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Kursusnavn (dansk):	B18 Strategi, teknologi og markedsføring i en mobil verden
Kursusnavn (engelsk):	B18 Mobile Business - Strategy, Technology and Marketing
Semester:	Efterår 2004
Udbydes under:	cand.it., e-business (ebuss)
Omfang i ECTS:	7,50
Kursussprog:	Engelsk
Kursushjemmeside:	https://learnit.itu.dk
Min. antal deltagere:	0
Forventet antal deltagere:	15
Maks. antal deltagere:	30
Formelle forudsætninger:	B1 Strategic and tactical tools for e-business, or a similiar course.
Læringsmål:	The course will train students to become future managers in mobile device and service provisioning. The overall aim is to promote skills in integrated and systemic strategic thinking necessary for successful development and introduction of pervasive and compound product-service offerings. Upon completion of the course, the students will hold practical abilities and theoretical understanding pertaining to the opportunities and challenges wireless technologies (current mobile standards and emerging technologies) present to business models, strategy and marketing. Insight is provided through real-life work with contemporary cases pertaining to market implementation of 3G, mobile service development, portal and platforms for service delivery, revenue models for mobile services, context dependent mobile services, and market opportunity analysis for emerging technologies (e.g. WiFi, Bluetooth, GPS etc.). To support the case work, lectures will be offered in three modules; wireless technologies, market oriented m-service innovation, and strategy for mobile device and service provisioning.
Fagligt indhold:	<body> <strong>1.</strong> Existing and Emerging Wireless Technologies <strong>1a.</strong> An outline of important wireless technologies <strong>1b.</strong> Pervasive computing <strong>1c.</strong> Standard setting and ubiquity <strong>2.</strong>Market Oriented Innovation<strong> 2a.</strong> Market Orientation ¿ learning from markets and users <strong>2b.</strong> Interpretive market research ¿ understanding technology in practice <strong> 2c.</strong> Communicating technology ¿ Integrated Marketing Communication <strong>2d.</strong> Implementation and diffusion <strong>3a.</strong>Market Oriented Business models for wireless technology <strong>3b.</strong> Value networks - Partnerships, Outsourcing, Insourcing The first module ¿Existing and Emerging Wireless Technologies¿ will provide the students a basic understanding of properties and features of new wireless technologies. It will also enter into the field of pervasive computing and standard setting. Moving into the second module, ¿Market Oriented Innovation¿, the students will enter into the challenging problems of balancing technological opportunities with user needs and wants. It will also address the role of user-knowledge in technological adaptation and provide the students abilities to connect levels of user-knowledge to market-communication strategies. The third module ¿Business Models and Partnerships¿ will seek to develop the students¿ comprehension of current and emerging business models in the wireless arena. In particular, the students will be introduced to how wireless venturing often involves different players constituting value networks that both compete and cooperate in the marketplace. The aim here is to enable the students to understand how the boundaries of the firm become dynamic and how insourcing and outsourcing is imperative for value networks to grow. There will be cases for each of the modules. Students are expected to present their analysis and engage in discussions during the lectures.
Læringsaktiviteter:	12 x 3 lessons + practices
Eksamensform og -beskrivelse:	X. experimental examination form (7-scale; external exam), 13-skala, Ekstern censur Oral exam based on a group or individual paper (miniprojekt)
Litteratur udover forskningsartikler:	Wireless Data Services Forfatter: Sharma, Chetan;Nakamura, Yasuhisa Forlag: Cambridge University Press 20-11-2003 ISBN: 0521828430 Please find more information about the course at www.ebuss.dk (syllabus etc.)