Solution Manual For Digital Business and E-Commerce Management 7th Edition by Dave Chaffey PDF | PDF | E Commerce | Social Media
5
© Pearson Education Limited 2019
CHAPTER 1
Introduction to digital business
Table of contents
Learning
outcomes
5
Management
issues
5
Chapter
at
a
glance
6
Suggested
teaching
and
learning
approaches
6
Case
studies
8
Questions
for
debate
12
Exercises 13
Activity answers
19
Learning outcomes
After completing this chapter, the reader should be a
ble to:
•
Define the meaning and scope of digital business and the difference between digital business
and e-commerce
•
Summarise the main reasons for becoming a digital business and barriers that
may restrict it
•
Outline the ongoing business challenges of managing digital business in an organisation,
particularly tech start-ups
Management issues
The issues for managers raised in this chapter include:
•
How do we explain the scope and implications
of digital business to staff?
•
What is the full range of benefits of i
ntroducing digital business and what are
the risks?
•
How do we evaluate our current digital business capabilit
ies?
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Chaffey
et al
.,
Digital Business and E-Commerce
Management,
7e, Instructor’s Manual
6
© Pearson Education Limited 2019
Chapter at a glance
Main topics
•
The impact of digital communications on traditi
onal businesses
•
What is the difference between digital business and an
e-commerce business?
•
Digital business opportunities
•
Business adoption of technology by digital business stakeholders
•
Barriers to consumer digital adoption
Case studies
1.1
The
Uber
business
model
1.2
Amazon
–
the
world’s
largest
digital business?
Suggested teaching and learning approaches
Notes on use of Figures in slides:
Please refer to the slides prepared for each chapter when reading this section. The headings below
are intended to mirror those in t
he text to assist cross referencing.
Slides within the deck focus on line and block diagrams to help lecturers explain and discuss
issues.
We have not included the screen capture slides since it is clearer for lecturers to visit
the example
sites or others during lectures.
The opportunities of digital business?
Start by generating interest in the digital innovation made possible through familiar consumer
facing examples of start-up brands in Table 1.1. Ask students about other innovative digital
businesses that have been launched which aren’t on the list.
The challenges of digital business management
These can be discussed by asking students to read the Uber Case study 1.1 and asking them to
think of the challenges of a new digital business disrupting a traditional business environment.
Typical issues to discuss with students include:
•
The rate of innovation – techniques like social media and search engine
marketing, as well as
mobile marketing, evolve each month so
companies can lose market share
•
Reviewing new business and revenue models
https://www.book4me.xyz/solution-manual-digital-business-and-e-commerce-management-chaffey/
Chaffey
et al
.,
Digital Business and E-Commerce
Management,
7e, Instructor’s Manual
7
© Pearson Education Limited 2019
•
Reaching potential customers given fragmentation of media and new marketing techniques
introduced in this chapter
•
Older traditional large organisations losing market share to new digital competitors who are
more agile
•
The need for new processes, people and tools to
manage digital technology
•
Reviewing the return on investment of new initiatives.
The impact of digital
communications on traditional businesses
Lecturers can introduce with the Andy Grove quote to
show how impact varies by business type
or review changes in communications and behaviour based
on the definitions about:
•
ZMOT
•
Inbound marketing
•
Content marketing
•
Social media marketing
(See the social media marketing radar for the range of options)
•
Mobile communications (all of the techniques above can be delivered via smartphone or
tablets)
These concepts can be introduced in the context of the start-up businesses covered in Table 1.1
and referencing Uber, Case study 1.1.
Also review operational risks using a ‘blank slide’ encouraging stu
dents to fill in the ga
ps:
•
Poor site availability or performance
•
Products unavailable although advertised
•
Poor experience or service – negative reviews
•
Managing security and data privacy of custo
mers.
What is the
difference between digital business and e-commerce?
Use Figures 1.4 and 1.5 to agree differences between e-commerce and digital business with
students. This works well to highlight the misconception that digital business simply means
e-commerce.
It is also useful to ask different groups to identify the different types of digital presence defined
in Activity 1.3.
In an interactive lecture, we recommend visiting examples of each of the sites below and then
indicate which of the five categories of online
presence are their primary and secondary focus:
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