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The University of Southampton

MANG6338 Digital Business

Module Overview

The emergence of the digital economy has unlocked new opportunities for businesses, while simultaneously creating new modes of competition in both ‘traditional’ and new sectors of the economy. Many organisations are becoming increasingly more ‘digital’, in order to capture value from new innovations, by cutting costs, enhancing performance and delivering new services. Identifying multiple technologies which can be integrated within businesses, coupled to the development of new digital strategies is central to corporate success, although this can often be a complex task. Managers need to be able to appreciate the capabilities of digital technologies, but also the organisational context in which they will be embedded. This module provides insight into the emergence of digital business, key concepts, technologies, and strategic organisation. Students will develop a strategic plan for a ‘traditional’ business which could adopt digital technologies and strategies, and will present the plan as a business pitch. This module will be of particular interest to students planning on working in digital businesses, or working in management consultancies.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

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

  • the rise and development of the concept of digital business;
  • the development of competitive advantage through technology;
  • contemporary trends and technology in digital businesses;
  • the criteria for the development of a successful digital transformation plan and presentation.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • converse with key stakeholders about issues relevant to the development of digital strategies;
  • understand how digital technologies can be integrated within businesses in a variety of contexts;
  • analyse and interpret different approaches to the development of digital platforms.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • self-manage the development of learning and study skills, both individually and as part of a collaborative learning group;
  • contribute successfully to a peer work group;
  • identify own personal attributes applicable to project management in digital contexts;
  • synthesise, analyse, interpret and evaluate information from a range of sources.


The topics covered in this module will include: • Defining digital business • Adopting new digital technology in ‘new’ and ‘traditional’ industry sectors • Web applications: characteristics, development, and lifecycle • New trends & technologies (cloud computing, mobile and tablet apps, etc.) • Embedding new technology in organisations • Developing competitive advantages through technology • Communities of practice, diverse venture teams and socio-technical systems needed to create successful digital models • The creation and development of a digital transformation plan • Transformation plan presentation; assessment and evaluation.

Learning and Teaching

Teaching and learning methods

Teaching methods include: Lectures, virtual discussions, interactive case studies, problem-solving activities, directed reading, and private/guided study. Learning activities include: Introductory lectures Case study / problem solving activities In class, virtual debate and discussion Private study Use of video and online materials Development of a digital transformation plan

Independent Study126
Total study time150

Resources & Reading list

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

Cortada, J (2012). The Digital Flood. 

Organisation Science. Organisation Science. .

Research Policy. Research Policy. .

R&D management. R&D management. .

British Journal of Management. British Journal of Management. .

Journal of Management Studies. Journal of Management Studies. .

Ng, L (2014). Creating New Markets in the Digital Economy: Value and Worth. 

Journal of Small Business Management. Journal of Small Business Management. .

Entrepreneurship: Theory and Practice. Entrepreneurship: Theory and Practice. .

Small Business Economics. Small Business Economics. .

Journal of Economic Geography. Journal of Economic Geography. .

Academy of Management. Academy of Management. .

Journal of Business Venturing. Journal of Business Venturing. .

Cortada, J (2004). The Digital Hand. 



In-class activities


MethodPercentage contribution
Group presentation  (15 minutes) 20%
Group report  (3000 words) 80%


MethodPercentage contribution
Assignment  (3500 words) 100%


MethodPercentage contribution
Assignment  (3500 words) 100%

Repeat Information

Repeat type: Internal & External


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:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading 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

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