The new economy has been gaining space in the global economic landscape as a result of progressive technological advances in various areas of activity, much at the cost of reducing the size of technology that can be transported daily. In this curricular unit, relevance is given to the profound digital transformation that societies have come to know, at the level of all economic agents, fostering new opportunities and ways of doing business both in a B2B and B2C or C2C and C2B perspective.
Objectives and expected learning outcomes
The objectives of the course unit are as follows: 1. To present a perspective of evolution of the digital economy, with the introduction of fundamental concepts resulting from the digital revolution, especially from the beginning of the massification in the use of the Internet; 2. Explain the process of digital transformation and dematerialization of the economy, based on the technological evolution, that passes through the change of the economic agents from the real sphere to the virtual sphere, being reflected in the way in which the markets are structured and the forces that in it participate are related to each other; 3. Describe how a new way of approaching markets can be developed by companies, with presence in more than one channel, dynamic definition of the profile of clients and their respective sensitivities to different stimuli, interaction in social networks and relationship with other companies and with the employees themselves; 4. Understand how digital disruption can be used to increase efficiency, making companies more competitive, enabling the creation of start-ups with greater gain in scale and global representation; 5. Describe how digital technology, large databases, or the Internet of Things (IoT) can help develop international business, based on digital platforms and access to a network economy. With the contents seized, the student should be able to perceive the inevitable reinforcement of the virtual world and the consequent implications in the evolution of the various economic agents and in the way they relate to one another in an international business context.
Competences to be developed
With the curricular unit, students should acquire the ability to: 1. Identify opportunities in the reduction of business costs, with the dematerialization of structures and in the creation of value through better supply chain management; 2. To improve the characterization of potential and existing customers, with the intention of implementing a segmented and multichannel offering, based on the permanent monitoring of the relationship with customers, other companies and even employees and, in this way, increase results; 3. Know how to recognize the economic value of information and its implication for business success, especially from an international perspective, being able to create and maintain relationships of trust and loyalty in a digital environment; 4. Develop innovative strategies for an offer of digital products, which may be present in the global market, especially in the case of start-ups; 5. Look for distribution channels of products in international markets, based on digital platforms that can contribute to their credibility and gain in notoriety.
Programme
The organization of the Curricular Unit is arranged as follows: 1. Introduction to the Digital Economy 1.1 Basic concepts 1.2 The internet and the impact of ICT
2. Digital Transformation 2.1 Virtualization of economic agents 2.1.1 Citizens 2.1.2 Companies 2.1.3 State 2.2 Markets 2.2.1 Digitalization and new business models 2.2.2 Presence in the virtual market and E-Commerce 2.2.3 Computer security and privacy
3. Marketing and Digital Communication 3.1 Multi-channel solutions 3.2 Market segmentation, pricing and payment systems 3.3 Social Networks 3.4 The B2C, B2B and B2E relationships
4. Entreperneurship in the new Economy 4.1 Dematerialization and digital disruption 4.2 Startups and scale creation 4.3 Innovation Strategies and the App Economy
5. Development of International Business 5.1 Data management and analysis 5.2 International modes of entry and distribution channels 5.3 Digital Products and Platforms
6. Case Studies
Demonstration of the syllabus coherence with the curricular unit's learning objectives
The first objective "Presenting a perspective of the evolution of the digital economy" is addressed in chapter 1 of the program, where, in addition to some basic concepts, the importance of the internet and information technologies for the digital economy is highlighted.
The second objective "Explaining the process of digital transformation and dematerialization of the economy", is developed in the 2nd chapter, which addresses the progressive virtualization of economic agents and the development of increasingly dematerialized markets. The third objective "Describing how a new way of approaching markets can be developed" is set out in Chapter 3, which emphasizes the importance of customizing the offer and communication with the client. The fourth objective "Understanding how digital disruption can be used to increase efficiency" is developed in Chapter 4, which highlights the greater flexibility and innovative capacity of digital business structures, in order to maximize results. Finally, the fifth objective "Describe how digital technology, large databases, or the Internet of Things (IoT) can help develop international business", focused on the 5th chapter, highlights the process of internationalization and international negotiation in the context of digital markets.
Main literature
Botsman, Rachel;Can You Trust? How Technology Brought Us Together ¿ and Why It Could Drive Us Apart, Pinguin, 2018. ISBN: 978-024-129-618-9
Isaías, P., Sousa, I., Carvalho, L. & Alturas, B. ;E-Business e Economia Digital, Edições Sílabo, 2017. ISBN: 978-972-618-909-1
Supplementary Bibliography
Schwag, K. ;A Quarta Revolução Industrial, Levoir, 2016. ISBN: 978-989-682-709-0
Meffert, J. & Mendonça, P.;Digital Scale, Planeta Manuscrito, 2017. ISBN: 978-989-777-012-8
Learning Methods
The contents of this curricular unit will be exposed mainly in theoretical-practical classes, which combine the theoretical exposition with the discussion of practical cases supported in the visualization of multimedia contents and, occasionally, the participation of invited speakers. For this purpose, means of computer support, namely Microsoft Powerpoint software, will be used to present the programmatic contents. In the course of the classes, students will always be encouraged to take a proactive stance of critical participation on the exposed contents and present current issues for discussion.
Assessment Components
Avaliação distribuída com exame final
Assessment Components
Description
Type
Time (hours)
Conclusion Date
Attendance (estimated)
Lessons
30
Group work
Trabalho laboratorial ou de campo
9
Workshop
Participação Presencial
3
Autonomous study
Study
61
Other
Participação Presencial
4
Total:
107
Continuous Assessment
Three moments of evaluation: Two individual written tests weighing 40% each. Presentation of a business innovation project, based on the concepts of digital economy and international business development, with a weighting of 20%.
Under the terms of the General Regulation:
a) The students'
attendance in classes will be recorded and, if the number of absences
per student exceeds 30% of the total number of lessons scheduled for
each course unit, the student will be automatically transferred to the
final evaluation (regular season). b) In the written tests and other
assessment elements it is necessary
to obtain a minimum grade of 7.5 (seven point five) points. c) If the
student misses a test or receives a grade lower than 7.5 points in the
tests or in another assessment element mentioned in the previous number,
the student will be automatically transferred to the final evaluation
(regular season). d) If the student misses or obtains less than 7.5
in the second written test, held in the same date of the final exam in
the regular season, they may apply for further evaluation in the Appeal
season. e) All written academic work provided for in the assessment
(reports, case studies, etc.) must be submitted to the Turnitin
database, available on the ISAG E-Learning platform, with a similarity
rate up to 30% acceptable.
Final Exam
Written test: 100%
Demonstration of the coherence between the teaching methodologies and the learning outcomes
The learning outcomes presupposes combining the use of theoretical slides show from Microsoft Powerpoint, with the visualization of multimedia contents and discussion of practical cases, also aiming at the preparation of the group work to be presented in the classroom.