3. By 2020, more than seven billion people and businesses, and at least 30 billion
devices, will be connected to the Internet. With people, businesses and things
communicating, transacting, and even negotiating with each other, a new world
comes into being – the world of digital business.
Digital business is the creation of new business designs by blurring the
digital and physical worlds.
The digital era not only makes big bets possible but increasingly necessary.
To compete in the face of digital disruption, your firm must transform. You must
enhance your digital customer experience while also driving agility and efficiency
through digital operational excellence. The challenge for most, is not to see
what is possible, but to determine what is profitable with digital technology.
Enterprises seek digital edge transformation processes, business models and
the customer experience by exploiting the pervasive digital connections between
systems, people, places, and things. Any company large or small, old or new
can use this digital technology to create a winning edge for its business.
(adapted from Accenture Technology Vision 2015, Martin Gill, Forrester Research
2014, Mc Donald & Rowsell-Jones, Gartner Inc)
EMERGING THEMES that reflect shifts in the business ecosystem
· The Internet of Me is changing the way people around the world interact through
technology, placing the end user at the center of every digital experience.
· Digital devices are powering an Outcome Economy and enabling a new
business model that shifts the focus from selling things to selling results.
· The Platform (R)evolution reflects how digital platforms are becoming the
tools of choice for building next-generation products and services—and entire
ecosystems in the digital and physical worlds.
· The Intelligent Enterprise is making its machines smarter—embedding software
intelligence into every aspect of its business to drive new levels of operational
efficiency, evolution, and innovation.
· Advances in more natural human interfaces, wearable devices, and smart
machines are extending intelligent technology to interact as a “team member,”
working alongside employees in a Workforce Reimagined
Context and Rationale for the MBS in Digital Business
IMI and UCC have partnered to develop the MBS in Digital Business.
Accenture, 2015 1
4. Who is this programme for ?
· It is aimed specifically at organisations who
are seeking to expand or improve their
digital engagement in business
· If you require expertise to help with
understanding new and emerging digital
business models and their associated
challenges
· If you are involved in sales, marketing,
finance and IT functions
· If you are a change agent in developing or
evaluating digital business
· If you are charged with managing and
controlling your organisations digital content
· If you have a role in transforming the existing
digital business model of your organisation
Meet the Programme Director
Dr. Philip O’Reilly
Key Themes
Maximising Business Value in the Digital Economy
Programme Dates:
Part 1 (UCC Cork)
21, 22, 23 October 2015
18, 19, 20 November 2015
16, 17, 18 December 2015
13, 14, 15 January 2016
10, 11, 12 February 2016
9, 10, 11 March 2016
Programme Duration:
Classes run from 9am to
5pm each day.
€
CommercialiseDevelop
Services
CommunicateDiscover
Opportunities
2
5. Theme 2
Digital Product Development
and Commercialisation
Objective:
·To provide participants with
techniques to drive and evaluate
innovation initiatives within an
organisation.
Participants Will:
·Focus on agile digital product
development and on using
innovative user-centred design
processes to move from idea to
invoice.
·Gain an appreciation of innovation,
emerging business models and
trends in a digital world increasingly
witnessing the confluence of social,
local and mobile forces.
·Become familiar with the agile
manifesto and the impact that
an agile mind-set can have on
organisational thinking.
User-centred approaches to digital
product design are presented.
Guided by agile development
methods, participants use a toolbox
of design tools to tackle different
challenges and to move ideas
forward to market.
Part 1
Programme content: Maximising Business Value in the Digital Economy
Theme 1
The Mobile, Social and
Collaborative Web
Objective:
·Provides participants with the ability
to create and capture business value
by leveraging established and emerg
ing web and mobile technological
trends.
Participants Will:
·Explore technological, social, legal
and economic characteristics of
established and emerging web and
mobile technological trends, such
as social media, social networking
and collaboration platforms.
·Examine value drivers, commercial
opportunities and business cases for
exploiting these trends/phenomena.
·Critique challenges, best practices
and critical factors for successful
exploitation of these trends/
phenomena.
Participant Outcomes
Upon completion of Part 1, participants should be able to:
Theme 3
Digital Sales and Marketing
Objective:
· To equip participants with the
tools one needs to assess their
organization’s social media and
digital sales strategy, vis a vis
exemplars, and help identify areas
of improvement.
