2026/2027
Стратегии цифровых платформ в глобальной экономике
Статус:
Маго-лего
Кто читает:
Департамент мировой экономики
Где читается:
Факультет мировой экономики и мировой политики
Когда читается:
1, 2 модуль
Охват аудитории:
для своего кампуса
Преподаватели:
Арбайсар Гонсалес Виктор Алехандро
Язык:
английский
Кредиты:
6
Контактные часы:
40
Course Syllabus
Abstract
The objective of the course is to provide students with a comprehensive understanding of digital platforms' strategies within the context of global economy dynamics. It explores how firms leverage digital technologies to create value, compete effectively, and shape market structures on an international scale. The curriculum emphasizes both theoretical frameworks and practical applications through case studies from various industries worldwide.
Course format combines lectures, take-home in-depth analysis, as well as seminars focused on discussions on business cases and suggested issues. The knowledge and skills acquired during the course will be useful to acquire the skills of data search, analysis and interpretation, research work, presentation of their own judgements, and conducting scientific debates.
Learning Objectives
- The purpose of the course is to give students theoretical knowledge and practical keys to: 1. Review the origin and characteristics of digital platforms 2. Compare features of digital businesses vs traditional businesses 3. Understand the network effects and multi-sided markets in digital platforms 4. Discover main growth strategies for digital platforms 5. Understand how digital platforms are created and use data to reach targeted audiences 6. Analyze competitors’ landscape in domestic and international markets 7. Define marketing funnel and business KPI’s for digital platforms 8. Understand main cost structures and risks 9. Review systems and tools for digital platforms, with special attention to data management and cloud services 10. Understand security considerations regarding cybersecurity threats and mitigation techniques 11. Discover amazing applications of new technology for digital platforms and future trends.
Expected Learning Outcomes
- Improve oral and written communication skills (in English).
- Understand what constitutes a digital platform
- Identify the different types and features of digital platforms
- Clearly understand the different growth strategies of digital platforms in different competitive environments, both local and global.
- Understand the key principles that govern different business models, as well as the technological foundations on which they are based
- Discuss what new trends are bringing to digital platforms.
- Acquire sufficient background to be able to discuss the challenges and opportunities of the digital platforms.
Course Contents
- 1. INTRODUCTION TO DIGITAL PLATFORMS
- 2. STRATEGIC POSITIONING OF DIGITAL PLATFORMS
- 3. BUSINESS MODELS FOR DIGITAL PLATFORMS
- 4. TECHNOLOGY, DATA & FUTURE TRENDS
Assessment Elements
- Lecture attendance
- Seminar attendance
- Individual presentations
- Other activities
- Final test (exam)
Interim Assessment
- 2026/2027 2nd module0.3 * Individual presentations + 0.2 * Other activities + 0.3 * Final test (exam) + 0.1 * Lecture attendance + 0.1 * Seminar attendance
Bibliography
Recommended Core Bibliography
- Platform revolution : how networked markets are transforming the economy and how to make them work for you, Parker, G. G., 2016
Recommended Additional Bibliography
- Platform revolution : how networked markets are transforming the economy and how to make them work for you, Parker, G. G., 2017