DIGIB555-19A (HAM)

Digital Business Management

30 Points

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Division of Management
School of Management and Marketing


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: fmostafa@waikato.ac.nz
: helena.wang@waikato.ac.nz
: lori.jervis@waikato.ac.nz

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: nat.enright@waikato.ac.nz

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Paper Description

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Information has become the most important resource upon which the efficiency and competitiveness of business depend. In particular, Internet technologies and social media have enabled companies to capture, manage, and analyze information in ways not previously thought possible. Emerging business models also reflect these new capacities, such as real-time location-based services, including Uber. In this context, this paper will look at various concepts behind the term "digital business", highlighting that it not only refers to online businesses but any business that leverages Internet and Web technologies. Moreover, the course will introduce the concept of the network economy, digital business models, social commerce, digital business transformation, digital marketing, and the business strategies needed to lead and manage disruptive technologies, and data analytics concepts and tools.

This paper will be taught as a series of lectures, focussing on in-class discussions, student presentations, case studies, and group projects. All relevant materials will be made available through Moodle. You will also need to sign on to collaborative online tools and services during the course.

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Paper Structure

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This paper will be taught in a series of lectures, focusing on in-class discussions and student presentations. All relevant material will be available through Moodle. Given the topic, you might be required to sign up for collaborative online tools and similar services.

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Learning Outcomes

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Students who successfully complete the course should be able to:

  • explain the meaning and scope of digital business and e-commerce and their different elements;
    Linked to the following assessments:
  • give a presentation on commonly used digital business technologies
    Linked to the following assessments:
  • apply the gained knowledge to analyse and evaluate digital business use cases
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  • in a written format, articulate what digital business strategies exist and how they can be employed
    Linked to the following assessments:
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This paper is internally assessed. There is no final examination. In order to pass this paper, you must obtain at least a C- grade overall and have completed 67% of the coursework. Assessment guidelines (rubrics) are provided in the following section.

Assessments 1 (Social Media Risk Assessment) and 2 (Debate) are group assessments.

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Assessment Components

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The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 100:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Debate (Weekly)
  • Presentation: In Class
2. Case Study Analysis (Weekly)
  • Online: Submit through Moodle
  • Presentation: In Class
3. Test (open book)
14 Jun 2019
11:00 PM
  • Online: Submit through Moodle
4. Social Media Risks Assessment
17 Jun 2019
11:30 PM
  • Online: Submit through Moodle
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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Required and Recommended Readings

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Required Readings

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There is no required textbook for this course.

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Recommended Readings

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Highly Recommended Textbook

The following textbook is highly recommended.

Dave Chaffey, Digital Business and E-Commerce Management, Sixth Edition, ISBN-10: 0273786547, ISBN-13: 9780273786542, ©2015, Pearson, Paper, 712 pp.

Leading Digital: Turning Technology into Business Transformation, Westerman, George et al., 2014.

What's Your Digital Business Model?: Six Questions to Help You Build the Next-Generation Enterprise by Peter Weill and Stephanie Woerner (2018).

The Digital Transformation Playbook: Rethink Your Business for the Digital Age (Columbia Business School Publishing)Hardcover by David Rogers(2016).

Other recommended books

Farhoomand, A. Managing (e)business transformation: a global perspective, (Basingstoke; New York: Palgrave Macmillan Houndmills, 2004) [ISBN 9781403936042].

Schneider, G. Electronic commerce. (Boston, MA: Thomson Course Technology, 2010) ninth annual edition [ISBN 9780538469241].

Turban, E., J. Lee, D. King, T. Peng Liang and T. Turban Electronic commerce: a managerial perspective. (Upper Saddle River, NJ; London: Pearson Education, 2009) sixth edition [ISBN 9780137034659 (pbk)].

In addition to the textbook, there are certain key articles associated with each chapter, which you should read:

Week 2 (Intro to Digital Business)

Optimizing Your Digital Business Model, https://sloanreview.mit.edu/article/optimizing-your-digital-business-model/

Nambisan, S., Lyytinen, K., Majchrzak, A., & Song, M. (2017). Digital innovation management: reinventing innovation management research in a digital world. MIS Q., 41(1), 223-238.

