Module Specification

Digital Entrepreneurship

London school of INNOVATION

Module Specification

Digital Entrepreneurship: Mastering the Art of Online Ventures


Navigating the complexities of online ventures requires more than just a great idea; it necessitates strategic insight and practical skills.

You will examine various online business models, including multi-sided platforms, SaaS, subscription-based models, and more. You will critically analyse the benefits and risks of each model, using strategic frameworks like the Business Model Canvas and Lean Canvas to develop and refine innovative business ideas. This module will also cover product management strategies, agile practices, data-driven decision-making, advanced marketing techniques, operational tools, financial principles, legal and regulatory complexities, and the integration of emerging technologies.

By engaging with this comprehensive curriculum, you will gain the knowledge and skills to innovate, launch, and scale successful online businesses. You will be equipped to make strategic decisions, leverage data analytics, and navigate legal and financial challenges. This module empowers you to become a leader in the online business world, ready to seize opportunities and drive innovation.


Code Number of Credits ECTS Credits Framework HECoS code
DE71 30 15 FHEQ - L7

Learning outcomes

Code Attributes developed Outcomes
LO1 Knowledge and Understanding Demonstrate a comprehensive understanding of digital business models, business case development, and financial analysis principles to assess business viability.
LO2 Knowledge and Understanding Explain strategic frameworks like Business Model Canvas and Lean Canvas for developing digital business ideas.
LO3 Intellectual Skills Critically assess product-market fit using data-driven decision-making techniques such as A/B testing and cohort analysis.
LO4 Intellectual Skills Formulate innovative digital product management strategies from inception to market dominance using advanced methodologies.
LO5 Technical/Practical Skills Utilise digital marketing tools such as SEO, social media platforms, and web analytics to optimise customer acquisition strategies.
LO6 Technical/Practical Skills Design and construct compelling business cases incorporating stakeholder interests and advanced forecasting techniques.
LO7 Professional/Transferable Skills Effectively pitch business cases to diverse stakeholders and investors, applying advanced communication skills.

Assessment Patterns

Weighting Format Outcomes assessed
50% Individual Essay Coursework
This individual coursework requires students to produce an essay based on a specific topic in the module. Its purpose is to evaluate the student's ability to independently interpret a technical question and research, analyse, and articulate their understanding and opinions. It assesses the learning outcomes, in particular, through interpretation, research, critical thinking and writing skills, and also through the ability to form and express coherent arguments.

Students are set an essay title based on a discrete technical area in the module and have to research and write an answer that evaluates the question from competing perspectives, drawing upon appropriate sources. Students must be aware of the learning outcomes of the module in writing their essay as their marks will be based on the extent to which they demonstrate they have met the outcomes. Please see the marking calculation below for further information.

Students will have a workshop in the module on essay writing, in particular, how to analyse, research and structure their essay, and what markers are looking for. The module leader will also provide further support whilst students work on their essay. Students will be shown examples of successful and unsuccessful essays. They will have the opportunity to present their thoughts in class and receive peer and tutor feedback too.

Throughout the programme, students will regularly receive formative assessment tasks and feedback opportunities to gain actionable feedback (from self, peers and staff) on their own work to indicate how to improve future work and learn how to give constructive feedback to other people.
 K LO1
K LO2
I LO3
I LO4
T LO6
T LO5
P LO7
50% Invigilated Exam
This is a time-limited and closed-book exam with a mix of multiple-choice and analytical written questions that students undertake during the summative assessment period as scheduled under the School’s remote invigilation conditions to ensure quality and academic integrity.

The exam enables the students to demonstrate their successful attainment of the module learning outcomes, primarily related to knowledge and understanding, and secondarily related to Professional/Transferable Skills.

The analytical written questions will consist of problem questions representing issues and dilemmas students are likely to encounter in professional life and students have to synthesise and apply what they have learnt on the module in order to produce sound and reasoned judgements with respect to the problem.

To enable the students to practice and prepare, various formative assessment activies, including quizzes and a AI-augmented assignments and mock exams are built into the module. Additionally, throughout the course, students will regularly receive feedback on their knowledge and assignments from AI as well as peers and staff to indicate how to improve future work and how to give constructive feedback to others.		 K LO1
K LO2
I LO3
I LO4
P LO7

Student workload

Activity Total hours
Introductory lecture 1.50
Concept learning (knowledge graph) 36.00
AI formative assessment 18.00
Case Study Review 18.00
Workshop/Lab Sessions 13.50
Individual or group assignments 27.00
Independent reading, exploration and practice 146.00
Summative assessment 40.00
300.00

