DIGITAL TRANSFORMATION: PLATFORM STRATEGIES FOR SUCCESS
In this course you will learn about the fundamentals of digital transformation, identify why platforms beat products and how can you make your business a platform.
WHO IS THIS COURSE FOR?
The course is open to professionals who want to build, scale-up and monetize their platform and implement strategies to give it a competitive edge and platform developers who would like to learn the latest about platforms.
Previous batches have come from
- Industries: Banking, Software, Advertising, Telecom, Consulting and Healthcare.
- Countries: United States, India, Brazil, United Kingdom, Canada, Australia, UAE, South Africa, Switzerland, Germany.
WHAT ARE THE LEARNING OUTCOMES?
At the end of this course, participants will learn to:
- Define platform businesses, distinguishing among input suppliers, markets and true platforms, and why these differences matter.
- Recognize and know how to compete in winner-take-all markets, one and two-sided networks, and the context of multi-homing.
- Understand how traditional pricing models break down in the context of platforms, choosing from an array of freemium, bundled, and two-sided pricing.
- Address the barriers that firms face in trying to organize themselves as platform firms.
- Develop strategies for launching new platforms when critical mass is important.
- Articulate the process of making markets.
- Identify the launch strategy for their platform to help them gain traction, and grow their platform by leveraging modularity and APIs.
- Develop recovery strategies in declining platform markets and understand timing in the cannibalization of an old platform by a new one.
- Understand the anti-trust implications of platform strategies and safe harbor defenses.
- Gain insights into the impact and opportunities of adopting platform strategies in different industries.
This course provides an opportunity to work on real-life platform-related business ideas and case studies. Industry examples covered include case studies from companies such as:
- 80Video Lectures
- 1Capstone Project
- 5Case Studies
- 1Text Book (Optional)
a) Pre-read – Chapter 1 of Platform Revolution (Optional)
b) Pre-read – After Google Maps added navigation, the value of stand-alone GPS makers fell by as much as 85%
a) Module Introduction & Definitions : Linear Vs Triangular Value Chains
b) The Product Service Business Model is Broken
c) What Changes : Marketing
d) What Changes : Finance
e) What Changes : Supply Chains
f) What Changes : Internal Organization
g) What Changes : Innovation
a) Individual assignment – Reflective :Can you predict which elements of your business are likely to be transformed by new competitors or new entrants?
a) Pre-read – Chapter 2 – Platform Revolution (Optional)
b) Apple vs. Google: Did Apple Learn Anything from its War with Microsoft?
a) Module Introduction
– Network Effects
– Business Platform Definitions
– Distinctive Challenges
b) Demand Vs Supply side scale economies
c) Tradition Linear Value Chain
d) Homing and Switching Costs
e) Two sided-networks
a) Group Case Study – Intuit Quickbooks : From Product to Platform
a) Pre-read – Chapter 3 and 6 –Platform Revolution (Optional)
b) Pre-read – How to value a free customer?
c) Pre-read – Strategies for Two-Sided Markets
d) Pre-read – Why does Amazon give away free chapters?
a) Pipe Thinking Vs Platform Thinking
b) Traditional Supply Chain & Creating a B2C Platform
c) So how do you design a platform? – 3 Principles of Platform Design
d) How do we optimize the platform value chain?
e) How Architecture Can Increase Network Effects
f) Minimum Viable Platform – LinkedIn Example
h) Platform Flows & 4 ways to Monetize a Platform
a) Group Case Study – Brightcove Case
a) Pre-read – Chapter 5 – Platform Revolution (Optional)
b) Pre-read – Two-sided Platforms
c) Pre-read – Article – Google Health, Microsoft Health and WebMD
a) Module Introduction – Paypal story where Persistence Pays
b) 8 ways to solve the chicken-or-egg problem :
– Follow the Rabbit
– Piggyback Strategy
– Seeding Strategy
– The Marquee Strategy
– Single Side Strategy
– The Producer Evangelism Strategy
– Big Bang Strategy
– Micromarket Strategy
c) Network Effects : Consumer First
d) Network Effects : Producer first
e) Closing the Loop
f) Modularity : Introduction
g) Modularity : Architecture of Computer Industry
h) Modularity : Key to Cloud Computing : APIs
a) Individual Assignment – Google Health, Microsoft Health Vault and WebMD
a) Pre-read – Chapter 7– Platform Revolution (Optional)
b) Pre-read – Makerbot Case Study
a) Open Innovation – Use Internal & External Ideas
b) What is Openness and Does Openness Matter?
c) Business Platfoms – Microeconomies
d) Value Capture & Taxation of Platform Ecosystems
e) Impact of Openness Decisions
f) Google Reasserts Control over Android
g) Apple : What to Control and Absorb?
a) Group Case Study – Makerbot Case
a) Pre-read – Chapter 8– Platform Revolution (Optional)
b) Pre-read – SAP Case
a) Why Govern Platforms?
b) What do we mean by “Governance”?
c) How do you Govern Well? What are the tools?
