Data analytics is at the heart of digital transformation, providing the foundation for how organizations create, capture, and sustain value. In today’s competitive landscape, firms that harness data effectively can unlock network effects, develop new business models, and differentiate themselves from rivals. This unit introduces the essential role of data analytics in organizations, guiding you through concepts such as value creation, infrastructure, competitive advantage, and case studies of firms using analytics to transform their industries. You will engage in reflection, activities, and case-based exercises that illustrate how analytics drives both strategic and operational outcomes.

Artificial intelligence and machine learning are changing the economics of organizations by reshaping how data is processed, interpreted, and applied. From reducing marketplace integration costs to enhancing customer onboarding and support, generative AI and large language models (LLMs) are no longer experimental; they are actively influencing productivity, profitability, and competitive advantage. In this unit, you will explore how AI and ML create value for firms, identify common pitfalls in applying generative AI, and experiment with hands-on labs to understand both the potential and the limitations of LLMs. Real-world cases will illustrate how AI can expand markets, alter cost structures, and shift the boundaries of what is possible for both B2B and B2C organizations.

Data analytics and AI are most powerful when they move beyond pilots and proofs of concept into scalable, value-generating systems. This module explores the organizational capabilities required to make that leap, including infrastructure, experimentation, and integration. It also addresses how global trends such as decoupling and de-globalization create new risks and opportunities for firms managing data across borders. Through case studies, reflections, and an applied assignment, you will practice designing strategies that help organizations respond to shifting digital and geopolitical landscapes.