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.
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.
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;
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
Class participation, Written assignments/portfolio and Final exam
Form of assessment
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.
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.