DIGITAL INNOVATION

Single discipline educational activity

Course Sheet

Course code:

DIGIN22

Academic Year of enrolment:

2023

Year of supply:

2023/2024

Type of Course:

Characterising

Degree:

Course of 2nd Cycle Degree in DIGITAL MARKETING

Disciplinary Sector:

Business Organisation

Language:

Italian

Location:

PESCARA

Credits:

Programme Year:

Professor and Collaborators:

CECI Federica

Cycle:

First four months

Hours of classroom activity:

Individual study hours:

171

Prerequisites:

In order to successfully attend the classes, basics of managements and economics are required.

Objectives

Learning outcomes
Knowledge and ability to understand
- describe the main models of innovation, use analytical tools to understand and interpret technological innovations;
- list the market strategies for introducing an innovation in the market.
- illustrate the fundamental characteristics of the innovation processes;
- understand and discuss the most diffused approach to internal development of innovations.
- identify the challenges faced when operating in a digital ecosystem and in the cyberspace.
- discuss and understand the specificities of the implementation of digital marketing strategies
Autonomy of judgment
- linking economic and technological aspects of innovation
- carry out general evaluations concerning the economic aspects of innovation
- understand the social and economic implication of digital ecosystems and cyberspace
Communication skills
The resulting multidisciplinary communication skills are the main result of teaching. The student will indeed be able
- to combine the technical and managerial terminology related to innovation management
- contribute to the resolution of problems related to innovation management
- identify criticalities and problems arising when operating in digital ecosystems and cyberspace

Contents

The course “digital innovation” focuses on firms’ innovative processes and on the issues arising from them. The course analyses challenges and criticalities relevant the development and maintenance of an organizational structure that facilitate innovation and to the management of the key individuals in the firms innovative processes. More specifically, the course focuses on the strategic, organizational and operative dimensions of innovative processes, paying special attention to firms operating in a digital ecosystem and in the cyberspace. In selecting readings and cases, special attention will be devoted to the challenges faced by firms when implementing digital marketing strategies. Moreover, the course will offer a focus on innovation in SMEs

Extended Syllabus

Part 1: The Importance of Technological Innovation
Sources of Innovation; Firm Linkages with Customers, Suppliers, Competitors, and Complementors; Universities and Government-Funded Research; Innovation in Collaborative Networks Types and Patterns of Innovation; Types of Innovation; Technology S-Curves; Technology Cycles
Part 2: Market and Innovation
Standards Battles and Design Dominance; Why Dominant Designs Are Selected; Learning Effect; Network Externalities; Multiple Dimensions of ValuesTiming of Entry; First-Mover Advantages and Disadvantages; Factors Influencing Optimal Timing of Entry
Part 3: Organizing for Innovation
Size and Structural Dimensions of the Firm; The Ambidextrous Organization; Modularity and “Loosely Coupled” Organizations; Modular Products; Loosely Coupled Organizational Structures; Managing Innovation Across Borders Managing the New Product Development Process; Objectives of the New Product Development Process; Sequential versus Partly Parallel Development Processes; Project Champions; Involving Customers and Suppliers in the Development Process; The Lead User Method of Product Concept Development; Crowdsourcing ; Tools for Improving the New Product Development Process; Tools for Measuring New Product Development Performance Managing New Product Development Teams; Constructing New Product Development Teams; The Structure of New Product Development Teams; Functional Teams; Lightweight Teams; Heavyweight Teams; Autonomous Teams; The Management of New Product Development Teams; Team Leadership; Team Administration; Managing Virtual Teams  

Recommended Bibliography

Attending students: papers and case studies distributed in class + selected chapters from Schilling (2017) Strategic Management of Technological Innovation, McGraw Hill
Not attending students: Schilling (2017) Strategic Management of Technological Innovation, McGraw Hill. chapters: 1-2-3-4-5-10-11-12

Methods of Provision

Conventional

Teaching Methods

The teaching method is based on a combination of traditional lecture, guest - seminars, case discussions and students’ presentations.
Traditional lecture will count for the 30% of the overall students’ workload. Besides, guest seminars and specialized laboratories on specific topics (e.g. platforms ecosystems, digital strategies, cybersecurity, project management) will count for another 30%. Case discussions and students’ presentations will count for the 40%. A similar division of the work load will be followed when structuring the final exam.

Evaluation methods

Verification of learning:

The final grade is expressed in 30ths. The assessment test will be structured paying attention to the assessment of the student's preparation in reference to the previously defined educational objectives.
The evaluation includes two different tests, one for attending students and one for non-attending students, in order to allow an assessment consistent with the training course followed.
For attending students: the final evaluation is resolved as follows. 10% of the final grade will consist of an evaluation of participation in class discussions; 30% will consist of an evaluation of the discussion of business cases, 30% will be composed of group work carried out in 30% class, 30% will be composed of a written test consisting of consisting of the analysis of a business case.
For students not attending the exam will consist of a written test consisting of the analysis of a business case and open ended questions related to the theory.
The business case will be one of the following: From PDA to Smartphones; Blu-Ray versus HD-DVD; From SixDegrees.com to Facebook; TataNano; chotuKool; Uber; Mobile Payments; Digital Music Revolution; Apple; Google; Frog; SkullCandy

Contacts/More Information

All information concerning the course, the lecture notes, the support materials and the exercises and all communications will take place through the e-learning page

Università degli Studi
"G. d'Annunzio"

Chieti - Pescara

Aree