Internet Business Strategy

Course Objectives

The advent of the Internet toward the end of the 20th century brought about rapid progress in digital information and communications technology (ICT), which in turn has been revolutionizing business in the world. ICT and the Internet have permeated deeply into our everyday lives through mobile phones and broadband networks, and are affecting value creation processes in a range of businesses, corporate strategies, and organizations. However, people who are not familiar with ICT do not understand the actual condition and nature of these changes and effects.

As an applied course in strategic management, this course is intended for students to understand trends in Internet businesses and the unique structure of these businesses, and to acquire the ability to build business strategies in these businesses through case studies and group exercises.

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

- Critical Thinking
− Marketing I
− Strategy

Click here to see a list of Preliminary Recommended Courses

Theme/Reading Materials

Day 1
Session A
THEME The Industry Structure of the Internet Business and the Principle of Competition in the Business
CASE ・Leadership Online (A): Barnes & Noble vs. Amazon.com
Session B
THEME The Industry Structure of the Internet Business and the Principle of Competition in the Business (Continued) 
CASE ・ Leadership Online (A): Barnes & Noble vs. Amazon.com
・ Leadership Online (B): Barnes & Noble vs. Amazon.com in 2005 (to be distributed in class)
 
Day 2
Session A
THEME Virtual Platform Strategies
CASE ・Google Inc.
Session B
THEME Revolution on Information Distribution through the Internet
CASE ・Google Inc.
 
Day 3
Session A
THEME Conditions for Profiting from Content in the Internet Business
CASE ・APPLE INC.: iPODS AND iTUNES
Session B
THEME Approaches to Profiting from Content
CASE ・nico nico DOUGA
 
Day 4
Session A
THEME Approaches to Making a Platform Profitable
CASE ・COOKPAD
Session B
THEME Platform Growth Strategies
CASE ・COOKPAD
 
Day 5
Session A
THEME The Difference between Traditional Media and Social Media 
CASE ・Facebook
Session B
THEME The Effects of Social Media
CASE ・LINE
 
Day 6
Session A
THEME Media Changes Brought about by the Internet and Its Social Implications
CASE ・The Huffington Post
Session B
THEME Media Changes Brought about by the Internet and Its Social Implications (Continued)
CASE ・The Huffington Post

 

Textbook (Please purchase the following textbook before the course starts.)

Free: How Today's Smartest Businesses Profit by Giving Something for Nothing

ISBN-10: 140131032X
ASIN: B0043RT912

Faculty

Ted Katagi
Ted Katagi
Marketing and Strategy
Mr. Ted Katagi started his business career in Enterprise Sales for IBM. He joined Bain and Company after Business school and used his four years of experience there to then become Director of Strategy for AirTouch. His 11 year career at Vodafone/Airtouch included Chief Marketing Officer positions with Vodafone Japan/Verizon Wireless/and the Digital Phone Group and the head of the 2 Billion USD enterprise group at Japan Telecom. Mr. Katagi later joined Fidelity as head of their Private Equity Group in Asia and Picsel Software as their COO.
John Flanagan
John Flanagan
Critical and Analytical Skills, Marketing and Strategy
"A strong grasp of marketing concepts and theory acts as the sounding board for any marketer as they build strategies to grow their business and launch campaigns. However, one also needs an understanding what happens in the real world. In addition to advancing student knowledge of marketing, I hope to provide that reality check for class participants."