An approach of design thinking with business analytics at higher education

  1. Irene Martín Rubio 1
  2. Carmen González Velasco 2
  3. Fiorela-Anai Fernández Otoya 3
  4. Thais Rangel 1
  5. Elcio Mendonça Tachizawa 1
  1. 1 Universidad Politécnica de Madrid
    info

    Universidad Politécnica de Madrid

    Madrid, España

    ROR https://ror.org/03n6nwv02

  2. 2 Universidad de León
    info

    Universidad de León

    León, España

    ROR https://ror.org/02tzt0b78

  3. 3 Universidad Católica Santo Toribio de Magrovejo
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Book:
Leveraging new business technology for a sustainable economic recovery
  1. Abel Monfort (coord.)
  2. Susana Fernández-Lores (coord.)

Publisher: Escuela Superior de Gestión Comercial y Marketing, ESIC

ISBN: 978-84-19480-06-4

Year of publication: 2022

Pages: 100

Congress: Asociación Europea de Dirección y Economía de Empresa. Congreso Anual. AEDEM (36. 2022. Pozuelo de Alarcón (Madrid))

Type: Conference paper

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Abstract

The aim of this study is to identify and present an exciting model fordeveloping Design Thinking in the data-drive culture of XXI century thatcan be used in Higher Education. Design Thinking (DT) enables to link’student’s perception, rational analysis, technical, cultural and commercialfactors to market opportunities. Business Analytics (BA) providestechniques to handle not only data, but also Big Data that can improve anddevelop DT activities. However, a systematic and detailed discussion of theapplication of DT with BA is missing at higher education. For this purpose,we present the development of the concept of DT with its four key phases(i.e., understanding, inspiration, ideation and implementation) with BA.Finally, boundary conditions, practical implications and opportunities forfurther research are pointed out

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