ECOM6030 - Web 2.0 strategy and innovation
Instructor Professor Amy Shuen ( amy@amyshuen.com )
Teaching assistant Mr. Anthony Lam
Syllabus This module covers the fundamental principles of Web 2.0 Strategy and Innovation, providing a systematic framework, business cases and hands-on experience with the online internet, mobile & social media business models that have transformed society, business, nonprofit and government worldwide.

First, we answer the question of What’s Next by looking first at the successful strategy and innovation practices of well-known Silicon Valley internet companies and global industry innovation leaders. Second, we analyze—How to compete in this Web 2.0 world. We examine how quickly companies in different industries are re-shaping, re-mixing and leapfrogging these business models by moving into mobile, leveraging and monetizing their social network, collective user value and collaborative innovation.  Third, we have two innovation labs to practice and hone our individual and group skills in applying Web 2.0 strategy best practices to improve ROI Return on Investment and increase RPU Revenue Per User.
Objectives
  1. What is Web 2.0 Strategy and how to apply it for 10x users, partners at 10x speed in different businesses
  2. What are the best practices online and mobile to monetize and multiply network advantages
  3. Hands-on experience in applying Web 2.0 strategy and best practices in B2C and B2B businesses
Learning outcomes
  1. Understand the framework behind innovative and profitable Web 2.0 business cases and trends in US and Asia
  2. Learn methods of business model analysis
  3. Get hands-on experience in using social and mobile media strategies & in improving ROI and monetization
Prior knowledge expected None
Topics covered
  1. Users Create Value, Web 2.0 Business Model Analysis and Monetization of Crowdsourcing
  2. 5 Network Effects Strategies, 2-sided Market Analysis
  3. Crowdfunding & Microfinance
  4. Crowdfunding startups
  5. Going Mobile, Accelerated Industry Disruption, Industry Analysis and Tipping points, Winners and Losers in Ecosystems
  6. Social & Professional Networks, Social Interest Graph Analysis, Negative network effects, privacy, trending and monetization with Twitter
  7. Digital Film, Movie Rental and Video Streaming
  8. Smart Cities, Big Data, and the Internet of Things
Teaching format Ten 3-hour interactive lectures.   This is a discussion-oriented module. It is thus important that you come to each class prepared as all students are expected to participate actively during class discussions. 
Assessment

In-course assessment (100%)

  1. Midterm multiple choice quiz on 4 November 2014. 20%. No make-up exams will be given.
  2. Final multiple choice and short answer quiz on 13 November 2014. 30%. No make-up exams will be given.
  3. 5 problem sets 2 points each. To be submitted by date & time indicated. Late submission 1 point off. 10%
  4. Individual Case Analysis 15%
    • Written succinct 5-page report. Additional pages of graphs, tables, screenshots may be added to index for further explanation. (10 points)
    • One-page business model canvas, well-integrated with report. (5 points)
    • Bibliography with relevant and up-to-date secondary sources. (required)
    • You will be assigned one of the following cases: Baidu, Taobao, Twitter, Foursquare, Social Games Note (Zynga), Imax
  5. Individual Innovation lab report. Part 1 and Part 2. 15%
    Lab report questions will be assigned at the start of the first Sunday AM lab.
  6. Team project completed and participation/feedback report handed in at end of innovation lab #1. 10%
Course materials Amy Shuen, Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations, 1st Edition, O'Reilly Media, Inc., August 2008
Enrolment No add or drop after 1 November 2014 (23:59)
Class quota Class size will be maintained at 60.
 
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