1. What, Why, How and When to Incorporate into Your Course
“Hot Topics”
What, Why, How and When to Incorporate into Your Course
Stacey Whitecotton

2. Agenda What are the current “hot topics”?
Why (or why not) include in an introductory accounting course?
A few simple ideas/examples for how and when to incorporate in managerial accounting.
Please share your own ideas and best practices

3. “Hot Topics”?? This year: Big Data/Decision Analytics
Last 5 years: Sustainability
5-10 years ago: Service industries/digital economy
15-20 years ago: Ethics, Globalization, etc.

4. Survey of 28 Intro-level Accounting Instructors

5. Survey of 28 Intro-level Accounting Instructors

6. Why not include? Time constraints. This is an INTRO accounting course
They need to learn the basics first.
These topics belong in another business course (e.g. mgt or IS)

7. Why Include? Most intro students will not be accountants.
MKT, SCM, MGT, Non-Business
Demonstrate the relevance of the course to their area of study.
Students need repeated exposure before topics/concepts sink in.

8. So How?
Integrate throughout the course, not just a 10 minute intro at the beginning or end.
Keep it simple. Repeat, repeat, repeat.
Tie it to other course material.
Use a context students can understand.
Emphasize the managerial decision making aspects of each.

9. Big Data/Decision Analytics
What makes data “BIG”??

10. Three Types of Analytics
Descriptive analytics:
UPS describes the operating efficiency of its delivery trucks by monitoring gas mileage.
Predictive analytics:
UPS predicts or forecasts future repair and maintenance costs based on estimated mileage.
Prescriptive analytics:
UPS uses customer location and real-time GPS data to prescribe the most efficient delivery routes.

11. Gerri Martin-Flickinger, Starbucks CTO(Ge
“We know a lot about what people are buying, where they’re buying, how they’re buying….and if we combine this with other data, like weather, promotions, inventory, insight into local events, we can actually deliver better personalized service to customers”
Gerri Martin-Flickinger, Starbucks CTO(Ge

12. Why is this “big data”?
Define the 3 types of analytics and an example of how Starbucks could use it.
What types of decisions could Starbucks make based on this information?

13. A few examples:
Targeting marketing based on previous buying habits.
Reward points based on frequently purchased items.
Discounts to re-engage customers who have not purchased anything recently.
Customizing product offerings based on weather conditions (e.g. hot or cold drinks).
Identifying new store locations based on traffic patterns, population density, transportation links, and average income levels.
Data visualization tools to compare key performance metrics (KPIs) across locations.

14. Evolving Role of Sustainability Accounting

22. Summary
Decision Analytics and Sustainability are important and emerging topics that are relevant to future managers and accountants.
It is possible to incorporate the basic concepts into an introductory accounting class in a way that makes it relevant and does not detract from other course topics.