Participants Will:
·Gain insight on how the elements
of a digital marketing strategy can
bring customers to you, including
the power of search engine
optimization, paid search, and
online advertising.
·Evaluate cross-platform and
cross-device effects in digital
attribution analyses.
·Reflect on how best to extend your
brand and cultivate relationships in
these channels.
·Critique how social media
monitoring and data analysis can
be used to improve marketing and
product development activities.
· Examine how to extract business
intelligence from social listening
tools
· Appreciate how to create trust in
online environments.
· Utilise social networks and media towards maximising
business value.
· Design and implement a process for facilitating the
creation and commercialisation of digital innovations
in their organisation.
· Identify the key strengths of international Digital
Business exemplars and apply same to their
organisational/industry setting.
Apply open innovation and crowdsourcing techniques
and discuss how these techniques can be of benefit
to their organisation.
· Critique how analytics can be utilised as part of their
organisation’s sales and marketing campaign.
3
6. Part 2
Digital Business Investment and
Analytics
Reviews the theory and practice
associated with digital business
investments and the role of Business
Intelligence tools in underpinning
such decisions
Governing & Managing
Digital Business
Provides participants with an
understanding of the key governance
issues in managing a digital
business, particularly with regard to
regulation, reporting, compliance
and risk.
Financing Digital Innovation
Focuses on financing options
for digital business initiatives.
Specifically, it focuses on single
and multi-party financing options,
focusing on capital structures,
budgeting and debt. Novel financing
approaches are reviewed and
exemplars identified.
Part 3
Digital Business Project Participants
undertake supported self-directed
work in an area of particular
professional interest relating to
Digital Business.
Assess the investment value of a Digital Business
initiative towards informing the development of a
Digital Business Investment portfolio
Utilise Business Intelligence technologies to provide
insight on their businesses ecosystem, informing all
aspects of their service offering including product
innovation, commercialisation and business models
Research, analyse, develop and implement a Digital
Business Initiative
Participant Outcomes
On successful completion of Part 2 and 3, participants should be able to:
Part 2 and Part 3
To leverage these insights into the new “digital business” landscape, Part 2
digs deeper into three key topics for next-generation digital business. Part 3
allows participants to apply their new insights and skill set in an applied and
meaningful way, crafting value by undertaking an applied digital business
project in their own organisation.
Governing &
Managing
Digital Business
Digital
Business
Intelligence and
Analytics
Digital Product
Development
and
Commercialisation
Financing
Digital
Innovation
The Mobile,
Social &
Collaborative Web
Digital Sales
and
Marketing
Digital
Business
Project
4
7. Biographies
Dr. Paidi O’Reilly
Paidi is the Director of Innovation & Research with a UK
headquartered software company. He oversees development
and implementation of their innovation strategy. Paidi also
delivers innovation and technology subjects to masters-level
students at UCC. Paidi sits on the Innovation Management
Standards Consultative Committee within the National
Standards Authority of Ireland (NSAI). Paidi has over fifteen
years experience as a consultant and professional trainer. He
has worked with many public and blue-chip organisations in
the UK and Ireland. Paidi has a particular interest in the use
of innovation models for policy- making and management
strategising. He has published his work in leading academic
and practitioner outlets.
Jeremy Hayes
Jeremy Hayes is a lecturer and researcher in the Department
of Accounting, Finance and Information Systems in University
College Cork. His research interests are in the area of
Business Models for eBusiness, Cloud, Open Innovation, and
for the Smart Grid. His research has been published in leading
international journals and conferences, including Information
Systems Research, the Journal of Strategic Information
Systems, the European Journal of Operational Research,
Journal of Database Management, Journal of Information
Technology and People, the European Conference on
Information Systems (ECIS), and working conferences of the
International Federation for Information Processing (IFIP).
Dr. Mary Daly
Dr Mary Daly is a lecturer and researcher in Business
Information Systems in the Cork University School of
Business. Her teaching covers undergraduate, postgraduate
and executive education modules. Research interests
include Decision support systems, Big Data, the role
and impact of Information systems for strategic decision
making, as well as IT and Data Governance. Prior to
joining UCC in 2004, her career spanned international
and multinational corporations as well as indigenous
manufacturing and distribution companies, providing IT
management, project management and process improvement
expertise for enterprise systems implementations.
