University of Technology Sydney

240713 Digital Platforms

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2025 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

Requisite(s): 24 credit points of completed study in spk(s): C04413 Master of Digital Marketing AND 240729 Digital Marketing Today AND 240710 Digital Consumer Behaviour
These requisites may not apply to students in certain courses. See access conditions.

Description

This subject integrates strategic insights into the nature and application of digital platforms. Students understand how digital platforms connect individuals and organisations for a common purpose to share a common resource. It explores the winning platform strategies, mistakes to avoid, the importance of B2C and B2B network effects and the four steps involved in building a digital platform.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. Demonstrate understanding of the history and evolution of platform thinking
2. Describe what a platform model is, key platform concepts, and the four steps in building a platform
3. Analyse the key strategies of building, buying or belonging to an existing digital platform
4. Evaluate the positive and negative aspects of digital platforms and the challenging regulatory environment

Contribution to the development of graduate attributes

This subject contributes to the development of the following graduate attributes:

  • Communication and collaboration
  • Professional and technical competence

This is achieved through both the learning activities and assessments throughout the subject.

Teaching and learning strategies

This subject is taught fully online. Each week is self-paced through the learning management system. You are expected to complete a range of different learning activities throughout the week. Activities provide opportunities to learn, apply and discuss the knowledge gained in a practical manner. Feedback is provided from both peers and teaching staff throughout the activities. You are encouraged to actively provide feedback and interact with staff and students. Online “Zoom” sessions will be held throughout the subject to allow you to interact with staff and students, ask questions and receive clarification and feedback.

Content (topics)

The subject explores strategic insights into the nature and application of digital platforms, including:

  • Platform thinking and network effects
  • Platform strategies and business models
  • Common platform mistakes
  • Positive and negative aspects of platforms
  • Platforms and the future

Assessment

Assessment task 1: Digital Platform Analysis (Individual)

Intent:

The platform economy is emerging as one of the most powerful manifestations of the digital revolution (Nanterme, 2016). Platforms are being fuelled by the rapid growth, in cloud computing, mobile, storage, analytics, and the falling cost of these new technologies creating the next wave of disruption, growth and breakthrough innovation for SMEs and large businesses to reach large markets.

This assessment task focuses on analysing a digital platform. You will gain knowledge by applying key platform concepts and understanding how platforms can disrupt and enhance existing businesses.

In this task, you will analyse and appreciate network effects, market drivers impacting a digital platform and appreciate the key components for successful digital platforms.

Objective(s):

This addresses subject learning objective(s):

1 and 2

Weight: 20%
Length:

700 - 800 words
Criteria:
  • Content – clarity and completeness (50%)
  • Contribution – level and depth of insight (50%)

Assessment task 2: Digital Platforms Strategy (Individual)

Intent:

This task focuses on the strategic decisions that are required in implementing a digital platform in a business. This could be with regards to building your own, acquiring an existing platform, or partnering with a platform.

Objective(s):

This addresses subject learning objective(s):

2 and 3

Weight: 50%
Length:

2000 - 2500 words
Criteria:
  • Content – level and depth of insight (30%)
  • Demonstrated understanding of key digital platform concepts and application (40%)
  • Relevance – relevance to practice (20%)
  • Clarity and presentation (10%)

Assessment task 3: Digital platforms challenges (Individual)

Intent:

This task focuses on the regulatory issues faced by Digital platforms and to understand what impact the external political and legal regulatory environment has on the continuing success or failure of the digital platform.

Objective(s):

This addresses subject learning objective(s):

4

Weight: 30%
Length:

1000 - 1200 words
Criteria:
  • Content – clarity and completeness of analysis (50%)
  • Contribution – level and depth of insight (50%)

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Required texts

There are no required texts in this subject.

References

Edelman, B. (2015). How to launch your digital platform. Harvard Business Review, 93(4), 90.

Van Alstyne, M. W., Parker, G. G., & Choudary, S. P. (2016). 6 reasons platforms fail. Harvard Business Review Digital Articles, 31 March, 2–6.

Fu, W., Wang, Q., & Zhao, X. (2017). The influence of platform service innovation on value co-creation activities and the network effect. Journal of Service Management, 28(2), 348–388. https://doi.org/10.1108/JOSM-10-2015-0347

Constantinides, P., Henfridsson, O., & Parker, G. (2018). Digital infrastructure and platforms in the digital age. Information Systems Research, 29(2), 381–400. https://doi.org/10.1287/isre.2018.0794

De Reuver, M., Sørensen, C., & Basole, R. C. (2018). The digital platform: A research agenda. Journal of Information Technology, 33(2), 124–135. https://doi.org/10.1057/s41265-016-0033-3

Costabile, C., Iden, J., & Bygstad, B. (2022). Building digital platform ecosystems through standardization: An institutional work approach. Electronic Markets. https://doi.org/10.1007/s12525-022-00552-0

World Bank Group. (2023). Digital progress and trends report. World Bank Digital Development. https://www.worldbank.org/en/topic/digitaldevelopment

Stackpole, B. (2023, November 2). 5 trends for 2024 from the MIT platform report. MIT Sloan Management Review. https://mitsloan.mit.edu