SHE Level 3
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M3N525912
Module Leader Alexis Barlow
School Glasgow School for Business and Society
Subject Fashion and Marketing
  • A (September start)
  • B (January start)
  • C (May start)
  • A (September start)-B (January start)
  • B (January start)-C (May start)
  • C (May start)-A (September start)
  • S-C (May start)-A (September start)

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.


The syllabus of the module will cover the following issues: -142b7 Introduction to Digital Business b7 Digital Strategies & Models b7 Technology management; tools and techniques b7 Infrastructure & Innovative technologies e.g. ERP, RFID, mobile, social media b7 Managing digital business e.g. globalisation; designing website, evaluating return on Investment b7 Digital marketing: definitions and developments b7 The Digital Age: digital marketing and social media; engage and communicate with customers and influence consumer behaviour b7 Role of digital marketing, concepts and emerging models b7 Consumer consumption of technology and the impact of consumer behaviour b7 Review digital media for effective communication, augmenting the brand within the digital environment, customer relationship management and achieving sales growth b7 Industry Examples and Competitive advantage b7 Evaluating technology decisions and their link to strategy b7 Digital information, security and compliance 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

This work based module adopts a blended approach to learning which combines face to face contact and online learning via GCU's virtual learning environment, GCU Learn. The teaching and learning strategy encourages an active and self-directed approach to learning. In the context of a work based ethos, teaching and learning methods use real world and real work scenarios to promote action learning, inquiry based learning, problem based learning and peer learning. To this end learning will involve formal and informal strategies which place an emphasis on the integration of learning and work. Students will be expected to take a critical stance as they draw on academic theories and techniques in order to frame, analyse and solve actual work-based problems. The module utilises an interactive lecture programme where students are encouraged to participate and contribute. Students are required to undertake a programme of specified reading for independent learning, and reflect upon managerial practices within the workplace. The teaching and skills development programme will be supported via GCU Learn, which will also enhance the students' ability to utilise e-communication. Learners will be supported during the module by the module team which includes module tutors, work based mentors and Academic Development Tutors. Module tutors act as facilitators and also determine the level and accuracy of knowledge acquisition at key points in the delivery. Additionally, input, when necessary, either directly or with the support of external experts will add to the authenticity, credibility and application of education and learning to the workplace. Work based mentors provide a full spectrum of workplace support; helping apprentices to identify relevant work activity that can operate as a source for work-integrated learning, advise on the development of work-based projects, provide feedback on the development of professional competence, and formatively comment on progress in achieving negotiated work-integrated learning objectives. Academic Development Tutors will provide support to help maximise potential in relation to academic writing, referencing and the development of effective study techniques. Both formative and summative assessment strategies will be adopted during the module. Formative assessment will be used not only to encourage knowledge of the subject, but also to help develop transferable skills. Summative assessments will provide evidence of the learning achieved throughout the module. Summative assessments are compulsory. An overall mark of 40% must be achieved in the module. Students will have access to ongoing academic support as they work through the module assessment activities, and staff will assist students to reflect on and evaluate achievement of the learning outcomes. The percentage of Work Based Learning for this module, as represented by the Independent Learning 'Activity Type' is 72%. Work Based Assessment will account for 20% with the remainder of 8% accounted for by Lectures and Seminars.

