Business 2.0 “ The Web has and will continue to change everything. A world of transparent content, mostly user-generated, broadband, rich media, and available on multiple devices, continues to evolve. Marketing at its best is the influencing of opinion through compelling content; doing so through the Web will get harder before it gets easier, but the change is gaining momentum. The Web has consumed almost all the traditional media: television, print, radio, and direct mail and will make marketing a set of dialogues. Companies will have to learn to contribute to these dialogues and share with their customers and potential customers.” LARRY WEBER, Buenos Aires, Summer 2007 (The author of Social Web)

“ The Web has and will continue to change everything. A world

of transparent content, mostly user-generated, broadband, rich

media, and available on multiple devices, continues to evolve.

Marketing at its best is the influencing of opinion through

compelling content; doing so through the Web will get harder

before it gets easier, but the change is gaining momentum. The

Web has consumed almost all the traditional media: television,

print, radio, and direct mail and will make marketing a set of

dialogues. Companies will have to learn to contribute to these

dialogues and share with their customers and potential

customers.”

Business 2.0 : Digital Age Business course explores digital business environment and implications in the context of business issues that concern business professionals. Indeed, this course examines the impact of a variety of emerging technologies on the various business functions, from both a strategic and tactical perspective. Course Information

Business 2.0 : Digital Age

Business course explores digital

business environment and

implications in the context of business

issues that concern business professionals.

Indeed, this course examines the impact of

a variety of emerging technologies on the

various business functions, from both a

strategic and tactical perspective.

Business 2.0 : Digital Age Business Course consists, pre-digital revolution period, digital revolution , web 2.0 and impacts, social revolution, economic revolution, enterprise 2.0 and applications and business trends. In this course students have to experience relevant Web 2.0 and Enterprise 2.0 Tools. Course Information

Business 2.0 : Digital Age Business

Course consists, pre-digital revolution period,

digital revolution , web 2.0 and

impacts, social revolution, economic

revolution, enterprise 2.0 and applications and

business trends. In this course students

have to experience relevant Web 2.0 and

Enterprise 2.0 Tools.

This course consists of fourt een lectures over the first semester of this academic year. There is one lecture per week. Lecture notes will be available in downloadable format from a dedicated website for this course. Students are encouraged to download the lecture notes in advance of the lecture. Course Organization

This course consists of fourt een

lectures over the first semester of

this academic year. There is one lecture

per week. Lecture notes will be available

in downloadable format from a

dedicated website for this course.

Students are encouraged to download

the lecture notes in advance of the

lecture.

Course Supplementary Tools Course Channel for course video archieve: Youtube Course Slides for lecture slides: Slideshare Course Blog for participation: Blogger Course Wiki for project: Wetpaint Course documents: Scribd Course Photos and Ad Collections: Flickr Course Links as an appendix: Del.icio.us Course Questionnaires: Surveymonkey Course Group: Facebook Course Business Group: Linkedin

Course Channel for course video archieve: Youtube

Course Slides for lecture slides: Slideshare

Course Blog for participation: Blogger

Course Wiki for project: Wetpaint

Course documents: Scribd

Course Photos and Ad Collections: Flickr

Course Links as an appendix: Del.icio.us

Course Questionnaires: Surveymonkey

Course Group: Facebook

Course Business Group: Linkedin

Course Text Although lecture slight shows can be downloaded for this course, the adoption of the following texts is necessary. Zerey, Yüce “Pazarlama Trendleri”, Marketing Blog, www.pazarlamatrendleri.com Zerey, Yüce “Marketing Trends”, Marketing Blog, www.marketingtrends.com Business 2.0 Course Blog, www.isletme2-0.com Textbook and other resources will be announced later

Although lecture slight shows can be downloaded for this course, the adoption of the following texts is necessary.

Zerey, Yüce “Pazarlama Trendleri”, Marketing Blog, www.pazarlamatrendleri.com

Zerey, Yüce “Marketing Trends”, Marketing Blog, www.marketingtrends.com

Business 2.0 Course Blog,

www.isletme2-0.com

Textbook and other resources will be announced later

Syllabus 2.0

WEEK 1: Once Upon a Time… Historical Evolution of Business Environment Digital Revolution Business 1.0 Marketing 1.0 Media 1.0 Consumer 1.0 Production 1.0 R & D 1.0

