Assignment Brief

Student Name/ID
Number

Unit Number and Unit 14: Digital Business in Practice

Title

Academic Year Semester 2, Academic Year 2023-2024

Unit Tutor Dr Tran Trung Kien

Dr Phan Thanh Đức
Mr Martin Ortega Azurduy
Dr. Roberto Ercole

Assignment Title DBP2: Digital Strategy (2 of 2)

Issue Date 31st January, 2024

Submission Date 2nd June 2024

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. Letter size should correspond with a presentation!
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 Business Consultant trainee at a large consultancy
company. The company provides strategic advise on digital transformation to
Vietnamese corporation and medium sized companies that are looking forward to
become an active player in the digital landscape. To this purpose the company has
set a Digital Solutions Team where you are following your traineeship.

Your team is responsible for consulting, devising and implementing strategic digital
plans that will help the organisations increase their sales, reach new customers,
acquire a competitive edge, open new digital areas for development and help the
organisations become a key player in the digital arena.

Role

As a Business Consultant trainee, you are taking part in the following tasks:

 Meeting with assigned clients when needed and perform an initial

assessment of a problematic situation
 Collecting information about the client’s business through a variety of
methods (shadowing, interviews, surveys, reading reports, etc.)
 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 trends and technologies.

Assignment activity and guidance

As an intern your team was given a new project to elaborate a digital strategy plan
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 the client.
You will need to create a plan for the client organisation and make a presentation
on the following:

1. Illustrate the ways in which digital technologies can support your chosen
organisation.
Guidance: Student should give at least 2 examples of how their case organization
could use digital technologies. Students should refer to examples from other
companies to illustrate.
2. Construct a digital strategy plan in order to support the implementation of digital
technologies within your chosen organisation.
Guidance: Elaborate a digital strategic plan following the strategic plan process.
Relevant strategies should be carried over to the next phase of the process
carefully minding not to change the wording of said strategies. The plan should
lead to establish specific strategies the organisation should implement. The choice
of the strategy should be clearly justified by following the process correctly.
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/how the technologies (systems) in the
strategic plan and technology examples could help the organisation to achieve a
competitive advantage. Students could address potential shortcomings, issues or
drawbacks on the implementation that could prevent them from attaining a
competitive edge.
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, eg. app could not be merely be a selling app
identical to their online shop).The app pitched should be in-line with the strategic
plan elaborated earlier. Students should explain different elements of the design
and implementation of their app.
5. From the design, identify ways in which it supports different digital strategies
Guidance: Explain how the pitched app relates to the strategies devised in the
previous tasks.
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: Student should justify the suitability of the designed application and the
proposed strategies (from the strategic plan) making use of (parts of) the
STEEPLED analysis.

Students should take care to submit their assignments with sufficient details,
include appropriate citations and make sure the presentation is in an appropriate
format.
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 plan

to support the implementation of digital technologies
within an organisation

P4 Illustrate the ways in M3 Assess the ways in LO3 and LO4

which digital which digital innovation D2 Formulate a
technologies can support can assist organisations transformational digital
organisations. in developing a strategy plan and an
P5 Construct a digital competitive edge through accompanying mobile
strategy plan in order to a digital strategic plan. application design through the
support the consideration of key
implementation of digital economic, social, cultural,
technologies within an technological, political,
organisation. environmental and
behavioural data to justify its
LO4 Present the design of a selected mobile implementation.
application to support a digital strategy within an
organisation.

P6 Pitch the design of a M4 Pitch a mobile

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