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)

Business 2.0: Digital Age

Business course explores digital

business environment and

implications in the context of businessissues that concern business professionals.Indeed, this course examines the impact ofa 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 consists, pre-digital revolution period,

digital revolution, web 2.0 and

impacts, social revolution, economicrevolution, 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

This course consists of fourteenlectures over the first semester of

this academic year. There is one lectureper week. Lecture notes will be available

in downloadable format from a

dedicated website for this course. Students are encouraged to downloadthe lecture notes in advance of thelecture.

Course Organization

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 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

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

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

WEEK 3 : Digital Revolution 2.0Social Revolution

• Network Society • Net Generation

WEEK 4: Digital Revolution 2.0 > Economic Revolution

• 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

WEEK 6: Enterprise 2.0 in Practice: Operations Management

• 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

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

WEEK 9: WOMM 2.0 and Viral Marketing

• WOMM 2.0• Viral Marketing• Viral Marketing Strategies • Viral Marketing Cases

WEEK 10: Media 2.0 and Advertising 2.0

• Media2.0• Social Media• 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

WEEK 12: Business Trends

• Media Trends• Marketing Trends• Consumer Trends

WEEK 13: Project Presentation

Students will present their project

WEEK 14: Business 2.0 Conference

Lecturer Information

Yüce ZereyE-mail : yucezerey@gmail.com

yucezerey@bilgi.edu.tr yuce.zerey@ulker.com.tr

Web Site : www.pazarlamatrendleri.com www.marketingtrends.biz

Interest and Proficiency Tag Cloud

Digital MarketingMarketing 2.0 Marketing TrendsDesignPhotographyProject Management Process ManagementConsumer Behaviour Web 2.0 and 3.0 Enterprise 2.0 Digital AgencyViral MarketingStrategy

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 UniversitesiColumnist @ Digital Age