Кто читает:: Департамент менеджмента

Статус:: Курс обязательный

Когда читается:: 4-й курс, 2, 3 модуль

Преподаватели

Воробьев Павел Федорович

Давий Анна Олеговна

Full 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, ‘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.
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

Бакалаврская программа «Международный бизнес и менеджмент/ Менеджмент»

Контакты

Business planning and business modeling