Welcome to COMM5010

Week 1
Greta Sharples
g.sharples@unsw.edu.au
What’s your
temperature?
 The Does not know its strategy

business Does not know who their customers are, what

they want or need

that fails Forgets stakeholders are wide and have impact

is that Doesn’t consider their decisions and actions with

ethics in mind

which Cannot innovate in a disruptive manner

Welcome to the
Future of Work
• What does it look like?
• What will you be doing?
• Will Robots be working in
the next cubicle?
What is Shaping Work

Restructuring for Shift to skill-based Mobility of Talent Rise of “work” and The central importance
efficiency hiring decline of employment of digital skills
COMM5010 Expectations
Purpose of COMM5010

Capstone course, assumes Brings your MComm How can we be both a How can we best prepare
you have foundational together specialist and generalist for the world of work
knowledge
 Have you
read the
Moodle
resources?

A Starting Point It ’s a n
whe e
mara n ow r
th ou k ments a
sprin on not D o y
ssign
a
t the a due?

Ge
t u
as fir your e yo d
sig st v e ,
sta nme Ha lann tudy
s r n p rs s+
aft traig ted t u
yo lasse wee
k
er ht c rs/
cla h
ss 10
Where to find help

Student Support and Success

w: https://student.unsw.edu.au/advisors
I need help with finance, housing, study skills
p: 93854734
support, time management or personal issues
such as stress and anxiety
Location: Ground Floor, Goodsell Building

I need practical educational adjustments to Equitable Learning Service

assist me to manage my studies and w: https://student.unsw.edu.au/els
my disability, medical condition and / p: 93854734
or mental health condition
Location: Ground Floor, Goodsell Building

University Counselling and Psychological

I need psychological and counselling
support to manage my mental
health and wellbeing
Services (CAPS)
w: https://student.unsw.edu.au/counselling
p: 9385 5418
Location: Level 2, East Wing, Quadrangle Bldg
Where to find course help

Moodle à Make sure you know where to find the case assignment

Ask your tutor

Email myself or
(Include your zID, name, class & course)
Dr Heather Crawford
 The world of work

What we are Megatrends

considering
today Future Proofing Businesses

Impacts of these generally and

strategically
Talk to Each Other

How do you feel right now?

What would you like to know?

What is your greatest barrier to success in learning?

What is the future of work?

WHAT JOB WILL YOU WHAT ABOUT IN 20 BY THE TIME YOU

DO IN 10 YEARS? YEARS? RETIRE?
Some theory
and facts
What does the world
of work look like

• The digital transformation,

globalisation and demographic
changes have already been reshaping
the world of work. Looking ahead,
14% of existing jobs could disappear
as a result of automation in the next
15-20 years, with another 32% set to
change radically
•
People, Place and Purpose (
Andrew Grill The Actionable Futurist)
(https://www.oecd.org/employment/rapid-action-needed-for-people-to-meet-
challenges-of-changing-world-of-work.htm)
• https://www.oecd-ilibrary.org/sites
 Jobs of the future
In 2020 it was predicted

“ Although the number of jobs destroyed will be surpassed by the

number of ‘jobs of tomorrow’ created, in contrast to previous years,
job creation is slowing while job destruction accelerates.”

“Forty-three percent of businesses surveyed indicate that they are set

to reduce their workforce due to technology integration, 41% plan to
expand their use of contractors for task-specialized work, and 34%
plan to expand their workforce due to technology integration. .”

“The future of work has already arrived for a large majority of the
online white-collar workforce. 84% of employers are set to rapidly
digitalize working processes, including a significant expansion of
remote work—with the potential to move 44% of their workforce to
operate remotely.
To address concerns about productivity and well-being, about one-
third of all employers expect to also take steps to create a sense of
community, connection and belonging among employees through
digital tools, and to tackle the well-being challenges posed by the shift
to remote work.”
https://www.weforum.org/reports/the-future-of-jobs-report-2020/digest
The window of opportunity to reskill and upskill workers has become
shorter in the newly constrained labour market.

For those workers set to remain in their roles, the share of core skills
that will change in the next five years is 40%, and 50% of all employees
will need reskilling (up 4%).

Despite the current economic downturn, the large majority of

employers recognize the value of human capital investment.
Where are you at

• Stop
• Take a breath
• Observe
• Proceed
 What is driving change

.
Source: Future of Jobs Survey, World Economic Forum
What is driving change

.
Source: Future of Jobs Survey, World Economic Forum
You need to be ready

• How adaptable are you?

• Are you playing in the future?

