Semester April 2022 Module Code 6FBS1741

Module Title Digital Economy

 Individual
Report (50%)
A) Individual Report
 Individual
Coursework Structure Assignment Weighting
Presentation
B) Individual Presentation
(50%)
Total = 100%
Individual Report
Report on the Existing Digital Activities and Strategies of a Chosen Organisation
in the Food industry in Malaysia.
Assignment Title
Individual Presentation
Recommended Future Digital Economy Activities and Strategies for the Same
Organisation

Individual Report
Date: Week 8
Time: 5:00pm
Method: SafeAssign via Blackboard
Coursework Submission
Deadline
Individual Presentation
Date: Week 14
Time: 5:00pm
Method: Oral presentation, upload to YouTube

Assessment Criteria
Learning Outcomes: Knowledge and Understanding tested in this assignment:
List the Outcomes Mapped in Module Guide and Table of Specification
 Analyse the range of different e-business models and strategies open to organisations.
 Examine the range of digital economy solutions appropriate to an organisation’s strategic objectives.
 Summarise how the digital economy has developed and consider how it will continue to develop in future.
 Evaluate the strengths and weaknesses of online communications.
Learning Outcomes: Skills and Attributes tested in this assignment:
List the Outcomes Mapped in Module Guide and Table of Specification
 Communicate effectively developments in the digital economy and strategies to enable organisations to
respond to it.
 Write a business report that examines the opportunity for strategic improvements in current business
practice.
General Coursework Rules
 Written Assignment must be submitted online through SafeAssign (or other plagiarism checker) via
Blackboard for originality check.
 Oral Presentation must be recorded and securely uploaded to YouTube (or other online video platform) for
moderation purpose. The private link to video must be given to the lecturer during submission.
 Assignment submitted after the deadline will be subject to a penalty. Please refer to the guidelines on
Coursework Submission that can be found in the INTI-UH Student Guidebook.
 Suspected academic misconduct will be handled according to the Policies and Procedures for Academic
Dishonesty and Misconduct that can be found in the INTI-UH Student Guidebook.

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 Assignment Brief
Provide the description of the assignment and the tasks required.

A) INDIVIDUAL REPORT (50%)

Assignment Title

Report on the Existing Digital Activities and Strategies of a Chosen Organisation in the Food Industry.

Purpose of the Assignment

The purpose of the assignment is to use the material students have studied in units 1 – 7 to draft a report on the
existing digital activities and strategy of on organisation of your choice.

Introduction to the Work/Scope/Context

This coursework assignment requires the student to choose an organisation which the student wish to find out more
about and, using secondary sources e.g. websites, news items, articles etc. and academic texts and journals available
via the online library, write a report on their existing of digital activities and strategies and the issues facing the
organisation in developing/improving its e-business strategy. As a minimum, students must use the resources in
units 1 – 7.

The report should at least include the following four sections:

1. A brief summary of the organisational background including what type of e-business model the organisation
currently operates;
2. The organisation’s current e-supply chain;
3. The organisation current e-business strategy including its mission and how it measures strategic success;
4. In the final section, students should identify the issues facing the organisation in developing its e-business
strategy.

Specific Instructions

1. Identify an organisation that you are familiar with – it may be an organisation you work for or have worked for or
it may be an organisation you are interested in the food industry. You will need to do some research into the
organisation, so you need to consider what information is publically available on the organisation e.g. through its
website, news articles or other documentation. This should be through secondary sources, you should not approach
or question the organisations directly.

2. Research into the background of the organisation and in particular its current e-business activities – its e-Business
model, e-Supply chain and e-Business strategy. Again, you do not need to do any primary research, existing
secondary sources will be adequate.

3. Using module materials to inform your analysis, draft a report on its existing e-Business activities and strategy
using the four sections in the advice above.

4. Referencing: in-text citation and a full ‘end-of-document’ reference list is required for your report.

5. Use the assessment criteria and marking scheme to check the mark allocation for this assignment and prepare
accordingly.

6. The word limit is 1,500 words (plus or minus 10%) which excludes title page, contents list, any executive summary
and references and the contents of any table and/or words used to label diagrams/graphs. Essays must be typed

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using font size 12, Times New Roman/Calibri/Arial font type, and 1.5 lines spacing. It must be proof-read to avoid
minor errors regarding punctuation, spelling, and grammar. As a guide, every paragraph should have at least five
sentences and every section at least three paragraphs.
7. Essays must be submitted through SafeAssign. Ensure your essay is submitted early to SafeAssign so as to make
amendments. Required percentage is less than 25%.
8. Attach the Essay Assessment form together with each essay. *(Use punch hole and clip. Include a cover sheet with
the required particulars, the assessment forms with your essay. Do not bind.)*
9. Late submission of assignments will be penalised.

Approach to the Assignment

You need to make sure you are using module material and theories in analysing the current e-business strategy of
the organisation in the food industry. This is an academic activity as well as a practical application of module
material, so please include full in-text referencing and a reference list at the end of your report using the Harvard
referencing system. You can choose to write the report as though you are an internal or external consultant but the
audience should be the senior management team.

