2023/2024
Разработка цифрового продукта
Статус:
Маго-лего
Кто читает:
Департамент образовательных программ
Когда читается:
4 модуль
Охват аудитории:
для всех кампусов НИУ ВШЭ
Язык:
английский
Кредиты:
3
Контактные часы:
32
Course Syllabus
Abstract
Course abstractThe course shows how to develop a digital product (service) by taking into account consumer and technological trends and adapting the value proposition to a dynamic competitive environment of the knowledge-based economy and meeting the expectations of lead users. The course provides the cutting-edge knowledge, which is essential in designing and managing a digital product. It also provides an overview of the best practices and enriches students with success stories from the founders of digital products. The students will pass through all the key stages for making the business model for their digital product viable and revenue generating and exploring the possibilities for raising funds. During the seminars, the student will initiate their own digital products, design a business model of their digital product, build the minimum viable projects and test relevant product hypothesis in diversified (multicultural and multidisciplinary) teams.Admission criteriaStudents are selected by considering their background, experience in project activity, professional and personal interests, desired role in a project team, the value, which each student brings to the project teams. The first priority for being accepted to the course is given to students, who already have a digital product idea or an appropriately composed project team.
Learning Objectives
- Students will be equipped with various approaches to validate ideas for develop digital products
- Students will be competent in analyzing business models for digital companies.
- Students will know how to create and defend a minimum viable project in the digital era.
- Students will be experienced in creating multicultural, multidisciplinary, cross-functional teams for providing project deliverables.
Expected Learning Outcomes
- Analyze unit economics for different business models
- Formulate and test the hypotheses for validating the digital product idea
- Manage the digital product lifecycle effectively
- Understand the principles for designing a digital product
- Explain the relationship among business model elements
- Create a business model for the digital product
- Critically assess the fundraising opportunities for the digital product
- Build a minimum viable project in the digital era
Course Contents
- Lecture 1. Digital product and lead users
- Lecture 2. Hypotheses validation & MVP
- Lecture 3. Business models
- Lecture 4. Unit Economics
- Lecture 5. Fundraising
- Seminar 1. Project Idea Assessment
- Seminar 2. Business Model Assessment
- Seminar 3. Minimal Viable Product
Assessment Elements
- 10 min team presentation on generating a project ideaAll the 10 min videos of oral team presentations have to be recorded in English by each team with all team members participating and submitted one week before the start of the relevant seminar.
- 10 min team presentation on defending a MVPAll the 10 min videos of oral team presentations have to be recorded in English by each team with all team members participating and submitted one week before the start of the relevant seminar.
- 10 min team presentation on defending a project business modelAll the 10 min videos of oral team presentations have to be recorded in English by each team with all team members participating and submitted one week before the start of the relevant seminar.
- 30 min online test based on course materials (open book)
Interim Assessment
- 2023/2024 4th module0.25 * 10 min team presentation on defending a MVP + 0.25 * 10 min team presentation on defending a project business model + 0.25 * 10 min team presentation on generating a project idea + 0.25 * 30 min online test based on course materials (open book)
Bibliography
Recommended Core Bibliography
- Alexander Osterwalder, Yves Pigneur, & Christopher L. Tucci. (2005). Clarifying Business Models: Origins, Present and Future of the Concept. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.9253EA35
- Bernd W. Wirtz. (2019). Digital Business Models : Concepts, Models, and the Alphabet Case Study (Vol. 1st ed. 2019). Springer.
- Evans, N. D. (2017). Mastering digital business: How powerful combinations of disruptive tech-nologies are enabling the next wave of digital transformation. Retrieved from https://proxylibrary.hse.ru:2137/toc.aspx?bookid=123228
- Nambisan, S., Lyytinen, K., & Yoo, Y. (2020). Handbook of Digital Innovation. Edward Elgar Publishing.
- Project Management Institute. (2019). A Guide to the Project Management Body of Knowledge (PMBOK(R) Guide-Sixth Edition / Agile Practice Guide Bundle (HINDI). [N.p.]: Project Management Institute. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2240462
- Sargeant, Adrian, and Jen Shang. Fundraising Principles and Practice, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=4802529
- Teece, D. (2017). Business models and dynamic capabilities. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.47F89CFF
Recommended Additional Bibliography
- Banerjee, P. (2017). Digital Transformation: Opportunities to Create New Business Models. Siliconindia, 20(10), 50–52. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=138420329
- Dijkman, R. R., Sprenkels, B., Peeters, T. T., & Janssen, A. (2015). Business models for the internet of things. ISSN:0268-4012.
- Eric Schaeffer Industry X.0: Realizing Digital Value in Industrial Sectors, Kogan Page, 2017
- Innovations in retail business models. (2011). Journal of Retailing, 87(1), S3–S16. https://doi.org/10.1016/j.jretai.2011.04.005
- Marketing perspectives on digital business models: A framework and overview of the special issue. (2019). International Journal of Research in Marketing, 36(3), 341–349. https://doi.org/10.1016/j.ijresmar.2019.08.001
- Nambisan, S., Lyytinen, K., Majchrzak, A., & Song, M. (2017). Digital Innovation Management: Reinventing Innovation Management Research in a Digital World. MIS Quarterly, 41(1), 223–238. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=121204229
- Skog, D. A. (2019). The Dynamics of Digital Transformation : the Role of Digital Innovation, Ecosystems and Logics in Fundamental Organizational Change. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.735F35E5
- Soni, N., Sharma, E. K., Singh, N., & Kapoor, A. (2019). Impact of Artificial Intelligence on Businesses: from Research, Innovation, Market Deployment to Future Shifts in Business Models.
- Volberda, H. W., Van Den Bosch, F. A. J., & Heij, K. (2018). Reinventing Business Models : How Firms Cope with Disruption. Oxford: OUP Oxford. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1729606
- Worth, M. J. (2016). Fundraising : Principles and Practice. Los Angeles: SAGE Publications, Inc. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1410207