The University of Southampton
Courses

MANG2058 Digital Business Models

Module Overview

The emergence of the digital economy has unlocked new opportunities, leading to the creation of new innovations in data driven industries. New digital business models have also accelerated ‘creative destruction’, disrupting the existing business models of established industries. While the digital economy initially stemmed from the technology sector, digital business models have begun to permeate large and small organisations in a variety of sectors. Entrepreneurs have been particularly keen to locate opportunities where digital business models can be created to unleash disruptive innovation in existing markets. This module provides insight into the emergence of digital business models in existing and emerging markets. This module will be of interest to students planning on developing their own enterprise, or who intend on working in dynamic, digital businesses.

Aims and Objectives

Module Aims

This module aims to examine the history and emergence of digital business models and how they are implicated in disruptive innovation. Specifically, the module provides insight into the evolution of digital business models and the strategies that have transformed existing industry sectors, which have led to the development of new markets. Students will investigate how digital business models generate value and sustain a competitive advantage in dynamic, low-entry markets, while gaining insight into the emerging ‘open data’ space. The module will draw upon contemporary case studies from different sectors and business models.

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • The circumstances that led to the emergence of the digital economy;
  • The typologies of different models used by digital businesses;
  • The impact of new digital business models on existing market sectors;
  • The emergence of new digital business sectors.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Understand and apply appropriate theoretical concepts, tools and techniques to design appropriate digital business models;
  • Identify how digital business models can capture value;
  • Evaluate how digital business models can create and sustain competitive advantages.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Use a wide range of information sources requiring the development of bibliographic skills;
  • Self-manage the development of learning and study skills, both individually and as part of a collaborative learning group;
  • Plan and control effectively for successful completion of a personal and group workload;
  • Communicate effectively, in both oral and written form, using and justifying argument within reports, presentations and debates.
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • Locate opportunities where digital business models can deliver disruptive innovation in new and existing markets;
  • Create diverse venture teams and communities of practice to build digital businesses;
  • Evaluate the appropriateness of particular digital business models.

Syllabus

The topics covered in this module will include: - Introduction – the digital economy and key concepts - The movement from ‘e-business’ to digital business models - Key actors and stakeholders in the digital economy - The emergence of new digital spaces and business models - Adapting digital business models and disrupting established market sectors - Developing digital business models that capture value and sustain their competitive advantage - Communities of practice, diverse venture teams and socio-technical systems needed to create successful digital models - New(est) digital industries: the case of open data

Learning and Teaching

Teaching and learning methods

Teaching methods include: Lectures, interactive case studies, problem-solving activities, directed reading, and private/guided study. Visiting speakers/interaction with entrepreneurs, if available. Learning activities include: - Introductory lectures - Individual assignment - Case study/problem solving activities - In class debate and discussion - Private study - Use of online materials Class activities, such as problem solving activities, discussions and use of case studies will provide opportunities for you to gain feedback from your tutor and/or peers about their level of understanding and knowledge prior to any formal summative assessment. Feedback on the coursework will normally be provided through a written report for each individual/group within four week of the submission date.

TypeHours
Follow-up work20
Wider reading or practice20
Lecture36
Completion of assessment task24
Revision30
Preparation for scheduled sessions20
Total study time150

Resources & Reading list

Journal of Management Studies. Journal

Family Business Review. Journal

Turban, E., Volonino, L., McLean, E., and Wetherbe, J. (eds.) (2009). Information Technology for Management: Transforming Organizations in the Digital Economy. 

Entrepreneurship: Theory and Practice. Journal

British Journal of Management. Journal

Entrepreneurship and Regional Development. Journal

Small Business Economics. Journal

International Journal of Entrepreneurship. Journal

Jorodn, J (2012). Information, Technology, and Innovation: Resources for Growth in a Connected World. 

Journal of Small Business Management. Journal

Journal of Business Venturing. Journal

Malecki, E. and Moriset, B (2007). The Digital Economy: Business Organization, Production Processes and Regional Developments. 

Journal of Economic Geography. Journal

Assessment

Summative

MethodPercentage contribution
Examination  (2 hours) 70%
Individual assignment  (2000 words) 30%

Repeat

MethodPercentage contribution
Examination  (2 hours) 70%
Individual assignment  (2000 words) 30%

Referral

MethodPercentage contribution
Individual assignment  (3000 words) 100%

Repeat Information

Repeat type: Internal & External

Costs

Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Textbooks

Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the core/recommended text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at www.calendar.soton.ac.uk.

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