Historical Evolution of Business Environment

Digital Revolution

Business 1.0

Marketing 1.0

Media 1.0

Consumer 1.0

Production 1.0

R & D 1.0

WEEK 2: Digital Revolution 2.0 > Technological Revolution Web 2.0 Web 2.0 Tag Cloud Blogs Social Networks Aggregators & Syndication Wikis Open Source Applications Mash-Up Podcast Vidcast Widgets RSS Tagging Social Bookmarking

Web 2.0

Web 2.0 Tag Cloud

Blogs

Social Networks

Aggregators & Syndication

Wikis

Open Source Applications

Mash-Up

Podcast

Vidcast

Widgets

RSS

Tagging

Social Bookmarking

WEEK 3 : Digital Revolution 2.0 Social Revolution Network Society Net Generation

Network Society

Net Generation

WEEK 4: Digital Revolution 2.0 > Economic Revolution Enterprise 2.0 Enterprise 2.0 Applications

Enterprise 2.0

Enterprise 2.0 Applications

WEEK 5: Enterprise 2.0 in Practice: Strategy and Planning Knowledge Management 2.0 Planning 2.0 Project Management 2.0

Knowledge Management 2.0

Planning 2.0

Project Management 2.0

WEEK 6: Enterprise 2.0 in Practice: Operations Management Production 2.0 HR 2.0 Sales 2.0 CRM 2.0

Production 2.0

HR 2.0

Sales 2.0

CRM 2.0

WEEK 7: Enterprise 2.0 in Practice: Research and Development R & D 2.0 Process Management 2.0 Enterprise 1.0 to Enterprise 2.0 Roadmap

R & D 2.0

Process Management 2.0

Enterprise 1.0 to Enterprise 2.0 Roadmap

WEEK 8: Marketing 2.0 Marketing 2.0 Marketing 2.0 Components Marketing 2.0 Strategy Development Impact of Marketing 2.0 channels on the marketing mix and branding

Marketing 2.0

Marketing 2.0 Components

Marketing 2.0 Strategy Development

Impact of Marketing 2.0 channels on the marketing mix and branding

WEEK 9: WOMM 2.0 and Viral Marketing WOMM 2.0 Viral Marketing Viral Marketing Strategies Viral Marketing Cases

WOMM 2.0

Viral Marketing

Viral Marketing Strategies

Viral Marketing Cases

WEEK 10: Media 2.0 and Advertising 2.0 Media2.0 Social Med ia Social Media Components Social Media Cases Advertising 2.0 Ad Models 2.0 Agency 2.0

Media2.0

Social Med ia

Social Media Components

Social Media Cases

Advertising 2.0

Ad Models 2.0

Agency 2.0

WEEK 11: Community 2.0 Making the Transition to the Social Web Seven Steps To Build Your Own Customer Community Step One: Observe and Create a Customer Map Step Two: Recruit Community Members Step Three: Evaluate Online Conduit Step Four: Engage Communities in Step Five: Measure the Community’s Involvement Step Six: Promote Your Community to the World Step Seven: Improve the Community’s Benefits Gaining customer knowledge and insight via digital channels

Making the Transition to the Social Web

Seven Steps To Build Your Own Customer Community

Step One: Observe and Create a Customer Map

Step Two: Recruit Community Members

Step Three: Evaluate Online Conduit

Step Four: Engage Communities in

Step Five: Measure the Community’s Involvement

Step Six: Promote Your Community to the World

Step Seven: Improve the Community’s Benefits

Gaining customer knowledge and insight via digital channels

WEEK 12: Business Trends Media Trends Marketing Trends Consumer Trends

Media Trends

Marketing Trends

Consumer Trends

WEEK 13: Project Presentation Students will present their project

Students will present their project

WEEK 14: Business 2.0 Conference

Lecturer Information

Yüce Zerey E-mail : yucezerey@gmail.com [email_address] yuce.zerey@ulker.com.tr Web Site : www.pazarlamatrendleri.com www.marketingtrends.biz Interest and Proficiency Tag Cloud Digital Marketing Marketing 2.0 Marketing Trends Design Photography Project Management Process Management Consumer Behaviour Web 2.0 and 3.0 Enterprise 2.0 Digital Agency Viral Marketing Strategy Education Tag Cloud Bsc Economics, Undergraduate, Istanbul Bilgi Universitesi Bsc Economics, Undergraduate, London Schools of Economics MA in Economics, Marmara Universitesi MBA, İstanbul Bilgi Universitesi Business Tag Cloud Strategic Marketing @ Ulker Part –Time Lecturer @ Istanbul Bilgi Universitesi Columnist @ Digital Age