1. Certificate
Schlégl Ákos
completed
the Massive Open Online Course at Deutsche Telekom
Magenta MOOC 'Go Digital'
from April 4th
to May 28th
2016
with excellence
Prof. Dr. Marion Festing
ESCP Europe, Berlin
Rector
Prof. Dr. Martin Kupp
ESCP Europe, Paris
Course Head Magenta MOOC
Berlin, May 30th
, 2016

2. Course curriculum of the Magenta MOOC
The big picture of digitization (1 week)
In the first week, the participants developed a common understanding of the dimensions of digitization and how fast
digitization changes the world surrounding us. They got to know prominent cases of digital disruption on the societal,
economical, and individual level as well as the ´big picture´ of Deutsche Telekom´s role within the digital world.
Every participant was part of an international, heterogeneous team made up of five employees of Deutsche Telekom.
Throughout the MOOC, the teams worked on a real business challenge of Deutsche Telekom regarding digitization. In the
first week participants started building their virtual team by establishing working agreements, developing their team’s
identity, and raising their intercultural awareness.
Exploring drivers of digitization (2 weeks)
Participants learnt how technologies like the Internet of Things and Big Data combined with new customer expectations like
“24x365-self-service enabled, automated and real-time” transform entire industries and affect Deutsche Telekom´s
business. They gained insights into successful projects of Deutsche Telekom and recent digitization strategies in the telco
industry.
Within their business challenge, participants were introduced to “Design Thinking” as a general framework for innovation
and problem solving. Together with their team, participants explored their business challenge, the respective technologies,
and customer behavior using tools like the “ladder of abstraction”, “context mapping” and “creating a persona”.
Making (new) business (2 weeks)
Participants studied the concept of disruptive innovation and how business ideas are developed and how markets are
entered nowadays. They reflected on the general rules of digital business models (such as customer centricity, value creation
networks, and data) and respective consequences for the telco industry and Deutsche Telekom in particular.
Working on their business challenge, participants deepened the practical application of Design Thinking, e. g. by generating
a vast number of solutions in an ideation process and sketching them out on “Idea Napkins”. Finally, they created a
prototype for their preferred solution and also added a business perspective by using aspects of the Business Model Canvas.
Working in the digital age (2 weeks)
Participants learnt that working in the digital age does not only mean working digitally, but that it is the driver for cultural
change which is essential in an increasingly competitive landscape. They got to know new ways of collaboration, flexible and
user-centered working methods, and new approaches of leadership as the most important requirements of digital
transformation.
Following the idea of an “elevator pitch”, the teams developed a persuasive story about their solution creating a short
presentation in any media or format. They applied storyline rules in order to convince their stakeholders in general and
decision makers in particular.
What does digital mean to your business? (1 week)
The last week focused on “self-transformation”. Participants reflected on their course findings and experiences. They
identified those assumptions, approaches and methods which are helpful to challenge their way of doing things and to
strive for innovations and improvements in their area of influence.