Module Leader: Fabio Oliveira

Ulster Business School

QAHE Campus
Office Hours: Thursday 9:30 to 10:30
E-Mail: [email protected]
Alternative email: [email protected]

MODULE HANDBOOK
2021 - 2022

Module Code: BMG814

CRN: 13598
Module Level: 7
 Contents

Aims and Objectives of the Module 3

Module Assessment 4

Teaching Plan 5

Marking criteria for case study portfolio 7

Resource list 8

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 Aims and Objectives of the Module

Modern business is characterised by ever-increasing supply capabilities, global

competition, and customer expectations. In response to these challenges,
organisations have been deploying information technologies to create the digital
enterprise. Creating and managing the digital enterprise involves applying information
technologies to reach and interact with customers more effectively, boost employee
productivity, and improve operating efficiency.

Information technologies such as the Internet, corporate portals, collaborative tools,

mobile and wireless communication media have eliminated traditional boundaries of
time and geography and created virtual communities of employees, customers and
suppliers, with new demands for products and services. Organisations have been
transforming their operations through converting their existing information system
architectures into web-enabled systems and automating a range of business
processes.

In truth the digital landscape has transformed the way business is conducted on a
global stage and impacts all sectors. These changes affect not only the individual
company and their products or services, but also entire industries leading to the
development of new and diverse business models. All organisations need strategies
and actions to develop and sustain a digital business. This module integrates theory
and practice and considers key issues including the growth of the mobile digital
platform and the rapid expansion in digital traffic. Given the growth in these
developments, this module covers topic areas of interest to all students and takes an
international approach and includes contemporary coverage of all key issues.
LEARNING OUTCOMES:

Successful students will be able to:

1. Have an in-depth knowledge of the digital enterprise and E-Business and

thorough understanding of the implications of E-Business on global trade

2. Demonstrate a critical appreciation of the process of IT enabled change and

the role of the IT manager as a change agent. In addition they will be able to
show how ICT is used to create the digital enterprise.

3. Demonstrate comprehensive knowledge of the use of business information

systems and the role they play in optimising performance, enhancing decision-
making and generating competitive advantage.

4. Critically evaluate IT related problems by synthesising data from a variety of

sources and through knowledge sharing and team-work develop solutions and
formulate practical interventions that can achieve the desired outcomes.

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 Module Assessment

Coursework (100%)

Assignment 1 – Case Study on E-Retailing/E-Marketing (70%)

Please take some time to view the following four videos (at least twice) on the future of
shopping.

Video 1. Alibaba’s New Retail Experience (5mins)

https://www.youtube.com/watch?v=336YkwayCD4

Video 2. Retail 2020: 5 Technologies (6mins) https://www.youtube.com/watch?v=iRvaWHk3A8k

Video 3. Supermarket 2020: A vision of the future (4 mins)

https://www.youtube.com/watch?v=z6Ezl-_jhzU

Video 4. Location Based Marketing (3 mins)

https://www.youtube.com/watch?v=UC5vB7wLXcA

Now answer the following 4 questions:

1. Does the huge growth in ‘online shopping’ really mean the extinction of the traditional
‘high street’ store…or can Alibaba’s ‘New Retail’ (Video 1) help them to successfully co-
exist?

2. Discuss the 5 ‘New’ technologies outlined in video 2 and explain the advantages and
disadvantages of each technology.

3. In video 3 we see Symphony Retail’s vision of Supermarket 2020. Discuss what your
Supermarket of the future would look like and what it should contain/not contain.

4. We are told that Location-Based Marketing is about connecting people, places and media
(Video 4). What are the ethical considerations around businesses knowing every ‘place’
we visit?