Dr. Rob Gleasure
Dr. Rob Gleasure (BA, MBS, PhD) is a Lecturer at University
College Cork, where he teaches a range of undergraduate
and postgraduate courses relating to ebusiness and online
crowd behaviour. His research focuses on design science,
the psychology and neuropsychology of computer-mediated
interaction, the semantic web and Internet of Things, and
crowdsourcing/crowdfunding. Rob has published work
on these topics in a range of international journals and
conferences, and serves as an editor or chair for a number
of academic outlets. Rob performs consultancy work in the
areas of interaction design, design thinking and business
process design, and acts as Chief Designer or Founder
for multiple early-stage ebusiness startups focusing on
crowdfunding and the provision of digital services.
Dr. Joseph Feller
Dr. Joseph Feller is a Senior Lecturer (Business Information
Systems) with the Cork University Business School at University
College Cork, and is the Director of the Business Information
Systems research masters and doctoral programmes. He also
serves as editor of the Cutter Benchmark Review, as a Senior
Consultant with Cutter Consortium’s Data Insight and Social
BI Practice, and as the Founding President of SIGOPEN (a
special interest group of the global Association for Information
Systems). Dr. Feller’s teaching and research focuses on various
forms of collective intelligence and action (e.g. open innovation,
open source software, open content, crowdsourcing,
crowdfunding, etc.). His published work includes 5 books, 75+
academic papers, and 125+ industry articles and reports, and
has been cited over 1,600 times in the academic literature.
He has directed numerous research projects funded by Irish,
EU, and US research bodies, and by private industry and
government partners. He is a frequent presenter and panelist
at international conferences and has been invited to deliver
keynotes, seminars, workshops, and policy briefings to
numerous industry organisations, firms, NGOs, and Irish and
foreign government bodies.
Dr. Philip O’Reilly
Dr. Philip O’Reilly is a Senior Lecturer (Business Information
Systems) at University College Cork, Ireland. Dr. O’Reilly has
in excess of 80 peer reviewed publications. His work has been
published in leading journals in the information systems field
including the European Journal of Information Systems (EJIS),
Journal of Strategic Information Systems (JSIS) and Information
Technology and People (IT&P). Furthermore, his work has been
presented at the leading information systems conferences in
the world. Dr. O’Reilly is a multiple award winning researcher,
having received best paper awards from numerous top ranked
journals and conferences including EJIS, ECIS and SIGIR. Dr.
O’Reilly has been a leading member of research teams which
have been successful in securing in excess of €1m in research
funding in recent years. His research focus is on the business
performance of information systems. He is currently the
Principal Investigator on the B-MIDEA project. B-MIDEA’s goal
is to create a Business Intelligence Application, incorporating
prediction and simulation capabilities, to enable financial
services organisations to analyse product innovations and
predict the optimal Business Models for same, prior to market
launch.
Professor Mark Hutchinson
Mark Hutchinson is Professor of Corporate Finance in the
Department of Accounting Finance and Information Systems at
University College Cork. From 2000 to 2002 Prof Hutchinson
traded Futures, Options and Cash Equities at HSBC Investment
Bank in London. At HSBC he was responsible for institutional
market making and proprietary trading. In December 2002 he
joined University College Cork where he teaches finance and
investments. In 2007 he founded the Centre for Investment
Research with researchers at CASS Business School, DCU,
University College Cork and the University of Miami. This
centre focuses on researching investments and trading
strategies. He regularly presents his research throughout
Europe and the US and has published articles on finance,
trading and hedge funds in leading international academic and
practitioner journals. Professor Hutchinson currently sits on
the curriculum development committee of the CAIA Association
in the US. He has also taught at DCU Business School and
Universite de Rennes, in France and holds BSc, MSc and PhD
degrees in Finance.
5
8. Entry Requirements
Participants are required to provide evidence of relevant
work-based learning at a management level and/or should
hold a relevant academic qualification at primary degree
level.
