MM399-Digital Entrepreneurship

Module Provider: Henley Business School
Number of credits: 20 [10 ECTS credits]
Level:6
Terms in which taught: Autumn term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Module version for: 2017/8

Module Convenor: Dr Marcello Mariani

Email: m.mariani@henley.ac.uk

Summary module description:
«p»Digital enterprises face a range of challenges that differentiate them from non-digital start-ups. They often operate in hyper-competitive winner-takes-it-all markets from inception. To succeed in this environment, they need to leverage digital technologies to shape novel business models, market their products and services and develop monetization strategies until they find product-market-fit, and achieve a scalable method of customer acquisition, typically by targeting global markets from the outset.«/p»

«p»The module discusses how digital entrepreneurial ventures take advantage of the tensions and opportunities arising from current technological change.«/p»

«p»It then explores the approaches, methods and strategies employed by entrepreneurial, digital companies in validating and developing products, gaining market and customer traction, competing for scale in hyper-competitive markets as well as in monetizing their product, service and data offerings. It explores entrepreneurial marketing methods used by digital entrepreneurs including approaches to customer development.«/p»

«p»Finally, it also discusses the impact of digital technology on entrepreneurial management practice, particularly organizational development, distributed work practices as well as data-driven decision making processes.«/p»

Aims:

The aim of the module is to develop students' awareness and understanding of how digital entrepreneurship exploits innovative business models, achieves customer traction, and succeeds in highly competitive environments. 


Assessable learning outcomes:

By the end of the module, students should be able to:




  • illustrate the major features of the digital economy including recent trends in digital technology; 

  • understand and discuss how entrepreneurial organisations use digital technology to shape novel and sometimes disrupting business models

  • understand how entrepreneurs use digital marketing methods to achieve rapid customer growth, and understand and apply digital marketing techniques;

  • appraise and discuss how entrepreneurs exploit different monetization and market entry strategies in highly competitive digital business contexts;

  • understand and discuss the challenges facing digital entrepreneurial firms. especially with regards to organizational development, organizational structure and company culture arising from the distributed nature of digital work patterns.


Additional outcomes:

Students will acquire several practical digital skills including skills in data-analysis and digital marketing skills. Students will also acquire entrepreneurial skills that will be applicable in many business contexts. 


Outline content:


  1. The digital economy and the impact of technology entrepreneurship on society, labour markets and industrial organisation

  2. Entrepreneurial strategy for digital ventures I: Competitive dynamics

  3. Entrepreneurial strategy for digital ventures II: Entrepreneurial techniques for rapid business model iteration

  4. Entrepreneurial strategy for digital ventures III: Monetization strategies

  5. Management by data and data-analytics

  6. Digital Entrepreneurship and Marketing

  7. Working from the coffee shop: the digital startup


Brief description of teaching and learning methods:


  • This module is interactive. Sessions are comprised of a combination of formal lectures, case studies and interactive group work.

  • A laptop with access to the internet is required for some of the sessions.


Contact hours:
  Autumn Spring Summer
Lectures 20
Tutorials 4
Guided independent study 176
       
Total hours by term 200.00
       
Total hours for module 200.00

Summative Assessment Methods:
Method Percentage
Written exam 70
Oral assessment and presentation 30

Other information on summative assessment:

Students will research in group a topic/case project in digital entrepreneurship, to be presented at the end of term.



The exam will comprise of multiple-choice and essay questions.


Formative assessment methods:

Penalties for late submission:

Penalties for late submission on this module are in accordance with the University policy.



(Please refer to the Undergraduate Guide to Assessment for further information: http://www.reading.ac.uk/internal/exams/student/exa-guideUG.aspx)



 



The Module Convenor will apply the following penalties for work submitted late, in accordance with the University policy.




  • where the piece of work is submitted up to one calendar week after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for the piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;

  • where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.



 



The University policy statement on penalties for late submission can be found at: http://www.reading.ac.uk/web/FILES/qualitysupport/penaltiesforlatesubmission.pdf



You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.



The Module Convenor will apply the following penalties for work submitted late, in accordance with the University policy.
  • where the piece of work is submitted up to one calendar week after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for the piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
  • where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

  • The University policy statement on penalties for late submission can be found at: http://www.reading.ac.uk/web/FILES/qualitysupport/penaltiesforlatesubmission.pdf
    You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

    Length of examination:

    90 minutes.


    Requirements for a pass:

    40%


    Reassessment arrangements:

    Reassessment by examination.


    Last updated: 31 July 2017

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