 Submission Date: Sunday 5th December 2021

 Word Limit: 2,500 words (+/- 10%) and (No introduction or conclusion is required for
this assignment)
 Guidance on the assignment will be provided during the module

Assignment 2 Online MCQ Tests (30%)

The second element of coursework will be a series of online Multiple Choice Question (MCQ)
tests (5 x 10 questions). These will be available (for a limited time) in the module content area
throughout the semester. The system will allow each student to have one attempt at each test.
More details will be available during the semester. This assessment will be available from
Friday 10th December 2021 (@9:30 am) – Wednesday 15 December 2021 (@23:59)

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 Teaching Plan 2020 – 2021

week Topic / useful readings

Week 1 E-Business Overview

- Davenport, T. H., & Kirby, J. (2016). Just How Smart Are Smart
Machines? MIT Sloan Management Review, 57, 3, 41-47.
- Iansiti, M., & Lakhani, K. R. (2014). Digital Ubiquity: How Connections,
Sensors, and Data Are Revolutionizing Business. Harvard Business
Review, 92, 11, 91-99.
- Goraya, M.A.S., Jing, Z., Shareef, M.A., Imran, M., Malik, A. & Akram,
M.S. 2021, "An investigation of the drivers of social commerce and e-
word-of-mouth intentions: Elucidating the role of social commerce in E-
business", Electronic markets, vol. 31, no. 1, pp. 181-195.
Seminar –

Module Overview, Assessments, and BlackBoard Learn (BBL)

Week 2 E-Marketing

- Saura, J.R. 2021, "Using Data Sciences in Digital Marketing: Framework,

methods, and performance metrics", Journal of innovation & knowledge,
vol. 6, no. 2, pp. 92-102.
- Jong, K. 2020, "Whatʼs Your Digital Marketing Strategy? Actionable Tips,
Trends for Audiology", The Hearing journal, vol. 73, no. 12, pp. 23-27.
- Mangold, W.G. and Faulds, D.J. (2009) Social media: The new hybrid
element of the promotion mix. Business Horizons, 52 (4), 357-365.

Seminar – Accelerating online Car Sales. Audi UK.

Week 3 Digital Landscape and its future

Chen, S. & Lamberti, L. 2016, "Multichannel marketing: the operational

construct and firms' motivation to adopt", Journal of strategic marketing,
vol. 24, no. 7, pp. 594-616.
Chaffey, D. (2011) E-Business and E-Commerce Management (5th
edition). Pearson, Chapter 5.
Porter, M.E. (2001) Strategy and the Internet. Harvard Business Review,
March,pp 63-78.
Enders, A. and Jelassi, T. (2009). Leveraging Multichannel Retailing: The
Experience of Tesco.com, MIS Quarterly Executive, 8, 2, 89-100

Seminar: A Dynamic Digital Marketing Capability of a 167 years old

company: Watch the Case https://bit.ly/2NxeN7M

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Week 4 E-Business Strategy

- Broekhuizen, T.L.J., Broekhuis, M., Gijsenberg, M.J. & Wieringa, J.E.

2021;2020;, "Introduction to the special issue – Digital business models:
A multi-disciplinary and multi-stakeholder perspective", Journal of
business research, vol. 122, pp. 847-852.
- Kane, G. C., Palmer, D., Phillips, A. N., & Kiron, D. (2015). Is Your
Business Ready for a Digital Future?. MIT Sloan Management Review,
56, 4, 37.
- Rigby, D. K. (2014). Digital-physical mashups. Harvard Business Review,
92, 9, 84-92.

Seminar : Assignment Brief and practice of Question 1 – Watch the video and
write 200 words answer to the question. Feedback will be provided.

Week 5 ERP and Supply Chain Management

- Yang, M., Fu, M. & Zhang, Z. 2021, "The adoption of digital technologies
in supply chains: Drivers, process and impact", Technological forecasting
& social change, vol. 169, pp. 120795.

- Botta-Genoulaz, V. and Millet, P. (2006). An Investigation into the Use of

ERP Systems in the Service Sector, International Journal of Production
Economics, 99, 202-221.

Supply Chain Integration

- Ardito, L., Petruzzelli, A.M., Panniello, U. & Garavelli, A.C. 2019,

"Towards Industry 4.0: Mapping digital technologies for supply chain
management-marketing integration", Business process management
journal, vol. 25, no. 2, pp. 323-346.

- Glassberg, B. and Merhout, J. (2007). Electronic Markets Hypothesis

Redux: Where are We Now? Communications of the ACM, 50, 2, 51-55.

- Lee, H. (2002). Aligning Supply Chain Strategies with Product

Uncertainties, California Management Review, 44, 3, 105-119.