Prerequisites and Co-requisites

  • Prerequisite: Advanced Digital Acumen

Content Structure

Week Chapter Name Chapter Description
Week 1 Digital Business Models Explore various digital business models to understand their benefits and risks. Learn why selecting the right model is crucial for innovation and market fit. Utilise frameworks like the Business Model Canvas and Lean Canvas. Understand why these tools are essential for refining business ideas and strategies.
Week 2 Product Market Fit Identify key market opportunities by developing skills in customer segmentation and competitor analysis. Understand advanced techniques like SWOT, PESTLE, and Porter's Five Forces to interpret market dynamics. These are foundational for creating data-driven business cases.
Week 3 Entrepreneurial Finance Strategies Explore different funding mechanisms including bootstrapping, venture capital, and funding rounds. Understand and identify diverse funding sources like R&D tax credits to support entrepreneurial ventures effectively.
Week 4 Value Proposition, Pitching and Presentation Craft value propositions that align with stakeholder interests through thorough analysis. Create clear, tailored business cases for your audience. Master pitching techniques, storytelling, concise communication, and visual presentations to captivate investors and stakeholders.
Week 5 Digital Marketing Strategies Engage with advanced marketing tactics and analytics. Understand why optimising digital marketing efforts is essential for brand growth and customer engagement.
Week 6 Product Management Learn product management techniques from inception to market dominance. Understand why strategic planning and agile practices are vital for successful product lifecycle management.
Week 7 Operational Excellence Introduce operational tools and platforms. Learn why mastering digital business operations is crucial for managing projects, customer relationships, and payments effectively.
Week 8 Financial Acumen Develop financial modelling and investment readiness skills including profit and loss, cash flow management, budgeting, ROI, and business valuations. Learn to anticipate uncertainties and disruptive changes by employing scenario planning techniques. Develop forecasting skills to create robust business cases adaptable to various market conditions for long-term viability.
Week 9 Growth Hacking Study techniques like network effects and predictive analytics. Understand why innovative growth strategies are key to scaling digital businesses rapidly.

Module References

There are no module reference contents to display.

Methods of teaching/learning


Introductory lecture (1.50 hours)

This is the first weekly session, dedicated to providing a comprehensive introduction to the module. The module leader will present an overview of the subject, elucidating its importance within various digital engineering professions and its interrelation with other modules. Students will need no preparation ahead of attending this session.

The module leader will provide a structured breakdown of the content to be covered in the subsequent 9 sessions. Students will also receive an outline of the essential reference materials, alongside suggestions for supplementary reading. The format and criteria for the summative assessment will be delineated, followed by a dedicated period for questions and answers.

A recording of the session will be available to facilitate async engagement for any other student who missed the class, also offering an opportunity to review the content again.


Concept learning (knowledge graph) (36.00 hours)

Our institution's approach to teaching is primarily based on flipped learning. Ahead of each weekly session (Workshop/Lab), students will be required to study the essential concepts that are used in the coming session so they are familiar with the theories and ideas related to that session. The study material will be in the form of written content, illustrations, pre-recorded lectures and tutorials, and other forms of content provided through the AGS.

This content is self-navigated by the students, accommodating different learning styles and schedules, allowing students to watch or listen to them at their own pace and review them as needed.


AI formative assessment (18.00 hours)

Once each concept of the theory is studied, students will be prompted to engage in formative assessment with instant AI feedback. They include multiple-choice questions, socratic questions and answers, written questions, role-play and other AI-assisted practice scenarios.

The purpose of this automated formative assessment is to provide students with immediate feedback on their understanding of module material and highlight any areas that need support or further study. They are also used to track student progress, boost motivation and promote accountability.


Case Study Review (18.00 hours)

In this learning activity, students explore recent real-world case studies relevant to their course topic. The case studies will have been selected and curated by the module leader to represent up-to-date examples. They guide students through key details, contextual factors, and outcomes. This approach enhances students' understanding of current industry trends, challenges, and solutions, preparing them for real-world scenarios they may encounter in their future careers.

The learning experienced will be augmented by AI (virtual private tutor) allowing the students to critically engage with the content and discuss the case studies.


Workshop/Lab Sessions (13.50 hours)

The 9 weekly sessions following the introduction (weeks 2 to 10) will be dedicated to teaching the contents of the module during interactive workshops. These sessions will complement the theory with practice, experience or analysis. Their purpose is to advance the student's cognition from 'knowledge' to 'understand' and 'apply'.

Depending on the nature of the content, challenges and learning activities will be pre-designed to apply flipped learning, and may include hands-on project work, group discussions or debates, roleplay, simulation, case study or other presentation, and other learning activities and opportunities. These workshops present an opportunity to apply critical thinking and problem-solving skills. They also encourage collaboration and foster a sense of community among students. There will be an opportunity also for Q&A in every session.


Individual or group assignments (27.00 hours)

Each Workshop/Lab session will be followed by an assignment. Assignments are used to reinforce learning and encourage independent thinking and problem-solving. They help the students identify the gaps in their understanding of the subject and provide them with an opportunity to apply what they have learned in a practical setting.

Assignments can be individual or group-based (teams of 2 to 4). They can take many forms, including essays, presentations, or projects. When they are group-based, teams will be randomly picked by AGS, in order to promote broader teamwork practice. Assignment files will be uploaded to AGS by the students ahead of the next weekly session. Feedback will be provided on each submitted assignment.


Independent reading, exploration and practice (146.00 hours)

This activity challenges students to engage with the reference material and independently explore and analyse academic literature related to the course topic. Students are expected to select relevant sources, practice critical reading skills, and where applicable technical skills, and synthesise information from multiple references. This is an opportunity to enhance research abilities, critical thinking, and self-directed learning skills while broadening and deepening subject knowledge.

Programmes this module appears on

Programme Term Type
1 Digital Innovation and Entrepreneurship (MSc) 1 Core
2 Digital Project Management (MSc) 2 Optional
3 AI for Business Transformation (MSc) 2 Optional
Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change.
Module Spec: Digital Entrepreneurship: Mastering the Art of Online Ventures (DE71)