Assignment Brief

Student Name/ID
Number

Unit Number Unit 14: Digital Business in Practice

and Title

Academic Year Semester 1, Academic Year 2023-2024

Unit Tutor Dr Phan Thanh Đức, Mr Martin Ortega Azurduy

Assignment Title DBP2: Digital Strategy (2 of 2)

Issue Date 19th September 2023

Submission Date 22nd December 2023

Submission Format

Submission is in the form of a 10-minute individual presentation using relevant

software. Your video clip must include clear voice, face and slides.

The presentation slides must be submitted along with speaker notes as one copy
into the LMS system, while the video clip must be submitted into the Flipgrid
system.

You are required to make effective use of Power Point headings, bullet points
and subsections as appropriate. Your speaker notes should be written in a
concise and precise manner using 1.5 spacing, typeface Times New Roman or
Arial and font size 12. A bibliography should be provided using the Harvard
referencing system. Inaccurate use of referencing may lead to issues of
plagiarism if not applied correctly.
For the speaker notes you are advised to write between 1000-1500 words and
the word limit is 1500 words. This word limit does not include the contents page,
the organisation profile, tables, diagrams, appendices or references.

Unit Learning Outcomes

LO3 Develop a transformational digital strategy plan to support the

implementation of digital technologies within an organisation
LO4 Present the design of a selected mobile application to support a
digital strategy within an organisation.

Transferable skills and competencies developed

●Critical thinking to evaluate and make a judgement taking into account

different factors
●Analytical skills to conduct own analysis in order to draw conclusions
●Communicate effectively in the form of: written and visual
communication
●Digital Literacy, gaining a good understanding of digital business at global
and local level.
●Independent learning, to be able acquire new knowledge and internalize it

Vocational scenario

Organisation

You are working as a Digital Marketing Trainee at a large brick and mortar
corporation. The company sells a variety of products, including clothing,
electronics, and home goods. The company is looking forward to become an
active player in the digital landscape and has recently formed a Digital
Solutions Taskforce you take part in.

Your team is responsible for developing and executing digital campaigns that
will help the company increase sales, reach new customers, propose new
digital marketing plans, open new digital areas for development and help the
company become a start player in the digital arena.

Role

As a Digital Marketing trainee, you are taking part in the following tasks:

• Develop and execute digital campaigns across a variety of channels,

including social media, search engine marketing, and email
marketing.
 • Track the performance of marketing campaigns and make adjustments as
needed.

• Work with other departments, such as IS department, product development

and customer service, to ensure that digital campaigns are aligned with
the company's overall goals.

• Stay up-to-date on the latest digital marketing trends and technologies.

Assignment activity and guidance

As an intern your team was given a new project to elaborate a series of digital
strategy plans in several industries for the company to see where their next
investment could be more successful. You have been asked to produce a
digital strategy plan to showcase what digital transformation can do for a
Vietnamese company on an industry of your choice.
You will need to choose one Vietnamese company, and write a report and make
a presentation on the following:

1. Illustrate the ways in which digital technologies can support your

chosen organisation.
Guidance: Give at least 2 examples of how your organization can effectively
utilize (or have effectively used) digital technologies.
2. Construct a digital strategy plan in order to support the implementation of
digital technologies within your chosen organisation.
Guidance: Pick one digital technology that can be of strategic importance to your
organization in the future. Do at least two different types of strategic analysis of
the internal and external environment, propose a strategic plan, and explain in
detail why the digital technology you picked is important strategically. Finally
propose the implementation steps of this digital technology.
3. Assess the ways in which digital innovation can assist your chosen
organisation in developing a competitive edge through a digital strategic plan.
Guidance: Present at least two reasons why the digital technology in the
previous part provides a competitive edge for your organization, as well as any
possible drawbacks.
4. Pitch the design of a mobile application that supports the overall digital
strategy of your chosen organisation.
Guidance: Present the design of a new mobile application (one which the
organization does not currently have) that is appropriate with the business
processes and business model of the organization. Briefly explain the main
elements of your mobile application, and how it suits the strategy proposed
in question 2.
5. From the design, identify ways in which it supports different digital strategies
Guidance: List at least two different strategies at the application you designed
in the previous task supports.
6. Formulate a transformational digital strategy plan and an accompanying
mobile application design for your chosen organisation with the consideration of
key economic, social, cultural, technological, political, environmental and
behavioural data to justify its implementation.
Guidance: Justify the suitability of your designed application and your
proposed strategy with the help of a STEEPLED analysis.

Students should take care to write their reports with sufficient details, include
appropriate citations and make sure the report is in an appropriate format (such
as avoid using bullet points or very short sentences/paragraphs, correct
bibliography format, etc).
The guidance provided should be treated as a guideline for students to achieve
the associated assessment criteria for this module. Students are expected to
produce their assignments in an integrated manner (and thus avoid responding
to the guidance as stand-alone tasks). Students are responsible for the contents
of the submitted work.

Recommended Resources

List of recommended websites

McKinsey, Strategy in a digital age.
https://www.mckinsey.com/featured insights/strategy-in-a-digital-age
CIO Magazine, https://www.cio.com/asean/,
https://www.cio.com/ WIRED, http://www.wired.com
Tech in Asia, http://www.techinasia.com

List of recommended articles

McKinsey Quarterly, Transformation with a capital T, November 2016
McKinsey & Co., The changing market for food delivery, November
2016 Dawar, N., Marketing in the Age of Alexa, On AI, analytics and
the New Machine Age, 2019
Stackpole T., Inside IKEA’s Digital Transformation, HBR, June 4,
2021 Pombriant, D., Do you have the right software for your digital
transformation?, August 16, 202

List of recommended books

BOCIJ, P., GREASLEY, A. and HICKIE, S. (2018) Business
Information Systems – Technology, Development and Management
for Modern Business. 6th ed. Harlow: Pearson.
CHAFFEY, D. (2019) Digital Business and E-Commerce Management:

Strategy, Implementation and Practice. 7th Ed. Harlow: Pearson. CAP

GEMINI (2011), Digital Transformation – A roadmap for billion-dollar
organizations. MIT Center for Digital Business and Camgemini Consulting.
DONALD, M. (2019) Leading and Managing Change in the Age of
Disruption and Artificial Intelligence. UK: Emerald.
LAUDON, K. and LAUDON, J. (2019) Management Information
Systems: Managing the Digital Firm. 15th Ed. Harlow: Pearson.
LEVY, J. (2021), UX Strategy, 2nd Edition. Gravenstein: O’Reilly Media.

Please note that the resources listed are examples for you to use as
a starting point in your research – the list is not definitive.

Learning Outcomes and Assessment Criteria

Pass Merit Distinction

LO3 Develop a transformational digital strategy LO3 and LO4

plan to support the implementation of digital D2 Formulate a
technologies within an organisation transformational digital
strategy plan and an
P4 Illustrate the ways M3 Assess the ways accompanying mobile
in which digital in which digital application design through
technologies can innovation can assist the consideration of key
support organisations. organisations in economic, social,
P5 Construct a digital developing a cultural, technological,
strategy plan in order competitive edge political,
to support the through a digital environmental and
implementation of strategic plan. behavioural data to justify
digital technologies its implementation.
within an
organisation.

LO4 Present the design of a selected mobile

application to support a digital strategy within
an organisation.

P6 Pitch the design of M4 Pitch a mobile

a mobile application application,
that supports the identifying ways in
overall digital strategy which they
of an organisation. support different
digital strategies
within
organisations.