Digital Management and Marketing

From AI-driven decision-making to digital and virtual consumption, these advancements are transforming contemporary life. The DMM research group is actively engaged in studying these dynamics, focusing on areas such as human-AI collaboration, digital virtual experiences, digital communication, and the integration of AI within public and private sectors. Group members utilize diverse research methods—including case studies, phenomenology, netnography, online ethnographies, experiments, and surveys—to explore critical themes like IT-enabled change management, the complexities of digital and virtual experiences, and the governance of digital transformation. Emphasis is placed on responsible technology practices, transparency, ethical standards, and risk mitigation in managing hybrid (digital and human) workforces and implementing digital transformation initiatives.

In addition to its research, the group is dedicated to preparing future professionals and leaders through teaching at the bachelor’s and master’s levels, equipping students with skills to operate in the digital world and understand its impact on individuals, society, and organizations. By linking academic learning with practical insights through collaborations with regional industry partners, public organizations, and educational institutions both in Norway and internationally, the group aims to ensures that students are prepared to drive innovation, manage change, and contribute to responsible digital practices across sectors.