Curriculum

Internet Business Strategy


Course Objectives

Since the emergence of the internet at the end of the twentieth century, advances in ICT (Information and Communication Technology) have drastically changed the way business is and will be conducted. From the process of creating new values to forming new corporate strategies and organizational structures, the changes triggered by these advances can be found throughout all scopes of business. In this advanced course, students will learn the unique structures and trends of internet businesses, and become capable of developing relevant strategies in real business situations
Despite the wide spread of ICT and the internet through mobile communication devices and broadband connections, it might still be hard to see the overall picture and structure of these unique businesses for those who are unfamiliar with IT and its applications.
However, it is undeniable that the internet will play an even greater role in various areas of business in the years to come. Looking at the rise of the internet and various business structures that accompanied it through case studies, students will discuss their experiences utilizing the internet in their businesses. Students are asked to give a presentation on the last day of the course.

Course Details

Programs: Full-time MBA, Part-time MBA
Discipline: Marketing and Strategy
Course Level: Applied Course
Required/Elective Course: Elective Course
Number of Credits: 1.5
Report: Day 4
Hours Per Class: 3 hours
Class Capacity: 35 (Part-time MBA)

Recommended Preliminary Courses

− Marketing I
− Strategy
− Quantitative Analysis for Business

Click here to see a list of Preliminary Recommended Courses

Theme/Reading Materials

Day 1
THEME Overall Structure of Internet Business and its Principle of Market Mechanism

READING ・Leadership Online (A): Barnes & Noble vs. Amazon.com
・Leadership Online (B): Barnes & Noble vs. Amazon.com in 2005
Rakuten



Day 2
THEME Value Creation Mechanism of Internet Business

READING ・Google


Day 3
THEME Distribution of Contents and Functions of Platforms

READING ・Apple Inc,: iPods and iTunes
・YouTube, Google and the Rise of Internet Video



Day 4
THEME Monetization Model and Competitive Strategy for Platforms

READING ・Cookpad Inc.

Day 5
THEME Social-media and Real-time Communication

READING ・Facebook
・Twitter


Day 6
THEME Social Context and Role of Internet Business

READING ・Nico Nico Douga



Faculty

To be announced.


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