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Book The Technology Fallacy

Download or read book The Technology Fallacy written by Gerald C. Kane and published by MIT Press. This book was released on 2022-08-23 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why an organization's response to digital disruption should focus on people and processes and not necessarily on technology. Digital technologies are disrupting organizations of every size and shape, leaving managers scrambling to find a technology fix that will help their organizations compete. This book offers managers and business leaders a guide for surviving digital disruptions—but it is not a book about technology. It is about the organizational changes required to harness the power of technology. The authors argue that digital disruption is primarily about people and that effective digital transformation involves changes to organizational dynamics and how work gets done. A focus only on selecting and implementing the right digital technologies is not likely to lead to success. The best way to respond to digital disruption is by changing the company culture to be more agile, risk tolerant, and experimental. The authors draw on four years of research, conducted in partnership with MIT Sloan Management Review and Deloitte, surveying more than 16,000 people and conducting interviews with managers at such companies as Walmart, Google, and Salesforce. They introduce the concept of digital maturity—the ability to take advantage of opportunities offered by the new technology—and address the specifics of digital transformation, including cultivating a digital environment, enabling intentional collaboration, and fostering an experimental mindset. Every organization needs to understand its “digital DNA” in order to stop “doing digital” and start “being digital.” Digital disruption won't end anytime soon; the average worker will probably experience numerous waves of disruption during the course of a career. The insights offered by The Technology Fallacy will hold true through them all. A book in the Management on the Cutting Edge series, published in cooperation with MIT Sloan Management Review.

Book The Smartest Person In The Room

Download or read book The Smartest Person In The Room written by James L Toland and published by . This book was released on 2019-08-23 with total page 96 pages. Available in PDF, EPUB and Kindle. Book excerpt: An easy to follow guide to overcoming The Paradox of Disruptive Technology to effectively market frontier enterprise tech. Written by one of tech's brightest venture parters, this fun to read guide explores the fundamental differences between traditional enterprise sales and emerging disruptive technology.

Book Unlocking the Customer Value Chain

Download or read book Unlocking the Customer Value Chain written by Thales S. Teixeira and published by Crown Currency. This book was released on 2019-02-19 with total page 354 pages. Available in PDF, EPUB and Kindle. Book excerpt: Based on eight years of research visiting dozens of startups, tech companies and incumbents, Harvard Business School professor Thales Teixeira shows how and why consumer industries are disrupted, and what established companies can do about it—while highlighting the specific strategies potential startups use to gain a competitive edge. There is a pattern to digital disruption in an industry, whether the disruptor is Uber, Airbnb, Dollar Shave Club, Pillpack or one of countless other startups that have stolen large portions of market share from industry leaders, often in a matter of a few years. As Teixeira makes clear, the nature of competition has fundamentally changed. Using innovative new business models, startups are stealing customers by breaking the links in how consumers discover, buy and use products and services. By decoupling the customer value chain, these startups, instead of taking on the Unilevers and Nikes, BMW’s and Sephoras of the world head on, peel away a piece of the consumer purchasing process. Birchbox offered women a new way to sample beauty products from a variety of companies from the convenience of their homes, without having to visit a store. Turo doesn't compete with GM. Instead, it offers people the benefit of driving without having to own a car themselves. Illustrated with vivid, indepth and exclusive accounts of both startups, and reigning incumbents like Best Buy and Comcast, as they struggle to respond, Unlocking the Customer Value Chain is an essential guide to demystifying how digital disruption takes place – and what companies can do to defend themselves.

