Module details for 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 how companies can improve their competitiveness by using digital solutions.


The aim of this module is to build student capacity in understanding the role of digital solutions in creating effective business practice that enhances a company’s competitive advantage.

Learning Outcomes

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

1.  Assess the impact of digital technology on business competitiveness;

2.  Critically evaluate a range of issues relating to customers and companies engaging in digital processes;

3.  Assess the options associated with development of a digital solution for improving business competitiveness, formulate own proposals for digital strategy and create implementation framework.

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.

Teaching and Learning Work Loads

Teaching and Learning Method Hours
Lecture 12
Tutorial/Seminar 12
Practical Activity 12
Assessment 50
Independent 114
Total 200

Guidance notes

SCQF Level - The Scottish Credit and Qualifications Framework provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

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 2021/22 , and may be subject to change for future years.