The success of businesses and economies is fundamentally measured by their competitiveness in a market context. This unit explores economic theories to understand competitive landscapes and how businesses develop differentiation strategies to win market share. Students will undertake an analysis of complex markets, including multi-sided platform markets, to develop the conceptual understanding necessary when undertaking differentiation strategy formulation.
Students will explore static and dynamic competition, market-share analysis, intellectual property trend analysis, and successful techniques to formulate a viable competition strategy. Students will also develop knowledge and skills to analyse competitive landscapes, consider short and long run outcomes, identify business opportunities and develop strategies for success.
On successful completion of this unit, students will be able to:
Selected readings will be made available via the unit VU Collaborate site.
This unit is not compulsory for any specific course. Depending on the course you study, this unit may be taken as an elective.