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BUS1020 : Digital Business

  • Offered for Year: 2020/21
  • Module Leader(s): Dr Wasim Ahmed
  • Demonstrator: Mr Nick Howey
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0


This module aims to develop knowledge that will help students to explain and understand the extent to which digital technologies and platforms have transformed the business world.

Students will develop an understanding of digital business and how organisations are developing strategic priorities to deliver business at speed in an environment where technology has reshaped traditional revenue and business models. Students will develop practical skills needed to prototype a business intelligence dashboard in Microsoft Excel. These skills are of great value in the workplace and will enhance student employability.

The module is delivered through a combination of lectures and workshops together with directed learning and independent reading. Independent learning will require students to deepen their knowledge and understanding of the subject through a range of learning activities that might include extended reading, reflection, research, and practical exercises.

Outline Of Syllabus

1.       Introduction to Digital Business, Digital Transformation and Business Models
2.       Practical Implications of Digital Business Models
3.       New Trends and Technologies in Digital Business
4.       Data Analysis and Presentation
5.       Building an E-Commerce Presence
6.       Micropayments, Blockchain and CryptoCurrencies
7.       Customer Journey Mapping and Strategic Pricing
8.       Digital Brand Communities and Peer Influence
9.       Database Marketing and Digital Marketing Metrics
10.       Data Visualisation and Business Intelligence using Microsoft Excel
11.       Social Media and Digital Business: Tools and Techniques
12.       Legal and Ethical Issues in Digital Business, E-Commerce and Security.

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion441:0044:00N/A
Scheduled Learning And Teaching ActivitiesLecture281:0028:00N/A
Guided Independent StudyDirected research and reading601:0060:00N/A
Scheduled Learning And Teaching ActivitiesWorkshops42:008:002 in semester 1 on Excel and Business Intelligence 2 in semester 2 on Dashboards in Excel
Guided Independent StudyIndependent study601:0060:00N/A
Teaching Rationale And Relationship

Lectures are used to present the underlying theory with emphasis on implications in relation to business needs. Workshops will allow students to apply theory to a real world business case study and develop prototypes and visuals for information systems. The workshop environment helps students relate the taught material to real world business problems.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Poster2M50Poster and recorded audio presentation explaining prototype dashboard
Written exercise2M502,000 words
Formative Assessments
Description Semester When Set Comment
Prof skill assessmnt1MPresentation of numerical data
Assessment Rationale And Relationship

Formative assessment:

The module has been designed so that students will work on the elements required for their summative assessment during lecture sessions throughout the semester. This will be conducted by designing practical tasks on Google Forms which the students answer 'live' during the session. Students will also complete quizzes to test their knowledge of the content.

Summative Assessment:

Students will be expected to develop a poster mapping the key concepts related to digital business. To support this, they will need to make an audio commentary using PowerPoint to explain their idea.

The essay is 2,000 words where the students will select an organisation and conduct secondary research to identify and explain an appropriate digital business model and/or technology.

Feedback Strategy:

Formative: As stated earlier, there will be a number of opportunities where formative feedback will be provided throughout the module, particularly in relation to practical tasks.

Summative: For each component of assessment there is a specific marking scheme that will indicate how marks are allocated to the work, alongside the annotated comments on the work and overall summary comments provided using electronic marking.

Reading Lists