Indicative Reading

CHAFFEY, D., 2014. Digital Business and E-Commerce Management. 6th ed. Prentice Hall. TURBAN, E. & KING, T., 2015. Electronic Commerce: A Managerial and Social Networks Perspective. 8th ed. New Jersey: Pearson Education CHAFFEY, D. & ELLIS-CHADWICK, F., 2012. Digital Marketing: Strategy; Implementation & Practice. 5th ed. Prentice Hall. Additional resources: BANDYO-PADHYAY, N., 2002. E-Commerce: context, concepts and consequences. Maidenhead: McGraw-Hill. BEYNON- DAVIES, P. 2004. e-business, Palgrave MacMillan. BROWN, E., 2010. Working the crowd: Social Media Marketing for Business. 2nd ed. BCS/British Informatics Society CASAREZ, V. 2009. Reshaping your business with web 2.0: using the new collaborative technologies to lead business transformation. McGraw-Hill (available online). CASSIDY, A. 2001. A Practical Guide to Planning for E-Business Success: How to enable your Enterprise. Florida: CRC Press CHAFFEY, D., 2011. E-Business and E-Commerce Management. 5th ed. Harlow: Prentice-Hall. CHAFFEY, D. and SMITH, P.R. 2013 e Marketing excellence: Planning and Optimizing your digital strategy. 4th ed. Butterworth Heineman (available online) CHAFFEY, D., et al. 2009. Internet Marketing. 4th ed. Prentice Hall. CHEN, S., 2005. Strategic Management of e-Business. 2nd ed. Chichester: Wiley & Sons COMBE, C. A., 2006. E-Business: Management and Strategy. Oxford: Butterworth-Heinemann, (e-book) 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., 2008. Marketing the e-Business. Routledge. JACKSON, S., 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. 2nd ed. Harlow: Prentice-Hall. 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. Oxford: Blackwell Publishing MEERMAN, D., 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. New York: Oxford University Press ROWLES, D., 2013. Mobile Marketing. Kogan Page RYAN, D., 2017. Understanding Digital Marketing: Marketing strategies for engaging the digital generation. 4 th ed. Kogan Page. RYAN, D., 2014. The Best Digital campaigns in the world: Mastering the art of customer engagement. 2 nd ed. Kogan Page (available online) SAFKO L. & BRAKE D., 2012. The Social Media Bible: tactics, tools and strategies. John Wiley and Sons (ebook). SCHNEIDER, G. P., 2011. E-business. 9 th ed. Cengage Learning. SINGH, N., 2012. Localisation Strategies for Global E-Business. Cambridge University Press. STRAUSS, J., 2009. E-Marketing, 5th ed. Prentice Hall TURBAN, E. & KING, T., 2012. Electronic Commerce. 7th ed. Upper Saddle River, New Jersey: Pearson Education. WEBER, L., 2009. Marketing to the Social Web: how digital customer communities build your business, 2nd ed. John Wiley & Sons (ebook). ZARELLA, D., 2010. The Social Media Marketing Handbook. O'Reilly (available online) -56 Journal of Direct, Data and Digital Marketing practice Journal of Digital & Social Media Marketing Journal of Interactive Marketing Journal of Marketing Journal of Consumer Marketing Journal of Marketing Intelligence and Planning Journal of the Academy of Marketing Science European Journal of Marketing International Journal of Marketing Journal of Internet Marketing Journal of Marketing Theory and Practice International Journal of Retail & Distribution Management International Review of Retail, Distribution & Consumer Research Journal of Strategic E-Commerce ACM Transactions on Internet Technology International Journal of Technology International Journal of Information Management Harvard Business Review The McKinsey Quarterly MIS Quarterly Sloan Management Review European Journal of Information Systems International Journal of Electronic Commerce International Journal of Electronic Business

Transferrable Skills

-Self-management: self-motivation, time management and critical self-reflection and evaluation of personal performance. -Interpersonal Skills: an ability to work collaboratively and constructively with others in seminars and outside of class in allocated groups. -Oral and written communication skills, negotiation skills and presentation skills -Group work when participating in the group work in seminars and outside of class in allocated groups. -Information technology skills will be developed through Internet searches and online communication. -Analytical, evaluative and creative problem solving will be developed throughout the module experience but especially through case studies, seminar debates. -Using Turnitin software to improve writing style .

Module Structure

Activity Total Hours
Independent Learning (FT) 145.00
Lectures (FT) 15.00
Assessment (FT) 40.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 100.00 40% Negotiated individual work based assignment: report - 4000 words