MIS20040 Digital Business and Social Media Strategy

Academic Year 2024/2025

Digital Business is rapidly evolving and today it should be regarded being a central resource in the pursuit of business objectives and strategies. As a result, the role of Digital Business in organisations needs to be re-evaluated to develop a sophisticated understanding of how it supports today’s organisation to gain and sustain competitive advantage in the marketplace.

Incorporating a generic Digital Business Strategy Framework published by Harvard Business Publishing (Davin & Gupta, 2015&2019), this applied module evaluates and discusses components of a comprehensive Digital Business strategy and investigates its impact on different industry sectors.

Students - as part of a group project spanning across the entire trimester - are required to draft a Digital Business strategy document for an organisation of their choice.

Show/hide contentOpenClose All

Curricular information is subject to change

Learning Outcomes:

On completion of this module, students should be able to:

(i) Demonstrate a sound understanding of the major issues surrounding Digital Business, Digital Marketing, Social Media, and Mobile Business.
(ii) Draft a comprehensive Digital Business strategy for an organisation.
(iii) Identify and discuss organisational challenges while implementing a Digital Business Strategy.

Indicative Module Content:

• Context of Digital Business, Digital Marketing, Social Media, and Mobile Business.
• Digital Business Strategy Framework Components
• Artificial Intelligence (AI) and Business Strategy
• Designing and implementing Digital Business, Marketing, Social Media, and Mobile Business strategies
• Digital Business metrics and Return on Investment (RoI)
• Social, Ethical & Legal Issues in context of implementing Digital Business strategies

Student Effort Hours: 
Student Effort Type Hours
Specified Learning Activities

36
Autonomous Student Learning

48
Lectures

12
Seminar (or Webinar)

6
Online Learning

12
Project Supervision

6
Total

120
Approaches to Teaching and Learning:
Applied module focussing on the implementation of a Digital Business strategy for an organisation.

Referencing: Harvard Style Referencing is required for all assignment submissions. (https://libguides.ucd.ie/harvardstyle)

Generative Artificial Intelligence (GenAI): Allowed for in-class and async student activities set by the module coordinator. However, GenAI is not permitted for assignment preparation activities. 
Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 
Assessment Strategy  
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Quizzes/Short Exercises: Online quiz 1. Completed in-class Week 6 Alternative linear conversion grade scale 40% No

20

 No
Quizzes/Short Exercises: Online quiz 2. Completed in-class Week 9 Alternative linear conversion grade scale 40% No

20

 No
Group Work Assignment: Digital Business Strategy Proposal Report and Video Production Week 12 Standard conversion grade scale 40% No

50

 No
Individual Project: Individual Learning Reflection for Group Project Week 12 Standard conversion grade scale 40% No

10

 No

Carry forward of passed components
No
 
Resit In Terminal Exam
Autumn No
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
• Online automated feedback
• Self-assessment activities

How will my Feedback be Delivered?

Not yet recorded.