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MODULE E, LONDON: WINNING IN THE DIGITAL ECONOMY
Fri, 22 Jul 2016, 09:00 – Mon, 25 Jul 2016, 17:00 GMT
Professor: Mukul Kumar
Course ID: 9278
Unlike the agriculture and manufacturing dominated economies of previous decades, the increasingly digital economy is characterized by near zero (marginal) costs of production, sharing of assets, and network effects in consumption. The cost structure of business has been radically altered by this emergence of digital goods and the digitization of processes. Exploiting and responding to these trends requires significant changes to business models, strategies and tactics pursued to achieve long-term success. Prominent case examples include: Netflix, Amazon(Prime/AWS), Apple, Uber, and AirBnB. In particular, this course explores management decisions that support digital economy profitability, via the levers of customer acquisition, pricing, product & platform design, and industry negotiation. The course follows a hands-on active learning approach using a mix of active (competitive) simulations, individual and team strategy exercises, case studies, and a final team project.
*Terms and Conditions
By signing up for this elective and paying the administration fee you hereby agree to the full terms and conditions of participating in the 2016 Lifelong Learning program. To read the full terms and conditions please click here.