This is the first part of my course for the Master of Digital Marketing of the International Univeristy of Monaco:
Most of what is known in traditional economy has been widely questioned, or even completely destroyed, by internet.
The disintermediation of value chains, the acceleration of commercial exchanges, the importance of brand sociology, !ash sales methods, the transformation of products into services, the permeability of borders, the abundance and volatility of o"ers... All these phenomenas make digital markets hardly accessible to those who still use 20th century management tools.
In this course, we will explore #rst the main principles distinguishing digital from traditional economy. We will work then on the importance of two-sided or multi-sided markets, and in particular the economy of gratuity. We will then move forward with the extension of models of monetization enabled by the web today.
Finally, we will try to suggest a new approach on a digital company’s creation of value and added value for its clients, insisting on the notion of ecosystems and «closed gardens». For each key point we will use a recent case study, allowing the students to understand the underlying mechanisms and the practical impacts (for ex. why Diablo III is in competition with iTunes? Why la FNAC is not one of Amazon’s competitor?).