Module: Omnichannel Business

Module details

  • Module code

  • Module leader

    Beverley Hill
  • Module Level

  • Module credits

  • Min study time

    75 hours
  • Contact hrs

    15 hours
  • Teaching Period

    Semester 2

Module content

In today’s business environment organisations are subject to the influence and impact of the digital environment. This module has been designed to provide students at Level 5 with a solid grounding in the nature and issues faced by businesses in a technologically connected world. The module provides students with a comprehensive introduction to the concepts of e-commerce, e-business and omnichannel with a particular emphasis on developing e-marketing strategies.

Module outcomes

To achieve credit for this module, students must be able to:

  1. Understand the key concepts and techniques of e-commerce and e-business and omnichannel.
  2. Discriminate between the variety of business strategies and business models available for the delivery of products and services to customers
  3. Appraise, analyse and evaluate the different techniques involved in delivering a superior digital marketing strategy.


Assessment Description Weighting
Coursework Written Development Plan 100%

Key texts

Students should be familiar with the content of at least one of the following:

  • Chaffey, D. (2015) Digital business and e-commerce management: strategy, implementation and practice. 6th ed. Pearson.
  • Chaffey, D. and Ellis-Chadwick, F. (2016) Digital marketing. 6th ed. Pearson.
  • Charlesworth, A. (2014) Digital Marketing: a practical approach. 2nd ed. Routledge.
  • Ryan, D. (2014) Understanding digital marketing: marketing strategies for engaging the digital generation. 3rd ed. Kogan Page.

Supporting texts

  • LAUDON, K.C., and LAUDON, J.P. (2016) Management information systems: managing the digital firm.14th ed. Pearson Education Limited.
  • Wilson, H. Street, R. and Bruce, L., (2008). The Multichannel Challenge: Integrating Customer Experiences for Profit. Taylor & Francis.