Digital Technologies and Business

Digital Technologies and Business

Location:  Online Learning
Start Date:  January 1, 2020
Courses Info
Course Information

This course explores the impact of digital technologies on businesses, markets, and customers, and examines how organisations must adapt to ensure their survival within a fast changing technological environment. The course draws on theories and concepts from strategy and marketing to examine how technology is disrupting existing methods of doing business, developing and sustaining competitive advantage, and addresses the challenges that a fast changing technological environment poses within the wider socio-economic and political context.


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Programme Content

Background and Context: Digital Economy and the Connected World – Understanding New Digital Changes; The Changing Internet World; Impact on Business, Markets; Customers and Business Practices; Implications for Strategy; Understanding the Context of Digital Technologies within Organisations

(From a Strategic and Value Creation Perspective)

E-Business Models: Business Models and E-Business Models – Revenue Models – Digital Assets – Social Shopping, Social Service, and Social Commerce Models – Value Creation

E-Customers: E-Customers – Understanding their Motivations, Influences, and Buying Modes – Online Information Processing and Decision Making – Communicating an Online Value Proposition – Identifying, Monitoring, and Nurturing Engaged Customers – Building Loyalty, Relationships, Communities, Networks – Profiling Online Customers – Co-Creation and Collaboration

(From a Marketing Perspective)

User Experience and Website Design: User Experience – Technical UX – Aesthetics, Navigation, Layout – Human UX –Brand Engagement and Customer Interaction – Mobile Optimisation – Integrating Website with Other Elements of Business and Marketing including Offline Communications

Search Engine Marketing: Search Engine Optimisation – Paid Search – Paid Social – Targeting Customers and Targeting Businesses – Link Building and Affiliate Marketing – Integrating with Online and Offline Communications

Social Media Marketing: Social Strategies and Social Sites – Social Media Optimisation – Content Building – Social Listening – Online Reputation Monitoring

Content Marketing: Content Strategy – Developing and Communicating Content – Content Marketing and Customer Acquisition – Conversion – Funnel

Mobile Marketing: Mobile Technologies and Platforms – Mobile Marketing and Advertising – Location Based Technologies and Location Based Services – Platforms and Payment Systems – Mobile Sites and Mobile Apps

(From a Customer Management Perspective)

Customer Relationship Management: CRM and ECRM Systems – Relationship Marketing – Customer Touchpoints and Mapping the Customer Journey – Database and Direct Marketing – Email Marketing – Share of Voice, Share of Wallet, and Customer Lifetime Value – Automation and CRM Systems – Demand Side and Supply Side CRM – Mobile CRM – Social CRM

(From a Services Perspective)

Services Marketing: Understanding the Extended Marketing Mix – Consumer Behaviour in Service Encounters and the Customer Service Experience

Services Model – Service Systems and Building the Service Model – Communications – Service Delivery – Service Recoveries – Promotions and the Service Platform

Services and the Bottom Line – Revenue Management and Concepts – Pricing and Distribution of Services – Understanding and Monetising Capacity – Profitability Strategies – Service Dominant Logic – Customer Compliance Marketing

(From a Strategy and Planning Perspective)

Digital Strategy and Planning: Outlining a Planning Framework – Strategy and Business Transformation – Change Management in the Context of Digital Technologies – Digital Analytics

(From a Future Perspective)

Current and Emergent Technologies – Mobile and Location- Based Technologies and Ongoing Developments – Interactive Technologies and Convergence – Cloud Computing – 3D Internet Infrastructure – Ecosystems and Platforms – Emergence of Platform Economy – Shifts in Strategic Business Models from Pipe to Platform – Digital Communities, Habitats, and Ecosystems and Monetisation – Internet of Things – Virtual and Augmented Reality – Artificial Intelligence, Block Chain Technologies and Cryptocurrencies – Big Data and Analytics – Ethical Challenges