Singapore University of Social Sciences

Platform Strategy (MKT551)

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.
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