BMAN60111 : IS Strategy & Enterprise Systems

Credit rating 15
Teaching period(s) Semester 1
Aims

It is now widely recognised that information is the lifeblood of companies. IT and Information Systems (IS) were long considered as a separate part in organisations that merely provided some infrastructure and maybe some supporting mechanisms for certain business activities. Recently, it has been recognised that IT and IS form an integral part of organisations. The introduction of Chief Information Officers (CIOs) is evidence of this trend. In addition, organisations start to recognise that IT and IS should be closely linked to business strategy and objectives in order to achieve a competitive advantage. The focus to date has been on automating transactional-based systems in all the business areas of the company, such as production and logistics.

The challenge for managers over the next decade is to build intelligence into their organisations that combine the best elements of integrated transaction-based systems such as Enterprise Resource Planning (ERP), and banking systems, with knowledge-based systems that support individual and group decision making, and enable the communication, storage and leverage of ideas and concepts across global enterprises. The management of ‘big data’ is also a new strategic challenge for companies.

The aim of the course unit is to develop an understanding of key information systems strategy concepts and contemporary developments in IS strategy for competitive advantage, Internet marketing and global systems. Emphasis will be placed on the combination of theory and practice through the strategic analysis of case studies and examples of big data sets in a range of markets.  In lectures and discussion, theory frameworks will be illustrated with international examples and data from banking, telecommunications, grocery, retailing, sports marketing and manufacturing.

Objectives (Learning outcomes)

Academic Knowledge and Intellectual Skills

  • Comprehend key strategic concepts including competitive positioning, the role of IT in a resource based view of the firm, the debate on IT and competitive advantage, the distinction between planned and emergent strategies.
  • Understand the theory of electronic markets and how strategy concepts can be applied to develop an Internet marketing strategy
  • Have knowledge of business computing architectures such as ERP and supply chain systems, including implementation and cost structure models

 

Subject practical skills

 

  • Apply the concepts of IT strategy to evaluate a company’s use of IT in the context of its overall business strategy. This includes the use of ERP as a vital component of a firm’s internal IT infrastructure
  • Analyse the relationships between business and IT strategies and apply these concepts to a range of companies including Amazon, CISCO, TESCO, schwab.com and Vodafone
  • Be able to synthesise external market data with internal performance data and the managerial implications of the resource profile for large-scale IT project implementation
  • Have an appreciation of the use of ‘big data’ in a commercial context, e.g. to be able to relate sales data to online search data in the US automotive industry
  • Have an appreciation and understanding of state of the art technology use in leading companies such as CISCO, Alibaba, Vodafone, TESCO and Capital One.

 

Transferable skills

 

  • Develop a coherent analysis of multiple sources of data, derived from case study and evaluation of online market data and online panel data
  • Contribute to the development, implementation and evaluation of an Internet marketing strategy in a competitive context
Assessment methods

Individual Essay (100%)

Information

Informal Contact Methods

Blackboard discussion Forum

Course unit overview

New technology, including the e-commerce, mobile devices, enterprise systems, Internet of Things, apps and social media are continuing to revolutionize business. This course explores the interactions between these technologies and business using a variety of strategy, marketing and technology frameworks to try and make sense of the modern business environment in a rigorous manner using relevant examples so that students will be able to apply the ideas and concepts in a practical manner, for example working as a technology or strategy consultant. No technology or business knowledge is required and the subjects are taught from first principles. The overarching philosophy of the course is to cover the most important emerging themes in an exciting and interactive manner. Students will gain access to new theories and business concepts and learn using case studies, discussion, exposure to industry speakers and projects, including one on the analysis of big data in an e-commerce context.

Teaching staff No available data to display.
Timetable Lectures - 30 hours
Teaching and learning methods No available data to display.