Option Area(s):

Course Description :

The Internet and related information technologies have enabled new ways for companies to organize their businesses. Companies are also increasingly dealing with digital information that is different in many ways from other goods and services. The purpose of this course is to explore how new digital business models and digital information affect strategy, structure and pricing. We will use lectures, cases, class discussion, exercises and team projects to examine a variety of topics including pricing and competition on the Internet, cross-channel competition and marketing, “Long Tail”, targeted advertising, reputation and word of mouth, pricing of digital information, bundling and other forms of aggregation, network effects, and a variety of other topics. Fundamental economic principles will be illustrated using business case studies. At times, we will also discuss emerging digital technologies, business methods and industry structures.