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BUS 82 — Building, Scaling, and Managing Digital Marketplaces

Quarter: Winter
Day(s): Tuesdays
Course Format: Live Online (About Formats)
Duration: 8 weeks
Date(s): Jan 25—Mar 15
Time: 7:00—8:50 pm (PT)
Refund Deadline: Jan 27
Unit: 1
Tuition: $545
Instructor(s): Rob Mihalko
Class Recording Available: Yes
Status: Registration opens Nov 29, 8:30 am (PT)
 
DOWNLOAD THE SYLLABUS » (subject to change)
Winter
Live Online(About Formats)
Tuesdays
7:00—8:50 pm (PT)
Date(s)
Jan 25—Mar 15
8 weeks
Refund Date
Jan 27
1 Unit
Fees
$545
Instructor(s):
Rob Mihalko
Recording
Yes
Registration opens Nov 29, 8:30 am (PT)
DOWNLOAD THE SYLLABUS » (subject to change)
The role of a marketplace is to bring multiple parties together to a common location for the purpose of interacting, exchanging information, and ultimately conducting a transaction. The digital marketplace has become one of the most important models in business today, transforming numerous industries, such as vacation travel (Airbnb) or collectibles (eBay), and enabling companies such as Amazon, DoorDash, and Uber to achieve unprecedented levels of success. A digital marketplace can exist either as a stand-alone business or as a complement to a traditional business. However, building and profitably growing a digital marketplace is notoriously difficult. Many have difficulty gaining critical mass, establishing a compelling value proposition for all of their participants, or monetizing without negatively impacting growth. For example, how does a digital marketplace attract buyers with few sellers, or vice versa? How does it generate sufficient activity to keep its participants engaged? And who should pay for its offering: buyers, sellers, or both? This course is for entrepreneurs, product managers, strategic planners, investors, and anyone looking to increase their understanding of the basic concepts of digital marketplaces: marketplace strategy and design, launch strategies, growth levers, monetization strategies, operational requirements, policy and governance, and ethical considerations. In-class activities will include discussing case study examples, guest speakers, and exploring the leading thought leadership related to this increasingly dynamic business topic.

ROB MIHALKO
Founder and Principal, Spectus Strategy

Rob Mihalko is a strategy and marketing executive with over fifteen years of management experience with digital marketplaces. He advises marketplace businesses and led growth for Ariba Network as global vice president for SAP Ariba. Mihalko received an MBA from Northwestern.

Textbooks for this course:

(Required) Juho Makkonen and Cristobal Gracia, The Lean Marketplace: A Practical Guide to Building a Successful Online Marketplace Business (ISBN 978-9529400089)
(Required) Geoffrey Parker, Marshal Van Alstyne, Sangeet Paul Choudary, Platform Revolution: How Networked Markets Are Transforming the Economy―and How to Make Them Work for You (ISBN 978-0393354355)