Case Study on Artificial Intelligence



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Digital Competencies Report












Digital Competencies


In recent years, digital competence has been a significant concept in discussing what type of skills and understanding individuals should have in the knowledge society. This is viewed as a more or less political concept reflecting on beliefs and wishes about future needs. Digital competence has its roots in the economic rivalry or competition in which the recent technologies are seen as a chance and a solution. Digital competencies need a proper understanding and knowledge about the nature, roles, and opportunities of ICT in daily contexts (Cahen  & Borini, 2020).

Generally, digital competencies are understood as a general term that issued in describing the ability of someone to apply technology in a particular context (Cahen  & Borini, 2020). Digital competence entails collecting attitudes, knowledge, skills, and values that are very significant when using disruptive digital technologies and tools in an organisation. It involves the critical application of electronic media either in working, utilising leisure, or communicating. Such competencies are associated with logical and critical thinking, high-level skills of managing information, and well-developed communication skills. In this module, I have learned several digital skills that I have not had before, which are very helpful in current digitalised company processes.

Digital Competencies that I had Before Beginning the Module

Since the daily ease to access any information is increasing, before joining this module, I gave had of the digital skills that have been of great help and application to the daily running of the company. As a manager, these skills are of great use when properly applied. They include digital foundation skills, handling of information and content, and being safe and legal online.

Firstly, digital foundation skills involve having the fundamentals of being able to utilise digital technologies. The technologies include using the browser, internet connection, and ensuring that passwords are kept secure. The use of a browser help basically when trying to access some information related to the business from the internet. Such information may include new government policies that affect the industry and new entrants into the company that may pose competition.

Secondly, I have been before encountering this module about how to handle information and content before using search engines. I have also been aware that it is not every content available online can be relied upon. I have also been able to access content using several digital devices like computers. With this information in this digital skill, I can apply it in using the search engine to get any information that may be relied on by the company. For instance, by knowing how a search engine operates, I can sieve valuable content.

Thirdly, having the skill on safety online can be of great help. I have had an understanding of the best practices in data storage and sharing, ensuring updates, and ensuring that passwords are secure, as well as taking the proper precautions against viruses. As a result, these skills are helpful to ensure that company’s data is safe and cannot be accessed by unauthorised users by using passwords. Only the legitimate users have to be provided with passwords, and in case there is suspicion that passwords to the company’s database have leaked, the passwords can be changed immediately.  On the other hand, the knowledge gained is helpful to prevent the company system from malware and viruses. The skills on virus protection can help install antivirus and firewalls to detect attacks and ensure no unauthorised access is granted.

The Competencies Gained through the Module

The module has helped me in gaining additional skills in digital competencies. These skills are of great use in the running of the company and which the management can apply for the organisation’s benefit. The module has instilled some advanced digital skills in digital business. These skills include digital marketing, social media, user experience, and web analytics.

Digital Marketing

The internet has entirely changed the game of marketing and has brought a level a standard of precision and scale not known in the pre-digital era (Zhu, G., & Gao, X. (2019)). Such special digital skills are needed to navigate this new terrain, with expert users often committed to one particular discipline. These entail activities such as pay-per-click advertising, SEO (Search Engine Optimization), email marketing, and the technique to converge them together. The skill in digital marketing will be helpful as a way of making the products and any information related and needful to the customers available.

The knowledge on this area may be used to ensure that the customers have ease of access to the information as it is made available through emails and ensuring that by using search engine optimisation, they can quickly gain access to the information they want. Digital marketing will be a vital tool in growing the organisation and balancing and integrating various digital marketing strategies and how the company will be targeting its customers. Lastly, the knowledge gained on this part will be applicable in display advertisement of the firm’s offerings.

Social Media                                        

Another helpful skill gained through the module is social media digital skills. Such a skill is essential to the digital marketing mix (Cahen & Borini, 2020). Nevertheless, the skill is worth pulling out since social media plays such an essential duty in the day-to-day and professional lives. Social media skills will aid in promoting the company’s brand, including coming up with campaign objectives. Additionally, the knowledge can be applied to identify the target audience and know the appropriate channel. This can be achieved through the creation of content that is engaging. Under this, the skill has helped me o know how to use social platforms like Facebook and Instagram that may be used to reach a more significant number of consumers.

User Experience

Like the way real experiences in shopping in brick and mortar stores have been playing a significant task in driving sales, the experience of applying a website or even mobile application is a key to lead consumers to do what the owner of the website of the application needs them to do (Alexiou & Schippers, 2018). The users can utilise a website in already predetermined methods. The User Experience skill will be helpful to develop a company’s applications, websites and other digital channels that are intuitive and enjoyable when being used by the users. The platforms will be offering interactive features that are customer-oriented and that are simple to use.

