DIGITAL TRANSFORMATION: PLATFORM STRATEGIES FOR SUCCESS

ONLINE CERTIFICATE COURSE

OBJECTIVE

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:

Digital Transformation: Platform Strategies for Success

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Microsoft Healthvault

Intuit

Upwork

Google

Makerbot

Eden Mccallum

COURSE HIGHLIGHTS

  • Interactive Lecture
    80Video Lectures
  • 6Assignments
  • Capstone Assignment
    1Capstone Project
  • Case Studies
    5Case Studies
  • Webinars
    4Webinars
  • Discussions
    8Discussions
  • Text Book (Optional)
    1Text Book (Optional)

SYLLABUS

Pre-Work

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%

 

Framework

a) The Product Service Business Model is Broken

b) Module Introduction & Definitions : Linear Vs Triangular Value Chains

c) What Changes : Marketing

d) What Changes : Finance

e) What Changes : Supply Chains

f) What Changes : Internal Organization

g) What Changes : Innovation

 

Application

a) Individual assignment – Reflective :Can you predict which elements of your business are likely to be transformed by new competitors or new entrants?

Pre-Work

a) Pre-read – Chapter 2 – Platform Revolution (Optional)

b) Apple vs. Google: Did Apple Learn Anything from its War with Microsoft?

Framework

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

 

Application

a) Group Case Study – Intuit Quickbooks : From Product to Platform

Pre-Work

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?

Framework

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

g) Monetization

h) Platform Flows & 4 ways to Monetize a Platform

 

Application

a) Individual Assignment – Upwork

Pre-work

a) Pre-read – Chapter 5 – Platform Revolution (Optional)

b) Pre-read – Two-sided Platforms

c) Pre-read – Article – Google Health, Microsoft Health and WebMD

Framework

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

 

Application

a) Individual Assignment – Google Health, Microsoft Health Vault and WebMD

Pre-work

a) Pre-read – Chapter 7– Platform Revolution (Optional)

b) Pre-read – Makerbot Case Study

Framework

a) Open Innovation – Use Internal & External Ideas

b) What is Openness and Does Openness Matter?

c) Business Platform – 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?

Application

a) Group Case Study – Makerbot Case

Pre-work

a) Pre-read – Chapter 8– Platform Revolution (Optional)

b) Pre-read – SAP Case

Framework

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

 

Application

a) Group Case Study – SAP Case

Pre-work

a) Pre-read – Chapter 10 – Platform Revolution (Optional)

Framework

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

Framework

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

FACULTY

  • Geoffrey Parker
    Geoffrey Parker
    Director, Master of Engineering Management Program, Dartmouth College
    Professor of Engineering, Thayer School of Engineering, Dartmouth College
    MIT Management Executive Education

LEARNING EXPERIENCE

EMERITUS follows a unique online model. This model has ensured that nearly 90 percent of our learners complete their course.

  • OrientationOrientation 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.
  • Goal SettingWeekly 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.
  • Video LecturesRecorded Video Lectures
    The recorded video lectures are by faculty from the collaborating university.
  • Live WebinarsLive 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 DoubtsClarifying 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.
  • Follow-UpFollow-Up
    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.
  • Continuous Course AccessContinued 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.

 

Device Support

You can access EMERITUS courses on tablets, phones and laptops. You will require a high-speed internet connection.

 

EMERITUS Network

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 18 December 2019
  • 2 Months
  • 2 – 4 hours per week
  • Course Fees USD 1500

PAYMENT

  • 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.

APPLICATION PROCESS

  • Please provide your work experience and your current employer via the application.
  • You can apply by clicking the Apply Now button

FAQs

We have listed two type of FAQs:

  • FAQs common to all courses. These are available at COMMON FAQs
  • Course specific FAQs

 

COURSE SPECIFIC FAQs

  • 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.

STUDENT FEEDBACK

You can see our participants talking about their learning experience – here
(These are LinkedIn posts & will require you to log in to LinkedIn to see them).

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The overall course design and the faculty videos were good. They provided the right level of detail to stimulate self-learning. The course content provides great insight and value on a truly disruptive trend.

Siva Devireddy Founder, CEO, GoCoop.com
INDIA

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