ICT-based business models

Course type: Master +2
Value in ECTS: 3
Bibliographic references available on the University Library website

Master in Technologies for Human Communication
AA 2011-2012 - Fall Semester

Information and Communication Technologies have a remarkable impact on business models, that is, on the logic underlying an enterprise´s value cycle. Besides deeply affecting traditional business models, ICT-based tools allow an enterprise to create innovative ones, which can provide crucial advantages over competitors. This course aims to: present the main issues deriving from the adoption of new business models based on ICT; encourage students to analyse and think critically about the concepts introduced, also by discussing real business case studies; show how to write a business plan in order to develop a new ICT-based company. The focus will be on innovative ICT-based markets and business models, both of the B2C (business to consumer) and of BTB (business to business) type.
For each type of ICT-based market, the course will critically analyse: the competitive positioning of the companies, in terms of needs satisfied, services offered, target market addressed and revenue model; the strategic landscape in which the companies act, in terms of direct competitors, substitutes, etc., and the core resources and competencies developed to build sustainable competitive advantages; the expected future evolutions of the companies and the main strategic trends in their business areas and markets.
The students will then learn to design a business plan for the launch of a new ICT-based company (start up), dealing with: the goals of the business plan; the financing sources for a start-up company; the contents of the business plan (i.e., general description of the company, general description of the products and services, strategic plan, marketing plan, operational plan, human resources plan, financial structure, economic and financial forecasts, start-up plan).