Managing in the Global Digital Economy

Managing in the Global Digital Economy

Companies like Uber, Tinder, Amazon and Airbnb have transformed the digital economy on an international level. What strategies did these platforms adopt, and how were they able to scale globally? How have retailers and news publications changed their business models to keep pace with digital and mobile trends?

Managing in the Global Digital Economy will help you understand digital platforms and their network effects at the local, national and global levels. Mauro Guillén, Dr. Felix Zandman Professor Emeritus of Management, uses real-world examples to illustrate how you can take advantage of new technology and adopt competitive omnichannel strategies for your business. You’ll also learn about international expansion considerations and the impact of regulations.

By the end of the global digital marketing course, you’ll have a sharper sense of digital innovation and be able to approach global management from a more informed, digitally-savvy point of view.

Why Study the Global Digital Economy?

  • The digital economy accounted for 6.9% of the United States GDP in 2017, and continues to grow.1
  • Many economists claim data is more valuable than oil as a commodity.2
  • The amount of data created worldwide has grown exponentially, creating demand for cloud storage innovation and data professionals.3


Program Details

Start Dates: 
Enroll Immediately

4 weeks

2 hours per week

Program Format:
100% Online

Program Tuition:



Course Modules

MODULE 1: The Growth of the Global Digital Economy

In this module, you’ll explore the growth of digital platforms and examine the increase in the digital populations of different countries and socio-demographic segments. You’ll analyze the emergence of digital firms and learn the importance of detailed analysis of digital access in different parts of the world. Through case studies of companies such as Lego and Amazon, you’ll learn how they achieved successes as digital firms. You’ll also learn how digital currencies propelled Africa to the forefront of the digital economy. By the end of this module, you will have a better understanding of the digital economy and be able to implement successful strategies to propel digital transformation for your firm or organization.

MODULE 2: Digital Platforms and Network Effects

In this module, you’ll examine the fundamentals of network effects, and delve deeper into network analysis with case studies. You’ll learn about the types of digital platforms and gain a better understanding of one-sided versus two-sided network effects through a mapping exercise. By analyzing the case studies of Tinder and Uber, you’ll explore how network effects can unfold at the local, national or global levels. By the end of this module, you will have a better understanding of the nature of network effects and the types of strategies that digital platforms can implement in order to successfully compete.

MODULE 3: The Digital Transformation of Traditional Business

In this module, you will explore digital transformation within retail, printed media, and financial services. Through close examination of Zara’s retail strategy, you’ll learn about the advantages of the omnichannel approach in online retail sales. By studying the failed digitalization of eBooks and wines, you will better understand the importance of forming a competitive strategy that takes advantage of the potential of new technologies. By the end of this module, you’ll have a richer understanding of both successful and unsuccessful digital transformations and know what strategies are more successful than others.

MODULE 4: The Internationalization of Digital Firms

In this module, you’ll learn about international expansion and its network effects on digital platforms. Through close analysis of the case study of AirBnB, you’ll understand the importance of key decisions such as timing, market sequence, and speed in international expansion. You’ll also analyze the comparisons among Spotify, Apple Music, and Netflix, and learn how margins depend on the threat of substitutes, the degree of competition, and the possibility of new entrants. By the end of this module, you’ll be able to better navigate the risks of international expansion for your organization and develop a more successful digital strategy for your business.

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Key Program Takeaways

In this global digital marketing course, participants will learn how to:

  • Distinguish between one and two-sided networks
  • Analyze the local, national and international effects of digital platforms
  • Craft digital platform strategies based on network effects
  • Advocate for omnichannel strategies that improve user experience
  • Approach international expansion — understanding when to start, what sequence of markets to enter and how quickly to expand

Managing in the Global Digital Economy Faculty

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Dr. Felix Zandman Professor Emeritus of Management

Faculty research interests

He holds the Zandman Endowed Professorship in International Management at the Wharton School. He received a PhD in sociology from Yale University and a Doctorate in political economy from the University of Oviedo in his native Spain.

He is a trustee of the Royal Foundation of Spain, known as the Fundación Princesa de Asturias, a member of the advisory board of the Escuela de Finanzas Aplicadas (Grupo Analistas), and serves on the World Economic Forum’s Global panel of experts.

He has won the Aspen Institute’s Faculty Pioneer Award. He is an Elected Fellow of the Sociological Research Association and of the Macro Organizational Behavior Society, a former Guggenheim and Fulbright Fellow and a Member in the Institute for Advanced Study in Princeton. In 2005 he won the IV Fundación Banco Herrero Prize, awarded annually to the best Spanish social scientist under the age of 40. He has delivered the Clarendon Lectures at Oxford University, the Otto Krause Memorial Lecture at the University of Johannesburg, and the Laurent Picard Distinguished Lecture at McGill University.

He has received a Wharton MBA Core Teaching Award, a Wharton Graduate Association Teaching Award, a Wharton Teaching Commitment and Curricular Innovation Award, the Gulf Publishing Company Best Paper Award of the Academy of Management, the W. Richard Scott Best Paper Award of the American Sociological Association, the Gustavus Myers Center Award for Outstanding Book on Human Rights, and the President’s Book Award of the Social Science History Association.

His current research deals with the internationalization of the firm, and with the impact of globalization on patterns of organization and on the diffusion of innovations and crises. His most recent books are Rude Awakening: Threats to the Global Liberal Order (2018), The Architecture of Collapse: The Global System in the Twenty-First Century (2016), Global Turning Points (2012), and Emerging Markets Rule (2012). He is also the author or co-author of The New Multinationals (2010), Green Products (2011), Building a Global Bank: The Transformation of Banco Santander (2008), The Rise of Spanish Multinationals (2005), The Taylorized Beauty of the Mechanical (2006), The Limits of Convergence: Globalization and Organizational Change in Argentina, South Korea, and Spain (2001), Models of Management (1994), and The AIDS Disaster (1990).

His personal website is at:

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Learn more about Wharton Online’s Leadership in the Global Digital Economy course before enrolling in the program.

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