Assignment Brief

Student Name/ID
Number

Unit Number and Unit 14: Digital Business in Practice

Title
Academic Year Semester 2, Academic Year 2023-2024

Unit Tutor Dr Tran Trung Kien

Dr Phan Thanh Đức
Mr Martin Ortega Azurduy
Dr. Roberto Ercole
Assignment Title DBP1: Digital Business Approaches (1 of 2)

Issue Date 31st January, 2024

Submission Date 29th March 2024

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 Business Consultant trainee at a large consultancy

company. The company provides strategic advise on digital transformation to
Vietnamese corporation and medium sized companies that are looking forward to
become an active player in the digital landscape. To this purpose the company has
set a Digital Solutions Team where you are following your traineeship.

Your team is responsible for consulting, devising and implementing strategic digital
plans that will help the organisations increase their sales, reach new customers,
acquire a competitive edge, open new digital areas for development and help the
organisations become a key player in the digital arena.

Role

As a Business Consultant trainee, you are taking part in the following tasks:

● Meeting with assigned clients when needed and perform an initial

assessment of a problematic situation

● Collecting information about the client’s business through a variety of

methods (shadowing, interviews, surveys, reading reports, etc.)

● 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 trends and technologies.

Assignment activity and guidance

As an intern, you have been attending a series of workshops on digital

transformation to help you refresh your knowledge gained during your time at
university. As part of this process, you have been asked to undertake a report on
digital business approaches and technologies.
Having discussed the contents of the report with your supervisor, you agree that
the report will need to include 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 (as shown on the book/reader) used
by real-life organizations of their choice.Must describe in detail how the approach
is being used to benefit the organization. Students should not 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: Each contemporary approach should be linked to a relevant SMART
KPI. Student must explain how each digital approach (eg. Using the digital
approach characteristics) help the company to achieve the specific KPIs.
3. Evaluate the importance of digital business to organisations in a global
context, using appropriate examples to highlight your arguments
Guidance: Evaluate the strengths and limitation of digital business. Explain
why/how digital business is important for organizations in a global context,
referring to relevant examples.
4. Investigate a range of digital technologies used by organisations to achieve
business objectives.
Guidance: Explain at least two digital technologies used by a real-life organization.
Relate each technology to a specific relevant business objective. 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 specific cases where companies have used digital technologies
effectively and ineffectively. Additionally, the student may explore an industry/field
where the adoption of digital technologies has been generally ineffective.
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 digital business approaches
have helped promote new business growth. Student should relate each digital
approach (case) to a specific relevant NBG type. Students may use
characteristics of both (approach/type) to elaborate the examples.

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.