DIGITAL BUSINESS MODEL | Università degli studi di Bergamo - Didattica e Rubrica


Modulo Generico
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  • Corso di studi in MANAGEMENT, MARKETING AND FINANCE - Percorso formativo in PERCORSO COMUNE

Altre informazioni sull'insegnamento

Primo Semestre
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Educational goals

Digital Business Model is a matter of strategy and not technology. Based on this assumption, this course will help students in developing a strategic mindset in order to design, redesign and reinvent business models.
Students will also learn how to adapt and develop business in a digital environment, going beyond the IT infrastructure.
Applying specific practical frameworks and tools, students will learn how to make decisions and to develop business in dynamic and innovative contexts.
Attendees will develop skills and competencies to become assistants of digital chief executive officers and digital project managers

Course content

The successful implementation of digital business models is primarily dependent on management decisions. For this reason, the course will cover the five domains of Rogers' digital business model:
1. Customers: they will be considered in their networks, considering the opportunities and threats of this new perspective. Students will learn how to deal with hyperconnected customers

2. Competition: competitors cannot be seen as as mere rivals of our business but they could also be seen as partners and cooperators in many contexts.

3. Data: companies produce a huge amount of data, and learning how to prioritize and select the valuable information is a skill that student will acquire during the course

4. Innovation: digital technologies are very useful to test new ideas and products. Testing and experiments are fundamental activities to develop digital business model

5. Value: discovering what create and destroy value for customer and companies in different industry will be part of the program of this course

Students will learns to recognize the constrains of digital business model

Teaching methods

This course is based on a group-learning methodology, which requires cooperation among students and individual commitment. The aim of this course is to improve students’ cognitive abilities, critical evaluation of the given task and ability to work with others. For two months students will simulate to work in different marketing departments.

Students are required to:
- Attend at least 75% of the classes in order to participate actively in the work group and business testimonials, in order to put into practice the knowledge acquired
- participate actively in class case discussions, general discussions in order to develop the collective learning process
- read papers in advance and contribute to the discussion at the end of students’ presentation;
- write case study reports in groups and deliver for reviews to activate the skills related to the topics

In case of provisions of the competent authority on containment and management of epidemiological emergency, the teaching may be subject to changes from what is declared in the syllabus in order to make the course and examinations in line with the regulations

Assessment and Evaluation

The exam is divided into two partes:
1. a test consisting of 16 multiple choice questions, composing the 50% of the exam.
2. two open questions composing the other half of the exam.
Students will have 90 minutes to finish the exam.

Further information

Course's attendance is not compulsory but highly recommended. In the case in which the course will be taught completely or partly on distance, the course syllabus will be slightly or significantly changed to make it suited for online teaching and learning.

For attending students
1. Group/individual assignments during the course (50 % of course grade)
2.Final examination (50 % of course grade, based on the course textbook and the other course readings)

Non-attending students will have to take an exam divided into two partes:
1. a test consisting of 16 multiple choice questions, composing the 50% of the exam.
2. two open questions composing the other half of the exam.
Students will have 90 minutes to finish the exam.