Code
MGYE STR 7601
Niveau
MSc
Discipline
Stratégie
Langue
Anglais/English
Crédits ECTS
5
Heures programmées
35
Coordonnateur(s)
Département
- Management, Marketing et Stratégie
Equipe pédagogique
Introduction au module
This Blended Intensive Program (BIP) on "Digital Health Business Modelling" equips participants with the essential knowledge and skills to navigate the dynamic landscape of European digital health. Through a combination of interactive course sessions and intensive in-person workshops, participants will explore the unique challenges and opportunities in this rapidly evolving field. The program delves into key concepts such as value proposition design, revenue models, customer segmentation, and regulatory considerations. Participants will engage in a real case study presented by an entrepreneur in the field, and collaborate to solve real business modeling challenges. This BIP fosters an entrepreneurial mindset and prepares participants to launch successful and impactful digital health ventures."
Finalité d'apprentissage (Bloc de compétences)
- LG1 Être capable d'étendre sa propre intelligence digitale à travers ses différentes dimensions (de manière responsable et durable)
- LG4 Avoir accès à différents instruments transdisciplinaires de management
Traits de compétences
MAC 04 - Analyze and interpret complex data.
MAC 18 - Define the organization's business model.
MAC 10 - Argue and convince in global and multicultural environments.
Contenu : structure du module et agenda
Day 1 Morning: Value Proposition
Day one of this digital health business modeling module focuses on establishing a strong foundation by exploring the current market landscape, introducing fundamental business modeling concepts, and emphasizing the critical role of a well-defined value proposition. Participants will learn to identify customer needs and pain points, develop practical value propositions, and craft compelling messaging in the morning. The afternoon session transitions to a workshop format, featuring a real-world digital health case presentation by an entrepreneur, followed by hands-on exercises where participants apply their newly acquired knowledge to develop value propositions.
- Overview of the digital health market: trends, challenges, and opportunities.
- Digital Health Market Segmentation
- Introduction to core business modeling concepts and frameworks.
- The importance of a well-defined value proposition in digital health.
- Understanding customer needs and pain points in digital health.
- Developing a value proposition.
- Digital Health Intellectual Property Strategy
- Crafting compelling value statements and messaging.
Day 1 Afternoon: Workshop
Digital Health Real Case Presentation by an Entrepreneur.
Value proposition development for digital health solutions.
Day 2 Morning: Innovation Types & Profit Modelling
Day two of this digital health business modeling module delves into the realm of innovation, beginning with an exploration of successful digital health innovations and introducing the "10 Types of Innovation" framework. Participants will learn to apply this framework to identify and categorize innovative opportunities within the digital health sector, understanding how to combine different innovation types with robust profit modeling. The afternoon workshop session then transitions to practical application, where participants analyze a real-world case study, focusing on value creation, delivery, and capture, while also examining the specific innovation types and profit models employed.
- Examples of successful digital health innovations.
- Introduction to the "10 Types of Innovation" framework.
- Technological Push and Market Pull in Digital Health.
- Applying the framework to identify innovative opportunities in digital health.
- Combining innovation types and business modeling.
Day 2 Afternoon: Workshop
Value creation / Value Delivery / Value Capture applied to the real case.
Innovation types and profit model applied to the real case.
Day 3 Morning: External Strategic Diagnostics
Day three of the digital health business modeling module shifts focus to external strategic analysis, beginning with an exploration of macro-environmental factors through PESTEL analysis and industry competitiveness through Porter's 5 Forces. Participants will learn to identify key market trends and potential threats that could impact digital health ventures. The afternoon session provides a practical application of these concepts, as participants engage in a workshop to conduct an external strategic diagnostic of the real-world case study, consolidating their understanding of how to analyze and interpret the external forces shaping the digital health landscape.
- Presentation of the Digital Health European Innovation Ecosystem
- Conducting a PESTEL analysis to assess the macro-environmental factors impacting digital health.
- Applying Porter's 5 Forces framework to analyze industry competitiveness.
- Identifying key market trends and potential threats.
Day 3 Afternoon: Workshop
External Strategic Diagnostics applied to the real case.
Day 4 Morning: Internal Strategic Diagnostics
Day four of the digital health business modeling module centers on internal strategic diagnostics, equipping participants with tools to analyze competitive landscapes and build sustainable advantages. The morning session covers competitive analysis, the strategic importance of acquiring key resources throug
Contribution à l'atteinte des ODD (Objets du Développement Durable)
9. Promoting innovation and sustainable infrastructure
Apprentissage
synchrone
Méthode pédagogique
Short courses
Workshops
Real case study
Système de notation et modalités de rattrapage
Individual Assignments 60%
Group Work 40%
Attendance is mandatory
Règlement du module
Professor-Student Communication
● The professor will contact students via their academic email address (IMT-BS/TSP) and the Moodle portal. No communication via personal email addresses will take place. It is the student's responsibility to regularly check their IMT-BS/TSP email inbox.
● Students can communicate with the professor by sending an email to their institutional email address. If necessary, they can meet in their office during office hours or by appointment. Learners with Accommodation Needs
If the learner has a disability that prevents them from completing the described work or requires any type of accommodation, it is their responsibility to inform the Director of Studies (with supporting documentation) as soon as possible. Also, the learner should not hesitate to discuss this with their instructor.
Classroom Conduct
● As a courtesy to the instructor and other learners, all cell phones, electronic games, or other sound-generating devices must be muted during class.
● Learners must avoid any disruptive or disrespectful behavior such as arriving late to class, leaving early, or engaging in inconsiderate behavior (e.g., sleeping, reading material unrelated to the class, using vulgar language, talking excessively, eating, drinking, etc.). A warning may be issued for the first violation of these rules. Violators will be penalized and may be expelled from the class and/or subject to other disciplinary procedures. ● Lateness is tolerated up to 5 minutes. Attendance will be declared on Moodle during these 5 minutes via a QR code provided by the instructor at the start of each class.
● Learners must arrive on time for exams and other assessments. No one will be allowed to enter the classroom once the first person has completed the exam and left the room. There are absolutely no exceptions to this rule. No learner may continue taking an exam once the time has expired. No learner may leave the room during an exam unless they have completed and submitted all documents.
● In remote classes, learners must keep their camera turned on unless otherwise instructed by the instructor.
Code of Ethics
IMT-BS is committed to a policy of academic honesty. Any conduct that compromises this policy may result in academic and/or disciplinary sanctions. Students must refrain from cheating, lying, plagiarizing, and stealing. This includes producing original work and recognizing anyone whose ideas and printed materials (including those from the internet) are paraphrased or directly quoted. Any student who violates or assists another student in violating academic standards of conduct will be disciplined in accordance with IMT-BS regulations.
Références obligatoires et lectures suggérées
1. WHO (World Health Organization). (2019). Digital health technical series: building a value proposition for digital health investments. World Health Organization.
2. European Commission. (n.d.). Digital health and care. European Commission.
3. Djamasbi, S., Strong, D. M., & Loiacono, E. T. (2011). The digital divide and acceptance of electronic health records among physicians. Information Systems Frontiers, 13(2), 175–187.
4. Powell, A. C., Fitton, E., & Coughlin, J. F. (2019). Disrupting aging: Technology-enabled independent living. Journal of Aging & Social Policy, 31(4), 302–316.
Mots-clés
Digital Health, Innovation Management, Entrepreneurship, Strategic Management, Value Proposition, Product/Market Adequacy, Profit Model, Business model, Road mapping.
Prérequis
Aucun (None)