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MIS20040

Academic Year 2025/2026

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 into a central resource for pursuing business objectives and strategies. As a result, the role of digital business, social media, and emerging, rapidly evolving artificial intelligence tools in business needs to be reevaluated to develop a sophisticated understanding of how these 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 group project. Additionally, module participants will identify and work on an Artificial Intelligence (AI) tools proposal for an organisation of their choice.

About this Module

Learning Outcomes:

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

i. Demonstrate a sound understanding of the significant issues surrounding Digital Business, Digital Marketing, Social Media, Mobile Business, and Artificial Intelligence.

ii. Draft a comprehensive Digital Business strategy for an organisation.

iii. Propose a comprehensive Artificial Intelligence (AI) plan.

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

6
Seminar (or Webinar)

12
Online Learning

12
Project Supervision

12
Total

126

Approaches to Teaching and Learning:
Applied, hybrid module focusing 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):
This module requires students to use specific AI and GenAI tools, such as ChatGPT, Microsoft CoPilot, or Google Gemini. These tools will be integrated into learning activities, and guidance will be provided on their appropriate, responsible, and ethical use.

All use of AI and GenAI must be cited appropriately in accordance with UCD Library Guidelines (Harvard Style Referencing). GenAI-related referencing guidelines can be found here: https://libguides.ucd.ie/harvardstyle/harvardgenAI.

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
Group Work Assignment: Group Project Presentation Week 7 Standard conversion grade scale 40% No
30
 No
Exam (Take-Home): Artificial Intelligence (AI) Strategy Take-home Examination Week 11 Standard conversion grade scale 40% No
50
 No
Quizzes/Short Exercises: In-class MCQ covering content from weeks 1 - 5 Week 6 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
Spring Workshop Offering 1 Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 32, 33 Tues 17:00 - 17:50
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