Coursebooks 2016-2017

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Business design for IT services

CS-490

Lecturer(s) :

Wegmann Alain

Language:

English

Summary

We teach how to "design" an IT supported business initiative. We use insights from philosophy and psychology to concretely understand business models and analysis tools. Students work in groups on a project of their choice. Concrete fieldwork outside class and substantial readings are required.

Content

Individually, the students have to read the documents listed below. They make a synthesis of their contents. They need to apply the concepts presented in these documents on case studies and on their own project.

 

The students work, in groups, on a project. They: 
(1) imagine a new (IT) service to develop,
(2) identify and analyze the relevant segments,
(3) validate their model with real customers and potential partners,
(4) define the qualitative and quantitative goals for the new (IT) service.

 

To represent their business idea, the students use Trade Your Mind - a web-based business modelling service,

Keywords

Business services, IT services, business design, innovation in startups, revolutionary ventures and corporate initiatives; entrepreneur profiles.

 

Business design, service design, house of quality, SEAM modeling (eco-system, supplier-adopter relationship, motivation models)

 

Segmentation, value networks, PESTLE analysis, 5 forces analysis, core competency, coopetition, blue ocean, resource based modeling, transaction cost.

Integrated marketing concept, SWOT analysis, strategy canvas.

New technology adoption, crossing-the chasm, decision making units.

Pricing strategy, cashflow management, break-event time

Psychological types, epistemology, ontology, axiology (ethics and aesthetics).

 

Learning Outcomes

By the end of the course, the student must be able to:

Transversal skills

Teaching methods

Problem-based teaching + group work

Resources

Bibliography

Bhide, A. (2000). The Origin and Evolution of New businesses: Oxford University Press.

 

Hauser, J. R., & Clausing, D. (1988). The house of Quality. Harvard Business Review.
https://hbr.org/1988/05/the-house-of-quality

 

Golnam, A., Regev, G., Ramboz, J., Laprade, P., & Wegmann, A. (2011). Aligning Value and Implementation in Service Design - A Systemic Approach. International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 3(1), 19-36.

 

Porter, M. E. (2008). The Five Competitive Forces That Shape Strategy. Harvard Business Review.
https://hbr.org/2008/01/the-five-competitive-forces-that-shape-strategy 

 

Levitt, T. (1960). Marketing Myopia. Harvard Business Review.
https://hbr.org/2004/07/marketing-myopia

 

Prahalad, C., & Hamel, G. (1990). The Core Competence of the Corporation. Harvard Business Review.
https://hbr.org/1990/05/the-core-competence-of-the-corporation
 
Brandenburger, A. M., & Nalebuff, B. J. (1995). The Right Game: Use Game Theory to Shape Strategy. Harvard Business Review.
https://hbr.org/1995/07/the-right-game-use-game-theory-to-shape-strategy

 

Hagel, J., & Singer, M. (1999). Unbundling the Corporation. Harvard Business Review.
https://hbr.org/1999/03/unbundling-the-corporation

 

Kim, W. C., & Mauborgne, R. (2004). Blue Ocean Strategy, Havard Business Review.
https://hbr.org/2004/10/blue-ocean-strategy

 

Tools: Trade Your Mind ' Business modeling tool on the web
www.tradeyourmind.com

Note: the list is non-exhaustive. 

 

Ressources en bibliothèque

In the programs

Reference week

 MoTuWeThFr
8-9     
9-10     
10-11     
11-12     
12-13     
13-14   INM203 
14-15    
15-16    
16-17     
17-18     
18-19     
19-20     
20-21     
21-22     
 
      Lecture
      Exercise, TP
      Project, other

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  • Autumn semester
  • Winter sessions
  • Spring semester
  • Summer sessions
  • Lecture in French
  • Lecture in English
  • Lecture in German