Module: Digital Business Models

Latest Module Specifications

Current Academic Year 2025 - 2026

Module Title	Digital Business Models
Module Code	BAA1046 (ITS: SB203)
Faculty	DCU Business School	School	DCU Business School
NFQ level	8	Credit Rating	10

Description

This module will provide students with insights on how digital technology can be leveraged to create value and innovation. Specifically, it will explore the modus operandi of digital business models covering the definition of business models, digital business model innovation and digital business model opportunities. The module will examine platforms, artificial intelligence, fintech and crowd-sourcing (amongst others) and identify challenges of digital business model innovation in a range of contexts (start-up, SME, international). Learners will have the chance to assess and explore digital business models and contexts via a live case analysis.

Learning Outcomes

1. understand digital business models and their function
2. identify how various digital business models capture value
3. understand and apply appropriate theoretical concepts, tools and techniques to design appropriate digital business models, acknowledging key contextual conditions
4. locate opportunities where digital business models can deliver disruptive innovation in new and existing markets

*Type*	*Hours*	*Description*
Workload	Full time hours per semester
Lecture	30	No Description
Workshop	15	No Description
Directed learning	80	No Description
Group work	50	No Description
Assignment Completion	70	No Description
Class Presentation	5	No Description
Total Workload: 250

Section Breakdown
CRN	10119	Part of Term	Semester 1
Coursework	0%	Examination Weight	0%
Grade Scale	40PASS	Pass Both Elements	Y
Resit Category	RC1	Best Mark	N
Module Co-ordinator	Fabrizio Amarilli	Module Teacher

Type	Description	% of total	Assessment Date
Assessment Breakdown
Essay	Digital business model review and assessment (with focus on particular technology/context)	40%	n/a
Written Exam	Develop and pitch competing digital business model options based on live case challenge	30%	n/a
Assignment	Built on reading relevant cases and content related to the rise of new technologies, their role in disrupting business models and value creation.	20%	n/a
Presentation	Delivering a PowerPoint presentation about the developed digital business model options based on live case challenge	10%	n/a

Reassessment Requirement Type
Resit arrangements are explained by the following categories; RC1: A resit is available for both^* components of the module. RC2: No resit is available for a 100% coursework module. RC3: No resit is available for the coursework component where there is a coursework and summative examination element. ^* ‘Both’ is used in the context of the module having a coursework/summative examination split; where the module is 100% coursework, there will also be a resit of the assessment

Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

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

Discovering business models
Introduction to the business model concept and its application. Defining the key elements of business models and opportunities for innovation.

Digital business models (r)evolution
Explore the evolution of thinking on business models and the from ‘e-business’ to digital business models. Examining the accelerating impact of Covid-19 on transitions.

Digital business models in action
Explore the evolution of thinking on business models and the from ‘e-business’ to digital business models. Examining the accelerating impact of Covid-19 on transitions.

Digital business models in context
Examine the role and challenges of introducing digital business models in different contexts (e.g. start-up, SME, international/) including the impact of disruption on incumbents and established market sectors.

Value and service disruption
Service science and service logic/thinking and values-based view on innovation. Product and process innovation.

Digital business models challenge and opportunities
Overcoming friction and inertia. Limits to decentralization. Ethics of digital scale, scope and learning.

Indicative Reading List

Books:

Chesbrough, H.: 2020, Open Innovation in the Twenty-First Century Chapter 2 in Open Innovation Results. Going Beyond the Hype, and Getting Down to Business, Oxford University Press,
Lakhani, Karim R. and Iansiti, Marco: 2020, Competing in the Age of AI: Strategy and Leadership When Algorithms and Networks Run the World, Harvard Business Press,
Lynn, T., Mooney, J., Rosati, P., Fox, G.: 2020, Measuring the Business Value of Cloud Computing, Palgrave MacMillan.,
Westerman, G., Bonnet, D., & McAfee, A.: 2014, Leading Digital: Turning Technology Into Business Transformation Boston:, Harvard Business Review Press., Boston,

Articles:

Gunther McGrath, R.: 2020, The New Disrupters, MIT Sloan Management Review,, 17th of February, 53458
2021: Don’t Let Platforms Commoditize Your Business, Harvard Business Review, May-June: 108-114, 53459, 1
Digital servitization business models in ecosystems: A theory of the firm: Journal of Business Research, 104: 380-392., 53460, 1, Malhotra, K C, Malhorta, A, and Bayus, B
21st of April: 53461, 1, McDonald, R. M., & Eisenhardt, K. M., 2020, Parallel Play: Startups, Nascent Markets, and Effective Business-model Design
53462: 1, Porter, M. E., & Heppelmann, J., 2017, Why Every Organization Needs an Augmented Reality Strategy., Harvard Business Review, November–December,

Other Resources

Podcast: What Will It Take for Uber to Become Profitable?, https://knowledge.wharton.upenn.edu/article/uber-profitability/
Podcast: Why Some Retailers Succeed Despite Big Disruptions, https://knowledge.wharton.upenn.edu/article/why-some-retailers-succeed-despite-big-disruptions/?utm