d) Platform Regulatory Tools
e) Platform Governance Tools
a) Group Case Study – SAP Case
a) Pre-read – Chapter 10 – Platform Revolution (Optional)
b) Pre-read – Eden McCallum Case
a) Why Platforms Beat Products
b) What Changes : Strategy
c) Why Platform Strategy Differs
d) Why Are The Old Competitors Not The New Competitors
e) Network Effects & Inverting the Firm Changes
a) Group Case Study – Eden McCallum Case
a) Platform disruption in the Media Industry
b) Platform Future in the Professional Services Industry
c) Platform Future in the Education Industry
d) Platform Future in the Finance Industry
e) Platform Future in the Healthcare Industry
f) Platform Future in the Energy Industry
g) Platform Future in Government
Director, Master of Engineering Management Program, Dartmouth College
Visiting Scholar and Research Fellow, MIT Initiative on the Digital Economy (IDE)
EMERITUS follows a unique online model. This model has ensured that nearly 90 percent of our learners complete their course.
- Orientation Week
The first week is orientation week. During this week you will be introduced to the other participants in the class from across the world. You will also learn how to use the learning platform and other learning tools provided.
- Weekly Goals
On other weeks, you have learning goals set for the week. The goals would include watching the video lectures and completing the assignments. All assignments have weekly deadlines.
- Recorded Video Lectures
The recorded video lectures are by faculty from the collaborating university.
- Live Webinars
Every few weeks, there are live webinars conducted by EMERITUS course leaders. Course leaders are highly-experienced industry practitioners who contextualize the video lectures and assist with questions you may have regarding your assignments. Live webinars are usually conducted between 1 pm and 3 pm UTC on Tuesdays and Wednesdays.
- Clarifying Doubts
In addition to the live webinars, for some courses, the course leaders conduct Office Hours, which are webinar sessions that are open to all learners. During Office Hours, learners ask questions and course leaders respond. These are usually conducted every alternate week to help participants clarify their doubts pertaining to the content.
The EMERITUS Program Support team members will follow up and assist over email and via phone calls with learners who are unable to submit their assignments on time.
- Continued Course Access
You will continue to have access to the course videos and learning material for up to 12 months from the course start date.
EMERITUS Program Support Team
If at any point in the course you need tech, content or academic support, you can email program support and you will typically receive a response within 24 working hours or less.
You can access EMERITUS courses on tablets, phones and laptops. You will require a high-speed internet connection.
On completing the course you join a global community of 5000+ learners on the EMERITUS Network. The Network allows you to connect with EMERITUS past participants across the world.
ADMISSION & FEES
DURATION AND COURSE FEE
- Starts 11 April 2019
- 3 Months
- 2 – 4 hours per week
- Course Fees USD 1500
- This course is designed for working professionals and requires proficiency in English. All videos are recorded in English. All assignments are written in English and are required to be responded to in English.
- The course requires you to have a laptop and 1 Mbps (or more) Internet connection. The laptop should support one of the following browsers: Chrome 71, Firefox 64, IE 11, Edge 42, Safari 11.
- You can pay for the course either with an international debit or credit card (unfortunately we are unable to accept Diners credit cards), or through a bank wire transfer. On clicking the apply now button below, you will be directed to the application form and the payment page.
- We provide deferrals and refunds in specific cases. The deferrals and refund policy is available here.
- You will be provided a course login within 48 hours of making a payment.
- Please provide your work experience and your current employer via the application.
- You can apply by clicking the Apply Now button
- Digital Strategies for Business:
This course teaches a comprehensive set of strategies and frameworks that will help you conceptualize a digital transformation strategy for your business. If your company is working on creating a digital transformation strategy or if your interest is in understanding how to approach digital transformation for a business, this course is appropriate for you.
- Digital Marketing:
This course teaches digital marketing from a strategic perspective. Most companies commence their digital transformation by first adopting digital marketing. If your company is exploring implementing digital marketing or has an established digital marketing function, this course is appropriate for you. The course will help you critically evaluate your company’s digital marketing strategy and discover areas of opportunity.
- Digital Transformation:
This course teaches you one of the most popular strategies for digital transformation: the digital platform approach. Keep in mind that the largest digital companies in the world today have adopted a digital platform strategy. Uber, Airbnb, Google, Amazon – are digital platforms. This course is appropriate for you if you want to learn how to transform your business (or start a new one) into a highly scalable, highly profitable, disruptive digital platform business.
The ease of learning & great support from the Emeritus Delivery Support team were the best parts of this course.
Ranjeet Dalei Lead Creative/Content, TreeBo Hotels
The discussions/de-brief sessions hosted by the Course Leader were the best part for me. I was able to interact with participants and the coordinator and understand their point of view. This enhanced the learning and made the course enjoyable at the same time.
Connecting with the other participants in the course and networking with them was really good. The course helps to enhance one’s knowledge about the subject. The Course leader was able to address all questions on the course topics during the run of the course and also in the webinars.
The best part of the course was learning from great people with great experience—not only professors but peers as well. I am on the verge of opening my own business and this course has definitely helped me in this.
Marcel Ramirez Quintana CO FOUNDER, O DE ORGANICO
The course and collaboration with peers clearly showed how different ideas around one topic can create value for everyone. This was a unique opportunity to learn not just from extraordinary faculty members but from peer all over the world.
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