• as a strategy for business,
• as a medium to increase effectiveness, efficiency, and competitiveness,
• as a technique across a range of different kinds of missions which influence how businesses operate today.

Objectives

Intended Learning Outcomes:

Question for marketers

Keywords

Knowledge management, Intellectual Capital management, User Generated Content, managerial needs, intangible assets, case study.

Programming

1. Introduction to knowledge management
2. The nature of knowing
3. Intellectual capital
4. Strategic management perspectives
5. Organisational learning
6. The learning organisation
7. Knowledge management tools: component technologies
8. Knowledge management systems
9. Enabling knowledge contexts and networks
10. Implementing knowledge management

Evaluation: theoretical and practical

The weighting of each assessment activity is indicated in the table below:

In practice

• Web2.0 tools are discussed and implemented on each website created by groups of students. A description of the knowledge management platforms will help students to build their knowledge management strategy efficiently;
• Readings of up to date research papers dedicated to knowledge management will provide a deep understandings of the materials covered during the lectures.

Objective

• You are warmly encouraged to read this chapter in order to understand the whole lecture:
  • Pelet J.-É. (2010), Using Web 2.0 Social Computing Technologies to Enhance the Use of Information Systems in Organizations, IGI Global, pp.101-132, DOI: 10.4018/978-1-61692-904-6.ch007, http://bit.ly/fJVhWI
• Following the example of this chapter, you are required to build a Content Management System platform related to the following topic: Knowledge Management and to one of the themes of your choice.
• Number of students for one platform: 4

Method

1. A Knowledge Management platform about Knowledge Management is under construction on this website: http://knowledgemanagementforall.wordpress.com/
2. Students make groups related to one theme of their choice to make it growing by addition of content
3. Each student is asked to chose a topic among the following to make the website growing

Themes:

1. Enterprise 2.0,
2. Collaboration,
3. KM conversations,
4. Knowledge Management,
5. Knowledge,
6. Knowledge sharing,
7. Innovation,
8. Design,
9. Research,
10. Social media,
11. Business,
12. Mobility,
13. Strategy,
14. Social,
15. Technology,
16. Mobile phones,
17. Mobile,
18. Emerging markets,
19. Design thinking,
20. Digital activism,
21. Disruptive innovation,
22. Management,
23. Education,
24. Entrepreneurship,
25. Social network

Topics:

1. Setting the Tone,
2. Technology and innovation,
3. KM Networking,
4. Human Resources,
5. Education and Financial Perspectives in KM,
6. KM Standards, Regulations and Tools/Techniques,
7. KM Applications in Organizations

 These topics reveal to be useful in order to create CMS related to them

1. The CMS of each group must be connected to websites related to the same topic, using RSS links or widgets, linking their content to student’s posts
2. Groups choose a responsible of their platform and manage to prepare it according to the chosen topics.
3. Groups of students must provide RSS links of their own group platform to the responsible once their synthesis is done
4. This drawing summarizes what is expected:

Figure 1 : presentation of the projectEach group has to create its pages on the platform related to the chosen topics
Figure 2 : presentation of each group

• Explanation and definition of the topic
• Presentation of the topic described among the pages on the platform

1. Identification / presentation of themes
2. Importance of the subject in relation to knowledge management
3. Presentation of the Text / Sites listed / RSS found
4. Insertion sites within a del.icio.us account
5. Write short summaries of the sites / texts / rss

Multimedia content is VERY welcome (pictures, videos, sounds, presentations, etc

In theory

• In order to gain an in-depth understanding of a topic of interest, the student committed to Knowledge Management, will choose an article to synthesize it.
• This article can be chosen:
• Among recent publications from top ranked journals (A* and A only) issued from Marketing databases
• From articles delivered by the lecturer.

This synthesis of 2-pages (A4 format) is a summary of this article, mentioning what looks most important to you. It necessarily contains:

• A literature review,
• hypothesis,
• results,
• bibliographical references used in the synthesis.
• This work will appear on the Content management System of the group the student takes part of, in order for the other students to read the works of their colleagues and eventually grade it. Students will also print this synthesis to get graded by the lecturer.
1. Choose an article among the following one (go to the page)
2. Write the title in front of your name on this page (clic here)
3. Write a synthesis following this model and copy paste it from Word to the platform of the classroom by creating a post: one post for one synthesis of article
4. All the necessary guidelines to write this synthesis are summarized on this page: Writing the synthesis of an academic article

Course methodology

1. Class lecture and discussions
2. In and outside of class team/individual participation to the course knowledge management
3. Team projects and presentation
4. Individual research paper
5. Outside of class reading/participation to the platform of the lecture
6. Popular Website visits (in and outside of class)

Individual research paper

• The paper should be an independent piece of research work based on a critical analysis of secondary research written in the form of a publishable journal article outline, accompanied by at least five references of key source material contributing to the article.
• The paper should be on one of the chosen topics from the theme of E-Marketing Environment and should clearly outline a research context, define a specific research problem, outline challenges and opportunities presented by the issue to marketers, provide a comprehensive theoretical background and rationale, and outline some marketing implications and recommendations.
• (Examples would be the implications of the internet landscape in certain emerging economies; issues around country and market attractiveness for e-marketing; issues and challenges around converge of certain types of technologies; issues around the digital divide; issues around certain ethical and legal challenges; issues around ownership of internet and content etc.)

Team Projects

• Student teams comprised of approximately 3 students will be assigned several tasks such as developing a knowledge management plan for an organization that does not yet use the online environment, such as the traditional brick and mortar companies;
• Each team will be required to turn in a detailed paper and complete individual and peer evaluations;
• All these projects must be created on websites so your colleagues are able to watch it;
• Each group will be required to develop an individual website.
• Guidelines for these websites will be posted on the platform class website.
• A number of online providers offer free websites and offer detailed instructions on how to complete this website.
• This assignment can also be completed in any number of HTML editors (Microsoft FrontPage, Dreamweaver, etc.).
• However, these programs will not be covered in class so students will have to learn one of these programs on their own.
• A link to your Web Site must be submitted electronically via email.

Classroom Courtesy

• Since every student is entitled to full participation in class without interruption, all students are expected to be in class and prepared to begin on time. Please be considerate of fellow classmates and turn off all beepers, pagers, cell phones, etc. Students involved in discourteous behavior, rude/unnecessary comments, talking during class, sleeping, and other disruptions will not be tolerated (you will be required to leave).
• Laptops will only be permitted if used for in-class note taking. Cell phones should also be out of sight while in class (and absolutely no text messaging).

Learning and Teaching Activities:

• Lecture style presentations will introduce students to theoretical underpinnings in course content. Seminar sessions will include case study interrogation, in-class presentations, class discussions, and audio-visual material (where appropriate) and will reinforce theoretical learning, foster application and analysis skills in enabling students to choose and discuss appropriate international marketing strategies and tactics. Online support will be available for disseminating teaching, learning, and assessment materials and for facilitating student discussion and feedback.
• In line with the KMCMS’s Equal Opportunities Service policy, all appropriate support will be provided to meet the needs of differently-abled students including adaptation of learning materials where appropriate.
• Students will be required to keep up with all the learning and teaching activities in order to successfully achieve all the mandated learning outcomes. The module will require considerable student input of independent reading and preparation daily to keep up with prescribed reading.

Course Materials

Textbook

Jashapara, Knowledge Management: An Integrated Approach, 2nd Edition, © Pearson Education Limited 2011

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