Course Code: MKT551
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Synopsis

A platform business connects members of communities and enables them to transact. This business model is distinctive from that of traditional organizations, as it does not involve the use of linear value chains, to buy and transform raw materials into products or services in order to sell them at a profit. The course examines the characteristic of the platform business model and review successful (and not-so-successful) cases to derive useful management principles. In addition, the course examines the challenges that traditional companies face with platform competition and discuss their strategic options. Topics will also include how old and new business models can be combined to create entire self-reinforcing platform-powered ecosystems. A range of platform examples, such as eBay, Alibaba, Amazon, Google, Apple, Facebook, Uber and Airbnb, will be used as case studies to illustrate key business insights.
Level: 5
Credit Units: 5
Presentation Pattern: EVERY JULY

Topics

  • The rise of the platform business model
  • Economic characteristics of platforms - Network effects
  • Comparison of the platform business and traditional industries
  • Life stages of a platform business
  • Managerial challenges of a platform business
  • Principles for successful platforms
  • Challenges faced by traditional firms being disrupted by platforms
  • Strategic options for traditional firms being disrupted
  • Policies to increase value and enhance growth
  • Platform regulations
  • Business plans on innovative platforms
  • Case studies on successful platforms

Learning Outcome

  • Analyse how platform businesses manage to disrupt and dominate vast traditional industries.
  • Formulate how platform businesses outcompete traditional companies.
  • Appraise how the rise of the platform transforms the principles governing economic growth and business competition.
  • Compare the similarity and difference between platform businesses and pipe businesses.
  • Appraise the life stages of platform businesses and their managerial challenges.
  • Assess the strategic options for traditional firms being disrupted.
  • Formulate business plans on innovative platforms to effectively engage the target audience.
  • Develop critical thinking skills to examine a platform business and its management problems.
  • Demonstrate proficiency in communication.
  • Demonstrate proficiency in group work.
Part-time Programmes / CET Courses

Date and Duration

DayDateWeekTime
Tuesday15/9/2026619:00 - 22:00
Tuesday22/9/2026719:00 - 22:00
Tuesday29/9/2026819:00 - 22:00
Tuesday6/10/2026919:00 - 22:00
Tuesday13/10/20261019:00 - 22:00
Tuesday20/10/20261119:00 - 22:00


Target Audience

Executive interested in digital marketing.

 

Relevance of Course to employment/upskilling/reskilling

MKT551 Platform Strategy is highly relevant to employment as it equips learners with the strategic understanding required to operate in platform-based and ecosystem-driven business environments. Learners develop the ability to analyse platform business models, network effects, and value creation mechanisms, which are increasingly critical competencies for roles in digital strategy, product management, and platform-enabled organisations.

For working professionals, the course supports upskilling by enhancing their ability to design, manage, and scale platform strategies within their organisations. Learners are trained to evaluate platform governance, stakeholder interactions, and competitive dynamics, enabling them to make informed strategic decisions in environments characterised by multi-sided markets and rapid digital transformation.

The course also facilitates reskilling for individuals seeking to transition into strategy, product, or platform-related roles. By integrating platform theory with applied strategic analysis, the course provides learners from traditional business or functional backgrounds with a structured pathway to understand and engage with platform-centric business models prevalent in the digital economy.


Admissions pre-requisite

Refer to graduate CET admissions and also include Admission Eligibility Criteria for Graduate CET Modular Courses (Admission Eligibility Criteria for Graduate CET Modular Courses).

 

Schedule

TimeAgenda
Seminar 1Via Zoom/Face to Face
19:00 - 20:20Ice breaker
Economic characteristics of platforms - Network effects
20:20 - 20:40Break
20:40 - 22:00The rise of the platform business model
Seminar 2Via Zoom/Face to Face
19:00 - 20:20Comparison of the platform business and traditional industries
20:20 - 20:40Break
20:40 - 22:00Life stages of a platform business
Seminar 3Via Zoom/Face to Face
19:00 - 20:20Managerial challenges of a platform business
20:20 - 20:40Break
20:40 - 22:00Principles for successful platforms
Seminar 4Via Zoom/Face to Face
19:00 - 20:20Considerations and applications of digital brand elements
20:20 - 20:40Break
20:40 - 22:00Leveraging on the power of brand story-telling on digital platforms
Seminar 5Via Zoom/Face to Face
19:00 - 20:20Policies to increase value and enhance growth
20:20 - 20:40Break
20:40 - 22:00Platform regulations
Seminar 6Via Zoom/Face to Face
19:00 - 20:20Business plans on innovative platforms
20:20 - 20:40Break
20:40 - 22:00Case studies on successful platforms

 

Assessments

Assignments, Online Test, Others, Written Exam, PARTICIPATION

 

Trainer info

Sean Lee is the current co-lead of the Foresight, Brand and Innovation team in the Kantar Consulting Division, with years of experience working with Fortune 500 companies in the area of Foresight Strategy, Innovation and Marketing. He partners with key accounts including Meta, Google, Coca-Cola, Visa, Unilever, Grab and many more in various sectors.  Sean has also been an Associate with SUSS for 8 years, leading undergraduate courses in Consumer Behaviour, Brand Management and graduate course in Platform Strategy.

Sean brings his experience working with large platform companies, understanding the dynamics of growth and the impact of marketing on platform’s growth strategy.

Sean graduated with a Masters in Business Administration from NUS.

 

Course Completion requirements

Participants are required to achieve at least 75% attendance and pass any prescribed examinations/assessments or submit any course/project work (if any) under the course requirement.

  • Participants are required to complete all surveys and feedbacks related to the course
  • The course fees are reviewed annually and may be revised. The University reserves the right to adjust the course fees without prior notice.
  • Singapore University of Social Sciences reserves the right to amend and/or revise the above schedule without prior notice

 

Course Fees, payment and refund policy

 International Participants Singapore Citizens (below 40yrs), Permanent Residents Singapore Citizens (40yrs and above) SkillsFuture Mid - Career Enhanced Subsidy1Enhanced Training Support for SMEs2 (Singaporean and PRs)
Course Fees (A) $3,168.00 $2,640.00 $2,640.00 $2,640.00
SSG Grant (70%) (B)  $1,848.00 $1,848.00 $1,848.00
Nett Course fees (A) - (B) = (C) $3,168.00 $792.00 $792.00 $792.00
9% GST on Nett course fees (D) $285.12 $71.28 $71.28 $71.28
Total nett course fees payable including GST (C) + (D) $3,453.12 $863.28 $863.28 $863.28
Less additional funding if eligible under various schemes (F) $-   $-   $528.00 $528.00
Total nett course fees payable including GST, after additional funding form the various schemes (E) - (f) = (H) $3,453.12 $863.28 $335.28 $335.28
1 Mid-Career Enhanced Subsidy: Singaporeans aged 40 and above may enjoy subsidies up to 90% of the course fees.
2 Enhanced Training Support for SMEs: SME-sponsored employees (Singapore citizens and PRs) aged 21 and above may enjoy subsidies up to 90% of the course fees.

For the various payment mode, please refer here.
For the refund policy, please refer here. 

 

For clarification, please contact the SUSS Academy via the following:
Telephone: +65 6248 0263
Email: [email protected]