DIGITAL LEADERSHIP case study

BDI223 DIGITAL LEADERSHIP Task brief & rubrics

Task

Assignment 2- Mid-term exam

• This is an individual assignment

• You are requested to prepare a document where you answer a set of short questions and two extended open questions, these two based on a case

study, as detailed below. Please include in the document each of the questions and the answer below the question.

• A) Short questions:

o 1) What is digital transformation?

o 2) Operational reasons why companies fail at Digital.

o 3) Digital gives customers a voice. Which are the main implications for a business?

o 4) What is the Internet of Everything and which opportunities may it involve for businesses?

• B) Case study:

ABCZ is a mid-size family-owned company in the beauty & skincare sector. They have their own brands, and they produce and sell their beauty and

skincare products to traditional retailers. They have a traditional functional organization, with very developed Marketing and Production teams. The

organization is structured as follows: the CEO, the Sales & Marketing Director, the Production Director, the HR Director and the Finance and Support

Services Director. The Finance and Support Services Director supervises the Finance & Accounting Manager, the Information & Technology Manager and

the Legal Manager, each of them having a team.

The CEO is noticing a clear decline in the performance of the business, as well as some internal problems:

- Their sales have decreased substantially due to the lower traffic in-store.

- Some retailers have reduced their orders arguing that younger generations do not seem to be interested into their products.

- The sales department complains that sometimes they pass orders to ship products and invoice them, but when the order needs to be delivered, there

are not enough units of the requested products available.

- The production director complains that the sales department does not verify the availability of products before making new orders. Apart from that,

the implementation of the new ERP is a failure: it is not adapted to their needs, and it requires too much time and effort to implement it. The team is

exhausted.

- The finance and shared services director argues that the production team is not collaborating enough with the implementation consultants for the new

ERP, and that the main problem is that they are reluctant to change the way they work.

Extended questions:

o 1) Discuss the main company areas to build up a digital business leadership, outlining the existing problems and your recommendations to solve

them.

o 2) Explain to the CEO why the digital business leadership is important for this company, and the potential gains it involves for the business and

the whole organization.

• Expected table of contents:

o A) Short questions:

▪ 1) What is digital transformation?

▪ Answer

▪ 2) Operational reasons…

▪ Answer

▪ ….

o B) Case Study questions:

▪ 1) Discuss the main company areas….

▪ Answer

▪ 2) Explain to the CEO…

▪ Answer

o Bibliography

• The format of this assignment is a report, that should be uploaded in pdf.

Formalities:

• Wordcount: minimum 1.000 words

• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

• Font: Arial 12,5 pts.

• Text alignment: Justified.

• The in-text References and the Bibliography must be in Harvard’s citation style.

Submission: Week 6 – Via Moodle (Turnitin). Day and hour limit: Sunday 06/03/2022 23:59 CEST

Weight: This task is a 35% of your total grade for this subject.

It assesses the following learning outcomes:

• Outcome 1: understand the importance of transformative digital business leadership.

• Outcome 2: identify the main company access to build up digital business leadership.

• Outcome 3: apply digital strategies to detect new digital trends and opportunities.

Rubrics

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69

Knowledge & Understanding

(30%)

Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.

Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.

Student understands the task and provides minimum theory and/or some use of vocabulary.

Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.

Application (25%) Student applies fully relevant knowledge from the topics delivered in class.

Student applies mostly relevant knowledge from the topics delivered in class.

Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident.

Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident.

Evaluation (25%) Student critically discusses and assesses in excellent ways, drawing outstanding and well-justified conclusions.

Student critically discusses and assesses in good ways, drawing relevant and justified conclusions.

The student makes some attempt to critically discuss the statement and/or provide conclusions.

The student makes little or no appreciable attempt to critically discuss the statement and/or provide conclusion.

Communication (20%)

Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck

Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck

Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.

Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.