NYU Stern School of Business

Undergraduate College

MKTG-UB.0056.001 (C55.0056): Digital Strategic Marketing

Fall 2011

Instructor Details

Narayanan, Sunder


R 2-3 pm

901 Tisch Hall


Course Meetings

R, 4:55pm to 6:10pm

Tisch T-UC21

Final Exam:

Schedule exceptions
    Class will not meet on:
    Class will meet on:


Course Description and Learning Goals

 In the world of digital and networked media, the technology industries that provide the infrastructure for the entertainment and media industries have become important.  These industries include consumer electronics (computers, mobile devices, iPods, videogame consoles, semiconductors, hard drives, fiber-optics, etc.), computer software, as well as those that are Internet-based (e-commerce, multi-sided platforms, etc.).  This course will cover these industries from a strategy and marketing perspective.  The objectives will be to understand how these industries function, the unique challenges they face, and how technology companies can leverage their strengths and achieve success in the marketplace.

The focus will be on understanding the interactions between competition, technology evolution, and firm capabilities. Specifically, the objectives will be to (a) analyze the structure of digital technology markets and organizations, (b) develop strategies for these markets, and (c) link analysis and strategy development to technology and innovation management. These objectives will be achieved through a combination of readings, class discussions, case analysis and a group project.


Course Outline




Readings and Cases


Sep 8


Chakravorti, Bhaskar (2004), “The New Rules for Bringing Innovation to Market,” HBR, March.


Sep 15

Platform-Mediated Networks

Platform-Mediated Networks, HBS Note.


Sep 22

Network Mobilization

Racing to Acquire Customers, HBS Note.

Case:  Electronic Arts in Online Gaming

Case Write-Up Due

Sep 29

Platform Control

Eisenmann, Thomas, “Managing Proprietary and Shared Platforms,” California Management Review, Summer 2008, Vol. 50, 4.

Case:  NTT DoCoMo: Mobile Felica

Case Write-Up Due

Oct 6

Platform Evolution

Strategies for Two-Sided Markets, HBS Note.

Case:  Google Inc.

Case Write-Up Due

Oct 13

Digital Technology in Entertainment

The Creative Industries: The Promise of Digital Technology, HBS Note.

Case:  RealNetworks Rhapsody

Case Write-Up Due

Oct 20

Competitive Strategies

How to Design a Winning Business Model

Case:  Linux vs. Windows

Case Write-Up Due

Oct 27

Collaborative Competition

Case:  Betfair vs. UK Bookmakers

Case Write-Up

Nov 3

Collaborative Competition

Case:  Launching Telmore

Case Write-Up

Nov 10

Disruptive Strategies

Bower, Joseph L., and C. Christensen, “Disruptive Technologies; Catching the Wave,” HBR (1995), Jan-Feb.

Case:Responding to the Wii


Nov 17




Dec 1


Project Presentation


Dec 8


Project Presentations


Dec 15


Project Presentation



Required Course Materials

Case book from Harvard Business Publishing.


Assessment Components

 Class attendance and participation            15%

Five case write-ups (out of the 7)            15%

Individual innovation paper                        15%

Exam                                                            25%

Group project                                                30%


Group Projects

Guidelines for Group Projects

Business activities involve group effort. Consequently, learning how to work effectively in a group is a critical part of your business education.

Every member is expected to carry an equal share of the group’s workload. As such, it is in your interest to be involved in all aspects of the project. Even if you divide the work rather than work on each piece together, you are still responsible for each part. The group project will be graded as a whole:   its different components will not be graded separately. Your exams may contain questions that are based on aspects of your group projects.

It is recommended that each group establish ground rules early in the process to facilitate your joint work including a problem-solving process for handling conflicts. In the infrequent case where you believe that a group member is not carrying out his or her fair share of work, you are urged not to permit problems to develop to a point where they become serious. If you cannot resolve conflicts internally after your best efforts, they should be brought to my attention and I will work with you to find a resolution.

You will be asked to complete a peer evaluation form to evaluate the contribution of each of your group members (including your own contribution) at the conclusion of each project. If there is consensus that a group member did not contribute a fair share of work to the project, I will consider this feedback during grading.



 At NYU Stern we seek to teach challenging courses that allow students to demonstrate their mastery of the subject matter. Assigning grades that reward excellence and reflect differences in performance is important to ensuring the integrity of our curriculum.

In general, students in this elective course can expect a grading distribution where about 40% of students will receive A’s for excellent work and the remainder will receive B’s for good or very good work. In the event that a student performs only adequately or below, he or she can expect to receive a C or lower.

Note that the actual distribution for this course and your own grade will depend upon how well each of you actually performs in this course.



The process of assigning grades is intended to be one of unbiased evaluation. Students are encouraged to respect the integrity and authority of the professor’s grading system and are discouraged from pursuing arbitrary challenges to it.

If you believe an inadvertent error has been made in the grading of an individual assignment or in assessing an overall course grade, a request to have the grade re-evaluated may be submitted. You must submit such requests in writing to me within 7 days of receiving the grade, including a brief written statement of why you believe that an error in grading has been made.


Professional Responsibilities For This Course




In-class contribution is a significant part of your grade and an important part of our shared learning experience. Your active participation helps me to evaluate your overall performance.
You can excel in this area if you come to class on time and contribute to the course by:




Classroom Norms


Stern Policies

General Behavior
The School expects that students will conduct themselves with respect and professionalism toward faculty, students, and others present in class and will follow the rules laid down by the instructor for classroom behavior.  Students who fail to do so may be asked to leave the classroom. 


Collaboration on Graded Assignments
Students may not work together on graded assignment unless the instructor gives express permission. 


Course Evaluations
Course evaluations are important to us and to students who come after you.  Please complete them thoughtfully.


Academic Integrity

Integrity is critical to the learning process and to all that we do here at NYU Stern. As members of our community, all students agree to abide by the NYU Stern Student Code of Conduct, which includes a commitment to:

The entire Stern Student Code of Conduct applies to all students enrolled in Stern courses and can be found here:

Undergraduate College: http://www.stern.nyu.edu/uc/codeofconduct
Graduate Programs: http://w4.stern.nyu.edu/studentactivities/involved.cfm?doc_id=102505

To help ensure the integrity of our learning community, prose assignments you submit to Blackboard will be submitted to Turnitin.  Turnitin will compare your submission to a database of prior submissions to Turnitin, current and archived Web pages, periodicals, journals, and publications.  Additionally, your document will become part of the Turnitin database.


Recording of Classes

Your class may be recorded for educational purposes


Students with Disabilities

If you have a qualified disability and will require academic accommodation of any kind during this course, you must notify me at the beginning of the course and provide a letter from the Moses Center for Students with Disabilities (CSD, 998-4980, www.nyu.edu/csd) verifying your registration and outlining the accommodations they recommend.  If you will need to take an exam at the CSD, you must submit a completed Exam Accommodations Form to them at least one week prior to the scheduled exam time to be guaranteed accommodation.


Printer Friendly Version