DA5072 - Digital Business

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 be introduced to the core concepts of the modules through a series of workshop-based sessions 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.

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.

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 the 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


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


5.3.1 Demonstrate the use of qualitative and quantitative analysis of information to identify service/organisational improvements and opportunities for innovation and growth.

5.3.2. Analyse information and data to benchmark against others.

How will I be assessed?

Formative assessment: As part of the 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 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.





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 Part Time

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2024 or January 2025

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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