PE5001 - Digital Business

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What will I learn on this module?

Throughout this module, you consider the opportunities and challenges posed by doing business in an increasingly digital domain. This module is designed to give you an understanding of how using online channels impacts upon different parts of the organisation, and will in particular focus upon 3 core areas of business:

Digital Business Strategy: You will develop an understanding of the cost structures associated with using digital channels, different business models (including omni and multiple channel business strategies), distance issues around serving global markets and implications in terms of taxation and service delivery.

Marketing: In this part of the module you will consider changing consumer media consumption and behaviour; social media and m-commerce; customer relationship building in an online context, digital brand communities and performance metrics (e.g. web analytics).

Supply Chain Management and Information Systems: You will also develop an appreciation of the role of supply chains in serving global markets, by addressing issues such as the application of various systems to facilitate digital transactions. In addition, you will consider how different types of information systems can support decision making.

How will I learn on this module?

You will learn through a range of interactive on-line learning materials, scheduled on-line workshops at key points in the module, tutor guidance, feedback, and independent directed and self-directed learning. Importantly, you will also learn at work, through reflecting on your experiences and applying your knowledge from the module to your practice in the workplace. The workshops will introduce you to module, assessment and key theories and concepts.

Your learning is supported by a Teaching and Learning Plan, offering guidance on what you should be doing on a week by week basis. This will include engaging with the online learning materials, reading, workplace reflection and preparing for the scheduled online interactive workshops. These are designed to help with the completion of the assessment. Within this plan there are also suggested learning activities, which guide you in your independent learning. These activities allow you to reflect and evaluate your knowledge and skills in this area.

How will I be supported academically on this module?

The Teaching and Learning plan will provide several prompts and guidance to support you academically. Support will also include opportunities to gain feedback from workshop tutors and peers through the online discussion board and Blackboard Collaborate.

Your module is supported by an e-learning portal, which houses all the module learning materials, workshop resources, interactive activities, assessment details and various other support facilities which are provided by the University.

In addition, to assist you in developing knowledge, you will have access to the University's library facilities, including extensive electronic resources, eBooks and electronic academic journal articles.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
To develop an understanding of the opportunities and challenges faced in business when utilising digital channels. (MLO1)
To appreciate the roles of different business functions in delivering a successful digital operation. (MLO2)

Intellectual / Professional skills & abilities:
To develop skills in software applications utilised to monitor digital business performance and interpret data as a basis for future digital decision-making. (MLO3)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
Develop an understanding of issues surrounding customer privacy and security when engaging in digital business. (MLO4)

How will I be assessed?

Formative feedback will be provided in relation to a range of online activities throughout the module.

Summative assessment: The assessment is designed to develop your skills in the application of various digital business concepts to practical scenarios, and also to develop your ability to critically engage with academic research in the area. The assessment consists of one assignment (100%) and will address MLO1-4:

2,500 word business report on a practical application of digital business within your workplace, including discussion of relevant literature, analysis of web analytics, and recommendations for future strategy.

Criteria will be provided to enable you to understand what is expected in the assignment and how you will be assessed on your performance.





Module abstract

This module will support you academically across a range of functional business areas including strategy, marketing, information systems, and supply chain management. It will help to develop your practical skills through exposure to the range of data that is available to digital businesses, and by doing so, you will gain a better understanding as to how to make informed business decisions. You will be exposed to information such as web metrics and insights from customer relationship management software. You will be introduced to these techniques and develop an understanding of how this data is generated, and by doing so, giving you an insight on how both the theoretical and practical aspects of the module contribute to your professional development.

The module supports you to draw on your own experiences at work allowing you to reflect and evaluate your own effectiveness in this area. This may involve hands-on practical experience working in an area of Digital Business or gaining an appreciation of how this contributes to the strategy of your organisation and/or provides decision-making support.

Course info

Credits 20

Level of Study Undergraduate

Mode of Study 3 years Distance Learning

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start Academic Year 2020/21: January 21, April 21, July 21

Fee Information

Module Information

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