Digital Frontiers Syllabus Final CopyDocument Transcript
Business Strategies for a New World
Adam D’Augelli Nikolai De Leo
Hough Graduate School of Business Fisher School of Accounting
Class Office Hours
Monday 1:55 – 2:45 Monday 2:45 – 5 PM
Monday and 1:55 – 3:35
Classroom Little 119 Office Stuzin 255
Course Website: www.digitalfrontiersuf.com
To start with a story ….. (Borrowed from David Gillespie’s Digital Strangelove)
Since the beginning of time, people have been inherently social. They love to interact,
they love to discuss and they love to tell stories.
(What did you think cave drawings were?)
However, over time the medium of communication has evolved. Think about it ‐ once upon a
time even paper was impressive.
What has changed? The answer: Time
Let’s talk Music:
• The gramophone was invented in 1880.
• AM Radio was invented in 1895.
• FM Radio in 1933.
Today, all of these tools are basically obsolete.
Let’s talk Photos:
• The camera was invented in 1840.
• Today, our phones have high quality digital cameras built into them.
But the Internet has only been around really for 15 years …
Think about any technology – are the same today 15 years after they were invented? Or even
40 years after they were invented?
Don’t confuse growth for maturity. (The same can be said about every one of us!)
At the end of the day, we are still figuring all of this out.
That’s where this class comes in ….
Class Overview and Philosophy
With the evolution of the Internet, the business world is rapidly changing. However, since
the rules are changing everyday ‐ there is very little attention paid to this in current
textbooks or classrooms. This course will focus on how technology is changing how
businesses interact with and influence consumers.
Each week will follow a similar format:
Monday: Guest Lecture
Wednesday: Discussion about a case study occurring today
Through active discussion and interaction with entrepreneurs developing tomorrow’s tools
‐ this course will prepare students for business in this new world.
Due to the nature of the course, students will be held to a higher professional standard.
Business Casual is required for every guest speaker. They have taken the time to come
speak to you and we expect you to show up looking presentable. Grades will be based on
involvement in class discussions, professionalism, and tangible results from course
This class will be fun. You will learn more here than you will in any other business course.
However, you will have to work hard.
1. Blog Posts: Each Friday (due by 11:59 p.m.) students will be responsible for a blog
post on the course website.
2. Case Study: In groups, students will be responsible for leading a discussion
presentation on a case example of a business today using the technologies discussed
3. Final Project: In groups, students will be challenged to create and implement a Web
2.0 marketing plan for a local Gainesville business. Emphasis will be on creatively
applying a variety of tools to accomplish the business’s goals – be it increased
mindshare, awareness or sales!
For further details on all three assignments read the separate assignment sheets.
We also may assign short essays or quizzes on readings.
We may not give lengthy comments on papers; however, we will give enough to tell you
what to improve. If you ever need more clarification, just ask.
• What Would Google Do, Jeff Jarvis
• Monk and the Riddle, Randy Komisar
• Wikinomics – How Mass Collaboration Changes Everything, Don Tapscott
• Never Eat Alone, Keith Ferrazzi
Books are available at Goering’s Book Store, 1717 NW 1st Avenue (Behind Gator City and
Tijuana Flats), 377‐3703, though you are welcome to shop around.
Please be aware that there will be a lot of reading in this course. To encourage thorough
and timely reading, we reserve the right to give graded pop quizzes and essays.
In addition, we will assign short online readings. In this class, we hope to make you familiar
and comfortable with Internet resources and able to use them more skillfully than the
The course calendar can be found on the course website. It will be constantly updated for
speakers and new developments so do not expect a static calendar.
• Please choose one email account (preferably Gatorlink) and use it throughout the
• Send work to us as a Microsoft Word or PDF attachment (unless we say otherwise)
by the deadline we agree on in class.
• Please include your name in the name of the Word file (e.g. adaugelliessay1.doc), so
we can find it easily.
• You must put a helpful subject line and an appropriate, brief cover message in the
body of every email. (Please include your name in the subject line)
Class participation will be a major portion of your grade. This class is different from any
other class at the University of Florida because it requires interactive learning. Reading
about the speakers before they attend and researching their industry would be a good idea.
We want to see students asking questions, answering questions, offering suggestions, and
interacting with other students.
You must complete in‐class work in class on the day we do it and may not make it up. (If
you need to be absent, please let us know in advance or as soon as you can, so we can keep
This course will make all accommodations necessary to welcome and support students
with disabilities, including those mandated by the Americans With Disabilities Act (ADA)
and University policy. Please discuss with me any personal circumstances we should be
aware of. Please consider this syllabus a promise of full compliance with the University’s
Reflection Papers: 20% of course grade
Case Presentation: 20% of course grade
Final Project 40% of course grade
Participation 20% of course grade
For every day late that an assignment is turned in, it will result in the loss of a letter grade
on the assignment.
In some cases, we will allow students to revise and resubmit work that is not passing
quality, as long as you do so quickly. There will be a deadline. “Quickly” does not mean
“after the semester is over.”
We reserve the right not to offer or accept a rewrite on any assignment. In some cases, the
best lesson is failure.
Final Notes, Warnings, Pet Peeves, and Jokes
• Cell phones: please turn them off before class.
• If an outsider speaker is in class, please treat them with the utmost respect. These are
professionals who have taken their time to help you learn and grow. This means come
to class prepared, wearing business casual and ready to ask questions.
• In class, come to learn. That means: No laptops, text‐messaging, reading the paper or
doing a crossword. You may give the person seated in front of you a shoulder massage,
as long as you are discreet and he or she (or you) do not make any noises.
• Do not skip class because you are 20 minutes or an hour late. Come anyway. But if your
hair is freshly gelled and styled, I’ll be pissed that you didn’t just put on a cap and come
• Don’t be 20 minutes or an hour late. If you are, have a credible story. Nothing is sadder
than a bad liar. Good liars, on the other hand, get my respect. A bagel hot dog from
Einstein’s or a burrito will usually gain forgiveness. I’m often hungry during class.
• Sleeping or appearing to sleep through more than 50% of class counts as an absence.
And I may draw a mustache on you.
• Don’t take this class if you’re not going to read the books fully and well.
• Though we do our best to keep our political, social, or other views to ourselves unless
they are directly relevant to the class, sometimes they do appear. You get no advantage
from agreeing with us and no disadvantage from having a different viewpoint, party
affiliation, or whatever. Our goal is to help you express and back up your assertions, not
to impose our views on you. I do not lower grades for people who disagree with me. I
only do so if they disagree with me on basic writing principles that have stood the test of
time. Moreover, I ask your cooperation in making sure our classroom is a welcoming
place for all viewpoints.