Inhalt

[ 986CAINCIKK21 ] KS CI2: Digital market strategy

Versionsauswahl
Workload Education level Study areas Responsible person Hours per week Coordinating university
3 ECTS M1 - Master's programme 1. year Business Administration Robert Bauer 2 hpw Johannes Kepler University Linz
Detailed information
Pre-requisites KS BC1: Induction-team development UND KS BC2: Foundations of management UND KS BC3: Foundational readings and academic writing
Original study plan Master's programme Leading Innovative Organizations 2021W
Objectives
  • Understand the conceptual foundations of markets and strategic market analysis
  • Develop a deeper knowledge of recent trends (e.g. the digital transformation) in different industries and markets
  • Understand the management challenges and tools for strategically organizing digital markets
  • Ability to combine a broad general understanding of strategic market analysis with conceptually profound and practically applicable insights into selected topics
  • Selected topics include but are not limited to
    • market analysis and development in the context of platform-based innovation ecosystems
    • means and measures of open strategy
    • the role of co-creators (i.e. user tribes, crowds etc.) in analyzing and developing increasingly digitalized markets
    • the role of social media platforms for market analysis and development
    • strategic digital market analysis and development for SMEs
Subject This course addresses strategic market analysis and development in a digital era by both providing general foundations of market strategy and focusing on current topics regarding the digital transformation of markets and industries in particular.
Criteria for evaluation Attendance and participation (20%); Pre-readings (20%); Post-module assignment (60%)
Methods Lectures, discussion questions, discussions
Language English
Study material Changing materials depending on topic
Changing subject? No
Corresponding lecture 986CAINCI2S19: SE CI2: Innovation and new markets (3 ECTS)
On-site course
Maximum number of participants 40
Assignment procedure Direct assignment