EXED521-18E (HAM)

Analytics and Digital Business

10 Points

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Waikato Management School
Te Raupapa
Executive Education


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: clive.wilkinson@waikato.ac.nz

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Paper Description

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Digitisation permeates all aspects of business and society. The impact of this, when effectively managed, include streamlined business processes, enhanced customer engagement and a wealth of valuable data. Digitisation advancements also present possible risks that need to be appropriately managed. This paper addresses key digital business opportunities and risks, with a specific focus on how to create business value from big data. Often termed as the ‘new gold’, the large amount of digital data available to businesses today has the potential to generate new insights and disrupt traditional business operations.
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Paper Structure

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The format for classroom sessions is a combination of instructor-led mini-lectures and discussions to provide the insights that will help you 'scaffold' your own learning. In addition, this paper features hands-on, in-class tutorials designed to help you extract, analyze, and visualize social media text, networks, and search engine data to enhance business decision making. The course is non-technical designed for business managers, professionals, and management students.
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Learning Outcomes

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Students who successfully complete the course should be able to:

  • Articulate, in a non-technical manner, the key digital business issues and opportunities facing businesses today
    Linked to the following assessments:
  • Recognise, identify, and explain critical issues surrounding digital data including, policies, securities, and privacy
    Linked to the following assessments:
  • Have a thorough understanding of analytics value creation concepts and theories
    Linked to the following assessments:
  • Identify data sources (such as social media, mobile, and internet of things) and the analytical tools needed mine it
    Linked to the following assessments:
  • Articulate the role of basic digital data mining tools and techniques to analyse, visualise, and interpret digital data to make driven business decision making
    Linked to the following assessments:
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1. Cloud Computing Adoption Decision Making - Mind Mapping Assessment (30%) (Group work)

In your assigned group, you are to develop a mind map of all of the issues/decisions facing organisations when moving to the "cloud". Your group is to identify all of the key decisions to be made, the options associated with each decision, and the pros and cons of each option. The decisions and options should also take into account differences in business size, scope, industry etc. The assignment guidelines are intentionally vague so as to encourage your group to be creative in how you present your mind maps. The following references may assist in your understanding of mind mapping:




Your groups submission should address each of the following:

  • Cloud Service Models
  • Cloud Deployment Models

In considering decisions to be made regarding service and deployment models, you should consider options in light of the five essential characteristics of cloud computing, as well as the advantages of cloud computing.

Your groups submission is to be in the form of a mind map, using Lucidchart. Your group is expected to work collaboratively using all of the features of Lucidchart and share your completed mind map with stuart.dillon@waikato.ac.nz

Your groups submission will be assessed on the following:

  • Evidence of understanding of mind mapping - see links above (20 marks)
  • Appropriate treatment of cloud service models and could deployment models (20 marks)
  • Consideration of five essential characteristics of cloud computing, and advantages of cloud computing (20 marks)
  • Clear evidence of fair distribution of effort amongst group members (20 marks)
  • Full use of Lucidchart features (10 marks)
  • Clarity and undesirability of mind map (10 marks)

2. Organisational Digital Business Preparedness Assessment (30%) (Individual)

The purpose of this individual assignment is to assess the preparedness of your organisation (or an organisation of your choice) to respond to the many disruptive challenges facing organisations today. Some of the challenges are likely to be more disruptive than others, and some organisations are likely to be at greater risk to disruption than others. There are seven sections you need to complete, each with its own word limit.

The information you provide will be viewed and graded by your teacher only and won’t be shared.

Section One: Introduction (200 words, 5 marks)

  • In your mind, based on the following sections (and the title/description above), what is this purpose of this report?
  • What is the organisation on which this report is based? What are some basic facts about the organisation? (history, size, number of employees, industry etc)

Section Two: IT Governance (300 words, 10 marks)

  • What does IT Governance mean for your organisation?
  • Which of the COBIT or ITIL frameworks is best suited to your organisation? Discuss the specifics of the framework to support your answer.

Section Three: IT Consumerisation (400 words, 10 marks)

  • Of the four different models of IT consumerisation discussed in class, which is/are currently present/used in your organisation?
  • Does your organisation have any relevant policies? If so, what is contained within them? Are these policies enforced/adhered to?
  • What are the primary risks for your organisation in terms of mobile device usage?

Section Four: Business Process Management (No written response required. Diagrams only, 20 marks)

Identify a small process within your organisation. Make sure you fully understand each step within it.

