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SPATIAL BUSINESS WORKFORCE FOR CONTEMPORARY BUSINESSES
James Pick, Thomas Horan, Avijit SarkarUniversity of Redlands, School of Business
Esri Education SummitSan Diego CA
July 2019
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WHY SPATIAL THINKING IS IMPORTANT TO BUSINESS
Connect with customers Grow the business Assess competition Manage risk Efficient supply chains Regulatory compliance Research & Development
In what ways can spatial thinking inform business success?
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FOUR ELEMENTS OF SPATIAL DECISIONS
Digital Transformation
What is the purpose of your business, and how do you measure value?
What is the spatial dimension of your company’s value chain?
What insights can descriptive, explanatory and predive analytics provide about customers, operations, and assets?
What data drives your company’s decisions and does it have a reliable “location stamp”?
Can you demonstrate and effectively communicate the “pay-off” of location analysis to important aspects of your company’s mission, growth, and value?
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CURRENT GIS VALUE CHAIN
86%of businesses use Location Analytics in more than one organizational function.
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LOCATION VALUE ACROSS BUSINESS FUNCTIONS
LOCATION VALUE CHAIN
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SPATIAL BUSINESS WORKFORCE
VP of Spatial Intelligence & Analytics Director of Geospatial Capabilities Manager of Enterprise GIS Senior Manager, Enterprise Location
Intelligence Director of Geospatial Intelligence Manager, Market Planning
Leading Retail Pharmacy Top 3 insurance company Fast food restaurant chain Leading Real Estate Company Large Retailer And others…..
Supported by Business Analysts, GIS Analysts, Data Scientists, Domain Knowledge Experts, etc.
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21ST CENTURY GIS WORKFORCE
Geoscientists. 2018 Median pay $91,130, growing at 14% annually, 40,000 jobs. New, fast-growing occupationGeographic information system specialist.
GIS Analysts: “Well-rounded, tech-savvy spatial individuals.”
(GISgeography.com, February, 2019; Minnesota Workforce Center)
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SPATIAL BUSINESS INITIATIVE AT UNIVERSITY OF REDLANDS
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MBA IN LOCATION ANALYTICS – ON-GROUND & ONLINE
LEARNING OUTCOMES1. Describe the location value chain for an organization.2. Analyze markets and competition and generate marketing solutions for an organization using GIS.3. Understand how location and spatial linkages impact the global business environment4. Understand and apply the concepts of spatial analytics and big data to solve spatial business problems.5. Synthesize the process to conceive, develop, and implement GIS projects and applications.6. Devise an appropriate spatial business strategy for an organization.7. Appraise spatial maturity of an organization.
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MBA IN LOCATION ANALYTICS CURRICULUM
Esri Software Suite: ArcGIS Online, ArcGIS Pro Desktop, Business Analyst Online, Insights for ArcGIS, Collector
Intro to Location Analytics & Marketing
Spatial Analysis of Global Business
Location Analytics & Decision-Making
Managing and Leading the
Contemporary Spatial Business
• Location Value• Customer value orientation• Environmental scanning using
GIS• Market segmentation, target
marketing using GIS as a decision making tool
• Positioning, product planning, pricing, and distribution using GIS as an analytical tool
• GIS in an integrated marketing communications plan
• The global economy• GIS & conceptual aspects
of international trade & FDI
• Global production networks & supply chains
• Transnational corporations• Spatial aspects of global HR• Financial forces influencing
international business• Doing business in the developing
world
• Information systems and GIS• Spatial Big Data and Analytics• Mobile Technologies • Locational aspects of Social
Media• Ethics of contemporary spatial
technologies• Planning, developing, building,
and implementing spatial solutions
• Costs, benefits, risks, and ethical implications of spatial projects
• Spatial Business Strategy• Strategic Planning
Methods• IT Framework for GIS• Needs Assessment• Implementation Planning• Cost-Benefit, ROI
Analysis• Logical Design
(Applications & Data)• Prototyping• Spatial Business Maturity
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GIS IN UNDERGRADUATE BUSINESS CURRICULA
4-unit core course in BS in Business program, offered for 12+ years. Preceded by Information
Systems, followed by Marketing, Operations, Global Business, Strategy, and Capstone courses. Over 1,000 graduates since
2007, many enroll in MBA’s Location Analytics concentration.
• Importance of spatial thinking
• Spatial Data vs. Non-spatial data
• Data sources, accuracy, availability, costs.
• Business GIS applications
• Benefits of GIS investment & its business value
• GIS software for online mapping, analytics, and
decision-making
• Communicate the results from conducting spatial
analysis and modeling techniques
• Ethical, legal, and security issues of GIS usage
• Forward thinking using GIS & spatial decision making
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CAREER OUTCOMES OF GRADUATES
24% of University of Redlands MBA graduates earn over $100,000 upon graduation. 87% of University of Redlands MBA graduates expect career advancement
within five years. In addition to Esri, alumni work in top organizations, such as Apple, Disney,
Anthem Blue Cross, Bed Bath and Beyond, and United Technologies Corporation. Selected for Esri Internship Program. MBA program Instructors.
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MANAGEMENT KNOWLEDGE FOR LOCATION ANALYTICS
Management Topics Relevant to Location Locational Marketing Target Marketing of Place Integrated marketing planning using GIS Managing the geography of supply chains Spatial aspects of global food and agricultural
flows Ethical implications of locational big data and
analytics Applying management strategies to succeed
with GIS initiatives in long term
In a business school, emphasizing Location Analytics, knowledge is balanced between management concepts/cases and GIS software hands-on skills.
Spatial Management
GIS Knowledge and Skills
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GIS KNOWLEDGE AND SKILLS
GIS knowledge and Skills “Boot camp” on fundamentals of GIS and on
beginning ArcGIS Online and ArcGIS Pro. Locating, evaluating, and inputting spatial and
attribute data. Intermediate skills in geocoding, 3D, spatial
tools Applying Spatial analytics and big data using
Esri Insights and other tools. Public domain specialty spatial services. Designing, building, and implementing a GIS
project for a small business, non-profit or government office.
Assuring data quality.
Spatial Management
GIS Knowledge and Skills
The blend of spatial management and hands-on GIS skills prepared the Business School graduate to roll up sleeves and engage in projects in companies and government.
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CRITICAL STEPS TO INFUSE GIS INTO A BUSINESS SCHOOL
Educating business school faculty to think spatially and understand the importance of location for business success. Helped by Workshops, Seminars, Conferences, and Tutoring
Establishing support staff for GIS at the university of business school level. Partnering with vendor companies on projects. Developing curriculum and courses at the undergraduate and graduate levels. Another critical success factor is to achieve a blend between
managerial/business knowledge and technology skills.
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SPATIAL BUSINESS ACADEMY
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SPATIAL BUSINESS WORKFORCE: CONCLUDING THOUGHTS
Digital transformation is challenging traditional business models. Big Data Location Analytics. Blend spatial thinking and
business domain knowledge with GIS technical skills. Business School Education and
Research (surveys, case studies, lab exercises). Connect academia, government,
and industry.
