ECO4145 Platform EconomicsBahçeşehir UniversityDegree Programs ADVERTISINGGeneral Information For StudentsDiploma SupplementErasmus Policy StatementBologna CommissionNational Qualifications
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Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code Course Name Semester Theoretical Practical Credit ECTS
ECO4145 Platform Economics Spring 3 0 3 6
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction: English
Type of course: Non-Departmental Elective
Course Level: Bachelor’s Degree (First Cycle)
Mode of Delivery: Hybrid
Course Coordinator : Assist. Prof. SERKAN YEŞİLYURT
Course Lecturer(s): Assoc. Prof. EMİN KÖKSAL
Course Objectives: This course aims the analyse the basic economic principles of platforms that connect one group of customers with another group of customers.

Learning Outcomes

The students who have succeeded in this course;
1. Identify platforms
2. Explain the functioning of a platform
3. Idenfity network effects
4. Evaluate direct and indirect network effects
5. Analyze platform business models
6. Evaluate platforms' behaviours
7. Analyze platforms' competitive strategies
8. Acquire a solid understanding for promotion and subsidy strategies

Course Content

After an introduction to the basic concepts and principles of platform economics, value creation and ecosystem of platforms will be analyzed. Business models and competitive strategies of the local and global companies such as Yemeksepeti, Bitaksi, Gitti Gidiyor, eBay, Amazon, Alibaba, Uber, Airbnb, Booking will also be elaborated both from theoretical and empirical perspectives.

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Introduction and Basic Concepts
2) Economic Principles for Platforms
3) The Technologies Behind Platforms
4) How Multi-Sided Platforms Create Value
5) Getting off the Critical Mass
6) Pricing for Profitability and Growth
7) Shaping the Platform’s Ecosystem
8) Designing the Platform
9) Evaluating Platform Pioneers
10) The Transformation of Payments
11) The Transformation of Retail
12) Antitrust Issues in Platform Economics
13) Public Policy Towards Platforms
14) The Future of Platforms

Sources

Course Notes / Textbooks: David S. Evans and Richard Schmalensee, Matchmakers: The New Economics of Multisided Platforms, Boston: Harvard Business School Press, 2016.
References: Alvin Roth, Who Gets What and Why: The New Economics of Matchmaking and Market Design (New York: Houghton Mifflin Harcourt, 2015).

Carl Shapiro and Hal R. Varian, Information Rules (Cambridge, MA: Harvard Business School Press, 1998)

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Presentation 1 % 20
Midterms 1 % 30
Final 1 % 50
Total % 100
PERCENTAGE OF SEMESTER WORK % 50
PERCENTAGE OF FINAL WORK % 50
Total % 100

ECTS / Workload Table

Activities Number of Activities Duration (Hours) Workload
Course Hours 14 3 42
Study Hours Out of Class 14 3 42
Quizzes 4 10 40
Final 1 25 25
Total Workload 149

Contribution of Learning Outcomes to Programme Outcomes

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) To prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media 2
2) To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management
3) To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising
4) To be able to follow and interpret innovations in the field of advertising
5) To demonstrate a scientific perspective in line with the topics they are curious about in the field.
6) To address and solve the needs and problems of the field through the developed scientific perspective
7) To recognize and understand all the dynamics within the field of advertising
8) To analyze and develop solutions to problems encountered in the practical field of advertising