AI In strategy
• Descriptive intelligence
• Diagnostic intelligence
• Predictive Intelligence
The IMF says
AI innovation and integration while
developing robust regulatory
frameworks. To cultivate a safe and
responsible environment

All useful tools à BUT

What does it not do, what does it not know, and do we want it to
know our key internal strategies?
Key Insights - McKinsey

1. It could add trillions of dollars to the global economy

2. About 75% of the value generated could deliver falls in four areas
a) Customer Operations
b) Marketing and sales
c) Software engineering
d) R&D
3. Will have a significant impact across all industry sectors
4. It has the potential to change the anatomy of work, augmenting
worker capability
5. Workforce transformation is likely to accelerate
6. It can increase labour productivity BUT requires investment to
support employees.
How can we understand and adapt
What is a megatrend

“Megatrends are global forces, unrolling over the next 30 years,

that will have a transformative influence on nearly every aspect
of our lives, said Shane Wall, CTO and Global Head of HP
Labs. Most importantly, he noted, these megatrends will “affect
us as people and societies in a very profound way.”

(https://www.wired.com/brandlab/2019/04/megatrends-exploring-forces-will-shape-us-world/)
Megatrends are long-term, fundamental shifts in consumer behaviour.

They tell you how your customers’ values, priorities and preferences are (and continue)
evolving, which inform their lifestyle and consumption choices.

Their characteristics can overlap and intersect—

even be contradictory at times.

Megatrends often transcend economic fluctuations but significantly shape market direction,
competitive landscapes, purchase habits and profit.
Rapid Urbanisation (within a decade, there with be nearly 50 megacities of
greater than 10 million people),

Changing Demographics (we’re living and working longer, and the

population is steadily shifting up in age, putting a strain on economies,
governments, and healthcare),

Hyper Globalisation (it’s a globally connected world but with diverse

local requirements) and

Technological Breakthroughs (the pace and breadth of innovation

continue to quicken)
To understand trends, you need to understand
the drivers
Generally Accepted Megatrends

Climate Demographic
Change Change

Geopolitical Technological
instability Acceleration
 How do you future-proof a business?

• You must look to a particular organisation to understand how a megatrend will impact
its business,
• Once you can apply the megatrends, you can consider what changes they will need
to prepare for and how they will need to change to survive in the future
• For example:
• You have a grocery store, how does technology, ageing population etc impact it?
• You run a gym how does technology, ageing population etc impact it?
• You are a car manufacturer – how does rapid urbanisation, Climate change,
global economic power, ageing population, technology impact that?
 Being future-ready is understanding

•Strategy
•People
•Place
•Trends
 Is not Science Fiction

It does consider the strategy of the business and what business it is in

Who or what might disrupt it

What is a Considers how society is changing and will change

Next Big Looks at that business its demographics/customers/ what is it in the business
of doing.

Thing
It is not about doing a different business

It might be technology impacted but may not be about technology alone

Look to competitors/ different business models/ ways of doing the same

thing differently.
Still serves its customers (who are changing because of these trends)
Why is it important The things a business does so they don’t get
disrupted

to understand NBTs Considers competitors but sticks to the

knitting

Think about how their business will be

impacted by technology, changes and trends

Technology is also knowhow

Preparing and being able to sustain your

business in the future

It is NOT only technology

That’s a wrap on
concepts for
today

Any Questions or Ideas

Let’s Talk About
Assignment #1
 Format: Video plus transcript &
references

Due date: Friday, March 1, Week 3, by

1:00 pm via Moodle
Assignment
#1
Weighting: 15% of your total course
mark

Length: 4 minutes (+/- 10 sec)

Premise
• Influencing other people’s thinking or being a thought leader requires
rigour and the ability to present this for your ‘audience’.

• Additionally, being able to predict changes in the workplace and for

business is a core skill as a manager.
• As COMM5010 aims to equip you for your future beyond university, this
presentation is an informed piece (referenced) but spoken in your own
words, showing you have considered how the megatrend of technological
change and the specific example of AI impact strategy.

• The style of this presentation is an ‘elevator pitch’. This means speaking

confidently, accurately and persuasively about your topic without the use
of props, notes or with minimal (<5) PPT slides.
Key Points

• Identify and describe a specific example from your

discipline/specialisation where generative AI, such as
ChatGPT, is a key element of business strategy.
• Demonstrate how you would use AI effectively in a similar
circumstance.
• Write a prompt for ChatGPT to complete the task.
• Refine the prompt to improve the output and explain
the process.
• Identify the problems (actual or potential) with the overuse
of generative AI in this circumstance in your discipline,
including the ethics/sustainability implications.
Questions
Arrange yourself into a group of 3-4 people must be in the
same workshop

Consider what you want to achieve and how you will work
etc as part of this process.

No point creating a group who have work commitment

clashes. We will not sort this out for you. Work out as you
create your groups what you can contribute and how

Sign up to the live spreadsheets on Moodle by class no

later than Friday by noon March 1(Sydney time)
Prepare

Look at the resources on Moodle

Watch them, read them, make notes

about them.

Come to class ready to explore what

these trends will mean for our ‘client’

Remember you will meet our client in

the lecture next week
Next Week We Are Learning About

Strategy