Validation
Successful participants will be awarded the IMI Diploma in
Digital Business. This qualification will be accredited and
validated by University College Cork - National University
of Ireland, Cork and will be academically equivalent to
a Postgraduate Certificate (Level 9) Minor Award on the
National Framework of Qualifications.
On successful completion of IMI Diploma in Digital
Business Part 2 and Part 3, participants will be awarded
the MBS in Digital Business. This is accredited by
University College Cork at (Level 9) on the National
Framework of Qualifications.
Alternatively, after Part 1, participants can choose to exist
the MBS in Digital Business pathway and follow MSc. in
Business Practice pathway or MBS in Business Practice
pathway as outlined on next page.
Pricing and Payment Options
For 2015 the IMI is offering promotional rates and
innovative payment options that make our programmes
more accessible than ever.
IMI prices are inclusive of core textbooks, meals and
parking at the IMI Campus. These prices are only
guaranteed for the 2015 intake of the IMI Diploma in
Digital Business or MBS in Digital Business.
We offer all our programme participants a 10% discount
on double rooms at the IMI Residence on campus at the
National Management Centre.
Organisations that purchase several IMI Diploma
places in any calendar year may be eligible for MoB
Corporate Partnership. By becoming an MoB Corporate
Partner your organisation can avail of considerable
additional volume discounts and other benefits. For more
information on IMI pricing, financing options and MoB
Corporate Partnership, contact the team at 1800 22 33
88 or email programmeadvisors@imi.ie.
Tax Relief on Tuition Fees
If you are paying for your tuition fees yourself it is now
possible to apply to the Revenue Commissioners for tax
relief for this IMI Diploma. The amount of relief available
varies from person to person and may be as high as
€1,400. Tax relief is allowable per programme, per
participant, per academic year. Relief will not be available
for any part of tuition fees which are met directly, or
indirectly, by grants, scholarships, employer payments
etc. Please see www.revenue.ie for further information
on how to apply for this relief. All decisions on individual
tax relief requests are subject to the discretion of the
Revenue Commissioners.
A candidate’s suitability for the programme will be determined by
experience, however, prior workplace learning will be recognised
where applicants do not meet the academic requirement.
managerial level is the requirement where the degree is not
or organisational background, involving information technology or
experience in data management.
Each proposed candidate will be considered on a case by case basis
rson or
test. The English language requirement for this programme is an
Validation:
Successful participants will be awarded the IMI Diploma in Data
payment options that make our programmes more accessible than
ever.
We offer all our programme participants a 10% discount on
double rooms
calendar year may be eligible for MoB Corporate Partnership
Corporate Partnership, contact the team at
1800 22 33 88 or email
If you are paying for your tuition fees yourself it is now possible
be available for any part of tuition fees which are met directly, or
indirectly, by grants, scholarships, employer payments etc. Please
see www.revenue.ie for further information on how to apply for this
Monthly Payments
payments spread over the duration of
the programme. There is no interest
charged for choosing this payment
option. Terms and conditions apply.
IMI Staged Payments
Non-Member SME Pricing Corporate Member
IMI Diploma in Digital
Business
IMI Diploma in Digital
Business leading to an
IMI Diploma in Digital
Business leading to an
MSc in Business Practice
€27,670 €25,470 €23,170
IMI Diploma in Digital
Business leading to an
MBS in Business Practice
€29,970 €26,970 €23,970
IMI Diploma in Data Business
Pay for 60% of your course in advance
of its commencement and pay the 40%
balance by 12th January 2016.
MBS in Digital Business €27,670 €25,470 €23,170
6
IMI Diploma in Digital Business
6
9. The IMI Master of Business Framework
The Master of Business is based around a framework of thirteen IMI Diploma Programmes and BRP.
By completing any two IMI Diplomas and a Business Research
Project or three IMI Diplomas and a Reflective Integrated
Assignment within a five year timeframe, you will earn 95
credits and will be conferred the title ‘MSc or MBS in Business
Practice’. The IMI Master of Business Framework is validated
and awarded by University College Cork - National University
of Ireland, Cork.
Participants who have completed IMI Diploma in Digital
Business Part 1 have three options in their journey to achieving
a Masters.
Option 1: Complete Part 2 and Part 3 of Digital Business and
gain the specialised qualification of MBS in Digital Business.
