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Business Model, Design and Innovation

  • Teacher(s): Y.Pigneur
  • Course given in: English
  • ECTS Credits: 6 credits
  • Schedule: Autumn Semester 2018-2019, 4.0h. course (weekly average)
  •  séances
  • site web du cours course website
  • Related programme: Master of Science (MSc) in Information Systems

 

Objectives

The objectives of this course are threefold. The first objective is to be able to accurately describe changes in industry structures and situations of business model innovation in general – applied to the example of recent e-business evolutions in particular.

The second objective is to master the design of business models using a design-thinking attitude and adopting the “Managing as designing” paradigm.

The third objective is to carry out a startup creation project in the digital domain and to mature its business model by testing the underlying assumptions in a so-called "Lean Startup" approach.

Contents

Upon completion this course, the participants will have a general understanding of the current state and trends in the design of business models and value popositions. More specifically, the participants will be aware of the potential contribution of conceptual and design-oriented research in information systems for improving the formalization, the design and the computer-aided design of business models.

The first part concerns the identification, formalization and visualization of the core constructs, conceptual models and enterprise ontologies that could be used to facilitate both the understanding and the design of business models and value propositions.

The second part corresponds to the exploration of how Design Thinking techniques such as prototyping, customer insight and storytelling might contribute to improve the design of strategies and business models. The students will "go out of the building" and test their business models with potential customers, adopting a Lean Startup approach.

The third part illustrates and examines the support of computer-aided design (CAD) systems assisting the process of designing business models and selecting strategic options for companies.

Learning outcomes

After the course, the students will have:

- Learned about and applied a practical visual language and innovation process to describe, challenge, and design strategy and business models;

- Explored, prototyped and tested business models and value propositions using design thinking, customer development, and lean start-up methods to boost future growth.

- Master computer-aided design (CAD) tools for prototyping and testing business models and value propositions.

The course will be based on active participation, workshop exercise, and team projects.

The course is bilingual: the material is in English but the class is mainly given in French. Students can ask their questions, do exam, and write project papers in French or in English.

References

Osterwalder, A. and Pigneur, Y. (2013). Designing business models and similar strategic objects: the contribution of IS. Journal of AIS, 14(5):237-244

Velt, D., Clemons, E., Benlian, A., Buxmann, P., Hess, T., Spann, M., Kundisch, D., Leimeister, J., and Loos, P. (2014). Business models - an information systems research agenda. Business and Information Systems Engineering, 6(1):45-53.

Wirtz, B., Pistoia, A., Ullrich, S., and Göttel, V. (2015). Business models: Origin, development and future research perspectives. Long Range Planning, forthcoming:1-19.

Course materials and assigned readings are listed on the course web site (moodle).

Pre-requisites

The students should have previously attended the undergraduate course "Systèmes d'information", or equivalent.

The course is limited to 50 participants, priority to students of the MscIS. The selection is made based on an individual form, completed the first week.

Evaluation

First attempt

Exam:
Oral 0h20 minutes
Documentation:
Not allowed
Calculator:
Not allowed
Evaluation:

Grades will be attributed according to the following key: 50% for class participation and the group project, and 50% for a closed-book oral exam (in January), based on a written essay.

Retake

Exam:
Oral 0h20 minutes
Documentation:
Not allowed
Calculator:
Not allowed
Evaluation:

The success conditions are identical to those of the first session (See above).



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