NX9524 - Digital Business

What will I learn on this module?

Throughout this module you will be introduced 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. ERP, CRM) 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 module through a lecture series delivered by staff - 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 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).

How will I be supported academically on this module?

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 module will be designed around a teaching and learning plan which will be made available to you via the e-learning portal. This will also contain details of the required tasks for you to engage in prior to seminars, recommended reading and wider directed study to further enhance your knowledge of digital business.

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)

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 be achieved through delivery of presentations and engagement in seminar activities.

Summative assessment: The assessment is designed to develop your knowledge and understanding of the core concepts of digital business as well as to enable you to put these into play through engaging with academic research and professional delivery of your findings. The assessment will be structured as follows:

* Coursework – infography 100%, submitted end of semester): You will have the opportunity to undertake an in-depth analysis of one of the concepts introduced in the lecture sessions in relation to a real organisation. You will then present your analysis and findings in the form of an infography which ‘tells’ a coherent and media-rich ‘story’. This will address all the MLOs.





Module abstract


Course info

Credits 20

Level of Study Undergraduate

Mode of Study 16 months

Location Singapore

City Singapore

Start September 2020 or March 2021

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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