Checking date: 22/03/2024

Course: 2024/2025

Digital Business
Bachelor in Business Administration (Plan: 395 - Estudio: 204)

Coordinating teacher: ESTEBAN BRAVO, MERCEDES

Department assigned to the subject: Business Administration Department

Type: Electives
ECTS Credits: 6.0 ECTS


1. To understand the key concepts related to digital business and its application. 2. To understand the change in the paradigm that implies technological impact in the form to generate new business. 3. To identify the new concepts and tools needed to plan, do, act and control the new digital business. 4. To know the circumstances that led to the emergence of the digital economy; 5. Identify the typologies of different models used by digital businesses; 6. To understand the impact of new digital business models on existing market sectors; 7. To know and to analyze the emergence of new digital business sectors.
Skills and learning outcomes
Description of contents: programme
1. Introduction to digital business 2. Environment and digital market 3. Technology and digital infrastructure 4. Digital business strategy 5. The digital strategy applied to the main functions of the company 6. Implementation and change management.
Learning activities and methodology
The format of the weekly teaching sessions includes lectures, group discussion and individual presentations variable combined week by week. The main theoretical concepts will be presented by the lecturers throughout the course while students┬┐ participation is required in the discussion of selected (by the lecturers) cases and academic readings. Micro-case studies to be analyzed in class Case-study homework assignments to be presented and discussed in class Homework assignments to be solved discussed in class
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60

Calendar of Continuous assessment

Extraordinary call: regulations
Basic Bibliography
  • Allen, Jonathan P.. Digital Entrepreneurship. Routledge. 2019
  • Andrew McAfee and Erik Brynjolfsson. Machine, Platform, Crowd: Harnessing our Digital Future,. WW Norton. 2017
  • Chaffey, Dave.. Digital Business and E-Commerce Management. Pearson. 2015
  • Coupey, Eloise.. Digital Business: Concepts and strategies. Routledge. 2016
  • Sunil Gupta. Driving Digital Strategy: A Guide to Reimagining Your Business. Harvard Business Review Press. 2018
  • Wirtz, Bernd W.. Digital Business and Electronic Commerce Strategy, Business Models and Technology. Springer. 2021

The course syllabus may change due academic events or other reasons.