  • Using any type of diagram you wish, graphically present the current end-to-end process
  • Present the same process, but with any possible enhancements you think are possible (make sure the enhancements are clearly labelled)

Section Five: Cyber Security Management (400 words, 10 marks)

  • Has your organisation been subject to a cyber-attack in the past? If so, of what type? What was the impact?
  • If your organisation has not been subject to a cyber-attack in the past, do you think this is due to good planning or good luck? Explain.

Conduct a Cyber Security Digital Assessment for your organisationvia:https://cybersecurity.digitaljourney.nz/

You may need to run through the questions first and then seek out the required information from some of your work colleagues. Based on the results of the assessment:

  • What cyber security threats are well addressed by your organisation?
  • What cyber security threats are not well addressed in your organisation?

Section Six: Privacy (300 Words, 10 marks)

  • Does your organisation have a specific privacy policy?
  • If so, what does it say about digital privacy? Specifically, staff and customers/clients?
  • If your organisation doesn’t have a privacy policy, do you think you need one? What would be in it?

Section Seven: Working in a Digital World (400 words, 20 marks)

  • In terms of digitisation, what do you think the future holds for the industry your organisation operates in?
  • How prepared do you think your organisation is for operating in a digital world?
  • Are there any aspects/roles of your organisation that are under threat from digitisation?

Total: 2000 Words + diagrams

3.Case Study Analysis (25%) (Individual)

The case study assignment is a critical-thinking assignment that allows students to apply business concepts that we have studied in class to real-life business situations. You will be assigned a real-world case study to read and then answer the end case questions. The overall goal is to test your ability to convey your understanding of the business concepts studied and relate it to the real-world situation.

Here are some useful tips for completing the assignment:

  • Always use a professional tone. Write the assignment as if you are writing a report to your boss at a major corporation; as if he/she asked you to research a subject for the organization.
  • Everything should be written in your own words. Never copy definitions or information from the textbook or the internet.
  • One sentence or yes/no answers are never acceptable for a college-level case study assignment. Answers should include examples from the case study and justifications if you are stating an opinion.
  • Always use proper spelling and punctuation. If there are errors, points will be deducted regardless of your answer. These types of errors are not acceptable in the business world.


The following guidelines will be used for grading the assignment:

A submission

  • Justifies answers with specific examples from the case study. May include additional examples from own life/work experiences. Agrees or disagrees with statements with ample justification. Uses complete sentences, correct punctuation, and capitalization. No misspelled words.

B submission

  • Provides adequate answers but doesn’t include specific examples. Agrees or disagrees with statements but doesn’t provide justification. Writes in complete sentences but may lack punctuation and capitalization. May have several misspelled words.

C submission

  • Answers are vague without any justification or examples. Agrees or disagrees with statements but didn’t explain why. Incomplete sentences, lack of punctuation and capitalization. Several misspelled words.

D submission

  • Vague answers. Did not contribute to the conversation. Didn’t share any ideas. Short phrases rather than complete sentences. Lack of spelling, punctuation, capitalization (to the point that the submission was difficult to read).

Formatting Guidelines

  1. Your submission should be no more than 3,000 words (excluding tables and references), 12-point font, and one-inch margins.
  2. Include the original questions and page numbers to facilitate review.
  3. The first page should provide the team member names and IDs.
  4. Use headings and subheadings to facility the review.

Useful information on writing a case study assignment: https://lrweb.beds.ac.uk/__data/assets/pdf_file/0015/502044/Writing-a-case-study.pdf

4. Network Analysis Assessment (15%) (Group work)
Your goal is to construct the network and then write a short report about it. Describe interesting features, important institutions, relationships contained in the network. This is not something you can do just by looking at the structure: you will need to analyze the network property (both node level and network level properties). You should provide a deep investigation into the network. Who are the central institutions/universities? What is their role in the network (e.g., their Degree, Betweenness, and Eigenvector Centrality)? What are the big clusters? What does each represent? How did you find that out? Please include a thorough analysis of all the major features of the network. The report will be graded:

