Business Models and Value Webs

In this course, students will explore the possibilities of many different business models and envision how they can create sustainable value.

Some of the most significant innovation in the last decade has come from combining new product and service offerings with significantly different business models. A bad business model will cripple an emerging company yet a good one can topple large established enterprises.

The course begins with a deeper exploration of the definition of a business model, a discussion of different types and a template for design. We will then explore the key elements of a business model including the value proposition, value delivery, revenue models and financing. Finally, we will consider non-conventional business models like social businesses and their role in creating value.

Learning Objectives
Students will experience distinct business models and link customer experience to business model design. Activities will provide experience in creating multiple types of business models.

Learning Outcomes
Upon completion of this course, students will:

  • Understand the concept and terminology of a business model and its components
  • Learn to appreciate the interrelationship of business model elements and their impact on the customer experience
  • Be able to identify opportunities for business model innovation in an industry
  • Be able to understand how a business model fits within the value web of industry participants
  • Understand what makes a superior business model
  • Be able to communicate a business model effectively to win supporters
Common
Managing Interdisciplinary Teams Design Connoisseurship Engaging Stakeholders in Innovation Special Topics Faculty Research Design Process and Knowledge Making the User Centered Case
Communication
Modeling Complexity Theories of Communication Fundamentals of Visual Communication Advanced Diagramming Metaphor and Analogy in Design Diagram Development Communication Strategies Communication Design Workshop
Interaction
Extensions of Media and Technology Interactive Space Interaction Design for Embedded Systems Interaction Design for Immersive Systems Prototyping Interactions Persuasive Interaction Design History of Interaction Design Interaction Design Methods Digital Development Workshop Interaction Design Workshop
Planning + Strategy
Designing Futures Adaptive Leadership Strategies for Open Innovation Organizational Models for Innovation Social and Economic Context of Design New Venture Design Innovation Methods Planning Implementation Business Models and Value Webs Business Frameworks and Strategy Design Planning Workshop Introduction to Portfolio Planning
Product
Design Development & Implementation Product Architecture and Platforms Form and Materials New Product Definition Product Design Workshop
Systems
Systems and Systems Theory in Design Networked Objects Networked Cities Human System Integration Systems Modeling and Prototyping Platform-based Design Strategy Systems Approach to Design Information Structuring and Management Structured Planning Workshop Service Systems Workshop
User Research
Stimulus in Design Research Behavioral Economics Online Research Methods Principles and Methods of User Research Coding and Analysis Co-Design and Participatory Research Methods Survey Methods Cultural Probes Experience Modeling Interview Methods Research Photography Research Planning & Execution