Universitat Internacional de Catalunya
Digital Business
Other languages of instruction: English, Spanish
Introduction
COURSE SUMMARY
Without exception, the most valuable companies in the world today are platforms: Microsoft, Apple, Amazon, Google, Facebook, and many other firms have built their fortunes by facilitating innovation across global ecosystems or enabling the broad exchange of goods and services. There are different paths to success in the digital world, whether a company wants to compete as a new platform or to leverage an existing platform for competitive advantage. This program will show you how to create sustainable value whether you are competing as, with, or against digital platforms.
For future business leaders and entrepreneurs, platforms present enormous opportunities but also pose serious risks. Competing in what have been called “multi-sided markets driven by network effects” is often akin to playing three-dimensional chess. By examining the essential strategic insights of platform businesses and markets, this program will help you maximize the value and minimize the costs of creating, managing, or engaging with platforms.
This course will merge concepts and approaches from economics, strategic management, lean startup philosophy, business canvas and design thinking.
Objectives
COURSE OBJECTIVES
At the end of the course, the participant is expected to be able to:
- Understand the role of platforms and the challenges involved in building a platform
- Design a business platform and support business practices
- Define some aspects of the technical architecture to support the platform
- Defining key enablers for the platform, namely Governance, Trust, Ecosystem
The course will take the participants through design phases with practical hands-on activities. Participants are expected to assist classes, complete teacher assignments and follow readings to be up to speed. Case based discussions, industry practitioners sharing will be used to augment learning.
Competences/Learning outcomes of the degree programme
- 13 - To be familiar with and understand the terms and processes of company management.
- 25 - To understand the commercial function of a company and its objectives.
- 26 - To comprehend and use the basic concepts of marketing and the main sectorial policies and understand the commercial environment in which these companies operate.
- 33 - To be able to search for, interpret and convey information.
- 39 - To acquire the ability to solve problems and make decisions based on relevant information, applying the appropriate methods and situating the problem within the organisation as a whole.
- 50 - To acquire the ability to relate concepts, analyse and synthesise.
- 51 - To develop decision making skills.
- 52 - To develop interpersonal skills and the ability to work as part of a team.
- 54 - To be able to express one’s ideas and formulate arguments in a logical and coherent way, both verbally and in writing.
Syllabus
CONTENT OF THE COURSE
- Where are We Now?
- Platform Thinking: Platform Economy, Types of Platforms
- Winner Takes All or Almost All: Network Effects.
- Dealing with Consumer Expectations
- Strategy and Business Models
- Common Mistakes
- Harnessing the Platform
- Looking Forward
Teaching and learning activities
In person
TEACHING METHODS
Lectures, seminars, group work, in-class exercises and tests, presentations, case studies, home assignments
| TRAINING ACTIVITY |
| Case analysis Lecture Classroom practicum (solving problems/videos/text commentary/sheets) Individual study Project presentations and debates Solving problems in the classroom Small group seminars Writing up projects |
Evaluation systems and criteria
In person
GROUP PROJECT
The project has to be conducted by small groups of students in the format of a live-project. The goal is to learn to draft a strategy for a digital business using knowledge acquired in class.
(a) Student teams will present their projects to the rest of the class.
(b) The well-written report should incorporate material from lectures, the course literature and readings, and additional academic and/or media material found independently by the team.
EVALUATION CRITERIA APPLIED TO INDIVIDUAL AND GROUP WORKS
- Focus on a given task
- Explicit use of reliable sources / evidence of your information
- Consistency of the structure and format
- Correct use of concepts when applicable
- In general, students are expected to show their ability to analyze and synthesize rather than describe and copy/paste
PARTICIPATION IN CLASS
Your participation in class has key importance in this course. For this reason, your presence and participation will be evaluated by instructor. The instructor will be looking for various quality contributions from each of you during the class.
EXAMINATION
The exam is a closed-book one. Duration is 75 minutes
The exam will consist of several questions related to the curse content and problem solving/ critical reasoning cases.
The exam questions will be based on all issues covered by the course, in particular, the material presented in lectures (also guest lectures), readings, and case examples. Further advice and information on the exam will be given to students in class.
GRADING SYSTEM
|
Activity |
Weight |
|
In-class activity (assistance and quality of participation) |
25% |
|
Midterm |
5% |
|
Group project – final presentation |
30% |
|
Final written examination |
40% |
CONTINUED WORK: in order to qualify for a mark on this course, you must participate in at least in 70% of course activities (this also includes justified absence). This also applies to the re-take in the 2nd exam session (normally, in summer). In case of assistance below 70%, students will need to submit an additional compensatory work to be admitted to the final examination. The work will be provided by the instructor, who will take into account the attendance and, possibly, other relevant factors.
THE SECOND CALL (REPEAT EXAM): this is only for those students who have not passed the course (suspended the course) in the first sitting. In order to pass this second round, students will have to take an exam that will have a weight of 40% of the final grade. For the remaining 60% of the grade, students will have to submit additional compensatory work(s). The work will be provided by the instructor, who will take into account attendance and continuous work, group work and, eventually, other relevant factors.
Bibliography and resources
RESOURCE AND COURSEBOOK
Main coursebook:
- Compulsory readings will be provided to students