Course Title: BusinessChallenges in the Digital Economy

Part A: Course Overview

Course Title: BusinessChallenges in the Digital Economy

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 2 2022,
Sem 2 2023


RMIT University Vietnam


625H Economics, Finance and Marketing


Viet1 2024


RMIT Vietnam Hanoi Campus


625H Economics, Finance and Marketing


Viet1 2024

Course Coordinator: Dr Martin Byford

Course Coordinator Phone: +61 3 9925 5892

Course Coordinator Email:

Course Coordinator Location: B080 F11 R058

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

To be successful in the digital economy a firm must find a source of ‘market power’, allowing it to charge prices in excess of its marginal cost. In this course, students will learn to formulate business strategies to overcome the zero marginal-cost problem. Topics to be covered include the economics of social networks, scale economies and learning in AI, creating customer lock-in, reputation as an alternative to regulation, and the composition of digital ecosystems. Students will also learn how to assess the implications of these business strategies for societal wellbeing. 

Objectives/Learning Outcomes/Capability Development


Upon successful completion of this course, you will be able to:

CLO1: Understand how the “zero marginal-cost" problem impacts on business operating in the digital economy.

CLO2: Formulate business strategies to overcome the zero marginal cost problem.

CLO3: Identify how the strategies of incumbent firms create barriers for start-ups.

CLO4: Analyse the role that reputation plays in a digital market, as an alternative to regulation.

CLO5: Assess the social impact of a range of business strategies and analyse the rationale for government intervention in the market.

Overview of Learning Activities

Activities include: Reading, note-taking, group activities, group discussions, problem solving and practice tests.

In this course you will be encouraged to be an active learner. Your learning will be supported through various in-class and online activities comprising individual and group work. These may include quizzes; assignments; prescribed readings; sourcing, researching and analysing specific information; solving problems; conducting presentations; producing written work and collaborating with peers on set tasks or projects.

Overview of Learning Resources

Various learning resources are available online through MyRMIT Studies/Canvas. The lecture notes and workshop notes are posted on Canvas.

RMIT Library provides extensive resources, services and study spaces. All RMIT students have access to scholarly resources including course related material, books, e-books, journals and databases.

Computers and printers are available at every Library. You can access the Internet and Library e-resources. You can also access the RMIT University wireless network in the Library.

Contact: Ask the Library for assistance and information on Library resources and services: Study support is available for assistance with assignment preparation, academic writing, information literacy, referencing, maths and study skills.  Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period.

Overview of Assessment

The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows:

Assessment Task 1: 50%
Linked CLOs: 1, 2, 3

Assessment Task 2: 50%
Linked CLOs: 4, 5

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.