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

Преподаватели

Воробьев Павел Федорович

Давий Анна Олеговна

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
• Distinguish traditional business models in the real business cases
• Propose possible scenarios of modifications of new business models
• 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 which represent new business models
• Know the most important cases of data-driven business founded on new business models
• Analyze business models of digital companies
• Know analytical tolls for assessing business models
• Know different approaches to business modeling
• Identify similar and distinguished features of business build on identical business models

Course Contents

• Topic 1. Business models as a key concept of strategic management.
  Variety of business model frameworks: Canvas, Lean Canvas, ‘Zott-Amit’ model, BM navigator, 4W approach.
• Topic 2. Essential components of business models.
  Value creation, customer segmentation, pricing strategies.
• Topic 3. Digital business models.
  Manufacturing business models. Digital manufacturing. Developers as new decision makers.
• Topic 4. ‘Asymmetric business models.
  A Coursera online course.
• Topic 5. Analytical tools to assess the company’s business model (e.g. SPACE analysis).

Assessment Elements

• Class activities
  Case studies, teamwork results, assignments, presentations.
• Tests
  There are 4 tests that students will write within the whole course. The tests are conducted either at the beginning or at the end of the class. All tests are based on home reading.
• Written exam
  Written exam includes close-ended and open-ended questions. Total time: 60 min.
• 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.

Interim Assessment

• Interim assessment (3 module)
  0.5 * 2 Group project presentations + 0.2 * Class activities + 0.1 * Tests + 0.2 * 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