About this course: This introductory course is developed for high level business people (and those on their way) who want a broad understanding of new Information Technologies and understand their potential for business functions (e.g. marketing, supply change management, finance). This is not a course for people looking for guidance on how to become a deep technical expert or implement these technologies. From Blockchain over Artificial Intelligence to Virtual Reality technologies: This course will empower business leaders to embrace the concepts and bring the state of the art information technologies into their organizations to improve client and customer engagement and ultimately the bottom line of their businesses. Instead of digital disruption, the new technologies and management methods will become the foundation of a Digital Transformation journey for better customer relationship management and client satisfaction. The content is structured in a way that promotes discussions on challenges that business management and marketing functions face due to the rise of new technologies such blockchain, cryptocurrencies, internet of things (IoT), virtual, mixed and augmented reality (VR/AR), artificial intelligence (AI) and big data. This course will use case studies to explore frameworks, tools, and strategies that are already proven in the real world and prepare ourselves and our organizations to have the tools needed to succeed in a fast and changing world. This course is not a deep technical curriculum, but based on thousands of hours helping (often C-level) executives to grasp the technologies' potential in their own areas of expertise. This course is available in English.
Who is this class for: This course is designed for people in business functions, who want to understand beyond the buzz words of what key new technologies mean for their professional environment and how to leverage them for success today and tomorrow, especially in the area of business leadership, client and customer engagement. This course is NOT designed for information technology specialist. The format might help these experts in their communication with their business colleagues, but while some of the additional references are more technical, the main content is not intended for deeper technical learning.
Created by: 新泽西州立罗格斯大学
Taught by: Mark Mueller-Eberstein, Dipl. Kfm., Instructor of Professional Practice - Faculty
Rutgers Business School
| Level | Intermediate |
| Commitment | 5 weeks of study, 5 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
INTRODUCTION TO DIGITAL TRANSFORMATION
This module will introduce business professionals to the concept and underlying trends of Digital Transformation as they relate to business strategy and especially to customer engagement. Compared to the earlier industrial revolutions, the so called fourth revolution, Digital Transformation, opens opportunities, creates challenges and requires new and creative cross functional collaboration at a much accelerated trajectory. Business leaders need to have an understanding of Digital Transformation and assess the current state of their companies regarding the use, misuse, or lack of the new technologies. The module provides the comprehensive understanding of the technology driven revolution and frameworks to discuss and implement digital transformation projects that can include VR/AR, Big Data, Artificial Intelligence, the Internet of Things and Blockchain technologies.
13 videos, 3 readings
- Discussion Prompt: Meet and greet!
- Video: What do we need to learn about Digital Transformation?
- Video: Interview by Eric Veal on "Digital Transformation" for AppsJack podcast
- Video: The Revolution
- Video: Hype and adoption - Part I
- Video: Hype and adoption - Part II
- Video: Digital Master
- Video: Embrace the present and build the future
- Video: Leading for innovation
- Video: Knowing and loving your customer
- Video: The human factor
- Video: How to get business and IT right?
- Video: What did we learn about Digital Transformation?
- Discussion Prompt: Join the conversation: How is your organization measuring with respect to Digital Transformation?
- Reading: What is digital transformation?
- Reading: GERMAN: 2017 Study on Digital Transformation in Germany
- Reading: Keeping Score: Why digital transformation matters?
Graded: Test your knowledge about Digital Transformation
WEEK 2
AUGMENTED, VIRTUAL AND MIXED REALITY
This module discusses Virtual Reality (VR), Augmented Reality (AR) and everything in-between. We will start by identifying changes in the media market and the impact they had on consumers based on the interaction provided. We then will explore technologies and buzzwords, and finally, we will look at examples of how these technologies are used in the real world today and discover clues for leveraging them in our own environments.
11 videos, 8 readings
- Video: Forget TV and YouTube: Why customer immersion is the next generation of media to master for marketers
- Video: What is the difference between AR and VR? And why do I care?
- Video: What do you need to experience and enjoy VR or AR content?
- Video: Content rules all around! In 360 degrees, content rules even more
- Video: Show me the money. Billions in the AR and VR markets
- Video: What does NASA, Ikea, BMW, and others do with AR and VR?
- Video: How to go shopping in a virtual world? The retail industry experience
- Video: My own virtual experience
- Video: Succeeding in Marketing and Advertising with VR and AR
- Video: What did we learn about virtual, mixed and augmented reality?
- Discussion Prompt: Join the conversation: Potential uses of virtual, augmented, and mixed reality
- Reading: VR, AR, MR and What Does Immersion Actually Mean?
