MSc Marketing / Course details

Year of entry: 2021

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Course unit details:
Digital Business

Unit code BMAN71702
Credit rating 15
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



BMAN71702 Programme Req: BMAN71702 is only available as an elective to students on MSc Marketing


  • 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

Learning outcomes

Academic knowledge

  • 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.

Intellectual skills

  • 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)

Transferable skills

  • 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 

Assessment methods

50% Individual Coursework (Report: 1850 words)

50% Group Coursework (Report: 3500 words)


Feedback methods

Written, verbally during class and via Blackboard

Recommended reading

(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.


Study hours

Scheduled activity hours
Lectures 24
Seminars 6
Independent study hours
Independent study 120

Teaching staff

Staff member Role
Pedro Sampaio Unit coordinator

Additional notes

Informal Contact Method

Office Hours

Online Learning Activities (blogs, discussions, self-assessment questions)

Q&A informal slots at the end of teaching sessions

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