DIGITAL PLATFORMS AND BUSINESS MODEL STRATEGIES - 2022/3

Module code: MANM352

Module Overview

Hi-tech industries present specific challenges and opportunities to managers and strategists. This course aims to help students formulate and implement business strategy in hi-tech industries featuring platforms and related ecosystems.

The course should be of particular interest to participants interested in managing a business in hi-tech, or a business in which technology matters, and to those interested in consulting or venture capital.

Module provider

Surrey Business School

Module Leader

TEE Richard (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

JACs code: I161

Module cap (Maximum number of students): N/A

Overall student workload

Independent Learning Hours: 108

Lecture Hours: 42

Module Availability

Semester 1

Prerequisites / Co-requisites

None

Module content

The module will include the following indicative topics:


  • Digitalisation and platforms

  • Value creation and capture through business models

  • Technological change and market dynamics in the digital economy

  • Platform ecosystem dynamics

  • Platform architecture and governance

  • Digital platforms: economics and strategy

  • Platform ecosystem governance, platform dominance, and the temptation of abuse

  • Platform pricing, versioning and the sharing economy

  • Digital platforms: Evolution of the digital ecosystem


Assessment pattern

Assessment type Unit of assessment Weighting
Oral exam or presentation TEAM PRESENTATION (15 MIN) 50
Coursework INDIVIDUAL REPORT (2500 WORDS) 50

Alternative Assessment

Students who may need to re-sit the team assessment will have to sit a verbal examination similar to the content of the team research assignment. Examiner: Annabelle Gawer and Ben Eaton (or another qualified academic) (50%)

Assessment Strategy

The summative assessment, due by Monday of week 28 (FT) and by the fourth Monday after completion of the module (PT), consists of:


  • Team presentation on a topic of their choice, related to the course content (20 minutes)

  • Individual report applying the concepts of the course to a hi tech platofrm ecosystem (2,500 words)



Formative assessment and Feedback


  • Students can be expected to receive feedback from faculty to discussions and team exercises in class

  • A detailed marking scheme which provides guidance on how marks will be awarded for each element of different assessments will be provided


Module aims

  • Clarify how to create value and how to capture value in hi-tech industries
  • Explain the interaction between technological change, market dynamics, competition, and the evolution of demand
  • Cover the topics of technological change and how it affects markets and the industry life-cycle
  • Show how to leverage innovation, how to organize for innovation, open innovation, and platforms for innovation
  • Analyse industries where standards and platforms affect industry dynamics

Learning outcomes

Attributes Developed
1 Demonstrate knowledge of hi-tech industries, including the life cycle evolution of technologies K
2 Demonstrate knowledge of how platforms an ecosystems evolve over time K
3 Formulate and evaluate strategies in hi-tech industries CT
4 Use frameworks and tools presented in the course to analyse and structure effective digital business models CP
5 Decide how to structure technology investments CP
6 Anticipate and respond to the behaviour of competitors, suppliers, complementors, and customers CPT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The learning and teaching strategy is designed to blend different learning experiences

The learning and teaching methods include:


  • Introduction of theory

  • Presentations by external platform and ecosystem experts and Q&A sessions

  • Case studies

  • Video and simulations

  • Self-directed learning


Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MANM352

Programmes this module appears in

Programme Semester Classification Qualifying conditions
Master of Business Administration MBA(MBA PART-TIME YEAR 2) 1 Compulsory A weighted aggregate mark of 50% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2022/3 academic year.