The skills can be utilised to develop mobile learning apps to access relevant information like prices and either launch a new product or new feature. As well I learned how User Experience practices and tools might apply to instructional designing. This may be useful in boosting content engagement and alleviating challenges in the process of both planning and evaluation and assist in areas that are out of the instructional design scope (Alexiou & Schippers, 2018).

The Skills Needed to be Gained for Better Management of the Enterprise

Due to the dynamic environment in the industry, there is a need for more advanced and up-to-date digital competencies that will aid in the management of the enterprise. For instance, skills like web analytics, Artificial Intelligence, and Automation need to be adopted in some areas.

Web Analytics

Precision is one of the significant parts contributing to making the digital age distinct from before (Rojalin, 2020). Through this competence, it is possible to know the behaviour patterns of those already are using digital platforms. The skill in the management of the investment will help quantify the successes and failures of the company’s digital initiatives.

Artificial Intelligence (AI)

AI has an element of science friction ring to it in comparison with the previously digital skills. Artificial intelligence plays a vital role i0n the modern business environment (Anton, Behne, & Teuteberg, 2020). AI entails teaching machines how to do jobs, make a prediction, and make decisions according to detailed computation. Application of AI skills can be helpful by ensuring reduction of recall hence will save the enterprise from reputational risk. As part of AI knowledge, the use of machine vision may be used to monitor any defects in the production line.

To enhance management, the skills will also help in the inspection and quality control of products. When this skill is used entirely, there will be cost reduction in production, and hence the company may report increased profits. The processes will be made more efficient and easy to run as little effort, and human intervention may be required. In the coming future, Artificial intelligence skills integrated with human intelligence will be of help in opening new avenues in the nowadays’ paradigm.


Automation skills entail processes in creating mechanised production whereby the activities of control and monitoring that were initially being done by human beings get transferred to object and devices that operate automatically. Production automation has been the basis of development in today’s industry (Kokina et al., 2021).  The goal of Automation is to improve labour efficiency and the quality of produces. If gained, this skill will assist when creating conditions necessary for optimum use of all resources. Nevertheless, Automation will not eliminate human labour or human workers by Automation, human labour activities direction and the nature in which humans interact with machines.


The report has successfully discussed the digital competencies that I have had before the start of the module and are of great importance in managing the enterprise’s activities. These include digital foundation skills, which encompasses the basics of being able to utilise digital technologies. This involves the use of different browsers and internet connection. The browser help in the search for necessary and essential information. On the other hand, the knowledge of passwords will permit only legitimate users to access the organisation’s data. Another already gained skill discussed is how to handle information and how to use the search engine, noting that not every information should be relied upon, searching for the relevant data. Lastly, the report has captured data safety, ensuring that the firm’s system and machines are free from attacks by viruses and hackers by installing antivirus and firewalls.

In the report again, I have discussed other skills that I have gained in the module of the module, which will also be important in management activities. These include digital marketing, which will ensure that customers have reached to information as it is made available to them through digital advertisements and search engine optimisation. Another skill gained through the course is social media, which is more valuable by the organisation while identifying its target market or customer. Additionally, User Experience may be helpful when attempting to develop user interactive and enjoyable applications. The applications may be aimed at ensuring that the customers have the freedom to make some selections.

In the report, I have looked into some other skills that I may need to manage the enterprise better. Such skills include web analytics which may help quantify either successes or failures in the organisation. Artificial Intelligence may assist in monitoring defects, and Automation may be used to establish mechanised production in which the control activities initially performed by human beings get transferred to objects and devices hence a reduction in the cost of production.






Anton, E., Behne, A., & Teuteberg, F. (2020). The Humans behind Artificial Intelligence-an operationalisation of AI Competencies. In ECIS.

Alexiou, A., & Schippers, M. C. (2018). Digital game elements, user experience and learning: A conceptual framework. Education and Information Technologies23(6), 2545-2567.

Cahen, F., & Borini, F. M. (2020). International digital competence. Journal of International Management26(1), 100691.

Kokina, J., Gilleran, R., Blanchette, S., & Stoddard, D. (2021). Accountant as digital innovator: Roles and competencies in the age of Automation. Accounting Horizons35(1), 153-184.

Oberländer, M., Beinicke, A., & Bipp, T. (2020). Digital competencies: A review of the literature and applications in the workplace. Computers & Education146, 103752.

Rojalin, K. (2020). Search Engine Optimisation for an International Business to Business Company in the Beauty Industry: Measuring the Results with Web Analytics.

Zhu, G., & Gao, X. (2019). Precision retail marketing strategy based on digital marketing model. Science Journal of Business and Management7(1), 33-37.


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