DIGITAL MARKETS

The teaching is part of the free-choice exams of the Business Economics course. The purpose of the course is to explore a fundamental aspect of the ongoing digital revolution: the transformation of markets, both business-to-consumer and business-to-business, induced by the diffusion of digital technologies. These issues are particularly relevant in this period of uncertainty and turbulence in the globalization process, in which almost all economic players have expanded their activities and relationships within the digital sphere. Understanding how this new way of conceiving market relations can shape organisations, relationships between companies, and those between consumers and companies allows us to adopt an original point of view also to re-read the contents of the previous teachings, enabling students to develop their own vision of what has been learned in the entire course of study from the point of view of the technological transformation in progress.

The course is aimed at developing students’ critical attitude facing them with dilemmas and questions emerging naturally from inquiry into the digital transformation of markets. In particular, students will be exposed first to interpretative models of digital markets, highlighting weaknesses and strengths, and discussing their application to real cases. Students will then face case studies and scientific analyses, and will meet representatives of firms and organization active in digital markets, with the aim of applying the different models seen in class. The mode of this interaction will be based on the critical method: discussion and formation of each student own’s opinion will be key to this moment. Group work will allow students to match these concepts with reality, identifying in an original way the level of applicability of the different models and thus elaborating their own personal conclusions, leading to operational results that may be useful for their future work once graduated.
In particular, the expected learning outcomes will be the following:
1. Knowledge and understanding
● Knowledge of the fundamental elements of digital markets.
● Knowledge of the models of reference and relative interpretation of digital markets.
● Knowledge of the main problems related to the structure of digital markets and to the corporate strategies of the companies operating in them.
2. Ability to apply knowledge and understanding
● Ability to critically approach issues related to digital markets.
● Ability to apply the models seen in class to reality, linking them to concrete cases
3. Ability to judge
● Ability to identify the limits of the models seen in class in comparison with reality, reviewing them in a personal way
4. Communication skills
● Ability to work in a team (peer-to-peer communication) and to present in class (one-to-many)
5. Learning skills
● Ability to identify by comparison with reality the necessary adaptations to what has been learned in class

No specific pre-requisite is necessary for this course

The initial part of the course will present the main perspective applied and the main elements characterizing digital markets. Based on these elements, three models will be analyzed more in depth: the free model, servitization, and the sharing economy. Departing from these models, the concept of dis-intermediation will be placed at the center for the incoming session, referring in particular to B2C and B2B e-commerce. Particular attention will be devoted to the way in which dis-intermediation applies to platform economy, the center of the final part of the course.

Francesco Rullani, Enzo Rullani (2018) Dentro la rivoluzione digitale. Per una nuova cultura dell'impresa e del management, Giappichelli, Torino, ISBN 9788892176942 (ebook) ISBN 9788892115248 (print).
Massimiliano, Nuccio and Stefano, Franco, 2021. Trasformazione digitale e sostenibile. Una prospettiva di management. G Giappichelli Editore.

For each session, selected chapters will be identified, plus a series of further readings avilable on Moodle

The assessment will take place through a written exam lasting 1 hour, consisting of both open-ended and multiple-choice questions. This will test the student's understanding of the theoretical concepts covered, as well as their ability to connect these concepts to the cases presented during the course and the guest speakers invited to class.
Students can earn additional points through:
1) Group projects that will be presented during the course. In this case, the group's ability to apply the theoretical concepts discussed in class to a specific case chosen by the group will be evaluated.
2) Class participation, which can result in a bonus if the student is particularly active and engaged.

The course comprises some initial lectures aimed at providing the basic knowledge relative to digital markets. Some lecture will be frontal lectures, and will be centered on specific theoretical themes. Others will be based on case presentation and discussion with the students. Moreover, some operators active in digital markets will be called to share their experience with the students.
At the same time, students can participate in groupwork sessions aimed at matching the theoretical concepts seen in class to the real case chosen by their group. The groupwork has the central function of bridging theory and reality, and is thus key. Students’ groups will be able to choose the cases that are mostly interesting to them, of course within the limits of the course’s main themes.
Due to Covid emergency, the course delivery may be subject to modifications.

Italian

Support to students with disabilities is assured by Ca' Foscari. In case, please write an inquiry to disabilita@unive.it.

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