Degree in Management of Business and Technology La Salle Campus Barcelona

Degree in Management of Business and Technology

Internationality, technology, innovation, creativity, entrepreneurship, values, and both people and team management are the keys to define this degree. Includes international stages.


The Internet has changed the way companies carry out their businesses and new opportunities arise for those companies that are able to adapt their business model or to create new business streams. The primary objective of this course is to introduce concepts, tools and approaches to electronic business and electronic commerce to undergraduate students. For doing so students will be asked to create a full strategic plan for a given e-Business. The syllabus for the course covers the following main topics: 1. Creating a situation analysis. 2. Creating a competitor's analysis. 3. Benchmarking our business. 4. Fixing objectives. 5. Creating an online customer strategy. 6. Creating an online cost-price strategy. 7. Creating an online commercialization strategy. 8. Creating an online communication strategy. 9. Creating an online branding strategy. 10. Tactics to achieve our goals. 11. Content creations strategies. 12. Basic techniques to attract traffic to a website. 13. Creating a Website Performance Development Plan. 14. Reporting: creating a digital dashboard for our business.
Type Subject
Tercer - Obligatoria

Titular Professors

Previous Knowledge

Amongst the course objectives, we highlight the following:
- To acquire a general knowledge of how an e-Business works.
- Developing e-Business Strategy.
- Creating an online business and running an online business.
- To learn how to use the SOSTAC methodology (Situation, Objectives, Strategy, Tactics, Action & Control)
- To understand the four growing strategies for a business, from the customer perspective.
- To develop the necessary skills to understand the KPI that measure the performance of an online business.


By the end of this course, students should be able to have achieved the objectives set up for this course and have developed the competencies listed below. In summary, they will have gained an in-depth understanding of website performance and general use of digital data that impacts in a digital business.
At the end of the course students should have acquired the following competencies:
- Advanced knowledge about e-Business analysis.
- Content creation capabilities.
- Basic ability to design "professional" reports based on data.
- Everyday terminology used within e-Business professionals.
- Self-learning.
- Critical Thinking.
- Development of Information management skills.
- Problem-solving skills.
- Teamwork.
- Intrapersonal knowledge and development.
- Interpersonal skills.
- Cross-cultural skills.
- Creativity.


The course consists of three hours per week. Classes will be a mixture between theoretical concepts and teamwork time to develop the backbone project. Students and professor(s) will perform collaborative exercises to further experiment with presented concepts, and work in groups on project development. The aim of the course is to develop the student's understanding of an e-Business. They will learn the importance of strategy and data for businesses and how they can be a key part to leveraging their online presence. During the course they will learn step-by-step how to develop a proper Strategic Plan that will then be the core element of their final group project presentation.


1) Class Attendance (10% of final grade): Students are permitted 3 absences without penalty (or need for medical or other justification). The 4th absence results in the loss of 0.5 points, and with the 5th absence the student receives a 0 for attendance. Note: After 5 absences this is a serious situation, and you are in danger of failing the course.
2) Backbone Project Continuous Assessment (40% of final grade): It is mandatory deliver all the sprints.
a. If you don't deliver 1 - no impact on the final continuous assessment grade.
b. From the 2nd NO Delivery - you will have -0.25 points from the continuous assessment for each non delivery Sprint.
There are 3 Graded Sprints. The professor will inform you when a Sprint will be graded or not.
3) Backbone Project Final Delivery (50% of final grade):
a. 15% Written Exercise
b. 20% Presentation
c. 5% extra-mile effort / originality / BMC accuracy
d. 10% your Team Contribution (Individual)
RETAKE POLICY. If a student is retaking the project, the hand-in date is in the last week of July. The maximum final grade for the subject is 5.

Evaluation Criteria
Basic Bibliography

No textbook is required. All the relevant information will be provided during the sessions and through the online platforms available. Students should bring their laptops to all sessions.
Recommended Readings:
- ECONOMIST (2013). Alibaba: The World's Greatest Bazaar [online]. Last accessed 26 March 2013 at: ht tp:// chinese-internet-giant-will-soon-go-public-worlds-greatest-bazaar
- Webs Analytics 2.0: The art of online accountability & science of customer centricity (paperback) by Avinash Kaushik (2009)
- Digital Business and e-commerce Management. Strategy, Implementation and Practice by Dave Chaffey.
- Storytelling with Data. A data visualization guide for business professionals. By Cole Nussbaumer Knaflic.

Additional Material

Recommended Blogs:
- Avinash Kaushik blog. Digital Marketing Evangelist for Google.
- : Content Marketing Institut