Book Disrupting Class  Expanded Edition  How Disruptive Innovation Will Change the Way the World Learns

Download or read book Disrupting Class Expanded Edition How Disruptive Innovation Will Change the Way the World Learns written by Clayton M. Christensen and published by McGraw Hill Professional. This book was released on 2010-09-17 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: Clay Christensen's groundbreaking bestselling work in education now updated and expanded, including a new chapter on Christensen's seminal "Jobs to Be Done" theory applied to education. "Provocatively titled, Disrupting Class is just what America's K-12 education system needs--a well thought-through proposal for using technology to better serve students and bring our schools into the 21st Century. Unlike so many education 'reforms,' this is not small-bore stuff. For that reason alone, it's likely to be resisted by defenders of the status quo, even though it's necessary and right for our kids. We owe it to them to make sure this book isn't merely a terrific read; it must become a blueprint for educational transformation." —Joel Klein, Chancellor of the New York City Department of Education "A brilliant teacher, Christensen brings clarity to a muddled and chaotic world of education." —Jim Collins, bestselling author of Good to Great “Just as iTunes revolutionized the music industry, technology has the potential to transform education in America so that every one of the nation’s 50 million students receives a high quality education. Disrupting Class is a must-read, as it shows us how we can blaze that trail toward transformation.” —Jeb Bush, former Governor of Florida According to recent studies in neuroscience, the way we learn doesn't always match up with the way we are taught. If we hope to stay competitive-academically, economically, and technologically-we need to rethink our understanding of intelligence, reevaluate our educational system, and reinvigorate our commitment to learning. In other words, we need "disruptive innovation." Now, in his long-awaited new book, Clayton M. Christensen and coauthors Michael B. Horn and Curtis W. Johnson take one of the most important issues of our time-education-and apply Christensen's now-famous theories of "disruptive" change using a wide range of real-life examples. Whether you're a school administrator, government official, business leader, parent, teacher, or entrepreneur, you'll discover surprising new ideas, outside-the-box strategies, and straight-A success stories. You'll learn how: Customized learning will help many more students succeed in school Student-centric classrooms will increase the demand for new technology Computers must be disruptively deployed to every student Disruptive innovation can circumvent roadblocks that have prevented other attempts at school reform We can compete in the global classroom-and get ahead in the global market Filled with fascinating case studies, scientific findings, and unprecedented insights on how innovation must be managed, Disrupting Class will open your eyes to new possibilities, unlock hidden potential, and get you to think differently. Professor Christensen and his coauthors provide a bold new lesson in innovation that will help you make the grade for years to come. The future is now. Class is in session.

Book Designed for Digital

Download or read book Designed for Digital written by Jeanne W. Ross and published by MIT Press. This book was released on 2021-09-21 with total page 205 pages. Available in PDF, EPUB and Kindle. Book excerpt: One of Forbes's Top Ten Technology Books of the Year How to redesign ‘big, old’ companies for digital success—featuring a survey of 300+ business leaders and 30+ global organizations, including Amazon, Uber, LEGO, Toyota North America, Philips, and USAA. Most established companies have deployed such digital technologies as the cloud, mobile apps, the internet of things, and artificial intelligence. But few established companies are designed for digital. This book offers an essential guide for retooling organizations for digital success through 5 key building blocks: • Shared Customer Insights • Operational Backbone • Digital Platform • Accountability Framework • External Developer Platform In the digital economy, rapid pace of change in technology capabilities and customer desires means that business strategy must be fluid. As a result, business design has become a critical management responsibility. Effective business design enables a company to quickly pivot in response to new competitive threats and opportunities. Most leaders today, however, rely on organizational structure to implement strategy, unaware that structure inhibits, rather than enables, agility. In companies that are designed for digital, people, processes, data, and technology are synchronized to identify and deliver innovative customer solutions—and redefine strategy. Digital design, not strategy, is what separates winners from losers in the digital economy. Designed for Digital offers practical advice on digital transformation, with examples that include Amazon, BNY Mellon, DBS Bank, LEGO, Philips, Schneider Electric, USAA, and many other global organizations. Drawing on 5 years of research and in-depth case studies, the book is an essential guide for companies that want to disrupt rather than be disrupted in the new digital landscape.

