Key information

Teaching department:  UCL School of Management
Credit value:  15
Restrictions:  This module is only available to UCL MBA students. You must have first completed the Business Strategy module.

This module provides you with a detailed understanding of digital markets and the extent to which traditional strategy frameworks still apply. The module will help you appreciate how competing in digital markets differs from competing in traditional markets, and the strategic adjustments needed to be successful. How does the dominance of large technology platforms such as Amazon and Google affect competitive dynamics? How can firms best position themselves in the markets facilitated by these platforms? What strategies will be effective in taking on digital market leaders? Drawing from various intellectual domains, this module seeks to answer these questions.

By the end of this module, you should be able to:

• understand the basic economic underpinnings endemic to digital markets and the core differences with traditional, non-digital, markets
• understand the implications of digital markets’ unique characteristics and apply frameworks to understand how firms are positioned to compete in these markets
• demonstrate knowledge of the economic and strategic logic behind some of the most widely used business models in digital markets
• be knowledgeable of both the advantages and disadvantages of competing within markets that are created and governed by market leading technology platforms
• analyse digital business models and derive from such analysis implications for strategic (re-)positioning that guide managers and leaders in successfully competing
• discuss and debate module topics with leaders from other cultures and industries.

Methods of assessment:

Mark scheme:  Letter grades

Module leader:  Joost Rietveld

Who to contact for more information:  admissions@onlinelearning.ucl.ac.uk