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This module provides you a deep exploration of how businesses and other organisations obtain value from data. First, it critically examines the nature of data as a business asset and how, therefore, data drives various digital business models, business-function integration, corporate and business strategy, and innovation. It then examines how businesses can better harness the value of (especially big) data through business analytics, machine learning, artificial intelligence, and digital oriented sustainability. Critically, the module also discusses the challenges of managing and using data, including security, implementation, cultural, and ethical issues.

The module aims to engage and enthuse you about the necessity and value of effective use of data in modern businesses. The module equips you with the knowledge and skills that will help you to:
• conceptualise a digital business model.
• understand how to use data as a source of business innovation, including sustainability-oriented innovation.
• appreciate the critical role of data in corporate and business strategy and integration of business functions.
• recognise analytics as a core function of business.
• classify and differentiate the diverse ways businesses can create value through machine learning and AI.
• develop solutions to resolve the security, ethical, cultural and implementation challenges of data use in business.

LO1: Examine and analyse the concepts underpinning the exploitation of data as a core asset by businesses and other organisations.
LO2: Evaluate how data drives diverse digital business models, business-function integration, corporate and business strategy, and innovation.
LO3: Critically assess how businesses and other organisations can gain competitive advantage through harnessing the value of (especially big) data through business analytics, machine learning, artificial intelligence, and digital oriented sustainability.
LO4: Critically discuss the firm-level challenges of managing and using data, including security, implementation, cultural, and ethical issues.