SHE Level 3
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M3N524237
Module Leader Alexis Barlow
School Glasgow School for Business and Society
Subject Fashion Marketing
  • B (January start)

Pre-Requisite Knowledge

240 credit points at levels 1 and 2 or equivalent

Summary of Content

This module will explore the development and impact of digital technologies from a business and marketing perspective. The overall impact of digital technologies on organisation's business strategies and models will be explored and, in particular, the application of new and emerging technologies across marketing and customer relationship management will be examined in detail. This module will analyse the role of digital technologies on established business and marketing concepts and how they will shape future marketing strategies within a global environment. This module will develop a knowledge and understanding of the role and importance of digital business and marketing in a variety of private, public and voluntary organizations and industry sectors. The module also addresses contemporary issues such as security, website design, globalisation, analysing return on investment and changing consumer lifestyles.


Introduction to Digital Business Digital Strategies & Models Infrastructure & Innovative technologies eg ERP, RFID, mobile, social media Managing digital business eg globalisation; designing website, evaluating return on Investment Digital marketing: definitions and developments Role of digital marketing, concepts and emerging models Consumer consumption of technology and the impact of consumer behaviour Review digital media for effective communication, augmenting the brand within the digital environment, customer relationship management and achieving sales growth Industry Examples and Competitive advantage Current and emerging issues e.g. emerging technologies such as mobile and tablets; metrics and advergaming.

Learning Outcomes

On successful completion of this module, the student should be able to:1. Evaluate the nature and development of digital business and explore emerging digital business strategies and models.2. Critically analyse the infrastructure and the different types of technologies that may be adopted by a digital business.3. Critically analyse the application of digital business and marketing across a range of different types of organisations and industries using it to achieve competitive advantage.4. Analyse the impact of digital technologies on established and emerging marketing paradigms.5. Demonstrate an understanding of a range of digital marketing tools their value and potential application.6. Demonstrate an ability to apply digital marketing concepts to strategic decision making in developing a digital marketing communication campaign.

Teaching / Learning Strategy

Theoretical and practical insight of 'Digital Business and Marketing' will be provided through the learning and teaching strategy. -360b7 The learning environment will be carefully managed to enhance students' academic learning experience, to develop independent learning and to develop transferable skills. -360b7 Theoretical concepts will be developed and taught through lectures, seminars, online activities and directed learning. b7 Concepts will be analysed in greater detail through a series of practical and student-centred learning including innovative case studies, scenario-based teaching, problem solving exercises, technology-led activities, group working, role playing exercises and guest speakers. b7 The learning and teaching strategy will draw upon web based technologies to create an innovative and independent learning environment and directed study activities will be supported by the VLE. b7 Assessment for the module will consist of two courseworks - group presentation and an individual report. Feedback will be provided informally via seminars and online activities. Timely formal feedback will be provided for the courseworks.