Option 2: Complete a second IMI Diploma (choice excludes
Digital Business Part 2 and Part 3) and an additional Business
Research Project to gain an MSc in Business Practice
qualification.
Option 3: Complete a second and third IMI Diploma (choice
excludes Digital Business Part 2 and Part 3) and RIA* and gain
an MBS in Business Practice qualification.
It must be noted that Digital Business Part 1 can be taken as
the second or third diploma in the journey towards an MSc in
Business Practice or MBS in Business Practice.
Timeframe
A key feature of the IMI Master of Business (MoB) Framework
is its flexible timeframe, which allows you to tailor your
participation around work/life demands. Whereas each of the
three steps takes approximately six months to complete, you
have a five year window within which to complete all three
steps and attain the Masters. Therefore, depending on your
preference, you can complete the taught element of the IMI
MoB Framework in as little as 18 months. You must complete
all elements of the IMI MoB Framework within five years.
The MoB philosophy
Unlike traditional MBAs and Business Masters, the IMI Masters
of Business Framework is driven by an intensely practical,
action learning philosophy. Throughout the programme,
classroom learning is applied to real-life business challenges
via exercises, group work, case studies and projects that centre
on both your day-to-day work and the challenges currently
facing your organisation. Both you and your organisation will
derive genuine real-world benefit from your participation.
Who is eligible?
Participants are required to provide evidence of relevant
work based learning at a management level and / or
should hold a relevant academic qualification at primary
degree level.
& RIA*
5 credits
IMI Diploma in Data Business
Timeframe
n around
imately
to
on your preference, you can complete the taught element of the IMI MoB
The MoB philosophy
learning philosophy. Throughout the programme, classroom learning
is applied to real-life business challenges via exercises, group work,
participation.
Who is eligible?
Participants are required to provide evidence of relevant work based
learning at a management level and / or should hold a relevant
Contact to clarify your status.
ect or
versity of
options
Option 1:
Option 2:
gain an
Option 3:
tice
second or
The Master of Business is based around a framework of
Data
Business
Part 2
60 credits
Business
Research
Project
35 credits
IMI Diploma 3
30 credits
Data
Business
Part 1
30 credits
IMI Diploma 1
30 credits
IMI Diploma 1
30 credits
IMI Diploma 2
30 credits
IMI Diploma 2
30 credits
IMI Diploma Programmes
MSc Pathway
MSc in Data
Business Pathway
MBS Pathway
MSc. in
Data
Business
MSc. in
Business
Practice
MBS in
Business
Practice
Executive Coaching
Management
Marketing and Digital Strategy Data Business
Cloud Strategy
& RIA*
5 credits
Timeframe
n around
imately
to
on your preference, you can complete the taught element of the IMI MoB
The MoB philosophy
learning philosophy. Throughout the programme, classroom learning
is applied to real-life business challenges via exercises, group work,
participation.
Who is eligible?
Participants are required to provide evidence of relevant work based
learning at a management level and / or should hold a relevant
Contact to clarify your status.
ect or
versity of
options
Option 1:
Option 2:
gain an
Option 3:
tice
second or
The Master of Business is based around a framework of
Digital
Business
Part 2
30 credits
Business
Research
Project
35 credits
IMI Diploma 3
30 credits
Digital
Business
Part 1
30 credits
IMI Diploma 1
30 credits
IMI Diploma 1
30 credits
IMI Diploma 2
30 credits
IMI Diploma 2
30 credits
IMI Diploma Programmes
MSc Pathway
MBS in Digital
Business Pathway
MBS Pathway
MBS in
Digital
Business
MSc in
Business
Practice
MBS in
Business
Practice
Executive Coaching
Management
Marketing and Digital Strategy Data Business
Cloud Strategy
Digital
Business
Part 3
30 credits
IMI Diploma in Digital Business 7
10.
11.
12. expertise you can put into practice
Tel:
Introducing
—Organisational
Development Forum
—Well-Being & Performance
—The Future of Work
— Engagement - From
Aspiration to Action
— Talent Management –
Roadmap to Maturity
Dr. Philip O’Reilly: Philip.OReilly@ucc.ie Tel: 021 4903833
