This course will familiarize students with the digital media landscape, with a focus on platform businesses. In addition, they will learn about the business logic behind digital media platforms (e.g. Google, Facebook, Netflix) and platform strategy. Ultimately, students will apply their knowledge to a substantial real-world client project. The course will also feature a digital 'boot camp' with a leading digital media company.
By the end of the course, students will be able to:
- Describe the key characteristics of the digital media landscape and digital platforms.
- Explain platform and agile strategy.
- Analyze the platform strategies of game-changing firms.
- Effectively apply platform strategy and reframing to solve real-world business challenges.
Students developed a social media strategy for one of the key brand categories.
Students crafted a business transformation and communications plan to encourage Singaporeans to reduce their electricity usage.
To make it more personable to millenials, students devised a few strategies centred on providing experiences that can make the brand more relational, relatable and humanised, in response to the pain points the company identified.
Students provided a strategy for the company's omnichannel experience for their customers, whereby they seek to enhance their online and in-store experience, eradicating customers' pain points.