Report on Evaluating the Concepts and Applications Underpinning Digital Technologies in Businesses

LO1: Evaluate the concepts and applications underpinning the exploitation of digital technologies by businesses and other organisations

LO1: Evaluate the concepts and applications underpinning the exploitation of digital technologies by businesses and other organisations

LO2: Assess the organisational, managerial and competitive implications of digital technologies

LO5: Present the output of independent and directed study in the form of reports

You are required to produce a short (2000 words, plus or minus 10%) report, addressing three interconnected areas:

1. Selection of a digital business, the rationale for the choice, and aim
2. Evaluation of potential data sources
3. Critical assessment of the usefulness of four analytical approaches

The scope of the work covers the preparatory steps – steps that you will build upon for Report 2. Following Report 1 (and feedback received) your plan for Report 2 may go ahead as anticipated, or else you may choose to change your focus.

Selection of a digital business, the rationale for the choice, and aim Your selection of a business should be based on a good understanding of its current position in the digital economy, its challenges and opportunities ahead. You should aim to be as clear as possible about 1) the digital characteristics of the business, 2) why you think it’s a good choice 3) what it is that you will be seeking to demonstrate about the business – this is your overall ’aim’.

It is very important that you are clear about the extent to which the organisation currently operates 'digitally' e.g.:

• The extent to which its products and services are fully digital, or a mix of digital and physical.
• Whether it has physical as well as digital presences, or its customer relationships are supported entirely online
• Whether it’s a long-established organisation adapting to the digital environment, or a more recent pioneer or start-up in the digital economy.

The organisation does not need to be in the private sector, it can belong to either the public, private or third sectors.

An organisation operating in a non-English speaking territory is acceptable, but all report content and supporting materials must be fully translated into English.

Evaluation of potential data sources

Your choice of organisation must be based on a clear understanding of useful sources of data andinformation.

• Does the organisation have a profile that has attracted good quality journalism or analysis that is easily accessible to you? Some digital businesses are widely reported and in some detail. What relevant materials are available?
• Does the organisation have a 'digital footprint' that is easily accessed and could provide useful source material? What is the extent of the digital footprint?
• Does the organisation operate in a sector that has undergone significant digital transformation? Are third party reports and analyses available taking a 'sector level' view?

If you are working in the organisation or have useful connections, then your data collection can include primary data (interviews with relevant staff etc).

The availability of information is clearly related to your choice of organisation - this section should provide a strong argument that useful data is available, and include descriptions of some examples of potential sources (with citations).

Critical assessment of the usefulness of four analytical approaches In Digital Business Environments, you are encouraged to examine and apply techniques for undertaking systematic analysis of how organisations are approaching digital platforms and building relationships with customers, suppliers and other stakeholders. The module provides a four level 'analytical stack'. In this section you should provide a short (but focused) critical assessment of the usefulness of each of these approaches. You should be clear which approach(es) you think will be most useful in your study:

Digital Marketplace Map

Channel Structures Analysis

Value Analysis

SLEPT analysis

The choices made here should clearly relate to the digital characteristics of the business, the rationale and aim set out in the first section of the report.

The report should contain a Title Page showing the word count and your matriculation number (do not include your name). The main body of the report should be 2000 words (plus or minus 10%), excluding title page, reference list and appendices. Reports with wordcount over the 2200 upper word limit will have marks capped at P1 (the lowest pass grade possible). Reports under 1800 words are unlikely to contain adequate content.

The Introduction should clearly set out the remit and purpose of the work, and the Conclusion should highlight the significant outcomes. Appendices should be used to contain any supporting information.

Use the marking criteria (overleaf) to plan the report – this shows the relative weighting of each section.

All sources consulted must be formally acknowledged through good referencing practice, adhering to the School of Computing Guidelines.