Management and Status of technology - Technology in Commerce, Interdisciplinary

hello and welcome to the business
technology management specialization
offered by the Indian School of Business
I am incredibly excited to tell you
about what the specialization entails
and what you can expect to learn over
the next six months
my name is Deepa money I'm an associate
professor in the Information Systems
Group at the Indian School of Business
I'm also the executive director of the
Shree neeraja Centre for technology and
the networked economy a research center
here at ISV that is focused on ICT
centric research education and outreach
I thought I'd lead off this video with a
series of quotes that together paint for
you a portrait of modern business and in
turn the need for this specialization
indeed life was much easier when Apple
and Blackberry were just fruits however
the reality of today's businesses is
that technology and technology enabled
business models from Silicon Valley
style startups are invading existing
industries with impunity for example let
me ask you who is the world's largest
bookseller Amazon a technology company
who are the largest direct marketing
platforms today Google and Facebook
again technology companies what are the
companies that dominate the music
landscape do Sony and BMG come to mind
or are you thinking Apple Spotify Ghana
is Ayami Baidu
and you're right if you're thinking the
latter the recording companies exist
largely only to provide software
companies with content technology
companies like whatsapp and Skype have
shaved off nearly 386 billion dollars of
revenue from global telecom companies
like China Telecom Vodafone Airtel etc
the financial services industry today
stands visibly transformed by technology
companies such as PayPal Square and
still more disruption seems to be an
order from companies that are leveraging
emerging technologies like blockchain
and Bitcoin to
the very face of traditional financial
services as we know it it's no wonder
that Marc Andreessen equipped a few
years ago that software is eating the
world if product and business model
innovations in industries are
increasingly technology led then all
these firms including incumbents in
these industries need to place IT at the
center of their strategy and operations
as General Electric CEO Jeffrey Immelt
noted in his letter to shareholders in
2013 every industrial company will
become a software company so he said and
that vision of firms requires a shift in
thinking about IT and it requires a
transformation of the IT function what
do I mean by that
when in the past IT was a support
function in firms the IT organization
was peripheral to business strategy the
IT organization focused on automation of
transaction intensive processes and IT
was therefore a cost center however in
the competitive environment that I just
described IT moves center stage it is
central to business strategy product
differentiation and market performance
of firms this cost Center now drives
innovation in firms and is therefore
transformed to being a key competitive
asset yet firms are unprepared for this
transformation various industry reports
of the like quoted here tell you that IT
managers and leaders strongly believe
that they have a critical role to play
in the transformation of their companies
however they also believe equally
strongly that their and their IT
organizations are unprepared for this
transformation a sentiment that is
reflected in this Gartner survey the
transformation that I just described
reflects not just a shift in thinking
about the IT function but also the
requirement for a new breed of IT
managers managers who can examine
technology through a business lens and
that is the context for this business
technology management special
the specialization will empower you with
four key skills first through the course
on digital transformation you will
acquire an understanding of the nature
of technology let competition producers
of digital goods such as Google or
Facebook had distinctive business models
such as platform mediated business
networks and distinctive rules of
competition and strategy setting the
nimbleness alacrity and responsiveness
to change of producers of digital goods
render them formidable competitors the
second key skill that this course will
teach you is to think strategically
about technology that is when you
examine technology you will discern
products services and business models
enabled by that technology and how
fundamental business functions are
transformed through technology our
course on business analytics and digital
media will illustrate the value and
transformation induced by technology
namely business analytics in the context
of the marketing function through this
course you will develop an appreciation
for the value of data of analysis and of
the tools and platforms that dominate
the market digital transformation is not
easy and may require fundamental changes
in structures processes and culture in
your firm our courses on leadership and
emotional intelligence as well as IT
project management will empower you with
the third important skill of leading
through uncertainty and change the
course on leadership and emotional
intelligence will show you how you can
work effectively in teams build
cooperative relationships with your key
stakeholders exercise effective
influence handle difficult conversations
and create energy and enthusiasm to
foster meaningful change the course on
IT project management covers various
aspects pertaining to project initiation
project planning and scheduling project
monitoring and control and project
termination finally as strategic
partners and business transformation
tomorrow's technology leaders must know
how to assess the value of technology in
as well as the financial health of the
context in which these investments are
made the course on accounting and
finance for IT managers will empower you
with that very language and skill in
brief through the BTM specialization you
will acquire knowledge of the IT domain
management leadership and team building
skills and functional and analysis
skills all of these skills are very
important critical even in your role as
a technology manager or leader at this
point I thought I would also tell you a
little bit about the instructors for
this specialization we are all
affiliated with the Indian School of
Business as I mentioned at the start of
this presentation I'm an associate
professor with the Information Systems
Group at ISB I'm also the executive
director for the srini Raju Centre for
technology and the networked economy a
research centre here that's focused on
technology centric research education
and impact my research focuses on the
organization and business value of IT
investments it will be my attempt to
bring that research into the class with
you professor so the ability we'll be
teaching you the course on digital
marketing and analytics
so these research focuses on combining
data with econometrics and statistical
methods to explain phenomena of
marketing interest such as evolution in
the equity of brands over time valuation
of brands using secondary sales data and
the sales impact of Geographic and
abstract distances between products and
markets
he teaches marketing research and
marketing management in the MBA program
and in the business analytics program at
ISP professor Ramnarayan Subramanya who
will be teaching the course on IT
leadership is clinical professor of
organizational behavior at ISP professor
ramna Ren has edited books of cases in
organizational behavior
he teaches organizational behavior and
change management in both the MBA as
well as the executive education programs
at Eisley professor mr rao who teaches
the course on IT project management is
professor emeritus of operations
management at ISB he was Dean at the ISB
from 2004 to 2009 and a tenured
professor of operations research at the
Stern School of Business
University before that Professor Rao has
received numerous awards including the
prestigious fulkerson prize in 2000
awarded by the mathematical programming
Society and the American Mathematical
society and the Lifetime Achievement
Award in 2009 from the association of
Indian management scholars international
mr as he is popularly known teaches
project management and optimization in
the MBA program here at Iowa Professor
Ram Thirumalai who will be teaching the
course on Finance for IT managers is
clinical assistant professor of Finance
at ISB he teaches a range of courses in
the finance area including derivatives
and security markets in our MBA
certificate and executive education
programs one of the reasons you might be
interested in this specialization is of
course jobs so I thought I tell you at
this point about the career prospects
for this specialization managers with
strong business technology management
skills are in high demand but short
supply that's what this chart tells you
a 2015 survey of 436 business leaders by
Harvard Business Review analytic
services reports that only 19 percent of
the survey respondents found themselves
ready to provide digital leadership that
was necessary to compete in today's
digital environment a fact that's borne
in this study by Deloitte and is V of
rnd captive centers or global in-house
centers or rnd subsidiaries of
multinational companies in India the
centers that saw themselves as quality
and innovation centers found themselves
woefully short of technology leaders who
they also believed contributed maximally
to their effectiveness and growth in
brief all of the skills that you acquire
in this specialization are in high
demand in the current business
environment and we argue will be
indispensable to businesses of tomorrow
we are obviously very excited about this
specialization and hope you are too the
first course up is on digital
transformations I'll begin with an
introduction to the key learning
objectives of that course subsequently
over the next five modules of the course
we will learn about
how the potentially disruptive effects
of technology enables new products new
business models how firms can respond to
these effects and how they can use
technology to transform their businesses
to create competitive value I look
forward to seeing you in the rest of the
course