Tips:
 Choose a real organisation, do not attempt to make one up or write about a very new start up as it is difficult
to identify their current strategy and the issues they face.
 Choose models or frameworks from units 1 – 5 to draft your assignment.
 You will get good marks from the application of these models and frameworks to your chosen organisation.
Read the marking criteria to find out how marks are awarded.

B) INDIVIDUAL PRESENTATION (50%)

Assignment Title

Presentation on an Organisation’s Future Digital Economy Activities

Purpose of the Assignment

The purpose is to give a presentation of the recommendations on the future e-business/digital activities and strategy
of the organisation you choose for individual report.

Introduction to the Work/Scope/Context

The issues that you identified in Individual Report should be developed/revised to cover recommendations on how
the organisation might develop or revise its social media presence, marketing of its e-commerce activity and its
customer relationship management due to the pandemic. Students should also include recommendations on how it
might measure the effectiveness of the new strategy.

Your presentation should include three sections:

 A brief summary of the organisation’s background and the issues it faces taking into account any revisions
you have made in the light of your studies since the Individual Report.
 Recommendations on the future e-business/digital strategy including how the organisation might develop its
social media presence, marketing of its e-commerce activity and its customer relationship management due
to the pandemic.
 A conclusion discussing how the organisation might measure the effectiveness of the new strategy.

Specific Instructions

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1. Students will be required to research the given title and give an oral presentation of their findings.

2. Duration of oral presentation is not more than 30 minutes.

3. Oral presentation slides must be included (maximum 20 slides) and a hard copy of the slides (2 slides per page) is
to be submitted before the start of the presentation on the designated day.

4. All presentations will be video recorded by students and uploaded by the students on YouTube.

5. Using your study of units 5 -10, summarise the background of the organisation and the issues it faces in relation to
its digital strategy in your presentation slides. Using module materials from units 6 – 10 and chapters 5, 9, 8, 3 and
12 of the Chaffey core text, develop recommendations on how the organisation might develop its e-business
strategy using the advice above.

6. Referencing: in-text citation and a full ‘end-of-document’ reference list is required for your presentation slides.

7. Use the assessment criteria and marking scheme to check the mark allocation for this presentation and prepare
accordingly.

8. Students must submit through SafeAssign via Blackboard for originality check. The originality report should be
printed and submitted together with your presentation slides.

Approach to the Presentation

Students need to use the module material and theories in summarising the current e-business situation of the
organisation. Students also need to use module material and theories in making recommendations about the future
e-business strategy. This is an academic activity as well as a practical application of module material, so please
include full in-text referencing and a reference list at the end of your report using the Harvard referencing system.
You can choose to prepare your presentation as though you are an internal or external consultant and the audience
should be the senior management team.

Tips:
 Choose models or frameworks from units 1 – 10 and chapters 1, 2, 3, 5, 6, 8, 9 and 12 of the core text in your
presentation assignment.
 You will get good marks for the application of these models and frameworks to your chosen organisation.
Read the marking criteria to find out how marks are awarded.

Guidelines on Oral Presentation

 The whole presentation should be around 30 minutes.

 Dress code for presentations can be formal/semi-formal (no shorts/miniskirts/spaghetti strapped

tops/slippers/inappropriate dressing).

Some Prerequisites for a Successful Presentation

 Remember you have little time to talk about a big issue. Therefore, plan your presentation to cover all
essential points and co-ordinate with other presenters to avoid repetitions.

 Think of creative and original ways for high impact, clarity and stimulation.

 Pay attention to the content and accuracy of your talk.

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  Do not deliver your presentation by reading out of a previously written paper. Communicate your subject to
other fellow students in a manner of giving a ‘talk’. Your body language (e.g. eye contact, gestures) is
important.

 Think about ways of interaction with the audience and responses to the possible questions.

 Remember that using supporting materials (overhead projector, handouts) will enhance the effectiveness of
your presentation.

 The oral presentation assessment form is at the end of this document and it should be indicative of the
assessment criteria.

A bibliography giving the details of the resources and publications used should be included at the end of the
presentation slides.

Late submission of hard copy of slides will be penalised.

Please attach the oral presentation form together with the hard copy of your presentation slides (2 slides per
page).
*(Use punch hole and clip. Please include a cover sheet with the required particulars, the assessment forms with
your presentation slides. Do not bind.)*

Other Specific Instructions for this Assignment

List down any other specific requirement for this assignment.

Student Support and Guidance

 For further help, contact your module leader/lecturer during consultation hours or by email.
 Use the Grading Criteria and Mark Scheme to help improve your work.
 Make full use of Library search to identify relevant academic material and find links to other Information
Databases and the Information Management contact details.
 For HBS students, you may go to CASE website www.studynet.herts.ac.uk/go/CASE/ for more student
support and guidance.

Marking Criteria and Feedback

 Performance will be assessed using UH Grading Criteria and Mark Scheme. These two documents are
attached to this assignment brief.
 Feedback will typically be given within 4 weeks from the submission deadline in a written/typed/verbal
form.

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