  1. The report includes a meaningful visualization of the network. You should filter the network, for example, highlighting the important nodes, showing the intensity of collaboration (e.g., with links width and colours) (5 marks).
  2. The report includes network-level statistics (such as total number nodes, clustering coefficient, average degree, density, and diameter) with a brief explanation of results. What does it say about the network? (5 marks).
  3. The report includes top a list of top 10 nodes (institutions) in terms of degree, betweenness, and eigenvector centralities accompanied by with brief explanation the results. Provide a meaningful description of who the institutions are, what their role is in the network, and how their research activities related to that role, etc. (5 marks).
  4. In terms of Eigenvector Centrality, what is the position of Waikato University as compared to others and what does it mean? (6 marks).
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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. Cloud Computing Adoption Decision Making (Group Work)
15 Nov 2018
11:30 PM
  • Other: Lucidchart
2. Organisational Digital Business Preparedness Assessment
23 Nov 2018
11:30 PM
  • Online: Submit through Moodle
3. Case Study Analysis
29 Nov 2018
11:30 PM
  • Online: Submit through Moodle
4. Network Data Visualisation and Interpretation (Group Work)
9 Dec 2018
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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All necessary material and readings will be provided. If you wish to read further, the books and articles in the following section are a good starting point.

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Recommended Readings

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Sessions 1-3

The Web at Graduation and Beyond: Business Impacts and Developments, Gottfried Vossen, Frank Schönthaler, & Stuart Dillon, 2017, ISBN 978-3-319-60160-1

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.

Markovitch, S. & Willmott, P. 2014. Accelerating the digitization of business processes. McKinsey Quarterly, May: 1-4.

McAfee, A., & Brynjolfsson, E. 2012. Big data: The management revolution. Harvard Business Review, October: 59-68.

Sessions 4-5

Creating value with social media analytics: Mining business insights from social media text, actions, networks, hyperlinks, apps, search engine, and location data by Khan, Gohar, 2018

Creating value with big data analytics: Making smarter marketing decisions by Verhoef, Peter C.; Kooge, Edwin; Walk, Natasha, 2016

How does social media analytics create value? in Journal of Organizational and End User Computing by Akter, Shahriar; Bhattacharyya, Mithu; Wamba, Samuel Fosso; Aditya, Sutapa, 2016

Social media analytics and business value: A theoretical framework and case study in 2014 47th Hawaii International Conference on System Sciences By Bekmamedova, Nargiza; Shanks, Graeme,

Business Intelligence and Analytics: From Big Data to Big Impact in MIS Quarterly, by Hsinchun Chen, Roger H. L. Chiang and Veda C. Storey, 2012

Users of the world, unite! The challenges and opportunities of Social Media in Business Horizons by Kaplan, Andreas M.; Haenlein, Michael, 2010-01

Social Network Sites: Definition, History, and Scholarship in Journal of Computer-Mediated Communication by boyd, danah m.; Ellison, Nicole B. 2007-10

Social media? Get serious! Understanding the functional building blocks of social media in Business Horizons by Kietzmann, Jan H.; Hermkens, Kristopher; McCarthy, Ian P.; Silvestre, Bruno S.

Social media communication strategies of government agencies: Twitter use in Korea and the USA in Asian Journal of Communication by Khan, Gohar Feroz; Yoon, Ho Young; Park, Han Woo, 2014

Knowledge Networks of the Information Technology Management Domain: A Social Network Analysis Approach in Communications of the Association for Information Systems, by Khan, G. F.; Jacob, W.

Understanding Satisfied and Dissatisfied Hotel Customers: Text Mining of Online Hotel Reviews in Journal of Hospitality Marketing & Management, by Berezina, Katerina; Bilgihan, Anil; Cobanoglu, Cihan; Okumus, Fevzi, 2016-01-02

More than words: Social networks’ text mining for consumer brand sentiments in Expert Systems with Applications, by Mostafa, Mohamed M. 2013-8

Predicting the Present with Google Trends in Economic Record by CHOI, HYUNYOUNG; VARIAN, HAL, 2012-06

Search Engine Optimization: Comparison of Link Building and Social Sharing in Journal of Computer Information Systems, by Zhang, Sonya; Cabage, Neal, 2017-04-03

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Other Resources

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Tools and resources

Twitter Tools

Twitter Analytical Applications (no programming skills required)

Twitter Help Resources

Facebook Tools

Applications (no programing skills required)

YouTube Tools

Applications (no programming skills required)

Data Resources

  • Pajek (a social network analysis software)sample datasets(note that Pajek network data can be imported into NodeXL).
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Online Support

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All paper materials will be provided through Moodle.
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The total learning hours for this paper is 100. Twenty one of these will occur in-class, with the remaining being taken up by class preparation (when required) and assignment work.
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