Course Syllabus

Artificial intelligence in business strategy and value creation

Description of course: 

AI is advancing rapidly and reshaping how businesses compete, innovate, and create value. Businesses around the world are seeking ways to integrate the benefits of AI into strategic planning, innovation, operations and customer experience.

In this class we explore how businesses can utilize AI for strategic planning and how they can integrate the possibilities of AI in their value creation. Particular emphasis is placed on understanding AI not only as a technological tool, but as a driver of competitive advantage and organizational transformation.

Based on a case study of a global Danish company, we will analyze the strategy building process and understand how AI can add value and inform strategic choices in business. And we will work to understand how new AI-driven capabilities in business can change value creation by offering new ways to compete throughout the value chain from innovation to customer experience.

You will get an understanding of how to build strategy and how to operationalize it in a context where AI is an enabler for adapting to market changes, an amplifier of corporate capabilities and an agent of customer engagement.

Learning Objectives

By the end of this course, students should be able to:

• Analyze business models and strategies of a European company and based on these analyzes create proposals for new strategies based on classic theories.
• Understand how to transform strategies into implementation plans.
• Use AI tools in developing strategies and innovating throughout the value chain and understand the opportunities that AI present to businesses at a strategic level.
• Apply critical thinking in analysis and application of AI tools.
• Engage in group projects in a structured and efficient manner.

Faculty

Leif Rasmussen

2008 -            CEO and owner of Trading Companies

2008 -            Consultant, Sales and Marketing Strategies

2008 -           Faculty at DIS

1995 – 2008: Member of Executive Board, Royal Unibrew

1995 – 2007: Member/Chairman of Supervisory Boards.

1987 – 1995: Marketing Director, Danish Brewery Group

1982 – 1987: Consultant and Account Manager, Ted Bates Advertising Agency

1982:              Cand. Merc, Copenhagen Business School

1975 – 1982: Product Manager, Irma (FMCG via supermarkets)

E-mail: leif.rasmussen@dis.dk

Peter Friis-Mikkelsen

2016 –            External lecturer at DIS

2013 – 2025  Mentoring the Leadership Discovery Program, CBS full-time MBA program

2012 –            CEO and owner of PerForM Consulting and Coaching Institute

2011 – 2012:  VP Europe, Medical Insight A/S

2008 – 2011:  VP Sales, ScanJour A/S

1998 – 2008:  Acc. Mgr., Partner Group Mgr., Business Mgr. SME, Microsoft Denmark &   

                       Iceland

1993 – 1998:  Large Acc. Mgr. Digital Equipment Corporation

1991 – 1993:  Consultant and team lead, Hafnia Insurance & Banking Group

2008:              Managing IT Strategically, CBS Executive

1993:               DEC Young Managers Program, Insead

1991:              Master of Law, Copenhagen University

E-mail: pfmi@dis.dk

Readings

• ECCO Case Study
• Article: Michael E. Porter: The five competitive forces that shape Strategy
• Article: Michael E. Porter: What is strategy
• Supplementary readings, such as current articles and recent publications, will be added throughout the course.

Study Tour

5 days in Porto and Lisbon, Portugal with business relevant visits, but also cultural visits and time on own.

Approach to Teaching

The teaching style is highly interactive and experiential with a mix of theory/tools and their application in practice. The course will include in-class case work and simulations, in-class practicing of tools in pairs and in groups.

To enhance the learning outcome the class will use a Danish business strategy case study developed during spring 2025 and updated during spring 2027 in a collaboration between the management of ECCO A/S and DIS.

Expectations of the Students

You are expected to have an interest in exploring management in a business context – and to integrate the learning about strategy with the learning about management to help you execute the strategies and lead teams to achieve the strategic goals.

Evaluation

Grade components:

Assignment 1:  Approx. 6-page paper and a group presentation of analyzes and corresponding strategies counts for 25%.

Assignment 2:  Approx. 10-page paper and a group presentation of chosen strategy plus specific and detailed plans for implementation counts for 50%

Engagement: This class requires a high level of motivation and active participation in class and during the Study Tour. Attendance is mandatory. The following is expected from students:

• Active and constructive participation in class discussions
• Having prepared properly for every class
• Being able to address the readings critically during class, thus displaying a good understanding of the subject matter
• Being able to collaborate well with your assigned team and delivering elaborate and analytical papers and presentations.

Engagement counts for 25%.

Academic Regulations  

Please make sure to read the Academic RegulationsLinks to an external site. on the DIS website. There you will find regulations on:

• Course Enrollment and GradingLinks to an external site.
• AttendanceLinks to an external site.
• Coursework, Exams, and Final Grade ReportsLinks to an external site.