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| Detailed information |
| Pre-requisites |
(*)keine
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| Original study plan |
Master's programme Business Informatics 2025W |
| Learning Outcomes |
Competences |
| Students are able to take on management responsibilities in software companies and develop business models based on current scientific knowledge and existing approaches.
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| Skills |
Knowledge |
- Students will be able to apply network economics concepts in a targeted manner. They can use switching costs, lock-in effects, compatibility and standards as well as versioning and bundling strategically to strengthen the position of buyers, sellers or platform operators.
- Students will be able to analyse business models and value chains in the software industry.
- Students will be able to document existing business models using suitable methods (e.g. business model canvas) and to develop and present new business models.
- The students are able to analyse and develop platform strategies. They can apply the concepts of closed and open platforms for the benefit of the platform or a platform participant.
- The students are able to accompany the process of software selection for organisations or consumers and can apply relevant concepts such as the principal-agent problem and transaction costs. They can also apply their knowledge to the benefit of the seller.
- Students will be able to develop market segmentation and positioning strategies for software products and services.
- The students will be able to apply sales processes in the software industry and know typical Key Performance Indicators (KPIs) of software products.
- Students will be able to apply their knowledge of network economics, the nature and characteristics of software markets, platform strategies, business models, innovation management as well as the marketing and positioning of software products and services to the foundation of a software company or the development of a new software product or a new software service offering.
- Students will be able to apply innovation management concepts such as open innovation.
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Students will know and understand the theoretical foundations of network economics, the nature and characteristics of software markets, platform strategies, business models, innovation management, and the marketing and positioning of software products and services.
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| Criteria for evaluation |
The course is based on continuous assessment, including written exam, active participation, as well as preparation of case studies and presentations.
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| Methods |
Lecture, presentations, case studies
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| Language |
German/English |
| Study material |
Basic literature:
- Shapiro, C., & Varian, H. R. (1999). Information of Rules - A Strategic Guide To the Network Economy. Boston: Harvard Business School Press.
- Gawer, A., & Cusumano, M. A. (2002). Platform leadership: How Intel, Microsoft, and Cisco drive industry innovation. Boston: Harvard Business School Press.
Additional literature is to be announced each semes-ter.
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| Changing subject? |
No |
| Corresponding lecture |
(*)926INEMGPMU14: PR Geschäftsprozessmanagement (6 ECTS)
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