NX9536 - Digital Business

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What will I learn on this module?

Throughout this module, you consider to 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.

Supply Chain Management and Information Systems: You will also develop and appreciation of the role of supply chains in serving global markets, addressing issues such as the application of various systems to facilitate digital transactions (e.g. SAP, CRM)v and issues related to web performance (e.g. web design and google analytics).

How will I learn on this module?

You will be introduced to the core concepts of the modules through a lecture series delivered by staff from across the Business School – you are encouraged to think of this module as ‘cross-functional’ in nature and therefore appreciate the implications of digital channels for different parts of the business. Where possible, external speakers will be integrated into the lecture programme to give a practical perspective of how the emergence of digital channels have fundamentally changed how they operate.

As part of this process, you will be encouraged to consider both theoretical approaches to digital business but also the practicalities of how businesses operate in the digital domain. You will be encouraged to critically evaluate the relevant literature, a skill which you will utilise as part of the assessment process and will aid your preparation for the final year of study.

You will also engage in a range of smaller classes, which will vary between seminars, and workshop based sessions. Given the technological nature of the module, there will be some subjects that are best approached via hands-on usage of relevant software applications (e.g. the use of Google Analytics to analyse the behaviour of visitors to a company website).

You will learn through classes, alongside tutor guidance and 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 theories and concepts and allow you to discuss with the tutors and your peers how these relate to your own work based experiences and practice. The workplace provides an opportunity for you to put your own knowledge and skills into practice and review your learning with your manager/mentor and your guidance tutor.

Your learning is supported by a Teaching and Learning Plan, offering guidance on reading to prepare for workshops and 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 and in this area.

You will also be given work-based assignments and projects, which will support your learning by providing an experientially based opportunity to apply your learning and evaluate your own practice in this area.

How will I be supported academically on this module?

The subject of digital business is cross-functional in nature and as a consequence you will be taught on this module by academics from a mix of specialist business areas. An overall module tutor will be responsible for the management of the module and will be available to field any queries you may have, and you will also receive guidance in seminars and workshops.

The Teaching and Learning plan will provide a number of prompts and guidance to support you academically. Support will also include opportunities to gain feedback from workshop tutors, guidance tutors and peers. Your module is also 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, in order 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: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

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)

Mapping to CMDA Outcomes

Knowledge

5 Digital business and new technologies

5.1 Approaches to innovation and digital technologies and their impact on organisations, and how their application can be used for organisational improvement and development.

5.1.1 Critically evaluate the impact of innovation and digital technologies on organisations

5.1.2 Evaluate the use of these for organisational development

5.1.3 Review the use of innovation and digital technologies in own organisation and make recommendations for improvement

5.2 Innovation and digital technology’s impact on data and knowledge management for analysing business decision-making.

5.2.1 Analyse the impact of innovation and digital technologies
on data and knowledge management

5.2.2 Demonstrate how this can be utilised for making business decisions

How will I be assessed?

Formative assessment: As part of the seminar and workshop programme, you will regularly receive feedback on your progress. This will involve delivery of presentations and engagement in seminar activities.

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 will be structured as follows:

• 1,000 word report on a digital business concept relevant to your workplace (30%, submitted mid-semester). This will address MLO2 and MLO4.
• 1,500 word business report on a practical application of digital business within your workplace, including analysis of relevant web metrics and recommendations for future strategy (70%, submitted end of semester). This will address MLO1 and MLO3.

Pre-requisite(s)

None

Co-requisite(s)

None

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.
you will be to, which includes. 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 part-time

Department Newcastle Business School

Location Law and NBS Building, City Campus East

City Newcastle

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