讲解 MIS2002S BBS 43 Digital Business辅导 留学生Matlab程序

MIS2002S

BBS 43

Digital Business

STUDY GUIDE

Mar 2025

WELCOME MESSAGE

Today, people are spending more money online, which has shifted business emphasis to digital sources of revenue and digital channels. However, digital business is more than just selling online, but to create competitive edges based on unique combinations of digital and physical resources.

This scheme is designed to give an overview of digital business, and a week by week breakdown of the work required. Reading material for each week is expected to be undertaken prior to the start of the next topic, as is the completion of any work not finished in the scheduled seminars. Minor adjustments may be made to the scheme during the semester and the Digital Reading List may be updated with new and interesting articles and/or research that link directly to the lecture and/or seminar topics.

PART 1:  INTRODUCTION

This Study Guide is designed to provide you with details of this module; the learning outcomes; plus delivery and assessment arrangements. The Study Guide consists of 6 parts.

Part 1 gives background details to the subject area are provided and the broad aims of the module are set out.

Part 2 consists of the module outline. In this part the (a) module learning outcomes, (b) the themes and topics to be explored are explained along with the (c) learning supports to be used.

Part 3 gives details of the module delivery arrangements. It sets out the session arrangements and the expectations in relation to your prior preparation and student engagement. The provisions for online provision are outlined in terms of class delivery and any module work with class mates.

Part 4 provides details of the assessment techniques used in this module explaining the assessment components, their rationale.

Part 5 explains the UCD grading policy and grade descriptors drawing on the university document are given for each assessment component for the module.

Part 6 presents the concluding comments.

Accessing Zoom and Online Etiquette for MIS2002S lectures

We will utilise Zoom (UCD has a university-wide license incorporating additional security features) for our virtual classroom sessions. The following Zoom link will be used for all virtual sessions. A “clickable” link can also be found on Brightspace.

Zoom Link

This module will be delivered face-to-face and online via UCD’s integrated Zoom classroom. This is accessible via brightspace.ucd.ie

To students, please login to Brightspace >> MIS2002S-Digital Business-2024/2025 Autumn >> My Class >> ZOOM, to join the lessons.

To join a scheduled class, please click on the Zoom link which will open the following window. Please click on “Launch Meeting”.

I strongly recommend downloading the free Zoom app to your PC, laptop, iOS, or Android device to enjoy the best possible student experience. Click on “Allow” which will open the Zoom app.

Once Zoom opens, you will see a screen as shown below. The lecture notes will be shared here, you will be able to see all other students, and use the chat function to ask questions.

Zoom Features and Online Etiquette

Background Details

You will be introduced to the core concepts of the module through a lecture series delivered by staff - you are encouraged to think of this module as ‘cross-functional’; in nature and therefore appreciate the implications of digital channels for different parts of the business.

Where possible, external speakers will be integrated into the lecture program to give practical perspective of how the emergence of digital channels have fundamentally changed how they operate.

As part of this process you will be encouraged to consider both theoretical approaches to digital business but also the practicalities of how businesses operate in the digital domain. You will also engage in a range of smaller classes which will vary between seminars and workshop based sessions.

Given the technological nature of the module, there will be some subjects that are best approached via hands-on usage of relevant software applications (e.g. the use of Google Analytics to analyse the behaviour of visitors to a company website).

Formative assessment: As part of the seminar and workshop program, you will regularly receive feedback on your progress. This will be achieved through delivery of presentations and engagement in seminar activities.

Module Aims

Throughout this module you will be introduced to the opportunities and challenges posed by doing business in an increasingly digital domain. This module is designed to give you an understanding of how using online channels impacts upon different parts of the organization, and will in particular focus upon 3 core areas of business:

Digital Business Strategy: You will develop an understanding of the cost structures associated with using digital channels, different business models (including omni and multiple channel business strategies), distance issues around serving global markets and implications in terms of taxation and service delivery.

Marketing: In this part of the module you will consider changing consumer media consumption and behavior; social media and m-commerce; customer relationship building in an online context, digital brand communities and performance metrics.

Supply Chain Management and Information Systems: You will also develop an appreciation of the role of supply chains in serving global markets, addressing issues such as the application of various systems to facilitate digital transactions (e.g. ERP, CRM) and issues related to web performance (e.g. web design and analytics).

