Module Leader: Jameel Qadri

Ulster Business School

QAHE Campus
Office Hours: Monday, Tuesday and Friday (9:30am-4:30pm)
E-Mail: [Link]@[Link]

MODULE HANDBOOK
2023 - 2024

Module Code: BMG814

CRN: 43115
Module Level: 7
 Contents

Aims and Objectives of the Module 3

Module Assessment 4

Marking criteria for Coursework 1a and 1b 6

Teaching Plan 8

Resource list 12

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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 digital
enterprises. 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 – BMG814 The Digital Landscape

Coursework (100%)

Assignment 1a – Case Study on E-Retailing (55%)

In the first part of assignment 1, you will work in teams of 2, 3 or 4. You will be required to view
a series of videos on the future of shopping; research the issues identified and answer the
four questions below on E-Retailing. The completed case study should be submitted by
Midnight on Friday 16th August 2024. One member from each team will then be required
to upload a copy (MS Word) of the completed case study using the Turnitin Dropbox
area on Blackboard. Links to the four videos on the future of shopping are shown below.

Video 1. Zero waste stores: the future of retailing (6 mins) [Link]

Video 2. Future of Shopping: What’s in Store? (13 mins) [Link]

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

Video 4. Location-Based Marketing (2.5 mins) [Link]

Now each team must answer the following 4 questions:

1. There is rightly significant interest placed on the use of technology in support of retailing
in the future. However, reducing waste and delivering a sustainable zero-carbon lifestyle
is increasingly necessary. What are the key benefits of zero waste stores and do they have
a role in securing the survival of the high street? (video 1).

2. Discuss the importance of ‘direct to consumer selling’ DTC. In what circumstances would
it be useful for companies to use DTC.? Also, explain how Shopify’ helped ‘Allbirds’ avoid
channel conflict. (video 2)

3. In (video 3) above we see Symphony Retail’s vision of the Supermarket of the future.
Discuss what your supermarket of the future would look like and what it should 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: Friday 16th August 2024@23:59

• Word Limit: 2,500 words (+/- 10%)
• Guidance on the assignment will be provided during the module

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Assignment 1b – Peer Review and Personal Reflection (15%)

TEAM DETAILS:

Team Name/Number:

Your Name: Your Student Number:

Name: Team Member 1 Name: Team Member 2

Name: Team Member 3 Name: Team Member 4

Please rate yourself and your team members on how ‘you’ feel they performed during
the completion of the team assignment. Please allocate a score ranging from (1 = poor
performance) to (5 = outstanding performance) across 4 separate categories below:

Preparing &
Team Ideas & Leadership & Information collection
delivering written
Member Suggestions Task Organisation & collation
reports Total

You

Use the following scoring system:

1. Provided little effort or did not contribute to this area.

2. Did contribute but the contribution was weak.
3. Delivered a reasonable amount of effort on the category.
4. The contribution was good.
5. The contribution was outstanding.

• Submission Date: Saturday 24th August 2024@23:59

• Word Limit: 600 words (+/- 10%)

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In addition to reviewing, you and your team member’s contributions, please write a brief
‘personal’ reflection on your thoughts, feelings and experiences of working on this team
assignment. Use the 4 categories in the scoring grid above to craft your reflection. The
reflection should be approximately 600 words (150 words per category).

Ideas and Suggestions (approximately 150 words)

Provide a brief review of your thoughts and feelings of the ideas/suggestions that emerged during this assignment.

Leadership & Task Organisation (approximately 150 words)

What are your thoughts and feelings about the level of Leadership and Task organisation that was shown.

Action

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 Information Collection and Collation (approximately 150 words)

What was your experience concerning the collection and collation of data/information during the assignment.

Preparing and Delivering Written Reports (approximately 150 words)

How did you feel about the contributions to the preparation and delivery of the final team assignment.

Assignment 2 - Online MCQ Tests (30%)

The final element of coursework will involve each student completing a series of online
Multiple-Choice Question (MCQ) tests (6 x 10 questions). These will be available (for a limited
time) in the module content area. The system will allow each student to have one attempt at
each test. This assessment will be available on 28th August 2024 between 10am-2pm

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Marking criteria for Coursework 1a (55%)

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

Marking criteria for Coursework 1b – Peer Review and Personal Reflection (15%)

Category Marks

Ideas & Suggestions /25

Leadership & Task Organisation /25

Information Collection & Collation /25

Preparing & Delivering Written Reports /25

Total /100

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 Teaching Plan 2023 – 2024

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 – Introduction and understanding of module assessments

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 –Functionalities of modern E-commerce: case of Currys 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 [Link], MIS Quarterly Executive, 8, 2, 89-100

Seminar – Accelerating online Car Sales. Audi UK.

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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 Activity: E-Strategy – A case study of Primark.

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 Activity: DTC and ERP Articles

Week 6 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.

Seminar activity: Use of AI and Big Data analytics in retail

Week 7 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 Activity: Assignment guidance.

Week 8 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: Guidance on writing assignment 1b. Also receive feedback on

your draft assignment 1a during the seminar.

Week 9 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: Detailed introduction of MCQs, test format and best practices
to answer the multiple choice questions

Practice Test (20 Questions)

Formative feedback

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Week 10 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
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 activity: Analysis of use of Social Media platform by the businesses

Week 11 Designing Thinking UI/UX

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 Activity: Mock MCQ Test – 10 Questions - Students to complete the

test individually

Week 12 Revision and reflection

Seminar: Assignment 1b and preparation for MCQs

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

Emailing library@[Link]

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

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 [Link]

Forrester Research Market Research [Link]

GartnerGroup Information Technology [Link]

Research

INSEAD Business School [Link]

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 Meta Group Information Technology [Link]
Research

Tower Group Information Technology [Link]

Research

Financial Times Newspaper [Link]

Informationweek Magazine [Link]

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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