Book Big Bang Disruption

Download or read book Big Bang Disruption written by Larry Downes and published by Penguin. This book was released on 2014-01-07 with total page 271 pages. Available in PDF, EPUB and Kindle. Book excerpt: It used to take years or even decades for disruptive innovations to dethrone dominant products and services. But now any business can be devastated virtually overnight by something better and cheaper. How can executives protect themselves and harness the power of Big Bang Disruption? Just a few years ago, drivers happily spent more than $200 for a GPS unit. But as smartphones exploded in popularity, free navigation apps exceeded the performance of stand-alone devices. Eighteen months after the debut of the navigation apps, leading GPS manufacturers had lost 85 percent of their market value. Consumer electronics and computer makers have long struggled in a world of exponential technology improvements and short product life spans. But until recently, hotels, taxi services, doctors, and energy companies had little to fear from the information revolution. Those days are gone forever. Software-based products are replacing physical goods. And every service provider must compete with cloud-based tools that offer customers a better way to interact. Today, start-ups with minimal experience and no capital can unravel your strategy before you even begin to grasp what’s happening. Never mind the “innovator’s dilemma”—this is the innovator’s disaster. And it’s happening in nearly every industry. Worse, Big Bang Disruptors may not even see you as competition. They don’t share your approach to customer service, and they’re not sizing up your product line to offer better prices. You may simply be collateral damage in their efforts to win completely different markets. The good news is that any business can master the strategy of the start-ups. Larry Downes and Paul Nunes analyze the origins, economics, and anatomy of Big Bang Disruption. They identify four key stages of the new innovation life cycle, helping you spot potential disruptors in time. And they offer twelve rules for defending your markets, launching disruptors of your own, and getting out while there’s still time. Based on extensive research by the Accenture Institute for High Performance and in-depth interviews with entrepreneurs, investors, and executives from more than thirty industries, Big Bang Disruption will arm you with strategies and insights to thrive in this brave new world.

Book Race After Technology

Download or read book Race After Technology written by Ruha Benjamin and published by John Wiley & Sons. This book was released on 2019-07-09 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt: From everyday apps to complex algorithms, Ruha Benjamin cuts through tech-industry hype to understand how emerging technologies can reinforce White supremacy and deepen social inequity. Benjamin argues that automation, far from being a sinister story of racist programmers scheming on the dark web, has the potential to hide, speed up, and deepen discrimination while appearing neutral and even benevolent when compared to the racism of a previous era. Presenting the concept of the “New Jim Code,” she shows how a range of discriminatory designs encode inequity by explicitly amplifying racial hierarchies; by ignoring but thereby replicating social divisions; or by aiming to fix racial bias but ultimately doing quite the opposite. Moreover, she makes a compelling case for race itself as a kind of technology, designed to stratify and sanctify social injustice in the architecture of everyday life. This illuminating guide provides conceptual tools for decoding tech promises with sociologically informed skepticism. In doing so, it challenges us to question not only the technologies we are sold but also the ones we ourselves manufacture. Visit the book's free Discussion Guide: www.dropbox.com

Book Tools and Weapons

Download or read book Tools and Weapons written by Brad Smith and published by Penguin. This book was released on 2019-09-10 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: The instant New York Times bestseller. From Microsoft's president and one of the tech industry's broadest thinkers, a frank and thoughtful reckoning with how to balance enormous promise and existential risk as the digitization of everything accelerates. “A colorful and insightful insiders’ view of how technology is both empowering and threatening us. From privacy to cyberattacks, this timely book is a useful guide for how to navigate the digital future.” —Walter Isaacson Microsoft President Brad Smith operates by a simple core belief: When your technology changes the world, you bear a responsibility to help address the world you have helped create. This might seem uncontroversial, but it flies in the face of a tech sector long obsessed with rapid growth and sometimes on disruption as an end in itself. While sweeping digital transformation holds great promise, we have reached an inflection point. The world has turned information technology into both a powerful tool and a formidable weapon, and new approaches are needed to manage an era defined by even more powerful inventions like artificial intelligence. Companies that create technology must accept greater responsibility for the future, and governments will need to regulate technology by moving faster and catching up with the pace of innovation. In Tools and Weapons, Brad Smith and Carol Ann Browne bring us a captivating narrative from the cockpit of one of the world's largest and most powerful tech companies as it finds itself in the middle of some of the thorniest emerging issues of our time. These are challenges that come with no preexisting playbook, including privacy, cybercrime and cyberwar, social media, the moral conundrums of artificial intelligence, big tech's relationship to inequality, and the challenges for democracy, far and near. While in no way a self-glorifying "Microsoft memoir," the book pulls back the curtain remarkably wide onto some of the company's most crucial recent decision points as it strives to protect the hopes technology offers against the very real threats it also presents. There are huge ramifications for communities and countries, and Brad Smith provides a thoughtful and urgent contribution to that effort.

