This course explores how businesses can leverage AI for strategic planning, innovation, and value creation. Through a case study of a global Danish company, students examine how AI informs strategy development and shapes competitive advantage across the value chain—from innovation to customer experience. The course highlights how AI enables firms to adapt to market changes, enhance capabilities, and engage customers. Students gain practical insight into building and operationalizing strategy in an AI-driven business environment.
Syllabus
Summer 2027
This is a draft syllabus. The final syllabus will be available here a few days prior to the new course’s first start date.
Cand.merc. (Copenhagen Business School, 1982). Head of Marketing, Faxe Brewery A/S, 1985-1989. Marketing Director, The Danish Brewery Group A/S, 1990-1996. Sales and Marketing Director, Royal Unibrew, 1997-2007. CEO and Owner, Imexpo. With DIS since 2007.
Peter Friis-Mikkelsen
Master in Law (Copenhagen University, 1991). Past Work experience includes: Partner Group Manager (2002-2005) & Business Manager (2005-2008) both at Microsoft DK; VP Sales at ScanJour A/S (2008-2011), VP Sales Europe at Medical Insight A/S (2011-2012). Current Founder/Partner at COO Consulting (2012-). With DIS since 2016.
Long Study Tour
About this tour
Covering both the ancient and beautifully situated town of Porto and the capital Lisbon, this Study Tour is designed to bring practical insights into our academic subject. Portugal’s economy has transitioned from a strong tradition in craftsmanship to scaling production on an industrial scale. By visiting relevant businesses, we will gain insight into how AI can add value in the production and distribution parts of the value chain. To taste of the rich Portuguese culture, you will have experience both Porto (the center of port wine production) and Lisbon (one of the early centers of exploration of and trade with the Americas).
Learning outcomes
Understand modern global supply chains. Portugal is a global manufacturing hub for our case study company, and we will get to see production and meet with representatives to understand how they manage a global supply chain from the manufacturing perspective
Experience manufacturing firsthand and discovering opportunities for enhancing production through strategic application of AI technologies. Our focus company is actively seeking to implement the latest technologies to enhance production efficiency and adaptability
Experience the rich culture of Portugal and understand the impact of cultural differences in a global business context. Despite global brands and global strategies and markets, local adaptation to culture is still an important part of succeeding in the competitive market for consumer preferences. We will compare Portuguese culture to Danish and American culture to understand the impact it has on how strategies are implemented
Possible activities
Visit manufacturing company in the case study that this course is based on
Visit winery in Porto
Tour of Lisbon to experience the historic, architectural, and gastronomic highlights of the capital
Looking for some advice? We’ll support you every step of the way.
