| MBA (ENGLISH, NON-THESIS) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| BUS5949 | Platform Busines and Economics | Fall | 3 | 0 | 3 | 8 |
| This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
| Language of instruction: | English |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | Hybrid |
| Course Coordinator : | Assist. Prof. SERKAN YEŞİLYURT |
| Recommended Optional Program Components: | None |
| Course Objectives: | The course aims to analyze the economic principles of platforms that connect one group of customers with another group of customers. In the first part of the course—after an introduction to the basic concepts and principles of platform economics—value creation and the ecosystem of platforms will be analyzed both from theoretical and empirical perspectives. In the second part of the course, business models and competitive strategies of hypothetical or existing platform companies will be elaborated via students’ projects. |
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The students who have succeeded in this course; At the end of the course, you will be able to: 1. Identify platforms 2. Explain the functioning of a platform 3. Identify network effects 4. Evaluate direct and indirect network effects 5. Analyze platform business models 6. Evaluate platforms' behaviors 7. Analyze platforms' competitive strategies 8. Acquire a solid understanding for promotion and subsidy strategies in platform markets |
| 1. Orientation & Introduction 2. Basic Concepts 3. Economics of Platforms 4. Value Creation on Platforms 5. Critical Mass, Pricing for Profitability and Growth 6. Platform’s Ecosystem 7. Building and Managing the Platform 8. The Transformation of Payment 9. The Transformation of Retail 10. The Future of Platforms Teaching methods of the course are classical learning methods of explanation and problem solving. |
| Week | Subject | Related Preparation |
| 1) | Orientation & Introduction | Read the syllabus and the Intro of Matchmakers |
| 2) | Basic Concepts | Read Ch. 1 of Matchmakers |
| 3) | Economics of Platforms | Read Ch. 2 & 3 of Matchmakers |
| 4) | Value Creation on Platforms | Read Ch. 4 of Matchmakers |
| 5) | Critical Mass, Pricing for Profitability and Growth | Read Ch. 5, 6 of Matchmakers |
| 6) | Platform’s Ecosystem | Read Ch. 7 of Matchmakers |
| 7) | Building and Managing the Platform | Read Ch. 8, 9, 10 of Matchmakers |
| 8) | The Transformation of Payment | Read Ch. 11 of Matchmakers |
| 9) | The Transformation of Retail | Read Ch. 12 of Matchmakers |
| 10) | The Future of Platforms | Read Ch. 13 of Matchmakers |
| 11) | Presentation Session | Ask critical questions to presenters |
| 12) | Presentation Session | Ask critical questions to presenters |
| 13) | Presentation Session | Ask critical questions to presenters |
| 14) | Presentation Session | Ask critical questions to presenters |
| Course Notes / Textbooks: | The book for the class that corresponds closely to the lectures is • Evans, D. S., & Schmalensee, R. (2016). Matchmakers: The new economics of multisided platforms. Harvard Business Review Press. (Google Books) The following books are recommended as supplementary books: • Belleflamme, P., & Peitz, M. (2021). The Economics of Platforms. Cambridge University Press. (Google Books) • Parker, G. G., Van Alstyne, M. W., & Choudary, S. P. (2016). Platform revolution: How networked markets are transforming the economy and how to make them work for you. WW Norton & Company. (Google Books) • Galloway, S. (2018). The four: the hidden DNA of Amazon, Apple, Facebook, and Google. Penguin. (Google Books) Below cited blogs, magazines, and podcasts may be helpful to stay informed about current events: • MatchmakerEconomics • HBR-The Platform Economy • Platform Revolution • Lumost Podcast Other required readings will be uploaded to ItsLearning. If you cannot access any material, please contact me immediately. |
| References: | Derslere yakın bir şekilde karşılık gelen sınıf için kitap - Evans, D. S., & Schmalensee, R. (2016). Çöpçatanlar: Çok taraflı platformların yeni ekonomisi. Harvard Business Review Press. (Google Kitaplar) Aşağıdaki kitaplar yardımcı kitaplar olarak önerilmektedir: - Belleflamme, P., & Peitz, M. (2021). Platformların Ekonomisi. Cambridge Üniversitesi Yayınları. (Google Kitaplar) - Parker, G. G., Van Alstyne, M. W., & Choudary, S. P. (2016). Platform devrimi: Ağa bağlı piyasalar ekonomiyi nasıl dönüştürüyor ve sizin için çalışmasını nasıl sağlayabilirsiniz? WW Norton & Company. (Google Kitaplar) - Galloway, S. (2018). Dörtlü: Amazon, Apple, Facebook ve Google'ın gizli DNA'sı. Penguin. (Google Kitaplar) Aşağıda belirtilen bloglar, dergiler ve podcast'ler güncel olaylar hakkında bilgi sahibi olmak için faydalı olabilir: - ÇöpçatanEkonomi - HBR-The Platform Economy - Platform Devrimi - Lumost Podcast Diğer gerekli okumalar ItsLearning'e yüklenecektir. Herhangi bir materyale erişemiyorsanız, lütfen hemen benimle iletişime geçin. |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 40 |
| Final | 1 | % 60 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Study Hours Out of Class | 14 | 10 | 140 |
| Project | 1 | 8 | 8 |
| Midterms | 1 | 2 | 2 |
| Final | 1 | 2 | 2 |
| Total Workload | 194 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 0) | Developing strategies, policies and implementation plans to address the issues in the fields of business administration and management, and evaluating the consequences according to the processes of quality, | |
| 1) | Broadening and deepening the knowledge about business administration at the master’s level based on the undergraduate level qualifications, | |
| 1) | 1) Developing strategies, policies and implementation plans to address the issues in the fields of business administration and management, and evaluating the consequences according to the processes of quality, 2) Broadening and deepening the knowledge about business administration at the master’s level based on the undergraduate level qualifications, 3) Comprehending the interaction across various disciplines related to the field of business administration, and evaluating the knowledge and skills gained on an interdisciplinary dimension, 4) Using theoretical and practical information and skills gained at the expertise level in the field business administration, 5) Analyzing problems requiring expertise in the field business administration by using scientific research methods, 6) Evaluating a problem in the business administration field independently, developing a way for solution, solving the problem and evaluating the results, 7) Developing new strategic approaches to solve unforeseen complex issues in the business administration field through integrative and creative elaboration, 8) Evaluating the knowledge related to the field of business administration through critical perspective, 9) Communicating systematically the recent developments and one’s individual studies in the field of business administration to the groups within and outside the field via written, oral and visual presentations, 10) Analyzing the social relations and the norms through critical perspective, developing effective relations, training leaders who are capable of sustaining these social relations, applying teamwork and managing risk and change in the field of business administration. | |
| 2) | Comprehending the interaction across various disciplines related to the field of business administration, and evaluating the knowledge and skills gained on an interdisciplinary dimension, | |
| 3) | Using theoretical and practical information and skills gained at the expertise level in the field business administration, | |
| 4) | Analyzing problems requiring expertise in the field business administration by using scientific research methods, | |
| 5) | Evaluating a problem in the business administration field independently, developing a way for solution, solving the problem and evaluating the results, | |
| 6) | Developing new strategic approaches to solve unforeseen complex issues in the business administration field through integrative and creative elaboration, | |
| 7) | Evaluating the knowledge related to the field of business administration through critical perspective, | |
| 8) | Communicating systematically the recent developments and one’s individual studies in the field of business administration to the groups within and outside the field via written, oral and visual presentations, | |
| 9) | Analyzing the social relations and the norms through critical perspective, developing effective relations, training leaders who are capable of sustaining these social relations, applying teamwork and managing risk and change in the field of business administration. |