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BSc (Hons) Management (Innovation, Strategy and Entrepreneurship) with Industrial/Professional Experience

Gain the skills required to become a dynamic manager and focus on your chosen specialism from second year onwards.

Study core and specialist areas of business and management according to your personal or academic interests or career ambitions. Specialise in innovation, strategy and entrepreneurship whilst still benefitting from a huge amount of choice across this flexible course, which includes a work placement in your penultimate year of study.

Explore strategic innovation management, strategic decision-making, entrepreneurship and small business development through real case studies.

Course statistics


of placement students achieved first or upper second class degrees between 2015-17


students joined our management courses in 2017


Average salary within 6 months (DLHE)

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Selected course units delivered by Masood Enterprise Centre >>

Key rankings

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Ranked 4th in the UK for business and economics (source: THE 2017)

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Ranked 22nd in the world for business and economics (source: THE 2017)

BSc Management (Innovation, Strategy and Entrepreneurship) with Industrial / Professional Experience / Course details

Year of entry: 2020

Course unit details:
Digital Business and Social Media

Unit code BMAN24251
Credit rating 20
Unit level Level 2
Teaching period(s) Semester 1
Offered by Alliance Manchester Business School
Available as a free choice unit? No


Digital Business and Social Media models and technologies; Digital platforms; Social Network Theory and Practice.


Available to students on Mgt/Mgt Specialism, IM, IMABS & ITMB.



This course aims to help students discover the emergence of new business opportunities from the use of new Internet, Web and Mobile-based technologies and Social Media. We will explore disruptive digital business trends, new business models and the transformation of value chains through the use of digital business platforms, frameworks and models. We will examine the externalities of the connectivity and interactivity created by current and future digital technologies. The course has a strong focus on problem-based learning through analysing digital business and social media problems and case-studies using appropriate models and theories.


•       Digital Business and Social Media background and frameworks

•       Digital Business trends and evolution

•       Novel digital business platforms and the impact on value creation

•       Digital marketing and CRM

•       Social networks and value of social connectedness

•       Information diffusion in Social Networks

•       Social Media communication: Customisation and Social Marketing

•       Trust, reciprocity & reputation in digital markets

•       Advanced topics in Digital Business and Social Media

•       Mini-Case Studies: several examples of real-life cases will be presented for analysis and discussion by the             students

Teaching and learning methods

11 weeks of 2-hour lectures: Discussion of learning materials accessed before the lecture; class exercises

8 weeks of 1-hour practicals: Analytics and model development

Discussion Board and Wikis on Blackboard

Knowledge and understanding

  • To investigate state of the art in Digital Business and Social Media from both a theoretical and practical standpoint
  • To examine novel digital business platforms and the emergence of new business models enabled by digital technologies and social media
  • To assess the impact of digital technologies and social media in reshaping industry and enterprise value chains identifying new sources of value creation enabled by digital technologies and social media
  • Demonstrate an understanding of the advantages and disadvantages associated with using social media as part of the business value chain

Intellectual skills

  • Describe social network based approaches to understanding the value of social media for business.
  • Explain features of social networks as an emergent consequence of adaptation to the capabilities of social technologies
  • To examine Digital Business and Social Media case studies towards developing analytical and problem solving skills in the field

Practical skills

  • Understand Digital Business model design issues
  • Apply Digital Business frameworks and models to measure the value of Digital Business and Social Media activities

Transferable skills and personal qualities

  • Independently gather, sift, synthesise and organise material from a variety of sources, and critically evaluate the extent to which it might contribute to current developments in the field.
  • Improve one’s own approach to professionalism through planning, monitoring, critical evaluation and reflection.
  • Demonstrate an ability to collaborate with other people through class discussions and dialogical reasoning and argumentation

Employability skills

Analytical skills
The ability to think strategically and practically about current and future digital technology developments and their impact on business value networks and business activities are highly in demand with employers. A great shortage exists of people with knowledge about the technological context, skills in applying analytical frameworks and the capability to reason about the implications of digital business and social media.
This course is essential for students who want to find employment as business technology analysts or consultants, digital business and social media activity managers, Social Media strategy analysts, or Digital Business and Social Media entrepreneur among others.

Assessment methods


Short group presentation


Written Exam in 2 hours (50%) and 3000 word written group report (Business plan) (50%)

Feedback methods

Informal feedback during practicals

Lecturer feedback and Peer-evaluation of group presentations and written reports

Summary of exam performance on Blackboard

Recommended reading

Core Text:

Chaffey, Dave, Digital Business and e-Commerce Management, Pearson Education Ltd, 6th edition 2014

Supporting References

Laudon, Kenneth and Traver, Carol, E-Commerce 2018: Business, Technology, Society. Global Edition, 14/E, Pearson, 2018.

Efraim Turban, David King, Jae Kyu Lee, Ting-Peng Liang, Deborrah C. Turban Electronic Commerce 2018: A Managerial and Social Networks Perspective, Ninth Edition, Springer, 2018.

Kane, G. C., Alavi, M., Labianca, G. J., & Borgatti, S. (2012). What’s different about social media networks? A framework and research agenda.

Chan-Olmsted, S., & Shay, R. (2016). The New Digital Media Value Network: Proposing an Interactive Model of Digital Media Value Activities. Journal of Communication and Emergent Technologies: ICONO14,14(2), 46.

Schrage, M. (2016) Rethinking Networks: Exploring strategies for making users more valuable. MIT Sloan, Research Brief.

Various other academic papers

Study hours

Scheduled activity hours
Assessment written exam 2
Lectures 22
Practical classes & workshops 8
Independent study hours
Independent study 168

Teaching staff

Staff member Role
Pedro Sampaio Unit coordinator

Additional notes

168 hours – extended reading, revision, coursework activities

Pre-requisites: None

Co-requisites: None

Dependent course: None

Programme Restrictions:  BSc Management and Management (Specialism), BSc International Management with American Business Studies,BSc International Management and BSc ITMB/ITMB (Specialism).


For Academic Year 2018/19

Updated: May 2018

Approved by: March UG Committee

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