BINUS Business School

Preparing the Students for Industry 4.0, BINUS BUSINESS SCHOOL International Undergraduate Program Held ‘International Lecture Week 2019’

In this ‘Industry 4.0’ era – where nearly everything has moved into digital form – digital literacy has become more and more important, especially in the business environment. Therefore, to improve the students’ competencies in this industrial revolution, BINUS BUSINESS SCHOOL International undergraduate program held the ‘International Lecture Week 2019: Enhancing Digital 4.0 Literacy in the Business Environment’.

‘International Lecture Week 2019: Enhancing Digital 4.0 Literacy in the Business Environment’ was a four-day event, held from May 13 to 16, 2019 at BINUS JWC campus, BINUS fX campus, BINUS @ Alam Sutera main campus, and BINUS Anggrek campus.

The first lecture session was ‘The Role of Mobile Information Technology Devices on Employees’ Work-Life Balance’ by Dr. Gbola Gbadamosi from Bournemouth University. Held at the BINUS JWC campus, this session discussed the impact of technology on business modes and practices, and how it affects the work-life balance of employees.

‘Digital Marketing Strategy Development 4.0’ by Dr. Ulrich Anders from Cologne Business School was the lecture session on day two, conducted at BINUS fX campus. In this session, Dr. Ulrich discussed the changes in the current global market as well as how to create and implement the relevant marketing strategy in this new era. Another important point that was delivered was how the customers have changed: how they have been emancipated. They do not trust “outer shell representation” (fake representation of the product); they now actively seek information, and they trust the 4 F’s (family, friends, fans, and followers).

Two sessions were held on the third day of International Lecture Week 2019. At the BINUS Anggrek campus, Prof. Dimitrios Buhalis from Bournemouth University delivered his lecture about the ‘ICT Applications in the Tourism Industry’. Meanwhile, at the BINUS Alam Sutera main campus, Assoc. Prof. Tom Vine from the University of Suffolk discussed the topic ‘Towards a Critical Understanding of Industry 4.0, the Internet of Things, and Artificial Intelligence’.

On Thursday, 16 May 2019, the last day of International Lecture Week 2019, Assoc. Prof. Antonio Ladron de Guevara Martinez from the University of Pompeu Fabra presented a topic about the diffusion of innovations and technology. In a lecture session with the theme of ‘Market Dynamics and the Technology Life Cycle’ Assoc. Prof. Antonio discussed how the world is so dynamic since the development of the internet, and how technology has been impacting markets in many ways.

The internet, he continued, has been affecting not only the communications, but also services like online delivery, the F & B business, and transportation systems. “In every market, the technologies evolve, compete, and provide the customers with more alternatives. Better alternatives,” he said.