Table 1 – Programme Goals Table

Programme Code: BHBUS015 (Sg)

Programme Title: Bachelor of Business Studies

Pathway: Management

PART 2:  MODULE OUTLINE

Module Title: Digital Business

Module Code: MIS2002S

No. of ECTS: 10 credits

Module Learning Outcomes

On completing this module, students will be expected to be able to:

Knowledge & Understanding:

● To develop an understanding of the opportunities and challenges faced in business when utilising digital channels. (MLO1)

● To appreciate the roles of different business functions in delivering a successful digital operation. (MLO2)

Intellectual / Professional skills & abilities:

● To develop skills in software applications utilised to monitor digital business performance and interpret data as a basis for future digital decision making. (MLO3)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):

● Develop an understanding of issues surrounding customer privacy and security when engaging in digital business. (MLO4)

Module Text:

Laudon, K.C. and Traver, C.G (2023). E-Commerce 2023-2024: Business, Technology and Society, Global Edition. 18th Edition. Essex: Pearson Education Limited. ISBN 9781292449722

Themes and Topics

Topic 1: Intro to digital business

Today, people are spending more money online, which has shifted business emphasis to digital sources of revenue and digital channels. We will uncover the trends that fuels the growth of consumer spending which empowers the rise of Digital Business industry.

Topic 2: Digital business infrastructure

Writing a value proposition statement before deciding on ICT tools adoption is essential to ensure business fit. It clarifies the unique value a business offers to its customers, guiding the selection of technology that supports and enhances this value. By articulating what makes the business distinct and how it meets customer needs, companies can identify ICT tools that align with their strategic objectives, improve operational efficiency, and provide a competitive edge. This approach ensures that technology investments are purposeful, cost-effective, and contribute to achieving the desired business outcomes.

Topic 3: Digital business revenue models

Choosing the appropriate revenue model is crucial for a company's financial health, customer relationships, and overall success, as it directly influences pricing, cost management, and growth strategies. A well-chosen model aligns with business goals, enhances customer experience, ensures sustainability, and provides a competitive advantage. Understanding various revenue models equips businesses with a roadmap for financial success, enabling them to navigate market demands, cater to customer preferences, and effectively leverage their value proposition.

Topic 4: Digital business strategies

Conducting market and competitor analysis before deciding on ICT tools adoption is crucial for creating a competitive advantage. Market analysis helps businesses understand industry trends, customer needs, and potential opportunities, ensuring that the chosen ICT tools align with market demands. Competitor analysis reveals what tools and technologies competitors are using, highlighting gaps and opportunities for differentiation. This comprehensive understanding allows businesses to adopt ICT tools that not only enhance operational efficiency and customer satisfaction but also strategically position them ahead of competitors, leading to sustained competitive advantage and market leadership.

Topic 5: Intelligent Technologies 1 – Internet of Things

The Internet of Things (IoT) is surely a term that you must be familiar with. We will explore how The industrial Internet of Things (IoT) that focuses on automation - not just to lower operating costs can increase productivity, improve business processes, enhance customer experience, expand to new markets, and generate additional revenue streams.

Topic 6: Intelligent Technologies 2 – Big Data

The concept of big data has been around for years, most organizations now understand that if they capture all the data that streams into their businesses, they can apply analytics and get significant value from it. We shall explore what are some of those. And how excel plays an important role on big data analytics.

Topic 7: Intelligent Technologies 3 – Artificial Intelligence

The 21st century has marked a rapid advancement of technology in every aspect of human life and interactions. Despite being around for many decades, the replication of human intelligence in machines — artificial intelligence — has now become popularized.

Learning Materials

For this module, please read the assigned chapters in the prescribed text and the additional readings assigned (see Module Delivery Schedule in Part 3)

Supplementary reading:

Chaffey, D. and Ellis-Chadwick, F (2015). Digital Marketing: Strategy, Implementation and

Practice. 6th Edition. Pearson Education Limited.

Osterwalder, A. and Pigneur, Y. (2010). Business Model Generation: A Handbook for

Visionaries, Game Changers, and Challengers. 1st Edition. John Wiley & Sons.

Osterwalder, A., Pigneur, Y., Bernarda, G., Smith, A. and Papadakos, T. (2014). Value

Proposition Design: How to create products and services customers want. 1st Edition. John

Wiley & Sons.