MG4A8      Half Unit
Strategy for the Information Economy

This information is for the 2023/24 session.

Teacher responsible

Dr Jorn Rothe


This course is available on the CEMS Exchange, Global MSc in Management, Global MSc in Management (CEMS MIM), Global MSc in Management (MBA Exchange), MBA Exchange, MSc in Economics and Management, MSc in Management and Strategy and MSc in Risk and Finance. This course is available with permission as an outside option to students on other programmes where regulations permit.


Basic knowledge of economics.

Course content

The internet has created many new market opportunities. Web-based technology allows for new kinds of products and market interactions. Understanding the design and functioning of these new markets is central for business strategy. This course develops the relevant economic principles and applies them to the formulation of strategies for the provision of information goods and the competition between online market platforms.

The course examines the strategic aspects of the provision of information goods (such as news, music, software, search results) and strategic competition in platform markets. Topics include the pricing of information goods, versioning and bundling, switching costs and network effects, and the design of online advertising auctions. The course provides a theoretical framework and relates theory to examples and case studies.


10 hours of lectures and 9 hours of seminars in the AT. 2 hours of lectures in the ST.

Students on this course will have a reading week in Week 6, in line with Departmental policy.

Formative coursework

Two exercise sets.

Indicative reading

Hal R. Varian: Intermediate Microeconomics, W.W.Norton, 2014 (selected chapters); Carl Shapiro and Hal R. Varian: Information Rules, HBS Press, 1999 (selected chapters). A detailed reading list will be provided at the beginning of the course.


Exam (100%, duration: 2 hours) in the spring exam period.

Key facts

Department: Management

Total students 2022/23: 55

Average class size 2022/23: 18

Controlled access 2022/23: Yes

Lecture capture used 2022/23: Yes (MT)

Value: Half Unit

Guidelines for interpreting course guide information

Course selection videos

Some departments have produced short videos to introduce their courses. Please refer to the course selection videos index page for further information.

Personal development skills

  • Problem solving
  • Commercial awareness
  • Specialist skills