DIGITAL ECONOMY
- Overview
- Assessment methods
- Learning objectives
- Contents
- Full programme
- Delivery method
- Teaching methods
- Contacts/Info
None
The exam takes place in written form and is based on the topics discussed in class and dealt with in reference materials.
The students' evaluation is calculated by averaging an assignment defined with the course instructor and a written exam on a business case analysis.
Assignment: 40% of general evaluation based on a document in the form of a business case. It should be an analysis of a digital economy business case in form of a PowerPoint file, a Word document or a PDF file.
The assignment aims to test your ability to understand and elaborate on the concepts and models of the digital economy presented during the course. It should be an original idea or could be an existing company, but in this latter case, the topic should be discussed with the teacher. No limit of pages.
Written exam: 60% of general evaluation based on the analysis of business cases using concepts and tools used during the course. The exam is open books (students can use notes and articles that form the course program).
Both grades must be equal to or above 18/30.
The course’s purpose is to help students understand the fundamentals of the digital economy for managers and entrepreneurs, from business analysis to strategy implementation.
The course provides a series of concepts and frameworks that students can directly apply to strategic problems they may encounter. Throughout the course, there will be a heavy emphasis on moving from concepts and market analysis to the formulation of concrete strategies. The types of firms range from pre-revenue start-ups to medium-sized companies to large multinationals.
At the end of the course, students must prove they have learned the main dynamics of the digital economy, the principles of digital transformation, network effects, multisided markets, and platform business.
Besides, they should be able to apply the main models to analyze the digital economy (network effects analysis, platform analysis, profit pools) and have learned the models to analyze the digital economy and to use in real industries and business cases.
The course aims to illustrate the role of digital economy in the current competitive landscape.
DETAILED PROGRAM
1.Course introduction
2.The digital economy technology scenario
3.The digital economy ecosystem
4.Digital goods and services
5.Production models
6.Value creation
7.Network effects
8.Multisided platforms
9.Path dependence
10.Lock-in and switching costs
11.Standards and the effects of standards
12.The long tail
13.Digital business models
14.Digital transformation and connected products
15.The Metaverse & AR
16.The economics of data and the effects of artificial intelligence on business strategies
17.Artificial intelligence and business models
18.Defining and managing a profit pool
- Øverby, Harald, and Jan Arild Audestad. 2021. Introduction to Digital Economics: Foundations, Business Models and Case Studies (Springer Nature: Cham), https://doi.org/10.1007/978-3-030-78237-5, chapters 4, 6-20.
- Cennamo, Carmelo. 2021. «Competing in digital markets: A platform-based perspective», Academy of Management Perspectives, 35: 265-91.
- Porter, Michael E., e James E. Heppelmann. 2014. «How Smart, Connected Products Are Transforming Competition». Harvard Business Review 92 (11). Harvard Business School Publication Corp.: 64–88.
- Porter, Michael E., e James E. Heppelmann. 2015. «How Smart, Connected Products Are Transforming Companies». Harvard Business Review 93 (10). Harvard Business School Publication Corp.: 16–96.
- Kane, Gerald C., Doug Palmer, Anh Philips Nguyen, David Kiron e Natasha Buckley. Strategy, Not Technology, Drives Digital Transformation. «MIT Sloan Management Review» (2015).
- Gadiesh, Orit, e James L. Gilbert. 1998. «How to map your industry’s profit pool». Harvard Business Review 76 (3). Harvard Business School Publication Corp.: 149–62.
- Cases and slides distributed and commented on during lessons will be available to students on the course’s learning.
Lectures, case discussions, seminars, home assignments.
The instructor will be available at the end of each class as well as in office hours that will be communicated at the beginning of the course and will be indicated on the e-learning space and instructors’ personal pages.