Registry

Module Specifications

Archived Version 2015 - 2016

Module Title	Digital Business
Module Code	MT5124
School	DCUBS
Online Module Resources
Module Co-ordinator	Ms Geraldine Lavin	Office Number
NFQ level	9	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	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	30%	Examination Weight	70%

Type	Description	% of total	Assessment Date
Course Work Breakdown

Reassessment Requirement
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
Unavailable

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

MECB	MSc in Electronic Commerce (Business)
MECT	MSc in Electronic Commerce (Technical)
MMK	MSc in Marketing
MSSM	MSc in Management (Strategy)
PBSSA	PG Exchange(Business School)
PBSSAO	PG Study Abroad(Business School)

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