Book Future Tech

    Book Details:
  • Author : Trond Arne Undheim
  • Publisher : Kogan Page Publishers
  • Release : 2021-03-03
  • ISBN : 1398600334
  • Pages : 329 pages

Download or read book Future Tech written by Trond Arne Undheim and published by Kogan Page Publishers. This book was released on 2021-03-03 with total page 329 pages. Available in PDF, EPUB and Kindle. Book excerpt: Amazon's Fire phone. Google Glass. Facebook Home. Quikster. New technologies alone don't always cause industry changes. Future Tech explains how the four forces of technology, policy, business models and social dynamics work together to create industry disruption and how this understanding can help to predict what is coming next. Technology is generally viewed as the single force that disrupts markets. However, history is rife with stories of technologies that have failed to meet such hyped expectations. In Future Tech, the author reveals that true change only results from combining the forces of science and technology, policy and regulation, new business models (i.e. sharing economy) and social dynamics (whether or not people adopt it). Whether these four forces align explains why some technologies, such as AI, blockchain, robotics, synthetic biology and 3D printing, stick and why others fail. With an understanding of these four forces, business executives and policymakers can explain what technology is likely to stick and even anticipate what is coming next. By 2030, the global labor force will be led by an elite set of knowledge workers enabled by robotic AI. To help individuals thrive in this workplace, Future Tech advises readers to develop their human capabilities of creativity and adaptation, develop deep expertise in one domain while being well-versed in dozens more, and develop a personalized approach to acquiring and processing information and deliberating decisions.

Book The Handbook of Board Governance

Download or read book The Handbook of Board Governance written by Richard Leblanc and published by John Wiley & Sons. This book was released on 2020-04-06 with total page 1475 pages. Available in PDF, EPUB and Kindle. Book excerpt: The revised new edition of the must-read guide for executives—provides comprehensive coverage of topics in corporate governance by leading subject-matter experts The Handbook of Board Governance is the marketing-leading text on public, nonprofit, and private board governance. Providing comprehensive, in-depth coverage, this unique text represents a collaboration of internationally-recognized academics and prominent organization directors, executives, managers, and advisors. Contributors include Ariel Fromer Babcock, Robert Eccles, Alice Korngold, Ellie Mulholland, Michael Useem, Elizabeth Valentine and John Zinkin. Practical, expert guidance enables readers to understand value creation and the strategic role of the board, risk governance and oversight, audit and compensation committee effectiveness, CEO succession planning, and other diverse board duties and responsibilities. Now in its second edition, the Handbook offers substantial updates and revisions reflecting contemporary trends, practices, and developments in board governance. New content includes discussions of pressing issues related to climate change, examination of information technology and cybersecurity challenges, and recent tax legislation that will impact executive compensation. Editor Dr. Richard Leblanc—an award-winning teacher, professor, lawyer, management consultant, and specialist on boards of directors—integrates practical experience and academic rigor to assist readers: Build and strengthen engaged and collaborative leadership in the boardroom Recognize the role and responsibilities of a well-functioning governing board Risk governance, assurance, and the duties of directors Keep pace with new trends in board governance and shareholder responsibility Measure performance and align performance measurement to executive pay Understand information technology governance, sustainability governance, and the different forms of governance Highly relevant to board and committee members regardless of sector or industry, The Handbook of Board Governance, 2nd Edition is an invaluable source of knowledge on all aspects of corporate and organization governance.

