Business planning and business modeling

2020/2021

Учебный год

ENG

Обучение ведется на английском языке

6

Кредиты

Кто читает:

Департамент менеджмента

Статус:

Курс обязательный

Когда читается:

4-й курс, 2, 3 модуль

Course Syllabus

Abstract

The discipline covers the issues on how a company in the data-driven economy creates and captures value. Modules of the course discover the transformation of the key domains of business management under new market conditions. Each of the topics is studied on the cases of companies which represent the brightest examples of new business such as Uber, Airbnb, LinkedIn, Facebook, Spotify, Alibaba and many other. These companies represent the phenomenon of the disruptive innovations in business organization which in some cases gave the “first mover advantage’ in other provided them with the unique business models. Basically, a key learning outcome of the course refers to understanding of the most efficient way to allocate and organize resources of new businesses.

Learning Objectives

• A key learning outcome of the course refers to the practical, hands-on approaches for analysis of how companies create, deliver and capture value.

Expected Learning Outcomes

• Develop the ability to work with the literature and other information sources to find solutions for case-studies
• Communicate results of case-studies solutions
• Develop the ability to recognize markers of business models which appear as a response to digital revolution
• Use theoretical models to solve cases studies on companies that represent different business models, including the new ones
• Know different approaches to business modeling
• Identify similar and distinguished features of business build on identical business models
• Propose possible scenarios of modifications of the business models

Course Contents

• Topic 1. Business model as a key concept of strategic management.
  Industry value creation & Firm value creation. Variety of business model frameworks: Canvas, ‘Zott-Amit’ model, BM navigator.
• Topic 2. Digital business models.
  Business models of digital companies. "Asymmetric" business models. A Coursera online course. Developers as new decision-makers.
• Topic 3. Business model innovations.
  BM Innovations as a response to changes in the industry value chain. Canvas approach to BM innovations.

Assessment Elements

• Class activities
  Case studies, teamwork results, assignments, presentations.
• Written exam
  Written exam includes 2 parts with different weights. The first part of the exam test is based on the all material covered during the course, and it includes close-ended and open-ended questions. Total time: 60 min. The second part of the exam test includes the questions based on the articles and videos that the students need to read and watch in order to be prepared. The list of the articles and videos are given to the students in advance. Total time: 30 min. To summarize, the exam includes 2 parts with different weights – 20 % for the section which includes questions based on the course material, and 5% for the questions based on the given articles and videos.
• 2 Group project presentations
  During the course, the students will do 2 projects: the first project will be implemented within the 2nd module, the second project will be done within the 3rd module.
• Individual task
  An individual task implies an analysis of the company (based on the case) and answering some open-ended questions.

Interim Assessment

• Interim assessment (3 module)
  0.5 * 2 Group project presentations + 0.2 * Class activities + 0.05 * Individual task + 0.25 * Written exam

Bibliography

Recommended Core Bibliography

• Osterwalder, A., Clark, T., & Pigneur, Y. (2010). Business Model Generation : A Handbook for Visionaries, Game Changers, and Challengers. Hoboken, NJ: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=335366

Recommended Additional Bibliography

• Teece, D. (2017). Business models and dynamic capabilities. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.47F89CFF
• Zott, C., Amit, R., & Massa, L. (2010). The business model: Theoretical roots, recent developments, and future research. IESE Research Papers. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.p.ebg.iesewp.d.0862