Most businesses now have a virtual or online presence that now go far beyond informing their

website visitors what they are about. Besides reaching their target audience, the internet enables
businesses to understand customer preferences and trends, reduce costs and maintain a
competitive or complimentary edge by investing in the latest digital tools or user friendly, often
interactive content. Customers are at the heart of digital business and drive its growth.

The cell phone, notebook or PC are all connected by the digital world and social media, offering
browsers overwhelming information, a range of goods and services, convenient audio-visual or
practical tools like communication through emails, chat lines and online payment (or cash on
delivery).

The downside to digital business are privacy and security risks, dependence on technology that
might malfunction and requires high maintenance and constant vigilance as it evolves and increases
price competition because of higher transparency.

The postgraduate Diploma in Digital Business would allow me understand strategies, explore
technological platforms and tools being used by experienced companies and organizations and
assess the value of these during the current global crisis. It will help me see how these compare to
the mobile banking applications and digital channels being used for retail business by the bank I
work for.

The course would likely help me see to what extent the business requires

 an online presence and greater visibility, category and number of sales channels and the
nature and convenience of its e-commerce
 new ways of communicating with customers via social networks, emails, apps
 how rewarding customer loyalty will require new responsibilities
 implementing polls and surveys to understand how customers view products and services
and adapt marketing approach and support accordingly;
 ensuring that new digital technology maintains improvement data management
 that technology can reduce costs increase productivity and efficiency at multiple levels
 digitalization encourages innovation and needed change.
 digital tools foster communication through group chats and teleconference and enhances
teamwork and interdepartmental cooperation; and that
 with flexible hours, teleworking or working from home, talent can be retained, job turn over
can be avoided

All of above translate into better decision making, improved customer service and business growth.

The opportunity to look at case studies and share interactions during the course would enable me to
identify digital transformation needs in day to day business dealings as well as address
disadvantages of digital business (disruption in internet connectivity, saturation of market, delays in
goods or service delivery, lack of real interaction needed for negotiation and problem solving and so
on.)

I would discuss Insights from the course and contribute toward developing the capacities of my
colleagues to gauge cost effectiveness of digital strategies vs. traditional marketing, analyse valuable
data, bring in higher revenues from digital campaigns and realize a higher return on digital
investment. More knowledgeable and digitally oriented team players would serve customers better,
particularly now the home bound and young people for whom digital is a way of life. Eager to
enhance my own skills for future career prospects by studying and putting the course to good use.