Book Disruptive Technologies and Eco Innovation for Sustainable Development

Download or read book Disruptive Technologies and Eco Innovation for Sustainable Development written by Akkucuk, Ulas and published by IGI Global. This book was released on 2021-09-10 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: The rise of technology in human culture has changed almost every facet of society. Technology is especially useful regarding sustainable development. These technologies can cause significant greenhouse gas reductions and other benefits in terms of logistics and smart cities. New technology applied in this way can greatly help the human effort to restore the environment. Disruptive Technologies and Eco-Innovation for Sustainable Development provides an in-depth look into the new techniques, strategies, and technologies for achieving environmental sustainability through best business and technology practices. The book covers topics such as eco-innovation, green criteria, Agriculture 4.0, and topics related to logic, philosophy, and history of science and technology from the green/sustainable point of view. It is essential for managers, academicians, scientists, students, and researchers in various government, public, and private sectors.

Book A Comprehensive Guide to Solar Energy Systems

Download or read book A Comprehensive Guide to Solar Energy Systems written by Trevor Letcher and published by Academic Press. This book was released on 2018-05-17 with total page 542 pages. Available in PDF, EPUB and Kindle. Book excerpt: A Comprehensive Guide to Solar Energy Systems: With Special Focus on Photovoltaic Systems, the most advanced and research focused text on all aspects of solar energy engineering, is a must have edition on the present state of solar technology, integration and worldwide distribution. In addition, the book provides a high-level assessment of the growth trends in photovoltaics and how investment, planning and economic infrastructure can support those innovations. Each chapter includes a research overview with a detailed analysis and new case studies that look at how recent research developments can be applied. Written by some of the most forward-thinking professionals, this book is an invaluable reference for engineers. - Contains analysis of the latest high-level research and explores real world application potential in relation to developments - Uses system international (SI) units and imperial units throughout to appeal to global engineers - Offers measurable data written by a world expert in the field on the latest developments in this fast moving and vital subject

Book Comprehensive Guide to IBPS Bank PO  MT Preliminary   Main Exams with PYQs   100  Hours Video Course 11th Edition   4 Online Tests   5000  MCQs   Fully Solved

Download or read book Comprehensive Guide to IBPS Bank PO MT Preliminary Main Exams with PYQs 100 Hours Video Course 11th Edition 4 Online Tests 5000 MCQs Fully Solved written by Disha Experts and published by Disha Publications. This book was released on with total page 766 pages. Available in PDF, EPUB and Kindle. Book excerpt: The updated and revised 12th edition of "Comprehensive Guide to IBPS-CWE Bank PO Exam" powered with PYQs & 100+ Hours video course & 4 Online Tests has been designed strictly for the IBPS Bank PO Prelim & Mains Exams. The book includes: # This new edition incorporates new chapters/ variety of questions as per the latest IBPS PO exams. # This new edition further removes chapters that are no longer relevant for the exam. # The book covers all the sections of the Preliminary & Main PO Exams: English Language, Quantitative Aptitude, Data Analysis & Data Interpretation, Reasoning Ability, Computer Aptitude, Banking knowledge & General Awareness and Current Updates. # The book provides well illustrated theory with exhaustive fully solved examples for learning. # This is followed with an exhaustive collection of solved questions in the form of Exercise. # The book incorporates last 9 years IBPS PO question papers with solutions in the respective chapters. # A total of 5000+ MCQs with 100% explanations to Quant, Reasoning & English sections. Study material for Banking/ Economics Financial Awareness with Past years’ Questions & Practice Questions is covered in the book. # Also cover high level questions on recent IBPS PO exam pattern. # The book provides 100+ Hours of Video Course in Quant, Reasoning, English & GK developed by a team of Disha Experts. Link provided in the Book. # This book further provides 4 Online Tests - 2 Prelim and 2 Main Exams which will provide you the right exposure and practice for the exam. Link provided in the Book.

