DIGITAL BUSINESS PROJECT - 2024/5

Module Overview

Entrepreneurship and digital marketing are key pillars of the Digital economy. Exploring these two pillars via leveraging emerging technologies (e.g. recognizing the use of generative AI) will offer practical skills for future leaders in a complex business environment.  This module is designed to support students in exploring business opportunities in the Digital Economy and realizing these into a tangible outcome. We will also explore practices and theories around digital entrepreneurship and digital marketing. Students will also develop a deeper understanding of how the products and services are promoted in practice via digital marketing.  Students will engage with an applied project linked with the existing companies which will help prepare them for the Year-In-Industry Placement and in future professional careers.

Module provider

Surrey Business School

Module Leader

CHO Daniel (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 5

Module cap (Maximum number of students): N/A

Module Availability

Semester 2

Prerequisites / Co-requisites

N/A

Module content

The indicative content may include the following:

• 
  Digital Entrepreneurship
  


• 
  Entrepreneur’s toolbox – market analysis, competitor matrix 
  


• 
  Digital Economy 
  


• 
  Consumer awareness and brand positioning 
  


• 
  Creation of a digital campaign, utilizing social media platforms 
  


• 
  Analysis, evaluation and auditing of a real-life business 
  


• 
  Market and Commercial Research 
  


• 
  Digital tools and artefacts (e.g. website/apps creation, prompt engineering) 
  

Assessment pattern

Alternative Assessment

The group project will be prepared on an individual basis

Assessment Strategy

Assessment strategy 
 
Students will be challenged by two forms of summative assessments for this module: 
 

• 
  Group project:  [ LO 1, 3, & 5]  
  


• 
  Individual coursework: [ LO 1, 2, 3, & 4]  
  

The relative weightings allocated are proportionate to the workload expected for each assessment. 

 

Formative feedback 
A variety of forms of peer and instructor-led formative feedback will be given during and following class-based activities.  

 

Summative feedback 
Students will be provided with a grade, marking rubric, constructive individual feedback and a summary report of the overall cohort performance. Students are encouraged to actively engage with feedback and take an inquiry-based approach to self-reflection and continuous improvement. 

Module aims

• Explore concepts and tools that support digital entrepreneurship and digital marketing
• Develop practical skills to create and create a digital artefact by employing the use of emerging technologies for a new product/service
• Develop analytical skills for assessing digital companies that include an in-depth audit of digital business models and offering recommendations for digital marketing activities

Learning outcomes

Methods of Teaching / Learning

The teaching and learning methods are designed to support students to gain understanding of the relevant theory and offer practical skill sets which are critical to the domain of entrepreneurship and digital marketing. 

Learning methods include: 

• 
  Lectures: Exploration of theories, frameworks and practical knowledge 
  


• 
  Seminars: Application of key theories to real-life scenarios through critical discussions, analytics and prototype development 
  


• 
  Guided Learning: Guided material such as videos and reading to further enhance learning from the live sessions. 
  

Students are expected to engage with content from outside of the module to widen their knowledge, to work with others to prepare for the group presentation and to make progress in their individual assessment. 

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MAN2199

Other information

The module supports the development of 3 pillars for learning as follows:

1) Digital Capabilities- students develop understanding on how the Digital Economy affects the different parts of a business

2) Employability - critical thinking about a business context is a transferable skill which students develop

3) Resourcefulness and resilience- assessment including group work will help develop team-building skills to work with a diverse group of students to overcome challenges of delivering a project outcome in a timely manner

Programmes this module appears in

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2024/5 academic year.