MKT41010 Digital Bus Model & eCommerce

Academic Year 2021/2022

This practitioner-led and interactive module consists of two parts. The first part explores the concept of digital business model and then reviews its most common types present in the modern business environment. Via interactive discussions it will, then, be explained why platform types of businesses have been increasingly gaining traction among both startup businesses and incumbents. In addition, the phenomenon of sharing economy and its main principles will be examined. In line with the hands-on approach several case studies will be workshopped and students will be put in groups to work on exercises exploring real life examples throughout the duration of the course.

The second part of the module focuses on e-commerce: how and where it evolved; what steps does a business need to go through to built their presence online; and why e-commerce businesses are often called global by default. Finally, digital marketing strategies and channels that such businesses are likely to use to engage with their customers and prospects will be reviewed. This will also be supported by contemporary examples of e-commerce brands.

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Curricular information is subject to change

What will I learn?

Learning Outcomes:

On completing this module, you will be able to:

1. Understand how developments in technology, market infrastructure and consumer behaviour created new opportunities for digital businesses to scale while maintaining their profitability.
2. Be able to utilise tools such as business model canvas and value proposition canvas among others. For the e-commerce part, students will get a chance to try out one of the leading commerce platforms in a sandbox environment.
3. Learn how to successfully promote an e-commerce business via various digital marketing channels.

How will I learn?

Student Effort Type	Hours
Seminar (or Webinar)	30
Total	30

Am I eligible to take this module?

Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles

Not applicable to this module.

How will I be assessed?

Assessment Strategy

Description	Timing	Open Book Exam	Component Scale	Must Pass Component	% of Final Grade
Assignment: Individual assignment: comprehensive business report on a chosen e-commerce business	Coursework (End of Trimester)	n/a	Graded	Yes	60
Continuous Assessment: Group assignment: project work and group work in class during case study workhops	Throughout the Trimester	n/a	Graded	No	40

Carry forward of passed components
No

What happens if I fail?

Resit In	Terminal Exam
Autumn	No

Assessment feedback

Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Reading List

Key readings

Books:

Osterwalder A.; Pigneur Y. Business model generation: a handbook for visionaries, game changers, and challengers. 2010 ISBN: 9780470876411, 0470876417.

Osterwalder A.; Pigneur Y. Value proposition design: how to create products and services customers want. 2014.

Laudon, K. and Traver, C. (2016). E-сommerce 2018. Global Edition, Pearson ISBN: 1292251700, 9781292251707.

Parker, G., Choudary, S.P., & Van Alstyne, M.W. (2016). Platform Revolution: How Networked Markets are Transforming the Economy and How to Make Them Work for You (First Edit). New York: W.W. Norton & Company.

Kingsnorth, S. (May 28, 2016). Digital Marketing Strategy: An Integrated Approach to Online Marketing (1st Edition). Kogan Page.

Articles:

Eisenmann,T.,Parker,G., & Van Alstyne, M.W. (2006). Strategies for Two-Sided Markets. Harvard Business Review, 84(10), 92-101.

Van Alstyne, M. W., Parker, G. G., and Choudary, S. P. Pipelines, Platforms and the New Rules of Strategy. Harvard Business Review. April 2016, 54-62.2.

Porter, M. E., and Kramer, M.R. Creating Shared Value. Harvard Business Review. January-February, 2011, pp. 3-17.

Weill, P.; Woerner, S. (2013). Optimizing Your Digital Business Model. MIT Sloan Management Review.

Brown, T. Design Thinking. (2008) Harvard Business School Publishing – HBD.

Harvard Business School Press. (2004) Building a Business Model and Strategy: How They Work Together.

Rigby, D. (2014) Digital-Physical Mashups. Harvard Business School Publishing – HBD.

Mouchawar, R. (2017) Souq.com’s CEO on Building an E-Commerce Powerhouse in the Middle East. Harvard Business School Publishing – HBD.

Neufeld, D.; Roghanizad, M. (2018) Research: How Customers Decide Whether to Buy from Your Website. Harvard Business School Publishing – HBD.