Seminar: Bullwhip Effect. Read the Case Study FoxMeyer BEFORE the session.
Please be prepared to discussion in class.

Week 6 Social Media

- Liu, X., Shin, H. & Burns, A.C. 2021;2019;, "Examining the impact of
luxury brand's social media marketing on customer engagement: Using
big data analytics and natural language processing", Journal of business
research, vol. 125, pp. 815-826.

- Ismail, A.R. 2017, "The influence of perceived social media marketing

activities on brand loyalty: The mediation effect of brand and value

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 consciousness", Asia Pacific journal of marketing and logistics, vol. 29,
no. 1, pp. 129-144.
-
- Gallaugher, J., and Ransbotham, S. (2010). Social Media and
Customer Dialog Management at Starbucks. MIS Quarterly Executive, 9,
4, 197 – 212.
- Roberts, D. L., & Piller, F. T. (2016). Finding the Right Role for
Social Media in Innovation. MIT Sloan Management Review, 57, 3, 41-
46.

Seminar: Starbucks Case Study : https://ideas.starbucks.com/

Week 7 Knowledge Data Management

- Bell, P. C. (2015). Sustaining an Analytics Advantage. MIT Sloan

Management Review, 56, 3, 21-24
- Davenport, T.H., Barth, P. and Bean, R. (2012). How ‘Big Data’ is
Different. MIT Sloan Management Review. 54, 1, 22-24.
- McAfee, A. and Brynjolfsson, E. (2012). Big Data: The Management
Revolution, Harvard Business Review, 90, 10, 61-67.

Seminar activity: Prep & work on CW1

Practice Question 2

Fill the tables providing academic references using Harvard Referencing Style.

Share your work with the class and gain Lecturer’s feedback

Week 8 Designing systems for the Digital Landscape

HCI, Personas, Mapping the 7Cs framework

- Bell, P. C. (2015). Sustaining an Analytics Advantage. MIT Sloan

Management Review, 56, 3, 21-24
- Davenport, T.H., Barth, P. and Bean, R. (2012). How ‘Big Data’ is
Different. MIT Sloan Management Review. 54, 1, 22-24.
- McAfee, A. and Brynjolfsson, E. (2012). Big Data: The Management
Revolution, Harvard Business Review, 90, 10, 61-67.

Seminar: Video Knowledge Management System: Prepare a proposal for a

new knowledge management system that can integrate content and be
more agile.

Week 9 Internet of Things (IOT)

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 Rathod, A.Y., Pandya, S. & Doshi, N. 2020, "IoT and Modern Marketing: Its Social
Implications", Global IT Research Institute - GIRI, , pp. 407.

López de Lacalle, Luis Norberto & Posada, J. 2020, New Industry 4.0 Advances
in Industrial IoT and Visual Computing for Manufacturing Processes, MDPI -
Multidisciplinary Digital Publishing Institute.

Seminar: Sensors, Connectivity, People and Process: Watch the video and
answer 4 questions.

Week 10 Robotics, Digital Marketing, Cybersecurity

To understanding how the digital landscape changes digital marketing, robotics

adoption in services and the risks of cyber attacks.

Xiao, L. & Kumar, V. 2021;2019;, "Robotics for Customer Service: A Useful

Complement or an Ultimate Substitute?", Journal of service research : JSR, vol.
24, no. 1, pp. 9-29.

Bogue, R. 2019, "Strong prospects for robots in retail", Industrial robot, vol. 46,
no. 3, pp. 326-331.

Sallos, M.P., Garcia-Perez, A., Bedford, D. & Orlando, B. 2019, "Strategy and
organisational cybersecurity: a knowledge-problem perspective", Journal of
intellectual capital, vol. 20, no. 4, pp. 581-597.

Seminar activity available on Blackboard.

Formative feedback

Week 11 Artificial Intelligence and Big Data

Obschonka, M. & Audretsch, D.B. 2020;2019;, "Artificial intelligence and big data
in entrepreneurship: a new era has begun", Small business economics, vol. 55,
no. 3, pp. 529-539.

Lin, L. & Hou, Z. 2020, "Combat COVID-19 with artificial intelligence and big
data", Journal of travel medicine, vol. 27, no. 5.