Book Comprehensive Guide to SBI Bank PO Preliminary   Main Exams with PYQs  100  Video Course  12th Edition    5 Online Tests   5000  MCQs   Fully Solved

Download or read book Comprehensive Guide to SBI Bank PO Preliminary Main Exams with PYQs 100 Video Course 12th Edition 5 Online Tests 5000 MCQs Fully Solved written by Disha Experts and published by Disha Publications. This book was released on with total page 766 pages. Available in PDF, EPUB and Kindle. Book excerpt: The updated and revised 12th edition of the Book Comprehensive guide to SBI Bank PO Exam is now a more powerful preparatory material with the addition of 100+ Hours of Video Lectures & 5 Online Tests. # This new edition incorporates new chapters/ variety of questions as per latest SBI PO exams. # A 100+ Hours of Self-paced Video Course is also added with this book to provide preparatory lectures which can be attended from the comfort of your home. # The book covers all the sections of the Preliminary & Main PO Exams - English Language, Quantitative Aptitude, Data Analysis & Data Interpretation, Reasoning Ability, Computer Aptitude, and Banking knowledge & General Awareness and Current Updates. # The book provides well illustrated theory with exhaustive fully solved examples for learning. # This is followed with an exhaustive collection of solved questions in the form of Exercise. # The book incorporates last 9 years SBI PO Prelim & Main Question papers with solutions in the respective chapters. # A total of 5000+ MCQs with 100% explanations to quant, Reasoning & English sections. Study material for Banking/ economics financial Awareness with Past years’ Questions & Practice Questions is covered in the book. # Also cover high level questions on latest SBI PO Exam pattern.

Book Review of Technologies and Disruptive Business Strategies

Download or read book Review of Technologies and Disruptive Business Strategies written by Rahul Pratap Singh Kaurav and published by Emerald Group Publishing. This book was released on 2024-10-09 with total page 342 pages. Available in PDF, EPUB and Kindle. Book excerpt: Disruptive Business Strategies (DBS) that have reshaped many industries. Uber's use of new technologies allowed it to create a new business model for urban transportation, while Airbnb used online technologies to create a new market for short-term rentals. Both new technologies and new business strategies are changing our world.

Book Achieving Secure and Transparent Supply Chains With Blockchain Technology

Download or read book Achieving Secure and Transparent Supply Chains With Blockchain Technology written by Khan, Mustafa Rehman and published by IGI Global. This book was released on 2024-01-18 with total page 363 pages. Available in PDF, EPUB and Kindle. Book excerpt: The advent of Industry Revolution 5.0 has brought unprecedented challenges to supply chain management, compromising the effectiveness, transparency, and security of operations. Traditional methods of transaction management and data sharing prove inadequate in this complex landscape, necessitating a comprehensive solution. Editors Mustafa Khan, Naveed R. Khan, and Arsalan Ghouri present Achieving Secure and Transparent Supply Chains With Blockchain Technology, an edited collection that offers a groundbreaking solution. This book provides a thorough overview of blockchain technology and its potential to enhance supply chain efficiency, security, and resilience. By leveraging its decentralized and secure platform, blockchain emerges as a transformative technology capable of revolutionizing supply chain management. With a focus on contemporary theoretical frameworks and the latest empirical findings, this book equips academics, practitioners, policymakers, researchers, professionals, and students with the knowledge needed to harness the power of blockchain technology in supply chain management. Covering diverse topics such as traceability, resilience, sustainability, and ethical sourcing, it explores the wide-ranging applications of blockchain in achieving secure and transparent supply chains. Achieving Secure and Transparent Supply Chains With Blockchain Technology serves as an indispensable resource for individuals involved in the field, offering a comprehensive guide to unlock the potential of secure and transparent supply chains in the digital age. With its forward-thinking approach and diverse perspectives, this book paves the way for a future where blockchain technology revolutionizes the management of supply chains.

Book Integrated Marketing Communication

Download or read book Integrated Marketing Communication written by Jerome M. Juska and published by Routledge. This book was released on 2021-11-29 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. Clear, concise, and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including Integrated Marketing Communication objectives, budgets, and metrics, legacy media planning, business-to-business marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing. Upper-level undergraduate and postgraduate students will appreciate this lucid, up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook. The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, an instructor resource book, and interactive templates for preparing an Integrated Marketing Communication Plan.