UCL School of Management

Module Fact Sheet

MSIN7004: Business in the Digital Age


Warning message

This is a past version of this module for MSIN7004 16/17.
Click here for the current version.
Taught by
None; MSIN1001 Foundations of Management or MSIN6001A/B Understanding Management are recommended
2nd, 3rd, 4th year undergraduates from all departments
Term 2
Delivery method
2-hour lecture and 1-hour weekly seminar (x 10 weeks)
40% project; 40% essay; 20% presentation

Course overview

The technology-driven transformation is unprecedented and organisations must adapt fast. Innovation and customer-centricity is at the heart of businesses in this new digital age and organisations require new expertise and processes to drive growth and competitiveness. In this course, we will explore the contemporary challenges for business, debate how to identify ‘white’ space opportunities and discuss the future of the organisational ‘form’.

This course will use examples and case studies to develop students’ understanding of current business practices and will be underpinned by the latest academic research. Students will also gain exposure to industry practitioners, entrepreneurs and other professionals who will deliver guest sessions on issues facing businesses in the digital age. 

Here are a few articles to get you started:

Getting digital transformation right

New age organizations on ‘ICE

The future will be built on open data

Too much information: how a data deluge leaves us struggling to make up our minds 

Learning outcomes

  • Understand new digital-age business models
  • Explore the impact of the connected consumer
  • Evaluate the opportunities Big Data brings to organisations
  • Identify the role of innovation in the digital age
  • Assess key security challenges

Topics covered

  • Key technology drivers in the digital age
  • New tech-driven business models
  • The rise of the data scientist
  • The born digital disrupters
  • The connected consumer & the digital trail
  • Innovation through customer insight & big data
  • Creating new digital-physical mash-ups
  • Dynamic pricing for profit
  • New digital communication channels
  • Security in the digital age

Assessment summary

40% project, 20% presentation and 40% essay.

Past versions of this module

MSIN0051 18/19

MSIN7004 17/18

MSIN7004 16/17

Last updated Wednesday, 26 June 2019