Week 3 (New Economies)

Acquier, A., Daudigeos, T., & Pinkse, J. (2017). Promises and paradoxes of the sharing economy: An organizing framework. Technological Forecasting and Social Change, 125, 1-10. doi:https://doi.org/10.1016/j.techfore.2017.07.006

Cheng, M. (2016). Sharing economy: A review and agenda for future research. International Journal of Hospitality Management, 57, 60-70. doi:https://doi.org/10.1016/j.ijhm.2016.06.003

Kathan, W., Matzler, K., & Veider, V. (2016). The sharing economy: Your business model's friend or foe? Business Horizons, 59(6), 663-672. doi:https://doi.org/10.1016/j.bushor.2016.06.006

Korhonen, J., Honkasalo, A., & Seppälä, J. (2018). Circular Economy: The Concept and its Limitations. Ecological Economics, 143, 37-46. doi:https://doi.org/10.1016/j.ecolecon.2017.06.041

Heng, L. H., Othman, N. F. M., Rasli, A. M., & Iqbal, M. J. (2012). Fourth Pillar in the Transformation of Production Economy to Knowledge Economy. Procedia - Social and Behavioral Sciences, 40, 530-536. doi:https://doi.org/10.1016/j.sbspro.2012.03.226

Week 4 (Emerging Technologies)

Ng, I. C. L., & Wakenshaw, S. Y. L. (2017). The Internet-of-Things: Review and research directions. International Journal of Research in Marketing, 34(1), 3-21. doi:https://doi.org/10.1016/j.ijresmar.2016.11.003

Li, F. (2018). The digital transformation of business models in the creative industries: A holistic framework and emerging trends. Technovation. doi:https://doi.org/10.1016/j.technovation.2017.12.004

Week 5 (Digital business infra)

Sousa, M. J., & Rocha, Á. (2018). Skills for disruptive digital business. Journal of Business Research. doi:https://doi.org/10.1016/j.jbusres.2017.12.051

Brzozowska, A., & Bubel, D. (2015). E-business as a New Trend in the Economy. Procedia Computer Science, 65, 1095-1104. doi:https://doi.org/10.1016/j.procs.2015.09.043

Antonio Ghezzi, Manos Dramitinos, Towards a Future Internet infrastructure: Analyzing the multidimensional impacts of assured quality Internet interconnection, Telematics and Informatics, Volume 33, Issue 2, May 2016, Pages 613-630, ISSN 0736-5853, http://dx.doi.org/10.1016/j.tele.2015.10.003

F. Nachira, P. Dini and A. Nicolai, “A Network of Digital Business Ecosystems for Europe Roots,Processes and Perspectives,” 2011.

Week 6 (Social Commerce)

Baghdadi, Y. (2016). A framework for social commerce design. Information Systems, 60, 95-113. doi:https://doi.org/10.1016/j.is.2016.03.007

Boyd, D.M. and N.B. Ellison ‘Social network sites: definition, history and scholarship’, Journal of Computer-Mediated Communication 13 2008, pp.210-30.

Tajvidi, M., Wang, Y., Hajli, N., & Love, P. E. D. (2017). Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality. Computers in Human Behavior. doi:https://doi.org/10.1016/j.chb.2017.11.006

Lin, X., Li, Y., & Wang, X. (2017). Social commerce research: Definition, research themes and the trends. International Journal of Information Management, 37(3), 190-201. doi:https://doi.org/10.1016/j.ijinfomgt.2016.06.006

Busalim, A. H., & Hussin, A. R. C. (2016). Understanding social commerce: A systematic literature review and directions for further research. International Journal of Information Management, 36(6, Part A), 1075-1088. doi:https://doi.org/10.1016/j.ijinfomgt.2016.06.005

Week 7 (Digital Business Strategy)

Bharadwaj, A., Sawy, O. A. E., Pavlou, P. A., & Venkatraman, N. (2013). Digital business strategy: toward a next generation of insights. MIS Q., 37(2), 471-482. doi:10.25300/misq/2013/37:2.3

Siew Kien Sia and Christina Soh & Peter Weill (2016). How DBS Bank Pursued a Digital Business Strategy, MIS Quarterly Executive, available online at http://misqe.org/ojs2/index.php/misqe/article/viewFile/529/423

Oestreicher-Singer, Gal and Zalmanson, Lior, Content or Community? A Digital Business Strategy for Content Providers in the Social Age (July 01, 2012). Available at SSRN: https://ssrn.com/abstract=1536768 or http://dx.doi.org/10.2139/ssrn.1536768

Mithas, S., & Lucas, H. C. (2010). What is Your Digital Business Strategy? IT Professional, 12(6), 4-6. doi:10.1109/MITP.2010.154

Week 8 (Digital Business Model)

DaSilva, C. M., & Trkman, P. (2014). Business Model: What It Is and What It Is Not. Long Range Planning, 47(6), 379-389. doi:https://doi.org/10.1016/j.lrp.2013.08.004

Teece, D. J. (2018). Business models and dynamic capabilities. Long Range Planning, 51(1), 40-49. doi:https://doi.org/10.1016/j.lrp.2017.06.007

Achtenhagen, L., Melin, L., & Naldi, L. (2013). Dynamics of Business Models – Strategizing, Critical Capabilities and Activities for Sustained Value Creation. Long Range Planning, 46(6), 427-442. doi:https://doi.org/10.1016/j.lrp.2013.04.002

Week 9 (Digital Marketing)

Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45. doi:https://doi.org/10.1016/j.ijresmar.2016.11.006

Bughin, J., M. Chui and B. Johnson ‘The next step in open innovation’, The McKinsey Quarterly June 2008, pp.1-9.

