UPH Business School Discusses Role in the 4.0 Industrial Revolution at NCBMA 2019 Event.

The 4.0 Industrial Revolution is a technological revolution phase that has automation and data exchange trends in developing technologies. Rapid technology development will push changes in people’s attitudes and increase business opportunities. In this millennial era, business industries will always change. This is proven by the many innovations that are popping up.

Business trends in the 4.0 Industrial Revolution encourage Business School Universitas Pelita Harapan (UPH) to hold the National Conference on Business, Management, and Accounting (NCBMA 2019) for the third time, raising the theme “Business Knowledge to be Elevated: Advancing Innovations 4.0”. The National Conference was held on 21 November 2019 at UPH Lippo Village campus, presenting professional keynote speakers Dr. Guntur Siboro, Country Head HOOQ Indonesia and Prof. Augusty Ferdinand, DBA, Head of Marketing Science Laboratory at Universitas Diponogoro.

Guntur Siboro said, “Business in the 4.0 Industrial Revolution is tightly interrelated with big data. Big data is different from small data in the sense that big data is not structured, has a large volume, and is not consistent. Due to its features, we need technologies that can process this big data. Big data can simplify business workers in doing descriptive analytics, predictive analytics, and prescriptive analytics.”

Although big data is important in developing businesses in the 4.0 Industrial Revolution, small data is still needed. Guntur Siboro added that small data is used to create innovations in business, for example, to do focus group discussions and to survey consumer needs to know what innovations suit the resulting behavior.

Prof. Augusty completed Guntur Siboro’s keynote session by discussing the paradigm that is not quite correct in teaching students. Prof. Augusty directed the use of high order thinking skills (HOTS) at the university level.

Prof. Augusty said, “It is impossible to talk about creativity, innovation, or out-of-the-box thinking if we, academics, still teach using low order thinking skills (LOTS). If an education institute wants to produce graduates who can innovate, they must teach high order thinking skills (HOTS).”

LOTS and HOTS are different thinking skills in Bloom’s taxonomy pyramid. LOTS is comprised of remembering, understanding, and applying. On the other hand, HOTS is comprised of analysis, evaluation, and creating. Augusty sees that many instructors in universities still use LOTS, creating students who are simply followers, not innovators.

At the end of the talk, Augusty hopes that instructors will invite students to apply HOTS. One way of doing this is by scenario building, where instructors invite students to think and not simply remembering.

In NCBMA 2019, there were 142 research abstracts registered, 88 of which were chosen to be presented by its researchers in the panel discussion session. At least 150 UPH students were attending the panel.


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