Business Models, Marketing Strategy, and Analytics (MSB108)

Business is changing. Many of the fundamental developments go beyond mere technological changes or new products and services. Social media, the sharing economy, internet of things, 3D printing each represent both technological and business model innovation. This course presents the business model concept, describes a typology of business models and provides an understanding of the role of marketing strategy and analytics as they apply to existing and emerging businesses.


Course description for study year 2022-2023. Please note that changes may occur.

Facts

Course code

MSB108

Version

1

Credits (ECTS)

10

Semester tution start

Autumn

Number of semesters

1

Exam semester

Autumn

Language of instruction

English

Offered by
Time table

View course schedule

Content

A business model describes how a company creates and appropriates value. The business model frames what a company can and cannot do. Thus, business model innovation is a necessary enabler of profits from disruptive technologies. This course offers a blend of classic marketing concepts and their application across new and existing business models. Concepts will be introduced in the context of the business model in which they are most visible or have been developed. Importantly, there is no one-to-one correspondence between concepts and business models. Thus, students will be exposed to both theory and its application in both classic and novel types of businesses.

Learning outcome

Knowledge

Upon completion of the course, students will have knowledge of:

  • Value creation and value appropriation across different business models, including ethical, sustainable and social responsibility issues;
  • Business model innovation and the role of new technologies;
  • Marketing strategy and analytics in existing and emerging businesses;

Skills

Upon completion of the course, students will be able to:

  • Organize and analyze market data;
  • Rely on knowledge of resources and markets to develop strategies for creating and appropriating value within classic and novel types of businesses;
  • Provide recommendations for how to address real-life business challenges;
  • Gain support for and execute strategies.

Required prerequisite knowledge

None

Exam

Class participation, Written assignments/portfolio and Final exam

Form of assessment Weight Duration Marks Aid
Class participation 15/100 Letter grades All
Portfolio 35/100 1 Semesters Letter grades All
Final exam 50/100 4 Hours Letter grades None permitted

To take the final exam, students must pass the class attendance (70%), class participation, and the written portfolio requirements. You will also be asked to submit an assessment of your own class participation and a peer evaluation of the individual and group projects.  All parts of the evaluation must be passed to get a grade in the course.Students failing the portfolio evaluation will be given the opportunity to take a deferred exam. This exam will take the form of new written individual assignments. 

Coursework requirements

Class participation, Written portfolio requirements, Attendance 70%
To take the final exam, students must pass the class attendance (70%), class participation, and the written portfolio requirements. You will also be asked to submit an assessment of your own class participation and a peer evaluation of the individual and group projects.  All parts of the evaluation must be passed to get a grade in the course.

Course teacher(s)

Course coordinator:

Kenneth Henning Wathne

Study Program Director:

Yuko Onozaka

Method of work

Lectures, group work and independent study. The estimated distribution of ECTS hours are as follows:

1. Lectures: 50 hours

2. Group work: 110 hours

3. Independent study of course material: 120 hours

Overlapping courses

Course Reduction (SP)
Strategy and Business Models (MØA108_1) 10

Open for

Master in Accounting and Auditing Business Administration - Master of Science Business Administration - Master of Science (5 years)

Course assessment

Students will have the opportunity to give feedback on the course, first in an early dialogue and subsequently in a written course evaluation at the end of the course.

Literature

The syllabus can be found in Leganto