30383 - DIGITAL DISRUPTION AND ENTREPRENEURSHIP
Course taught in English
Go to class group/s: 31
The course analyses the impact of digital platforms in changing the competitive landscape of several industries. Of particular interest of the course is the entrepreneurial ferment that has resulted and the emergence of new business models even in mature industries Through a rich and diverse series of examples across several industries industries students will:
assess the characteristics of digital platforms and the competitive rules of the game they impose;
analyse several business models emerging around and as a consequence of platform diffusion;
design a business model leveraging on the presence of digital platforms.
By the end of the program you will:
be able to identify what to pay attention to when dealing with platform driven business models;
be able to describe entrepreneurial ventures in terms of business models;
be able to identify the potential disruptive effect in new business models and their conditions for sustainability;
be asked to propose/ assess a business model for an entrepreneurial venture mobilising either Bocconi students or the city.
The course will cover the following topics:
Part A: why are platforms disruptive? What is disruption all about.
Part B: the business model canvas and the conditions for sustainability.
Part C: developing new business models.
The course provides 6 credits. This course is interactive in nature and is based on active participation; therefore it has been designed in the hypothesis that students do want to take this course and are genuinely interested in taking part. While attendance is not compulsory, it will be checked regularly, will be part of the evaluation and is warmly recommended, as the program will be highly interactive. There are significant advantages if you take this course as attending student:
your learning experience is going to be richer than if you take the course as a non attending student;
the workload will be more evenly distributed during the semester;
you will have the possibility to interact with peers and faculty.
You will obviously have the possibility to take the course as non attending student, but you will have to study significantly more on your own.
Students are expected to be familiar with the tools used to assess industry attractiveness and competitive advantage.
If you decide you want to be an attending student you have to be aware that this course is hands on in nature; the course is rich in examples and cases. It is extremely important that you come to class prepared, as cases more than theory will be the core elements through which collective learning will take place. Also, industries are undergoing very rapid changes.So, you are encouraged to do individual research on the topics.
For students attending the course, the exam will consist of:
Up to six wrap up open book quizzes during the semester, to form50% of your grade.
A group project to be presented during the last two sessions for he remaining 50%.
Faculty will reserve the right to give up to 3 points for active class participation.
For students not attending the course, the exam will consist on a written test accounting for 100% of the total grade.
Attending students attend at least 75% of classes. Failure to participate to the project, to takeat least four quizzes qualifies the student as non attendant, even if students were physically in class during the semester.Attending students may opt to become non attending students if they show up on the day of final.
Bocconi students who will be on an exchange program can convert this exam with courses on entrepreneurship, digital disruption, transformation in the media businesses.
The final exam will consist on a closed book multiple choice exam.
Project. Students will be divided into groups, will be assigned a project to experiment participative digital business models. The projects will refer to Bocconicommunity and the city of Milano. Students will beasked to assess target audience needs, analyse competition, alternative offering configuration, propose a digital offering. Students are required to be as analytical as possible in the benchmark exercise. The proposal will be presented to the class at the end of the semester. The best projects might be implemented within Bocconi Arts campus activities. Half of the grade will be assigned by faculty and half by peers.
Active class participation does not equate with mere presence in class. The industries we are studying are in continuous transformation and there is a wealth of material being published on the topics that we will be addressing. People showing interest and active contribution in the interest of collective as well as individual learning will be rewarded.
- R. STUTELY, The Definitive Business Plan. FT Publishing, Pearson Group (suggested to broaden your knowledge on venture development, but not compulsory)
- Materials available on Bocconi e-learning.
- Materials on course reserve
For Non Attending students:
- R. STUTELY, The Definitive Business Plan. FT Publishing, Pearson Group available at EGEA
- Leading Digital: Turning Technology into Business Transformation Harvard Business Review Press by Weterman, Bonier, McAfee.
- Materials available on Bocconi e-learning.
- Materials on course reserve.
For all of you. The whole issue of disruption was started by a great book: CHRISTENSEN The innovator’s dilemma 1997. It is not a requested reading but we will refer to it quite extensively. If you are interested in the topic from a conceptual point of view, it is a recommended reading.