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MIS20040

Academic Year 2024/2025

Digital Business and Social Media Strategy (MIS20040)

Subject:
Management Information Systems
College:
Business
School:
Business
Level:
2 (Intermediate)
Credits:
5
Module Coordinator:
Dr Matthias Glowatz
Trimester:
Spring
Mode of Delivery:
Blended
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

Digital Business is rapidly evolving to become a central resource in pursuing business objectives and strategies. As a result, the role of digital business, social media, and emerging and rapidly evolving artificial intelligence tools in business needs to be reevaluated to develop a sophisticated understanding of how digital tools and initiatives may help organisations obtain and sustain competitive advantage in the local and/or global marketplace.

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

Students are required to draft a digital business strategy document for an organisation as part of a major project that spans the entire trimester.

About this Module

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, Mobile Business, and Artificial Intelligence.

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, hybrid 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
Individual Project: Digital Business and Social Media Strategy Project Week 12 Standard conversion grade scale 40% No
60
 No
Quizzes/Short Exercises: Online quiz 1. Completed in-class Week 5 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

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.

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
Spring Lecture Offering 1 Week(s) - 20, 21, 22, 24, 26, 29, 30, 31, 32, 33 Tues 12:00 - 12:50
Spring Lecture Offering 1 Week(s) - 23, 25 Tues 12:00 - 12:50
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