MSc Marketing / Course details
Year of entry: 2021
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Course unit details:
|Unit level||FHEQ level 7 – master's degree or fourth year of an integrated master's degree|
|Teaching period(s)||Semester 2|
|Offered by||Alliance Manchester Business School|
|Available as a free choice unit?||No|
- Digital Business background and frameworks
- E-Commerce trends and evolution
- Digital Business and Digital Marketing methods, techniques and tools;
- SMEs and Digital Business
- Business models for e-Commerce
- Digital Business solutions: Digital marketing; SCM, Artificial Intelligence
- Advanced Topics in Digital Business (IT infrastructure, Industry 4.0)
- Case Studies: several examples of real-life cases will be presented for analysis and discussion by the students
- To investigate state of the art in Digital Business from both a theoretical and practical standpoint
- To examine a range of Digital Business models focussing on how they support the various business activities
- To examine the emerging Digital Business/e-Commerce technologies and how they affect Business to Business and Business to Consumer applications
- To explore the relationship and impact of Digital Business/e-Commerce in strategy and operations
- To investigate Digital Marketing technologies and their integration with Digital Business frameworks
- To develop Digital Business problem solving strategies via case studies and group work
- To study the latest developments in Digital Business research and practice
- Show a systematic understanding of the ways in which ICT can influence e-Business development
- Understand key issues and problems of Digital Business adoption
- Understand the reasons for, the possibilities, and the impact of e-Commerce and Digital Marketing solutions in a business context.
- Demonstrate a conceptual grasp of a range of Digital Business models
- Critically evaluate how organisations apply Digital Business models and infrastructure to provide innovative business solutions and services
- Demonstrate a conceptual grasp of the state-of-the-art in e-Business and Digital Marketing practice
Subject practical skills
- Design and critically evaluate a Digital Business model
- Use Digital Business and Digital Marketing methods, techniques and tools to solve case studies addressing managerial issues
- Use Digital Marketing Tools in e-Commerce Research (Google Trends, Consumer Barometer)
- Independently gather, sift, synthesise and organise material from a variety of sources, and critically evaluate the extent to which it might contribute to current developments in the field.
- Improve one’s own approach to professionalism through planning, monitoring, critical evaluation and reflection.
- Demonstrate an ability to collaborate with other people through group work.
- Prepare a coherent and well structured written report
Teaching and learning methods
Formal Contact Methods
Minimum Contact hours: 20
Delivery format: Lecture and Workshops
50% Individual Coursework (Report: 1850 words)
50% Group Coursework (Report: 3500 words)
Written, verbally during class and via Blackboard
(1) Chaffey, Dave, Tanya Hemphill, David Edmundson-Bird Digital Business and E-Commerce Management, Pearson Education Ltd, 7th edn, 2019,
(2) Laudon, Kenneth and Traver, Carol, E-Commerce 2019: Business, Technology, Society. Global Edition, 15/E, Pearson, 2019.
(3) Efraim Turban, David King, Jae Kyu Lee, Ting-Peng Liang, Deborrah C. Turban Electronic Commerce 2018: A Managerial and Social Networks Perspective, Ninth Edition, Springer, 2018.
(4) Dave Chaffey, F Ellis-Chadwick, Digital Marketing, Pearson, 7th edition, 2019.
(5) Schmidt/Cohen, The New Digital Age: Reshaping the Future of People, Nations and Business, Publisher: John Murray 2014.
(6) Klaus Schwab, The Fourth Industrial Revolution, Portfolio Penguin (2017)
(7) Alexander Osterwalder, Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, John Wiley & Sons, 2010.
|Scheduled activity hours|
|Independent study hours|
|Pedro Sampaio||Unit coordinator|
Informal Contact Method
Online Learning Activities (blogs, discussions, self-assessment questions)
Q&A informal slots at the end of teaching sessions