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DRPS : Course Catalogue : Edinburgh College of Art : Design

Postgraduate Course: Data Value Chains to Constellations (DESI11105)

Course Outline
SchoolEdinburgh College of Art CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityAvailable to all students
SCQF Credits10 ECTS Credits5
SummaryThis course offers an introduction to how value is co-created in the digital economy. The concept of value chains is common to established 20th century business models and can be extended to encompass the flow of data to construct data value chains. However, in the digital economy the complex networks of people, artefacts and bots that feedback data allow for the co-creation of new forms of value. These dynamic relationships can be described not as value chains, but as value constellations. This course will introduce students to how value is co-created in data value constellations and the implications for new business models in the digital economy. Students will be assessed through two "pitches" which demonstrate both their understanding of the subject and their ability to design novel services.
Course description Through a series of three intensive 1 day sessions including 1 x 2 hour lecture following by workshops and seminar, students will be supported toward the understanding of methods and concepts that are associated with the subject. Lectures will explore historical models of how value is created toward products and services within value chains, toward the more contemporary concept of value constellations, students will be introduced to methods toward the analysis and mapping of value in data value constellations. The course will reflect upon the emergence of contemporary economic models in the digital economy through case studies, and use workshops to develop student proposals for new models. Students will be supported to map value constellations and in turn develop products and services that co-create value.

This course will:

1. Extend student understanding of historical and contemporary concepts of value creation.
2. Develop methods in the mapping of value constellations from existing contexts, that lead to the development of new value constellations to support new products and systems.
3. Develop student skills in the design of new economic models for the digital economy.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements None
Information for Visiting Students
High Demand Course? Yes
Course Delivery Information
Academic year 2019/20, Available to all students (SV1) Quota:  None
Course Start Semester 1
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 100 ( Lecture Hours 6, Seminar/Tutorial Hours 15, Formative Assessment Hours 0.17, Summative Assessment Hours 0.17, Programme Level Learning and Teaching Hours 2, Directed Learning and Independent Learning Hours 77 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) Students are expected to develop two elements of coursework that reflect the learning outcomes:
1. The mapping and analysis of the co-creation of value within the constellation of an existing digital product or service, involving a close study of data, social, technical and material relations. 40%

2. The design of a novel digital service that is informed through the development of a value constellation values. 60%.

Assessment in both cases will be through a 10 minute verbal presentation (representing 50% of each assessed element) and the submission of slides (representing 50% of each assessed element). Students are expected to prepare each presentation to articulate their research, analysis, decision making and outcomes for both pieces of coursework, and will receive training in the development of presentation skills.

Learning Outcomes will receive the same assessment weighting in each output (33.33%)

Regulations stipulate that two examiners must be present if 50% or more of a course is to be assessed orally. Examiners will be assembled from subject groups relevant to the subject.
Feedback Formative feedback will be provided during tutorials during, and mid-way assessment of the outputs.
Summative feedback will be provided following the presentation of the final output in the form of verbal commentary immediately following the presentation, and written feedback following assessment.
No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Demonstrate a critical awareness of the different concepts of value that operate within digital economic services.
  2. Describe and analyse how value is co-produced within digital economic services.
  3. Demonstrate an understanding of how the organization of digital, social, technical and material components can be composed in such a way as to produce digital services.
Reading List
Speed, C. and Maxwell, D. (2015) Designing through value constellations. Interactions. 22, 5 (August 2015), 38-43. DOI=
Pschetz, L., Tallyn, E., Gianni, R., Speed, C. (2017) BitBarista: Exploring Perceptions of Data Transactions in the Internet of Things. Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems. PP 2964-2975.
Bogers, M, Zobel, AK, Gawer, A. et al. (2016) 'The Open Innovation Research Landscape: Established Perspectives and Emerging Themes across Different Levels of Analysis', Industry and Innovation, Vol. 23, pp. 1-33.
Chandler, J. D. and Vargo, S L (2011) Contextualization and value-in-context: How context frames exchange. Marketing Theory, 11(1): 35-49.
Ng, I. (2012) Value & Worth: Creating New Markets in the Digital Economy, Innovorsa Press.
Normann, R and Ramírez, R From value chain to value constellation: designing interactive strategy. (Harvard Business Review July/August 1993) Vol. 71, Issue 4.
Normann, R and Ramirex, (1998) Designing Interactive Strategy: From Value Chain to Value Constellation, Wiley.
Lusch, R. Vargo, S. (2014) The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, Routledge.
Peters C, Maglio P, Badinelli B, Harmon R.R, Maull R, Spohrer J.C, Tuunanen T, Vargo S.L, Welser J.J, Demirkan H, Griffith T.L, Moghaddam Y. (2016) 'Emerging Digital Frontiers for Service Innovation'. Communications of the Association for Information Systems.
Spanaki, D., Adams, R., Mulligan, C. & Lupu, E. (2016). Data Supply Chains (DSC): development and validation of a measurement instrument. 23rd International Annual EurOMA Conference, Trondheim, Norway. 17 June-22 June 2016.
Spanaki, K., Adams, R. & Mulligan, C. (2016). A research agenda on data supply chains. BAM2016 Conference, Newcastle University, 6-8 September, 2016.
Ng I, Scharf K, Pogrebna G, Maull R. (2015) 'Contextual variety, Internet-of-Things and the choice of tailoring over platform: Mass customisation strategy in supply chain management'. International Journal of Production Economics, 159, pp. 76-87.
Gawer A, Cusumano MA. (2015) 'Business Platforms'. in Wright JD (ed.) International Encyclopedia of the Social & Behavioral Sciences Second Edition. Elsevier , pp. 37-42.
Maull RS, Mulligan C, Godsiff P. (2015) 'Introduction to New Economic Models of the Digital Economy Minitrack'. IEEE HICSS, , pp. 1264-1264.
Maull RS, Godsiff P, Mulligan C. (2015) 'Transitioning to the Pull Economy: The Case of the UK Railways.' IEEE HICSS, , pp. 1285-1294.
Maull R, Godsiff P, Mulligan C. (2015) 'Preparing for the future - how managers perceive, interpret and assess the impact of digital technologies for business'. IEEE COMPUTER SOC 2015 48TH HAWAII INTERNATIONAL CONFERENCE ON SYSTEM SCIENCES (HICSS), Kauai, HI: 48th Annual Hawaii International Conference on System Sciences (HICSS), pp. 1285-1294.
Spanaki, K., Adams, R. & Mulligan, C. (2015). From Data to Value: a Value Approach to Data Ecosystems. Thirty Sixth International Conference on Information Systems, Fort Worth 2015.
Maull R, Godsiff P, Mulligan CEA. (2014) 'The impact of datafication on service systems'. Proceedings of the Annual Hawaii International Conference on System Sciences, pp. 1193-1201.
Additional Information
Graduate Attributes and Skills Research and Enquiry, Personal and Intellectual Autonomy, Technical/practical skills, Communication
KeywordsValue,chains,constellations,design,digital economy
Course organiserProf Chris Speed
Tel: (0131 6)51 5747
Course secretaryMs Jane Thomson
Tel: (0131 6)51 5713
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