MK9525 - Digital Business: Models, Marketing and Operations

What will I learn on this module?

Throughout this module you will be introduced to the opportunities and challenges posed by doing business in an increasingly digital domain. This module is designed to give you an understanding of how using online channels impacts upon different parts of the organisation, and will focus upon 3 core areas of business:

• Digital Business Models: You will develop an understanding of the cost structures associated with using digital channels and different business models (including omnichannel business strategies)
• Digital Marketing: In this part of the module you will consider how consumer behaviour has changed in the digital era, and evaluate the ever-increasing range of digital tools available for marketers online. This will include understanding Google search rankings, social media and mobile marketing.
• Supply Chain Management and Information Systems: You will also develop an appreciation of the role of supply chains in serving global markets, addressing issues such as the application of various systems to facilitate digital transactions (e.g. ERP, CRM) and issues related to web performance.

You will be encouraged to think about digital business as a cross-disciplinary issue that requires the buy-in and contribution of various business functions to truly succeed.

How will I learn on this module?

You will be introduced to the core concepts of the module through a lecture series delivered by academic staff from a range of business disciplines - you are encouraged to think of this module as 'cross-functional' in nature and therefore appreciate the implications of digital channels for different parts of the business.

As part of this process you will be encouraged to consider both theoretical approaches to digital business but also the practicalities of how businesses operate in the digital domain.

You will also engage in a range of smaller classes which will vary between seminars and workshop-based sessions. Given the technological nature of the module, there will be some subjects that are best approached via hands-on usage of relevant software applications. Webinars will also be used to share with you latest developments in the field and provide additional assessment guidance.

How will I be supported academically on this module?

Your Module Tutor will be responsible for the management of the module and will be available to field any queries you may have, and you will also receive guidance in seminars and workshops. The final aspect of the direct contact support is a 1-hour weekly webinar, where students can link with the module tutor and other members of the teaching team to engage in question and answer sessions on the module materials and assessment brief.

The module will be designed around a teaching and learning plan which will be made available to you via Blackboard. This will also contain details of the required tasks for you to engage in prior to seminars, recommended reading and wider directed study to further enhance your knowledge of digital business.

Panopto recordings will be provided to guide students through the assessment process.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
• • To develop an understanding of the opportunities and challenges faced in business when utilising digital channels [MLO1]
• To appreciate the roles of different business functions in delivering a successful digital operation [MLO2]

Intellectual / Professional skills & abilities:
• To develop skills in software applications utilised to monitor and present digital business performance data [MLO3]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Develop an understanding of issues surrounding customer privacy and security when engaging in digital business. [MLO4]

How will I be assessed?

Formative assessment: As part of the seminar and workshop programme, you will regularly receive feedback on your progress. This will be achieved through engagement in seminar activities.

Summative assessment: The assessment will be structured as follows:

a) A group project (submitted at the end of semester, 40%). You will work in a small group on a project that will require you to use a digital platform for monitoring and presenting digital business performance.

The component will assess MLO3.

b) A video presentation completed individually (and submitted at the end of semester, 60%). You will be asked to prepare a PowerPoint presentation that will provide recommendations for a company when it comes to the opportunities and challenges that it faces when using digital platforms, the role of the different business functions in doing so, and the potential ethical and security issues that might arise. You will have to record the presentation by using voiceover.

The component will assess MLO1, MLO2, and MLO4.





Module abstract

As consumers increasingly conduct much of their everyday lives online, organisations are adapting to the opportunities provided by the digital revolution. However, to be successful in a cluttered digital marketplace, they face a raft of strategic decisions. This module considers these in the context of contemporary digital business examples. You’ll learn how organisations combine their online and offline operations, and the strategies they adopt such as the subscription models used by Spotify, Netflix and others. You’ll also explore online marketing tools used throughout the customer journey. As part of this, you’ll develop an appreciation of core metrics which allow businesses to assess their marketing success in real time. Finally, you’ll look at how supply chain systems are designed to meet the challenges of digital business.

Course info

UCAS Code N555

Credits 20

Level of Study Undergraduate

Mode of Study 3 years Full Time or 4 years with a placement (sandwich)/study abroad

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2024 or September 2025

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


Useful Links

Find out about our distinctive approach at

Admissions Terms and Conditions

Fees and Funding

Admissions Policy

Admissions Complaints Policy