MIS20040 Digital Business and Social Media Strategy

Academic Year 2020/2021

Digital Business is rapidly evolving and today they are a central resource in the pursuit of business objectives and strategies. As a result, the role of Digital Business and Social Media in business needs to be re-evaluated to develop a sophisticated understanding of how both Digital Business and Social Media may help today’s organisation to obtain and sustain competitive advantage in the global marketplace. Many organisations – both indigenous and multinationals – have at this stage incorporated some form of Digital Business, Digital Marketing and / or Social Media technologies, applications, and initiatives as part of their overall strategy., however, managers are still trying to evaluate how those initiatives may add sustainable value to the organisation.


Incorporating a generic Digital Business Framework, this module evaluates and discusses Digital Marketing, Social Media, Digital Business and Mobile Business related concepts. We will evaluate Digital Business opportunities and investigate implications of Digital Business on different industry sectors. This module also requires students to draft a comprehensive Digital Business strategy document for an organisation of your choice.

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Curricular information is subject to change

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 and Social Media.
(ii) Evaluate and discuss current and emerging Digital Business and Social Media applications.
(iii) Draft a Digital Business strategy document for an organisation.

Indicative Module Content:

• Context of Digital Business, Digital Marketing and Social Media
• Digital Business Strategy Framework Components
• Digital Marketing Search principles (SEO & PPC)
• Designing and implementing Digital Business, Marketing and Social Media strategies
• Social Media Infrastructure
• Social Media Strategy
• Social Media Return on Investment (RoI)
• Mobile Business Strategy
• Social, Ethical & Legal Issues in context of Digital Business and Social Media

Student Effort Hours: 
Student Effort Type Hours
Seminar (or Webinar)

12
Specified Learning Activities

48
Autonomous Student Learning

40
Total

100
Approaches to Teaching and Learning:
This module will be delivered in the new UCD Moore Learning building incorporating case study teaching, active & collaborative learning activities and hands-on labs. 
Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Group Project: Digital Business and Social Media Strategy Project Throughout the Trimester n/a Standard conversion grade scale 40% No

50
Assignment: Case study analysis and report Week 8 n/a Standard conversion grade scale 40% No

30
Multiple Choice Questionnaire: Online Quiz Week 6 n/a Alternative linear conversion grade scale 40% No

20

Carry forward of passed components
No
 
Resit In Terminal Exam
Summer Yes - 2 Hour
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.