Formative feedback : Show your draft and receive feedback during the
seminar.

Sunday 5th December 2021@23:59 UK Time

Week 12 CW2

Seminar revision on Mock test

Use the time to complete and submit assessment 2 Mock test and revise
your material with your lecturer. Lecture for this week is mainly based on
Q and A or covering the remaining materials.

(MCQs) (30%)

 MCQs are accessible/published on Friday 10th December

2021 (@9:30 am) – Tuesday 15 December 2021 (@23:59)
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 ONLY one attempt can be made

 MCQ tests – 5 days period from Friday 10th December 2021 (@9:30 am) –
Tuesday 15 December 2021 (@23:59)

The library team can provide one-to-one support in preparation for assessments 1


 Emailing [email protected]

 By phoning the library 02076 568 448 (please specify your campus: London or
Birmingham)

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Marking criteria for Assignments 1 (70%)

Student Name

Category Requirements Mark

Content  The case study report goes into sufficient depth /40
(not superficial)
 Demonstrates a sound knowledge of the topic area

Interpretation
 Provide evidence that you have read the material
 Good understanding shown
 Material is original /25
 Covered key issues

Sources  Any sources that are used are properly cited

 Harvard referencing system is used /15
 Identify and use at least five relevant sources

Language  Narrative is clear and easy to follow

 Spelling has been checked /10
 Grammar has been checked

 Good clear presentation style at all times

Presentation  The material is well structured /10
 Meets the word limit criteria (2,500 max)

Total /100

Additional
Comments

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 RESOURCE LIST:

Required Reading
Laudon, K.C. and Traver, C.G. (2020) E-Commerce 2019: Business, Technology, Society,
Pearson, Harlow, UK.

Chaffey,D. (2019) Digital Business and E-Commerce Management, 7th Edition, Pearson,
Harlow, UK.

Laudon, K.C. and Laudon, J.P., (2020), Management information systems: Managing the
digital firm, Pearson, Harlow, UK.

Recommended Reading
Aguiar, Y., (2020) Digital (r) evolution: strategies to accelerate business transformation, John
Wiley & Sons, Hoboken, N.J.

Byström, K., Heinström, J. and Ruthven, I. eds., (2019). Information at work: information
management in the workplace. Facet Publishing.

Michaelman. P. (2018) How to go digital: practical wisdom to help drive your organisation’s
digital transformation, Review M.I.T., Sloan Management, MIT Press, Cambridge Mass.

Turban, E., McLean, E. and Wetherbe, J. (2010) “Information Technology for Management:
Transforming Organisations in the Digital Economy”, Seventh Edition, John Wiley, New
York.

Useful Internet Sites

Research Agency Coverage Web-site

Fletcher Researcher Ltd. Market Research www.fletch.co.uk

Forrester Research Market Research www.forrester.com

GartnerGroup Information Technology www.gartner.com

Research

INSEAD Business School www.insead.fr

Meta Group Information Technology www.metagroup.com

Research

Tower Group Information Technology www.towergroup.com

Research

Financial Times Newspaper www.ft.com

Informationweek Magazine www.informationweek.com

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QA Library website

QA’s library website is a great place to start your research. This site brings
together the resources provided by Ulster University library and the resources
provided by QAHE library. Everything you need is in one place!
 The Ulster University page includes links to databases, ebook
collections, open access sources, referencing, and much more.
 The Homepage contains information on research skills, extracting
information from textbooks and accessible learning recommendations.
 The contact us page contains a live chat box so you can ask questions and
receive immediate answers from a librarian. You can also book one-to-one
sessions or join the regular ‘online hangout with a librarian’. There are lots
of ways to ask for help with your research!

SCONUL
Ulster University is part of the SCONUL network. This allows students to visit other
university libraries and use their books. If you’d like to do this, contact
QA Library and we will arrange SCONUL membership for you.

Studiosity
Ulster University subscribes to Studiosity, which enables students to receive
feedback on draft assignments. Simply upload your draft, select the type of
feedback you want (eg grammar, referencing etc), and submit. Feedback will be
provided within 24 hours.

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