While traditional linear business models create value through products or services by taking raw material components as inputs and creating products/services to push these to the market to sell to customers, the platform business model does not own the means of production, but rather creates and facilitates the means of connection (Deloitte Perspectives, 2022). The platforms are now serving diverse roles to provide product information, deliver promotional messages, facilitate consumer-to-consumer communications, support interactive consumer data collection, and establish networks among the market players. Understanding the transformation of business models and consumer behavior has become increasingly critical for the success of the platforms. 

This course is designed to provide students with a competitive advantage in their careers in the aspects of business model innovation and data-driven marketing. Upon successful completion of this course, students will be capable of fulfilling three key roles: platform strategy, platform management, and platform data management. The course knowledge will be applicable to a wide range of industries including transactional, social, mobilization, and learning platforms. This course focuses on identifying and assessing platform business practices and understanding their target consumers’ attitudes and behaviors through theoretical models, case studies, and quantitative data analysis. Students will understand the effects of network and platform technology on business success. The course will also equip students with hands-on techniques using Python to collect and analyze consumer data for marketing purposes. 

The topics covered in this course include 1) theoretical frameworks of network effects, platform technology, platform business models/strategies, and case studies, as well as 2) analysis of platform consumer data through Python basics, text analysis, keyword analysis, and sentiment analysis methods.

No prior Python knowledge is required. The course lists PY100 as a co-requisite, which is a self-paced laboratory that may be completed before or during the semester. 

Upon successful completion of the course, students will be able to: