Chair in Digital Media & e-Commerce

Titular professor

Michael Ghilissen

Affiliate Professor


 Digital Marketing & Sales Management


The digital transformation will be the main issue in the economic dynamic and the performance of companies in the coming years.  We are observing a real revolution of the competitive environment and the ecosystem of companies. The search for a profitable growth lever at present involves knowledge of customers and new markets created by this digital transformation, which needs strong leadership to bring about this change.

The Chair in Digital Media & e-Commerce was created in order to encourage better understanding of the various impacts of the digital dimension on the economy, companies and administrations. It aims to identify the skills required for perfect mastery of present and emerging issues.

 To remedy the lack of leaders trained in the various aspects of the digital economy, who are capable of implementing a transversal approach geared to results and responding to the most complex, but also the most real, problems facing organizations, the Chair with its founding partners has developed a university training program that is unique in the field of management science.

The objective of the Chair is to develop teaching relating to:

  • Digital Strategy, in other words, the issue of digital innovation in large companies and its impact on their strategy and economic model; inter-company strategy, and internationalization.

  • The Big Data issue: how the processing of immense data bases and data flows continuously opens new perspectives for understanding the market and the behavior of customers, as well as for the creation of new offers.

  • Skills in Digital Business in order to trace out a vision and a global and relational objective between the following components: digital advertising, e-commerce, customer experience, ‘omnichannel’ distribution, new media, social networks, agile technology and cloud-based services, electronic payments.

The Chair makes it possible to develop a finely woven program between the academic world and business.  The main advantages are situated on the level of the co-development of this training program and establishing a strong network of companies seeking performance and wishing to stand out in the context of digital economics.  Networking and the exchange of good practices are thus integral parts of the activities of the Chair.

The Chair contributes to the digital development of Digital Business in Belgium, via initiatives such as workshops, conference days, inter-university research programs and competitions in the field of collaboration between major European companies.

Partner(s) of the Chair

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Last update :02/06/2016