Programme Type



10 Months

Deadline to Apply

16th February, 2022


₹2,00,000 + GST

Class Timings

Saturday – 3:30 p.m. to 6:30 p.m.

Programme Overview

Programme Content

The first module introduces the participants to the implications of a disruptive landscape with specific focus on digital disruptions. In addition to providing a functional overview of the organisation, the module would enable participants to uncover disruption related challenges at a macro and micro level.

In the second module, participants would be introduced to some disruptive technologies and their implications for the business landscape (e.g., Big Data, AI, etc.). Further, participants will understand how organisations can respond and adapt to this disruptive business landscape.
Organisations that fail to respond to digital disruptions often struggle to survive. We will explore the common traps that organisations and managers can fall into and identify how disruption transpires in the digital era. Using the digital matrix framework, participants will appreciate the different types of players in the emerging business landscape and sense the threat they may pose for their businesses. The digital matrix also enables them to visualise and plan the transformation phases that the business will have to undergo to re-invent itself.

After this module, participants will learn how to analyse their business and develop strategies to help the business respond to disruption, especially digital or technology disruption.
Some of the broad topics that the module will cover are given below:
1. Introduction to Big Data, AI, IoT, Cloud, Blockchain
2. Fintech Applications
3. The Digital Matrix

With the rapid digitalisation, it is not just technology that rapidly changes but also customer preferences. Today the digital consumer has the potential to unsettle any business, and hence organisations must re-learn to become customer-centric in a disruptive digital era. After understanding the need to go digital, organisations can still fail if they do not have the right products. This is why the value proposition is at the core of any business model and it is critical to create customer-centric products. In this module, participants will understand how to create value for customers in the digital era using Design Thinking and value innovation approaches. While the Design Thinking approach helps in undercovering products or services in the existing competitive landscapes, Blue Ocean thinking helps firms discover undiscovered/ uncontested market spaces. The module will also discuss the successful adoption of Blue Ocean thinking using examples such as Apple, Canon, Ford, and Bloomberg. Well-tested and reputable tools like Strategy Canvas and Four Action Frameworks would be discussed for adopting Blue Ocean techniques. After understanding the value side of a business, participants will be exposed to the principles of product management. Participants will gain an understanding of how to develop a minimum viable product, how to manage the product life cycle, and managing a portfolio of products and services for the new-age digital consumer.
Some of the broad topics that the module will cover are given below:
1. Value Innovation using Blue Ocean Strategy
2. Design Thinking
3. Managing the Product Life Cycle

In this module, participants will understand how to use the business model to analyse a firm. Participants will also learn the different approaches to building new business models. Further, they will be able to identify areas for improvement within a business model, learn to pivot a business model, compare across competing business models, and understand how to develop a lean and agile business model. Business Model Canvas will equip the participants with a visual toolkit to quickly identify the building blocks of a business model.
Some of the broad topics that the module will cover are given below:
1. Deconstructing Business Models
2. Business Model Canvas
3. Lean Business Models

Despite having a positive attitude towards digital transformation at the boardroom level, strategy fails if the vision does not diffuse to the rest of the organisation or if the organisation culture and leadership is misaligned with the digitalisation vision. In this module, we will look at how organisations can overcome this challenge by leading a formal change to align the strategy and organisation culture in line with each other. The module content would focus on learning to initiate and manage changes in organisation culture resulting in a formal change across functional domains. At the end of the module, the participants would also be able to appreciate the aspects related to designing new-age business organisations.
Some of the broad topics that the module will cover are given below:
1. Leading Formal Change under Digital Disruption
2. Cultural & Integration Challenge
3. Leadership & Organisation Design
4. Performance Management for Digital HR

A popular business model in the digital economy is the platform business model. Platforms have changed the way industries are organised and are becoming the most preferred business model among the most valued organisations today. In this module, participants will understand how a platform business works, the ways to transition to a platform and ecosystem business model, the dynamics of operating a platform business, managing growth in initial and mature stages of platform, and leading the race among competitor platforms for market share. At the end of the module, the participants will develop a platform thinking and understand how a profitable platform business model is built.
Some of the broad topics that the module will cover are given below:
1. Introduction to Platform Business Models
2. Customer Acquisition Strategies in Platforms
3. Platform-Based Competition
4. Orchestrating Platform Ecosystems

Programme Highlights

Programme Details

Key Learning Outcomes
Programme Delivery
Who Should Attend?
Eligibility Criteria
Admission Criteria

Programme Directors

Prof. Rajesh S. Upadhyayula

Prof. Rajesh S. Upadhyayula

Professor - Strategic Management
Chairperson – Post Graduate Programmes
Indian Institute of Management Kozhikode

Prof. Rajesh S. Upadhayula possesses expansive experience spanning academia, industry and non-governmental sectors. He is a post-graduate from IIFM Bhopal and a Ph.D. from Indian Institute of Management Ahmedabad. He was a recipient of the prestigious Infosys Fellowship for his doctoral dissertation. His works (along with co-authors) were recognised at many national and international conferences. He was nominated for “That’s Interesting! Award” and “Best Paper Award” at the Academy of International Business, in 2013 and 2014 respectively. He was a finalist at the Strategic Management Society Special Conference in Singapore. He was also a speaker at various events like Phillip Capital India Conclave – 2012, CaFIT – 2013. He has taught at MDPs for senior leadership at companies like Bosch India Limited, Star TV, etc. Before joining IIM Kozhikode, he was a Manager at Think Tank, a strategic planning wing at TCS. His current interests are in the areas of firm choice in multiple clusters, internationalisation strategies of offshore service providers, emerging market multinationals and corporate governance.

Assessment and Certification

Attendance Criteria

Date & Fees


Ans: Technology is disrupting businesses globally. It is evident how the COVID-19 pandemic has scrambled businesses and inflated the role of technology. As a result, strategies for digital development focuses on using technology to improve business performance, be it to create new products or reimagine current processes. IIM Kozhikode’s Professional Certificate Programme in Strategy in the Digital Age (PCPSDA) covers topics such as Acquisition, Conversion and Retention strategy and much more to equip you with the right skills and knowledge to help your organisation navigate through digital disruptions.

Ans: Digital strategy is the application of digital technologies to business models to form new distinguishing business abilities. It uses technology to improve business performance and leads to the creation of a concrete plan/roadmap for your business. If you want to navigate through the digital disruptions of the current business landscapes, IIM Kozhikode’s Professional Certificate Programme in Strategy in the Digital Age could be your ultimate guide. It will help you to develop a new perspective of looking at a strategy to understand, design, and analyse challenges/opportunities for business models in a digital economy.

Ans: Digital marketing is on the rise. According to a study, 67% of organisations have accelerated digital projects because of COVID-19 (Source: Another study states that AI adoption could raise global GDP by as much as $13 trillion by 2030 (Source:
Below mentioned are numerous types of digital strategies at play:
• Content marketing
• Influencer marketing
• Email marketing
• Search engine marketing (SEM)
• Search engine optimisation (SEO)
• Pay-per-click advertising (PPC)
• Social media marketing
• Affiliate marketing

Ans: Developing a successful strategy in the new world of digital data and AI is the most crucial element that you can deploy to get ahead of this unpredictable curve. In the last few years, we have witnessed the speed and magnitude of change that technology brings, the potential rapid destruction of old business models and value chains, the significantly greater level of uncertainty, and the higher costs of failure to deal with such disruption, you need a robust strategy that is more than just being incremental.