Module: Digital Business and Story Creation

Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title	Digital Business and Story Creation
Module Code	MT5124
School	DCUBS
Module Co-ordinator	Semester 1: Regina Connolly Semester 2: Regina Connolly Autumn: Regina Connolly
Module Teachers	Regina Connolly Cliona McParland Martin Perry
NFQ level	9	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

None

Description

To provide students with a strong conceptual foundation by studying in detail the concepts underpinning the electronic marketplace and the associated business, technological and societal implications.

Learning Outcomes

1. Discuss the key concepts and themes pertaining to the evolution of the E-commerce marketplace.
2. Describe the key issues that should be considered in developing an E-business business model.
3. Describe the key stages and challenges involved in formulating an E-business strategy.
4. Describe some of the security and risk management challenges facing the e-commerce organisation.
5. Identify models that can be used to assist in understanding online consumer behaviour.
6. Describe how marketing communication technologies can be used to better understand the online consumer.

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	22	A formal lecture which typically presents the essential ideas and core concepts pointing students towards resources where they can get further information. Students are expected to prepare for each lecture by, for example, reading materials suggested by the lecturer. Lectures will also include in-class exercises and discussions.
Independent Study	103	Students are expected to study the recommended textbooks, online resources and journal articles, and are encouraged to read further around the topics in each module. Such independent study will include preparation and support for specific classes and topics, for example to discuss a case, complete independent research, including reviewing online research and adding recommended links and comments to the course twitter stream, and other study related to assignments or to consolidate the material.
Total Workload: 125

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

The Evolution of E-Commerce
The origins and growth of E-commerce; The unique features of E-commerce technology; Social technology, user content generation and social networking; Potential limiting factors on the growth of B2C E-Commerce.

E-Commerce Business Models
Key elements of an E-commerce business model; Major B2C business models; B2B business models; Business models in emerging e-commerce areas; How the Internet and web change business strategy structure and process; New approaches to business models

E-Business Design and Strategic Planning
The stages in developing, formulating and executing an E-business strategy; The challenges and management implications associated with the formulation of E-business strategies.

Security and Risk Management
The scope of the E-commerce security problem, dimensions of E-commerce security, the tension between security and other values, security threats.

Online Consumer Behaviour
The Internet audience and consumer behaviour; Profiles of online consumers; online purchasing decision making; a model of online consumer behaviour; products and the branding process; Internet marketing technologies; B2C and B2B marketing and branding strategies.

Online Marketing Communications
Online advertising; behavioural targeting; Understanding the costs and benefits of online marketing communications; the website as a marketing communications tool; domain names and search engine optimization; using technology to better understand the online consumer.

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Assignment	Part A (20% of Module Marks): Select a global company. Choose one of its key products/services/divisions. From a digital business perspective, compare and contrast the company’s business operations in at least 3 different countries or regions. You are expected to make reference to their ebusiness model, their ebusiness strategy, their interaction with customers and the impact of their strategy on business operations. For one of these regions, critically evaluate the key benefits and challenges the company faces in that market, based on what you have learned through the Digital Business Module. Part B (10% of Module Marks): Select a small company (less than 50 employees; less than €3m	30%

Reassessment Requirement Type
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List

Laudon C.L. and C.G Traver: 2012, ECommerce Business, Technology, Society, 7th, Pearson, New Jersey,

Other Resources

None

Programme or List of Programmes

EB	BA in Global Business
GDGM	Graduate Diploma in Global Management
MSBM	MSc in Management (Business)
MSGM	MSc Global Management (Dig. Disruption)
MSSM	MSc in Management (Strategy)

Date of Last Revision

21-OCT-11

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