Digital Business

ESS Course thumbnail for Digital Business

Given the increasing importance of digital technologies on the way we access and participate in a wide-ranging socio-economic activity like business, communication, democracy, education, news and general information, a series of issues have emerged within the digital economy that is worth exploring. The main objective of this course is to introduce participants to these issues, provoke thoughts on how they affect business and the wider society as well as engineer innovative ways to dealing the complexities arising from the digital economy.

Acquired skills

  • Articulate and define key concepts of digital business
  • Make an informed contribution to debates on the opportunities and challenges presented by digital technologies to people, business practice and the wider society
  • Comment on the complexity of data protection and privacy

General information

Course term: 310.08. - 21.08.

Free seats: 0

Price: 800 €

Category: Bussiness & Marketing

Status: Closed

Deadline: 24.07.2020


Method of delivery:

Through multiple country cases, participants will get experiential learning and understanding of, for example, how the EU’s General Data Protection Regulation (GDPR) impact on people, places and practice. The objective here is to co-create knowledge with participants and help them understand the wider impact of digital technologies as evident in various countries around the world. This method of teaching would strengthen both the independent (through extended reading and homework) and dependent (through collaborative discussion and group debates) learning capacity of participants.

Homework and group presentations:

Following a brief introduction, participants will also be encouraged to present findings of homework and group presentations using infographics: the act of replicating research and presentations with pictures and text in line with emerging industry practice.


  • Day 1Introduction to digital business key concepts
  • Day 2Customer decision making in Online and Offline environments
  • Day 3The growth of the On-Demand Economy (e.g. UBER, LimeBike, Airbnb)
  • Day 4Business models and strategy: Traditional vs contemporary models
  • Day 5The concept of Net Neutrality: Argument for and against
  • Day 6Digital segmentation and marketing metrics
  • Day 7Social media channels as an emerging business tool
  • Day 8The impact of over-the-top players (OTT) like Facebook and Google on telecoms and the wider digital economy
  • Day 9Online privacy and the EU’s General Data Protection Regulation (GDPR): Implications for business and society
  • Day 10Regulating social media companies: challenges and implications for practice

Course is running: Monday - Friday, 9:00 - 14:00


Lecturer Dr. Emmanuel Arakpogun avatar

Dr. Emmanuel Arakpogun


Northumbria University, UK


I am currently a Lecturer at Newcastle Business School, Northumbria University, UK. My research interest is on the interplay between market liberation, market failure and universal access and service policies as a model for closing the digital divide (of mobile telecoms) in emerging markets such as those in Africa.

In addition to my academic experience, I have over 5 years of professional experience that cuts through the banking sector and Fin-Tech industry across two banks in Nigeria and Worldpay UK.

I put my multidisciplinary knowledge and experience to use as a Consultant in TMT, Digital Economy, ICT4SDG, Telecoms Policy or a Fin-Tech Strategist for a traditional financial institution or telecoms MNEs.

Course outline


  • Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (2016). Digital and Social Media Marketing: A Results-Driven Approach. Routledge, London and New York.
  • Laudon, K. C., & Traver, C. G. (2017). E-commerce: Business, Technology, Society (13th Edition). Pearson, New Jersey, USA.
  • In addition, the main source for us will be a wide variety of articles and reliable online references


You will receive an official Certificate of Attendance upon completion of your course. Please inform the organizing staff if you require any extra supplements, such as Transcript of Records. The student is eligible to receive up to 5 ECTS credits, however please follow the instructions here and consult the acknowledgment process with your university in advance.


  • attendance in class 15%
  • team assignment 40%
  • individual assignment 35%
  • exam 10% (optional, if required by home University)

Course time total 125 hours

  1. Total time of in-class work = 50hours
  2. Preliminary assignment = 10hours
  3. Preparation = 65hours


Course fee includes the course itself, application fee, study materials, Prague public transportation ticket for 2 weeks, afternoon/evening social activities and events, welcome drink and goodbye graduation party. Other expenses, such as meals, accommodation, insurance, personal expenses, extra activities (such as trips outside of town over the weekend and entrance fees), and required equipment (i.e. pencils, paper for illustrations) are not included in the price.

Please note, after the 30th of April 2020 there will be a late enrollment fee charged in the amount of 50EUR on top of the course fee.

COVID-19 Tests upon arrival to Prague you might be asked to take a COVID test to avoid quarantine or you will have to take the test before your departure to Prague at the airport. In that case, we have decided to contribute to the testing and reimburse you in the amount of 100,- EUR. More info here .

COVID-19 Cancellation fee - in case a particular course will be cancelled without an alternative course or the Summer school program will not be happening even in an ONLINE version due to Coronavirus in your country or in the Czech Republic, we will be refunding all amount so cancellation fee is 0,- EUR.

Terms and Conditions - Cancellation fees

Costs of living in Prague


For accommodation options, please visit the dedicated page

*Program/Course Outline is subject to change.


  • Intermediate level of English (at least B1/B2)
  • Laptop or tablet is useful for the assignments