Module Code - Title:

MK6102 - DIGITAL ORGANISATIONS, MARKETS AND CONSUMERS

Year Last Offered:

2025/6

Hours Per Week:

Lecture

2

Lab

0

Tutorial

1

Other

3

Private

4

Credits

6

Grading Type:

N

Prerequisite Modules:

Rationale and Purpose of the Module:

This module is a core module for the MSc in Business Analytics. The aim of this module is to introduce students to the complexities and dynamics of digital markets, organisations and consumers. It will address issues of how digital technologies are transforming business models and work practices that shape market actors and their relationships. The module will trace the implications of digital technology on the nature of employment and contemporary work environments; consumption and the digital consumer; and buyer-seller interactions.

Syllabus:

Industry 4.0, digital disruption and business models, automation and digital work places, dynamics of digital occupation and work practices, the quantified self and the digital(ised) consumer, data driven marketing, service design, innovation and market making.

Learning Outcomes:

Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)

1. Demonstrate knowledge of the nature of contemporary business models in the digital economy 2. Appreciate the nature of the digital(ised) consumer and their mobilities 3. Be capable of evaluating the manner in which data shapes organisational practices

Affective (Attitudes and Values)

1. Students will be expected to explore and critically reflect on their experiences and devise ways to transfer learning back to the workplace. 2. Demonstrate effective communication skills, including the ability to persuade, motivate and influence others.

Psychomotor (Physical Skills)

N/A

How the Module will be Taught and what will be the Learning Experiences of the Students:

This module will be delivered as a series of seminars, involving guest speakers on key topics, followed by workshop based sessions where participants will engage with the material via case studies and other forms of 'live' situations. Assessment will include reflective writing, presentations and report writing. Knowledgeable - Demonstrate Critical Thinking; Gain Insight into contemporary approaches to digital business models. Proactive - Involve local and national enterprise/organisations through industry learning partnerships in the development of digital business practices. Creative - Engage in design of new digital business models. Responsible - Reflect on the making of the digital market actors (including employees and consumers) Collaborative - Apply relational theory to enhancing collaboration between individuals and between firms. Articulate - Be able to communicate effectively how digital markets (and their actors) are made and shaped in the digital economy.

Research Findings Incorporated in to the Syllabus (If Relevant):

Prime Texts:

McAfee, Andrew, and Erik Brynjolfsson (2017) Machine, platform, crowd: Harnessing our digital future. , WW Norton & Company

Deborah Lupton (2016) The Quantified Self , Wiley

Other Relevant Texts:

Schwab, Klaus. (2017) The fourth industrial revolution , Crown Business,

Programme(s) in which this Module is Offered:

Semester(s) Module is Offered:

Spring

Module Leader:

annmarie.ryan@ul.ie