FRONT LINES ON ADOPTION OF DIGITAL AND AI-BASED SERVICES – MAR 529

COURSE RESPONSIBLE: PROFESSOR TOR W. ANDREASSEN

TO BE OFFERED WEEK 45, 2023
5-10 of November

TOPICS

The course aims to provide exposure to current topics in digital businesses and the tools required to pursue research in the domains of digitalization at large, and consumer-firm interactions. At the organizational level, the impact of digitalization is largely fostered by the adoption of Intelligent Automation (IA) and Artificial Intelligence (AI) by customers and employees. Hence, the current course builds on theoretical, conceptual, and methodological advances from the following research streams: digital strategy, innovation and ecosystems, digital marketing, and consumer behavior.

The course format integrates seminar-based readings, lectures, hands-on exercises, and presentations. Students are expected to learn not only the diverse applications of digitalization in various consumer spaces including advertising but also gain exposure to the various types of data sources available to propose new research ideas.

During the course, the students will gain an overview of the front lines of IA & AI adoption and the impact of digitalization on businesses and public policy. Students will be exposed to an in-depth understanding of digitalization when creating and capturing value. The sessions will cover lectures from diverse research areas such as behavioral economics, marketing finance, consumer online search, adoption of new products and services, etc.

One of the biggest areas where IA & AI has affected businesses is in the consumer-firm service delivery and communication space. The adoption of image recognition, language technology, and predictive modeling are three areas where IA & AI have made a difference. Consequently, the next part of the course focuses on the macro as well as the micro aspects of adopting IA & AI-based services in businesses. Students will read and understand ethics, personalization, privacy, and other related topics.

The course also provides the required impetus for the students to become aware of various data sources available for analysis. The students will get an overview of methods and tools for analyzing text and audio data.

The course concludes with students presenting their research proposal ideas which will be the first part of the term paper for the course.

LEARNING OUTCOME

Knowledge

• Argue for theories and constructs about the implications of AI for Businesses
• Apply these theories and constructs to Marketing & Consumer Behavior
• Argue for key theories and constructs specific to Marketing & Consumer Behavior
• Account for key patterns in empirical findings regarding this relationship
• Understand the key methodologies employed in the context of AI & Marketing

Skills

• Understand and discuss the degree to which different theories and constructs are complements or substitutes
• Relate new empirical findings to underlying theoretical concepts
• Formulate relevant and interesting research questions at the intersection of Marketing & AI

General competence

• Absorb, communicate, discuss, and evaluate research at the intersection of AI & Marketing/Consumer Behavior at the research frontier
• Contribute to AI discussions in marketing strategies of the firm

TEACHING

Teaching will be physical. Some sessions will be through Teams/Zoom.

Teaching from 09:00 to 17:00. (Teaching time for Sunday will be announced later)

BOLD = featured professor. A more detailed schedule will be presented during the introduction. Students are expected to prepare the course literature before the class.

RESTRICTED ACCESS

Maximum 20 students (pedagogical reasons).

Ph.D. candidates from NHH and other Norwegian institutions, as well as Ph.D. candidates from institutions, which are part of Engage.eu network, and NHH’s Innovation Index Research Partnership, can attend the course. DIG partners can also participate.

Priority: Ph.D. candidates from NHH.

Second priority: Ph.D. candidates from Engage-network, and other Norwegian institutions.

Third priority: Ph.D. candidates associated with institutions, which are part of NHH’s Innovation Index Research Partnership.

Fourth priority: DIG partners.

Practicalities

RECOMMENDED PREREQUISITES

Master-level marketing knowledge.

REQUIRED PREREQUISITES

This course is ideal for Ph.D. candidates who are one to two years into the program

REQUIREMENTS FOR COURSE APPROVAL

• Students must present at least one article in class.
• Students are expected to participate actively in class discussions.

ASSESSMENT

• An individual term paper on a predefined topic at the heart of the course is written in English. Electronic hand-in of term paper in Wiseflow by December 20 at 14:00.

GRADING SCALE

• Graded from A to Fail.

COMPUTER TOOLS

Bring your own computer.

LITERATURE

• Compendium of articles and book chapters.
• The course schedule with a complete list of readings, will be available in due time prior to the seminar.

RESEARCH FACULTY ASSOCIATED WITH THE PH.D. COURSE

• Professor Tor W Andreassen, NHH (marketing & innovation strategies & course responsible)
• Professor Roland T. Rust, Smith School of Business, University of Maryland
• Dr. Jim Spohrer, Previous IBM Director, Cognitive OpenTech (2017 – 2021), Member Board of Directors, International Society of Service Innovation Professionals (ISSIP)
• Professor Helge Thorbjørnsen, NHH (CB & adoption)
• Associate Professor Aruna Divya Tatavarthy (CB & adoption)
• Associate Professor Darius Frank, Aarhus University, business school (Adopting AI in service)

Apply here

https://www.nhh.no/en/courses/front-lines-on-adoption-of-digital-and-ai-based-services/?displayNextTerm=True