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2024/2025  KAN-CSAAO2401U  Designing Market-Based Digital Platforms

English Title
Designing Market-Based Digital Platforms

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Start time of the course Second Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for cand.merc. and SAM
Course coordinator
  • Michel Van der Borgh - Department of Marketing (Marketing)
Main academic disciplines
  • Entrepreneurship
  • Customer behaviour
  • Marketing
Teaching methods
  • Blended learning
Last updated on 27-06-2024

Relevant links

Learning objectives
  • Understand, reflect upon, and contrast different digital business model approaches and how they provide customer value.
  • Understand how different elements of digital business model design affect customer and ecosystem value.
  • Identify, design, plan, and assess innovative business models in digitally enabled environments (i.e., for new digital platforms and for existing firms).
  • Understand and use digital business models frameworks to align a company’s offering across multiple channels and platforms (customer journey management).
  • Apply the theoretical knowledge on business modeling to practical business cases.
Examination
Designing Market-Based Digital Platforms:
Exam ECTS 7,5
Examination form Oral exam
Individual or group exam Individual exam
Duration 20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Preparation time No preparation
Grading scale 7-point grading scale
Examiner(s) Internal examiner and second internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach

Aim

The course supports students in understanding the “business model” concept for platform-based ecosystems and in developing the ability to assess, design, and update business models and customer journeys in digitally enabled customer environments. Digital platforms (e.g., Twitter, Facebook, Google) allow for many new and innovative business model opportunities. The goal of this course is to equip students with relevant knowledge for contributing to the academic discourse on customer and business development and for pursuing a career as “state of the art” digital marketing expert. 

 

Content

This course confronts students with and prepares them for a complex digitally enabled ecosystem reality in which the concept of “business model” can have many meanings. Business models based on two-sided or multi-sided platforms are disrupting the competitive environment, be it for goods suppliers, system integrators, information and technology companies, or customers. More and more the ecosystem (instead of the firm) becomes the level where value is created and appropriated. Therefore, it becomes more complex and challenging for focal firms to develop business models that help them to create and appropriate value.

 

In this course, students will be trained to utilize state-of-the-art theories and tools on two-sides (or multi-sided) platforms, business models, and customer journeys to identify, design, and assess disruptive digital platforms that provide unique customer value.

 

The theoretical discussion will be complemented with hands-on applications in real-life cases. As such, the course will prepare students for a challenging career in digitally enabled business environment.

 

Course progression
Business Models for Digital Platform Ecosystems is a foundation course in the study program.

Description of the teaching methods
The course uses blended learning: that is, we combine online material and lectures with in-class discussions and workshops. Blended learning (the mix of online and offline platforms) creates a powerful learning environment for students, which we intend to use to its fullest potential.

The course consists of online lectures and materials, case discussions, and online/offline materials. The class is highly interactive with a corresponding expectation that students engage in these interactions.
Feedback during the teaching period
During sessions students will get feedback from peers and faculty. At the end of the course a Q&A session is planned.
Student workload
Teaching 33 hours
Preparation 123 hours
Exam 50 hours
Last updated on 27-06-2024