of enterprise software, electronic commerce and information technology, and as an advisor to several technology ventures.

Steve Muylle is Professor of Marketing and Digital Strategy at Vlerick Business School, Belgium. He was a visiting Ph. D. student at the Owen Graduate School of Management, Vanderbilt University, and a visiting Ph. D. scholar at the Edwin L. Cox School of Business, and the Hart eCenter at Southern Methodist University. He has worked with leading companies such as Accenture, the Dow Corning Corporation, Merck, Milliken, Peoplesoft (now Oracle) and Procter & Gamble, and his research has been published in leading journals including the California Management Review, Communications of the ACM, Decision Support Systems, Electronic Commerce Research and Applications, IEEE Computer Society Proceedings, Information and Management, and MIT Sloan Management Review.

Professor Muylle has a rich experience in lecturing for Masters and MBA students and frequently serves as a marketing and digital strategy expert in executive education programs for leading companies including 3M, AGC, BNP Paribas Fortis, Cisco, DSM, Hewlett Packard, ING, Johns Manville, Merck, Microsoft, Nestlé, Philips, and Siemens. In February 2015, he won the “Outstanding Case Writer: Hot topic ‘Digital Transformation’” award in The Case Centre’s annual Awards and Competitions. These coveted accolades recognize worldwide excellence in case writing and teaching, and are known as the global case method community’s annual ‘Oscars’.

Ulrike Schultze is Associate Professor in Information Technology and Operations Management at Southern Methodist University. She also has a visiting appointment at Lund University, Sweden. Her research explores the complex relationship between information technology and work practices. She has studied the work practice implications of knowledge management technology and of Internet-based self-service technology, as well as the implications of social media technologies, specifically the virtual world Second Life, for identity work. More recently, she has been exploring issues related to digital innovation and the sharing economy.

During her tenure at SMU, Dr. Schultze has taught a variety of classes in the BBA, MBA, MSA and MSBA programs. Her course offerings range from technical topics like business process improvement and internal controls, to strategic issues like implementing models for digitalization. Dr. Schultze holds a Bachelors’ and Masters’ degree in Information Systems from the University of the Witwatersrand, South Africa. She earned her PhD in Management, with a concentration in Information Systems, from Case Western Reserve University.