DIGITAL PLATFORMS AND BUSINESS MODEL STRATEGIES - 2017/8

Module code: MANM352

Module provider

Surrey Business School

Module Leader

EATON BD Dr (SBS)

Number of Credits

15

ECT Credits

7.5

Framework

FHEQ Level 7

JACs code

I161

Module cap (Maximum number of students)

N/A

Module Availability

Semester 2

Overall student workload

Lecture Hours: 60

Assessment pattern

Assessment type Unit of assessment Weighting
Oral exam or presentation TEAM PRESENTATION (20 MINUTES) 50%
Coursework INDIVIDUAL REPORT (2500 WORDS) 50%

Alternative Assessment

Students who may need to re-sit the team assessment will have to sit a verbal examination similar to the content of the team research assignment. Examiner: Annabelle Gawer and Ben Eaton (or another qualified academic) (50%)

Prerequisites / Co-requisites

None

Module overview

Hi-tech industries present specific challenges and opportunities to managers and strategists. This course aims to help students formulate and implement business strategy in hi-tech industries featuring platforms and related ecosystems.

The course should be of particular interest to participants interested in managing a business in hi-tech, or a business in which technology matters, and to those interested in consulting or venture capital.

Module aims

Clarify how to create value and how to capture value in hi-tech industries

Explain the interaction between technological change, market dynamics, competition, and the evolution of demand

Cover the topics of technological change and how it affects markets and the industry life-cycle

Show how to leverage innovation, how to organize for innovation, open innovation, and platforms for innovation

Analyse industries where standards and platforms affect industry dynamics

Learning outcomes

Attributes Developed
Demonstrate knowledge of hi-tech industries, including the life cycle evolution of technologies K
Demonstrate knowledge of how platforms an ecosystems evolve over time K
Formulate and evaluate strategies in hi-tech industries CT
Use frameworks and tools presented in the course to analyse and structure effective digital business models CP
Decide how to structure technology investments CP
Anticipate and respond to the behaviour of competitors, suppliers, complementors, and customers CPT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Module content

The module will include the following indicative topics:


Digitalisation and platforms
Value creation and capture through business models
Technological change and market dynamics in the digital economy
Platform ecosystem dynamics
Platform architecture and governance
Digital platforms: economics and strategy
Platform ecosystem governance, platform dominance, and the temptation of abuse
Platform pricing, versioning and the sharing economy
Digital platforms: Evolution of the digital ecosystem

Methods of Teaching / Learning

The learning and teaching strategy is designed to blend different learning experiences

The learning and teaching methods include:


Introduction of theory
Presentations by external platform and ecosystem experts and Q&A sessions
Case studies
Video and simulations
Self-directed learning

Assessment Strategy

The summative assessment, due by Monday of week 28 (FT) and by the fourth Monday after completion of the module (PT), consists of:


Team presentation on a topic of their choice, related to the course content (20 minutes)
Individual report applying the concepts of the course to a hi tech platofrm ecosystem (2,500 words)


Formative assessment and Feedback


Students can be expected to receive feedback from faculty to discussions and team exercises in class
A detailed marking scheme which provides guidance on how marks will be awarded for each element of different assessments will be provided

Reading list

Reading list for DIGITAL PLATFORMS AND BUSINESS MODEL STRATEGIES : http://aspire.surrey.ac.uk/modules/manm352

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2017/8 academic year.