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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 will introduce students to how co-created data value constellations enact social, emotional and cultural as well as economic values, and the implications this has for new business models 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 studies which demonstrate both their understanding of the subject and their ability to design novel services.
Course description Through a combination of online lectures and workshops, students will be supported toward the understanding of methods and concepts that are associated with the subject. Lectures will establish a basis for understanding core concepts in the co-creation of value, including how value is informed through values, 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 and the association of values.
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
Not being delivered
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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