240713 Digital Platforms
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Credit points: 6 cp
Subject level:
Postgraduate
Result type: Grade and marksRequisite(s): 240729 Digital Marketing Today AND 240710 Digital Consumer Behaviour AND 240715 Data-Driven Marketing AND 570101 Branding in the Digital World
There are course requisites for this subject. 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)
| 1. | Demonstrate understanding of the history and evolution of platform thinking |
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| 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. |
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| Objective(s): | This addresses subject learning objective(s): 1 and 2 |
| Weight: | 20% |
| Length: | 700 - 800 words |
| Criteria: |
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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. |
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| Objective(s): | This addresses subject learning objective(s): 2 and 3 |
| Weight: | 50% |
| Length: | 2000 - 2500 words |
| Criteria: |
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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. |
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| Objective(s): | This addresses subject learning objective(s): 4 |
| Weight: | 30% |
| Length: | 1000 - 1200 words |
| Criteria: |
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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
Cusumano, M. A., Yoffie, D. B., & Gawer, A. (2020). The Future of Platforms. MIT Sloan Management Review, 61(3), 46–54.
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
Naterme, P. (2016). Five ways to win with digital platforms https://www.accenture.com/us-en/_acnmedia/pdf-29/accenture-five-ways-to-win-with-digital-platforms-full-report.pdf
Edelman, B. (2015). How to launch your digital platform. Harvard Business Review, 93(4), 90.
Gawer, A., & Cusumano, M. A. (2008). How companies become platform leaders. MIT Sloan Management Review, 49(2), 28–.
Yoffie, D. B., Gawer, A., & Cusumano, M. A. (2019). A Study of More Than 250 Platforms Reveals Why Most Fail. Harvard Business Review Digital Articles, 29 May, 2-5.
Van Alstyne, M.W., Parker, G.G, Choudary, S.P. (2016). 6 Reasons Platforms Fail. Harvard Business Review Digital Articles, 31 March, 2-6.