- Reading: Video: Tech Trends 2017: Mixed reality: AR, VR, and IoT collide
- Reading: How VR And AR Can Enhance The Retail Experience
- Reading: A preview of the first wave of AR apps coming to iPhones
- Reading: How to Create a Content Marketing Strategy for Virtual Reality
- Reading: The Next-Generation of Virtual Reality for Brands and Marketing
- Reading: Augmented Reality: Marketing's Trillion-Dollar Opportunity
- Reading: Video: A glimpe of the future through an augmented reality headset with Meron Gribetz (TEDTalk)
Graded: Test your knowledge about virtual, mixed and augmented reality
WEEK 3
INTERNET OF THINGS
This module introduces fundamental concepts, terms and technologies behind Internet of Things and how they are being used to improve business processes and specifically marketing and customer retention. We will demonstrate different applications and products that are leading the market and how marketers can think about this technology as an opportunity to attract and retain customers. The customer journey model will be introduced and used for the IoT scenario as a general tool for leading a digital transformation.
9 videos, 10 readings
- Video: What is Internet of Things?
- Video: Market trends and key companies and technologies
- Video: The monetary and competitive opportunity of “The Internet of Things”
- Video: How real companies embrace IoT
- Video: A world of possibilities: IoT Communities for you
- Video: The customer journey with IoT
- Video: Blueprint Journey IoT
- Video: What did we learn about IoT?
- Discussion Prompt: Join the conversation: Impact of Internet of Things
- Reading: 2017 Internet Of Things (IoT) Intelligence Update
- Reading: Video: Create the Internet of Your Things - Microsoft's Vision for IoT
- Reading: How The Internet of Things Will Impact Customer Service
- Reading: Unlocking The Value Of The Industrial Internet Of Things (IIoT) And Big Data In Manufacturing
- Reading: How The Internet Of Things Is Changing Online Marketing
- Reading: Video: From Field to Fork - a Single ERP Solution for the Entire Food Supply Chain
- Reading: Case study: manufacturing
- Reading: The Tesla IoT Car
- Reading: Why IoT and Why Now?
- Reading: Refillable cups, popcorn buckets, and coke freestyle at universal orlando – complete insider’s guide
Graded: Test your knowledge about IoT
WEEK 4
ARTIFICIAL INTELLIGENCE AND BIG DATA
This module provides an overview of the key terms and technologies about “Big Data” and “Artificial Intelligence (AI)” and how these technologies allow new ways of customer engagement and management. It promotes a discussion about ethical and moral implications around Artificial Intelligence. Examples from different industries about the use of big data and AI are provided.
11 videos, 4 readings
- Video: The key terms about big data and artificial intelligence
- Video: The not so secret sources of all that data you should know
- Video: The Who is Who of Big Data and AI
- Video: Will Artificial Intelligence replace your and my job?
- Video: Ways to leverage big data in your marketing strategy
- Video: Intelligent Customer Engagement requires AI
- Video: Learning from Companies using AI
- Video: Getting Future Ready with AI
- Video: Scenarios for your organization
- Video: What did we learn about Big Data and AI?
- Discussion Prompt: Join the conversation: How much data is really needed?
- Reading: Between coffee sips: The Starbucks Case
- Reading: More terms you may want to know
- Reading: Contradictory views of technology and science leaders
- Reading: What Data-Driven Creative Means For The Future Of Advertising
Graded: Test your knowledge about Big Data and Artificial Intelligence
WEEK 5
Blockchain technology applications and crypto currencies
This module introduces the fundamentals of Blockchain technology, as a key accelerator of the evolving customer engagement including and far beyond the crypto currencies. The module presents practical scenarios by industry and how Blockchain can change current business models to benefit the customer and client relationship and also discuss how Blockchain technology combined with IoT and AI creates synergies for organizations. Finally, we will provide a list of communities created around Blockchain.
16 videos, 2 readings
- Video: Changing every game
- Video: Building the foundations from Computer Science
- Video: The key concepts of Blockchain technology
- Video: Show me the money
- Video: What is a smart contract?
- Video: Funding on steroids
- Video: Blockchain is everywhere: From Healthcare to Media
- Video: Chain your customers with blockchain technologies
- Video: How is trust in advertisement possible?
- Video: Blockchain and black markets
- Video: Communities on the move
- Video: Blockchain based future is as unlikely as a future without the Internet
- Video: Guest Lecture by Jeremy Epstein - Marketing with Blockchain Technology
- Video: What did we learned about Blockchain?
- Discussion Prompt: Join the conversation: How is Blockchain transforming your industry?
- Reading: Blockchain: a short-lived illusion or a real game changer?
- Reading: OPTIONAL: The CMO Primer For The Blockchain World (by Jeremy Epstein)
- Video: End of the course: Keep learning!
Graded: Test your knowledge about Blockchain
Graded: Your Marketing Strategy using New Technologies
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Ratings and Reviews
This is an interesting course that keeps me updated in emerging technologies. Mark's delivery of the course is exceptional!
Pleasingly ingenious and simple. Thank you.
Great overview of new technologies, industry trends combined with a good list of real world examples - perfect course to get an overview and introduction, would be great to have additional modules or courses to dive deeper into this whole area.
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JK
A good introduction and engaging lecturer. Could perhaps do with a few more concrete examples not just tailored to the marketing but also to manufacturing could make this a 5-star course.