Assignment Brief

Student Name/ID Nguyen Thi Minh Thu CO2-188

Number

Unit Number and Title Unit 14: Digital Business in Practice

Academic Year Semester 1, Academic Year 2023-2024

Unit Tutor Dr Phan Thanh Đức, Mr Martin Ortega Azurduy

Assignment Title DBP1: Digital Business Approaches (1 of 2)

Issue Date 19th September 2023

Submission Date 29th October 2023

Submission Format

The submission is in the form of an individual written report. You are required to make use
of headings, paragraphs, and subsections as appropriate. Your report should be written in a
concise, formal business style using 1.5 spacing, typeface in Times New Roman or Arial
and font size 12. The report must be clear and concise, stating what the problem/issue is,
and include a summary of analysis and recommendations.

All your work must be supported with research and referenced correctly using the Harvard
referencing system. You also need to provide a bibliography using the Harvard referencing
system. Inaccurate use of referencing may lead to issues of plagiarism if not applied
correctly.

You are advised to write between 2000-2500 words and the word limit is 2500 words. This
limit does not include the content page, tables, diagrams, appendices or references.

Unit Learning Outcomes

LO1 Examine the digital business environment, emerging trends and contemporary
approaches
LO2 Investigate the effectiveness of the use of digital technologies to achieve business
objectives

Transferable skills and competencies developed

● Critical thinking to evaluate and make a judgement taking into account different factors

● Analytical skills to conduct own analysis in order to draw conclusions

● Communicate effectively in the form of: written and visual communication

● Digital Literacy, gaining a good understanding of digital business at global and local
level.

● Independent learning, to be able acquire new knowledge and internalize it

Vocational scenario

Organisation

You are working as a Digital Marketing Trainee at a large brick and mortar corporation.
The company sells a variety of products, including clothing, electronics, and home goods.
The company is looking forward to become an active player in the digital landscape and
has recently formed a Digital Solutions Taskforce you take part in.

Your team is responsible for developing and executing digital campaigns that will help the
company increase sales, reach new customers, propose new digital marketing plans and
help the company become a start player in the digital arena.

Role

As a Digital Marketing trainee, you are taking part in the following tasks:

 Develop and execute digital campaigns across a variety of channels, including

social media, search engine marketing, and email marketing.
 Track the performance of marketing campaigns and make adjustments as needed.
 Work with other departments, such as IS department, product development and
customer service, to ensure that digital campaigns are aligned with the company's
overall goals.
 Stay up-to-date on the latest digital marketing trends and technologies.
Assignment activity and guidance

As an intern, you are to complete training to help you refresh your knowledge gained
during your time at university. As part of this process, you have been asked to undertake a
case study report on contemporary digital business approaches and how it supports
business objectives.
Having discussed the case in detail with your supervisor, you agree that the case study
report will need to do the following:

1. Explain the range of digital approaches taken by a few real-life organisations of

your choice.
Guidance: List at least two digital approaches used by real-life organizations of your
choice, describe in detail how the approach is being used, and how it benefits the
organization. Student should take care not to confuse digital approaches with digital
technologies.
2. Using real-life examples from a few organizations, explore the relationship between
contemporary approaches to digital business and their impact on meeting KPIs
successfully.
Guidance: For each of the approaches listed above, list a few relevant SMART KPIs, and
explain how each digital approach help the company with realizing such KPIs successfully.
3. Evaluate the importance of digital business to organisations in a global context,
using appropriate examples to highlight your arguments
Guidance: Explain why digital business is important, as well as its limitation(s), using
relevant examples. Evaluate whether the strength or limitation outweigh the other with
justifications.
4. Investigate a range of digital technologies used by organisations to achieve business
objectives.
Guidance: List at least two digital technologies used by a real-life organizations and at least
two of its relevant business objectives. Explain how these technologies help the
organization achieve their business objectives.
5. Assess the effectiveness of the use of digital technologies on business objectives in
a range of global organisations.
Guidance: Present cases where companies have used digital technologies effectively and
ineffectively. In which industry/field has the adoption of digital technologies been
generally ineffective and why?
6. Critically evaluate a range of digital business approaches within global
organisations to promote new business growth.
Guidance: Give at least two real-life examples of how business approaches has helped
promote new business growth.

Students should take care to write their reports with sufficient details, include appropriate
citations and make sure the report is in an appropriate format (such as avoid using bullet
points or very short sentences/paragraphs, correct bibliography format, etc).
The guidance provided should be treated as a guideline for students to achieve the
associated assessment criteria for this module. Students are expected to produce their
assignments in an integrated manner (and thus avoid responding to the guidance as stand-
alone tasks). Students are responsible for the contents of the submitted work.

Recommended Resources

List of recommended websites

McKinsey, Strategy in a digital age.
https://www.mckinsey.com/featured-insights/strategy-in-a-digital-age
CIO Magazine, https://www.cio.com/asean/, https://www.cio.com/
WIRED, http://www.wired.com
Tech in Asia, http://www.techinasia.com

List of recommended articles

McKinsey Quarterly, Transformation with a capital T, November 2016
McKinsey & Co., The changing market for food delivery, November 2016
Dawar, N., Marketing in the Age of Alexa, On AI, analytics and the New Machine
Age, 2019
Stackpole T., Inside IKEA’s Digital Transformation, HBR, June 4, 2021
Pombriant, D., Do you have the right software for your digital transformation?,
August 16, 202

List of recommended books

BOCIJ, P., GREASLEY, A. and HICKIE, S. (2018) Business Information Systems –
Technology, Development and Management for Modern Business. 6th ed. Harlow:
Pearson.
CHAFFEY, D. (2019) Digital Business and E-Commerce Management: Strategy,
Implementation and Practice. 7th Ed. Harlow: Pearson.
CAP GEMINI (2011), Digital Transformation – A roadmap for billion-dollar
organizations. MIT Center for Digital Business and Camgemini Consulting.
DONALD, M. (2019) Leading and Managing Change in the Age of Disruption and
Artificial Intelligence. UK: Emerald.
LAUDON, K. and LAUDON, J. (2019) Management Information Systems:
Managing the Digital Firm. 15th Ed. Harlow: Pearson.
LEVY, J. (2021), UX Strategy, 2nd Edition. Gravenstein: O’Reilly Media.

Please note that the resources listed are examples for you to use as a starting point in
your research – the list is not definitive.
Learning Outcomes and Assessment Criteria

Pass Merit Distinction

LO1 Examine the digital business environment,

emerging trends and contemporary approaches

P1 Explain the range of M1 Evaluate the LO1 and LO2

digital approaches taken importance of digital D1 Critically evaluate a range
by organisations. business to organisations of digital business
in a global context. approaches within global
P2 Explore the organisations to promote new
relationship between business growth.
contemporary
approaches to digital
business and their
impact on meeting KPIs
successfully.

LO2 Investigate the effectiveness of the use of

digital technologies to achieve business objectives

P3 Investigate a range of M2 Assess the

digital technologies used effectiveness of the use
by organisations to of digital technologies on
achieve business business objectives in a
objectives. range of global
organisations.