Indicative Reading

-567 Books and articles: Core texts: Chaffey, D (2014) Digital Business and E-Commerce Management (6 th Edition), Prentice Hall. Turban, E & King, T (2015) Electronic Commerce: A Managerial and Social Networks Perspective (8th Edition), Pearson Education, Upper Saddle River, New Jersey. Chaffey , D. and Ellis-Chadwick,F. (2012) Digital Marketing: Strategy; Implementation & Practice (5 th Edition), Prentice Hall. Additional resources: Bandyo-padhyay, N. (2002) E-Commerce: context, concepts and consequences, McGraw-Hill, Maidenhead. Beynon- Davies P (2004) e-business, Palgrave MacMillan. Brown, E. (2010) Working the crowd: Social Media Marketing for Business 2 nd Edition BCS/British Informatics Society Casarez V (2009), Reshaping your business with web 2.0 [electronic resource] : using the new collaborative technologies to lead business transformation, McGraw-Hill (ebook). Cassidy, A (2001) A Practical Guide to Planning for E-Business Success: How to enable your Enterprise, CRC Press, Florida. Chaffey, D (2011); E-Business and E-Commerce Management (5 th Edition), Prentice-Hall, Harlow. Chaffey, D. and Smith P.R. (2013) eMarketing eXcellence: Planning and Optimizing your digital strategy, 4 th Edition, Butterworth Heineman (available online) Chaffey et al. (2009) Internet Marketing 4 th Edition, Prentice Hall. Chen, S. (2005) Strategic Management of e-Business (2 nd Edition), Wiley & Sons, Chichester. Combe, C A (2006) E-Business: Management and Strategy, Butterworth-Heinemann, Oxford (e-book). Comm (2009) Twitter Power, How to dominate your market one tweet at a time, Wiley Publishers (ebook). Cook N (2008), Enterprise 2: How Social Software Will Change the Future of Work, Gower Publishing Harrison, W & Kalyanam, K (2007) Internet Marketing & E-Commerce; Thomson South Western. Harris, L. & Denis, (2008) Marketing the e-Business, Routeledge. Hansen, W (2000) Principles of Internet Marketing, Second Edition, Thomson Learning. Hugos, M, H (2011); Essentials of Supply Chain Management; Wiley; 3 rd Edition. Jackson (2009) Cult of the Analytics: driving online marketing strategies using web analytics Butterworth-Heinemann (ebook) Jelassi, T. and Enders, A. (2008) Strategies for e-Business: Creating Value through Electronic and Mobile Commerce (2 nd Edition), Prentice-Hall, Harlow. Kraemer, K et al (2006) Global e-commerce; Cambridge University Press. Laudon, K & Traver, C (2013) E-Commerce 2013: business, technology, society, Pearson Education. Laurent, F. (2013) How to Measure digital marketing: metrics for assessing impact and designing success Palgrave Macmillan (available online) Li, F. (2007) What is E-Business?: How the Internet Transforms Organizations. Blackwell Publishing, Oxford. Meerman (2010) New Rules of Marketing and PR John Wiley & Sons. Papazoglou, M & Ribbers, P (2006); e-Business: Organizational and Technical Foundations; Wiley. Reynolds, J (2010) E-Business: A Management Perspective, Oxford University Press, New York. Richardson, P. (2001) Internet Marketing, Reading and Online Resources, McGraw Hill. Rowley, J. (2002) E-Business, Principles & Practice, Palgrave Publishers. Rowles, D. (2013) Mobile Marketing Kogan Page Ryan (2014) Understanding Digital Marketing: Marketing strategies for engaging the digital generation, Kogan Page. Ryan, D. (2014) The Best Digital campaigns in the world: Mastering the art of customer engagement 2 nd Edition Kogan page (available online) Safko and Brake (2012) The Social Media Bible: tactics, tools and strategies, John Wiley and Sons (ebook). Schneider, G, P (2011) E-business (9 th Edition), Cengage Learning. Singh, N (2012) Localisation Strategies for Global E-Business; Cambridge university Press. Strauss, J. (2009) E-Marketing, Fifth Edition, Prentice Hall Turban, E & King, T (2012) Electronic Commerce 2012 (7 th Edition), Pearson Education, Upper Saddle River, New Jersey. Weber (2009) Marketing to the Social Web: how digital customer communities build your business, Second Edition, John Wiley & Sons (ebook). Zarella, D. (2010) The Social Media Marketing Handbook O'Reilly (available online) Journals -360b7 Journal of Direct, Data and Digital Marketing practice b7 Journal of Digital & Social Media Marketing b7 Journal of Interactive Marketing b7 Journal of Marketing b7 Journal of Consumer Marketing b7 Journal of Marketing Intelligence and Planning b7 Journal of the Academy of Marketing Science b7 European Journal of Marketing b7 International Journal of Marketing b7 Journal of Internet Marketing b7 Journal of Marketing Theory and Practice b7 International Journal of Retail & Distribution Management b7 International Review of Retail, Distribution & Consumer Research b7 Journal of Strategic E-Commerce b7 ACM Transactions on Internet Technology b7 International Journal of Technology b7 International Journal of Information Management b7 Harvard Business Review b7 The McKinsey Quarterly b7 MIS Quarterly b7 Sloan Management Review b7 European Journal of Information Systems b7 International Journal of Electronic Commerce International Journal of Electronic Business

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: -360b7 independent learning; b7 research; b7 critical thinking and analysis; b7 problem solving; b7 creativity and innovation; b7 interpersonal skills; b7 communication skills (written and oral); b7 reflective learning.

Module Structure

Activity Total Hours
Independent Learning (FT) 64.00
Online Activities 7.00
Lectures (FT) 20.00
Seminars (FT) 9.00
Assessment (FT) 100.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 30.00 35% Group Presentation Week 7 & 8 (20 minutes)
Course Work 02 n/a 70.00 35% Individual Report (3000 words) Week 13