Zhang, S., & Cabage, N. (2017). Search engine optimization: Comparison of link building and social sharing.The Journal of Computer Information Systems, 57(2), 148-159.

Iredale S., Heinze A. (2016) Ethics and Professional Intimacy Within the Search Engine Optimisation (SEO) Industry. In: Kreps D., Fletcher G., Griffiths M. (eds) Technology and Intimacy: Choice or Coercion. HCC 2016. IFIP Advances in Information and Communication Technology, vol 474. Springer, Cham

Eric Allen, Jerry Fjermestad, (2001) "E-commerce marketing strategies: an integrated framework and case analysis", Logistics Information Management, Vol. 14 Iss: 1/2, pp.14 – 23

Week 10 (Digital Transformation)

George Westerman, Didier Bonnet and Andrew McAfee, (2014). The Nine Elements of Digital Transformation, MITSlaon Management Review. https://sloanreview.mit.edu/article/the-nine-elements-of-digital-transformation/

Chu, C. and S. Smithson ‘E-business and organizational change: a structurational approach’, Information Systems Journal 17(4) 2007, pp.369-89

Week 11 (Analytics)
Krishnamoorthi, S., & Mathew, S. K. Business Analytics and Business Value: A Comparative Case Study. Information & Management. doi:https://doi.org/10.1016/j.im.2018.01.005

Khan G. F., 2015, seven layers of social media analytics: Mining business insights from social media text, actions, networks, hyperlinks, apps, search engine, and location data, CreateSpace Independent Publishing Platform (read chapter 1).

Boying Li, Eugene Ch’ng, Alain Yee-Loong Chong, Haijun Bao, Predicting online e-marketplace sales performances: A big data approach, Computers & Industrial Engineering, Volume 101, November 2016, Pages 565-571, ISSN 0360-8352, http://dx.doi.org/10.1016/j.cie.2016.08.009

Week 12 (Security and Privacy)

Singh, S., Jeong, Y.-S., & Park, J. H. (2016). A survey on cloud computing security: Issues, threats, and solutions. Journal of Network and Computer Applications, 75, 200-222. doi:https://doi.org/10.1016/j.jnca.2016.09.002

Singh, A., & Chatterjee, K. (2017). Cloud security issues and challenges: A survey. Journal of Network and Computer Applications, 79, 88-115. doi:https://doi.org/10.1016/j.jnca.2016.11.027

Herschel, R., & Miori, V. M. (2017). Ethics & Big Data. Technology in Society, 49, 31-36. doi:https://doi.org/10.1016/j.techsoc.2017.03.003

Jesse Fox, Jennifer J. Moreland, The dark side of social networking sites: An exploration of the relational and psychological stressors associated with Facebook use and affordances, Computers in Human Behavior, Volume 45, April 2015, Pages 168-176, ISSN 0747-5632, http://dx.doi.org/10.1016/j.chb.2014.11.083

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Other Resources

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You should make a habit of regularly consulting weekly and monthly journals and newspapers so as to ‘keep up’ with trends in the area. Most broadsheet or business newspapers, such as the Financial Times or the Wall Street Journal, have regular e-business articles. Among the best-known publications are the following:

  • Harvard Business Review (https://hbr.org/): HBR also run a magazine which contains interesting articles on business.
  • The Economist (www.economist.com). Athough this is not a computer magazine, it does contain regular articles on aspects of e-business
  • E-commerce Times (www.ecommercetimes.com)
  • Financial Times Digital Business (www.ft.com/technology/digitalbusiness)
  • Wired Magazine (www.wired.com).
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Online Support

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All material covered in class will be available through Moodle.
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Overall, students can expect to spend about 300 hours in total for this paper about which equals about 20 hours per week.

Out of these 4 hours are spent within lectures and another 4 are calculated for preparation and follow-up work. The remaining 12 hours are study time as well as time required for the assignments.

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Linkages to Other Papers

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Prerequisite papers: MSYS351, MSYS451, DIGIB303 or equivalent




Restricted papers: MSYS555

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