Digital Business Management

• Credit value: 15 credits at Level 7
• Convenor: to be confirmed
• Tutor: Magda Hercheui
• Assessment: a two-hour examination (100%)

In this module you will gain an understanding and knowledge of the economics and business fundamentals of the digital economy. We focus on concepts and theories that enable you to understand the radical changes brought about by digitalisation in the business environment of firms, in particular in the information, media, cultural and creative industries.

The goal is to provide you with the practical skills and knowledge required to design effective and successful strategies in the digital economy. The module has a workshop-based structure based on readings, mini-lectures and group work. Its delivery is inspired by problem-based learning and enables you to devise practical means to overcome challenges and leverage opportunities related to digital business.

Indicative syllabus

• Information, knowledge and information goods
• Understanding the nature of digital goods and services
• Business models for digital business
• Pricing models for digital business
• Gaining market power in the digital economy
• Global virtual teams
• Creativity and innovation in the virtual organisation
• Open innovation, co-creation and prosumers
• New technological trends, new digital business

By the end of this module, you will:

• understand the way digitalisation changes the environment of business in general
• be able to critically analyse the strategies required of businesses to survive and prosper in the digital economy
• have in-depth knowledge of strategic aspects in relation to digital business, i.e. pricing, IPR management, use of social media, network effects and open source
• be able to identify emerging trends in the development of the digital economy
• have strengthened various intellectual, practical, personal and social skills.