Digital Business Strategy


Exploiting technology to transform service delivery through Internet portals, intra-corporate connected environments, social networks, etc. and transforming internal processes and ways of working with partners are strategic issues considered by most organisations, both large and small. This module is about strategic analysis, formulating strategy in e-business where transactions are conducted over the Internet and/or with the use of digital technology, and e-business strategy implementation.


The aim of this Module is to provide the student with the fundamentals of strategic analysis and formulation and implementation of an e-business strategy for organisations concerned with doing business on the Internet and/or with the use of digital technology.

Learning Outcomes

By the end of this module the student should be able to:

1.  Analyse e-business issues that impact organisational development and business transformation;

2.  Apply e-business strategy to various business problems and solution contexts;

3.  Identify opportunities and challenges involved in reaching customers via digital marketing and social media;

4.  Understand a range of issues related to digital supply chain as part of e- business;

5.  Explore implementation issues associated with the development of an e- business solution.

Indicative Content

1 Meaning and scope of e-business and e-commerce

Introduction and overview: current trends and issues. The evolution of e-business.

2 Analysis of firm's external environment

The macro-environment and implications for e-business ventures. Defining industry, segments and target markets for e-business.

3 Analysis of firm's internal environment

The meaning of core competence in e-business; the four virtual spaces of the ICDT framework for interaction with customers; the meaning of the company¿s value chain and value network.

4 Digital business strategy: Approaches

The elements of strategy design for digital business; application of generic strategies to e-business.

5 e-Business and the supply chain

The elements of supply chain management and their relationship to the value chain and value networks; strategic partnering.

6 Foundations of value creation in e-business

Understanding of what the value is and elements that contribute to value creation; the value grid and levers of e-value creation.

7 Dealing with disruptive innovations in e-business

Successful imitation and the barriers to imitation; how companies can assess the threat of a disruptive innovation; the ways to deal with a disruptive innovation in e- business.

8 Strategy for the internal organisation of e-business

Reasons that determine `make-or-buy¿ decisions in e- business; the organisational structures for e-business activities; the concept of value chain deconstruction and the role of the Internet for unbundling the corporation.

9 Choosing an e-business strategy for interacting with user

The trade-off between richness and reach in e-business; customer relationship management in the digital context; the concept of mass-customisation.

Statement on Teaching, Learning and Assessment

Students will undertake enquiry based learning for a minimum of 60% of their class time. A student will be offered one hour of lecture per week, and one hour of tutorials per week, and one more hour of a clinic per week. A clinic (that will begin from Week 2) is a drop-in session for individual one-to-one consultations. All students enrolled in this module, rather than each student group within the module, will be offered one hour of a clinic per week.

Teaching and Learning Work Loads

Total 200
Lecture 12
Tutorial/Seminar 24
Supervised Practical Activity 0
Unsupervised Practical Activity 0
Assessment 50
Independent 114

Guidance notes

Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2019/10 , and may be subject to change for future years.