Kursusoversigt
Kursusbeskrivelse
Kursusnavn (dansk):
B18 Strategi, teknologi og markedsføring i en mobil verden
Kursusnavn (engelsk):
B18 Mobile Business - Strategy, Technology and Marketing
Semester:
Forår 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:
Ingen
Læringsmål:
The course aims to provide students practical abilities and theoretical understanding of the opportunities and challenges wireless technologies (current mobile standards and emerging technologies) present to business models, strategy and marketing.
It will offer students the opportunity to work with cases relevant for analyzing and understanding current issues, e.g. market implementation of 3G in Denmark, mobile service development, 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.
Fagligt indhold:
<body>1. Existing and Emerging Wireless Technologies
1a. An outline of important wireless technologies
1b. Pervasive computing
1c. Standard setting and ubiquity
2. Market Oriented Innovation
2a. Market Orientation ¿ learning from markets and users
2b. Interpretive market research ¿ understanding technology in practice
2c. Communicating technology ¿ Integrated Marketing Communication
2d. Implementation and diffusion
3a. Market Oriented Business models for wireless technology
3b. 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.
Læringsaktiviteter:
12 x 3 lektioner + øvelser
Eksamensform og -beskrivelse:
X. experimental examination form (7-scale; external exam), 13-skala, Ekstern censur
Oral exam based on a group paper (miniprojekt)
Litteratur udover forskningsartikler:
Kursusoversigt