This course is designed to help students develop an in-depth understanding and analysis of strategic business challenges and opportunities in the dynamic and complex environment of Digital Media and Entertainment E- Commerce Ecosystem (DMEEE) in Asia. Value co-creation is an integral performance outcome in digital platform ecosystems. In developing their digital strategies, leading companies in these systems increasingly aggregate and analyze data from both e-commerce activities and media content consumption to gain a multifaceted understanding of their customers, and to develop deep knowledge about media, entertainment, and e-commerce. As tech titans like Amazon, Netflix, Alibaba, Tencent, and Bytedance redefine the DMEEE landscape in Singapore and Southeast Asia, other ecosystem players including media firms, entertainment firms, manufacturers and retailers are presented with the challenge of developing their own digital strategies to thrive. This elective will introduce key concepts in strategic management in DMEEE and involve students in real-life strategic business challenges from Mediacorp, Singapore's leading media and entertainment group, and MBT, the Swiss-born and original physiological footwear brand.
Participants will have the opportunity to engage business leaders in project discussions.
By the end of this course, students will be able to:
- Demonstrate a deep understanding of the key concepts in Strategic Management in Digital Media and
- Entertainment E-Commerce Ecosystem (DMEEE).
- Identify key learning and experiences from the real-life strategic business challenge proposed by Mediacorp.
- Explain how changes in the DMEEE could lead to new high-growth opportunities for Singapore.
- Explain how the differences in the consumer consumption of digital media, entertainment and e-commerce for Asians and non-Asians will impact the
digital strategy in DMEEE
- Identify and analyze potential strategic business opportunities in Asia.
- Develop an innovative digital strategy to compete in DMEEE in Asia.