Course Syllabus
Elements of Diffusion
• What is Diffusion?
• 4 Elements in the Diffusion of Innovation
• Element 1: Innovation
• Element 2: Communication Channels
• Element 3: Time
• Element 4: Social Systems
• Types of Innovation Decisions
• Consequences of Innovations
A History of Diffusion Research
• How Diffusion Research Began
• 8 Types of Diffusion Research
• 1. Earliness of Knowing about Innovations
• 2. Rate of Adoption of Different Innovations in Social System
• 3. Innovativeness
• 4. Opinion Leadership
• 5. Diffusion Networks
• 6. Rate of Adoption in Different Social System
• 7. Communication Channel Usage
• 8. Consequence of Innovation
Contributions and Criticism of Diffusion Research
• The Status of Diffusion Research Today
• 4 Major Criticisms of Diffusion Research
• 1. The Pro-Innovation Bias
• 2. The Individual – Blame Bias
• 3. The Recall Problem
• 4. The Issue of Equality
The Generation of Innovation
• The Innovation – Development Process
• 1. Recognizing a Problem or Need
• 2. Basic and Applied Research
• 3. Development
• 4. Commercialization
• 5. Diffusion and Adoption
• 6. Consequences
• Future Research on the Innovation – Development Process
The Innovation – Decision Process
• A Model of Innovation – Decision Process
• Stage 1: Knowledge
• Stage 2: Persuasion
• Stage 3: Decision
• Stage 4: Implementation
• Stage 5: Confirmation
• Stages in the Innovation Process
• Communication Channels
Attributes of Innovations and Their Rate of Adoption
• Rate of Adoption
• Perceived Attributes of Innovations
• 1. Relative Advantage
• 2. Compatibility
• 3. Complexity
• 4. Trialability
• 5. Observability
Innovativeness and Adopter Categories
• Classifying Adopter Categories on the Basis of Innovations
• Adopter Categories as Ideal Types
• Characteristics of Adopter Categories
• 1. Socioeconomic Status
• 2. Personality Variables
• 3. Communication Behavior
Diffusion Network
• Diffusion Network
• Models of Communication Flows
• Homophily and Heterophily in Communication Networks
• Homophily as a Barrier to Diffusion
• Measuring Opinion Leadership and Network Links
• Monomorphic & Polymorphic Opinion Leadership
• Characteristics of Opinion Leaders
• External Communication
• Accessibility
• Socioeconomic Status
• Innovativeness
The Change Agent
• Targeting
• Change Agents as Linkers
• The Sequence of Change Agent Roles
• Factors in Change Agent Success
• Homophily and Change Agent Contact
• The Use of Opinion Leaders
• Centralized and Decentralized Diffusion System
Innovation in Organization
• Types of Innovation-Decision
• Organizations
• Predictable Organizational Structure
• Predetermined Goals
• Prescribed Roles
• Authority Structure
• Rules and Regulations
• Informal Patterns
• Virtual Organizations
• Organizational Innovativeness
• The Innovation Process in Organization
• Stages in the Innovation Process
Consequences of Innovations Innovations
• Studying Consequences
• Classification of Consequences
• Form, Function and Meaning
• Achieving A Dynamic Equilibrium
• Equality in the Consequences of Innovations
• The Communication Effects Gap
• What is Diffusion?
• 4 Elements in the Diffusion of Innovation
• Element 1: Innovation
• Element 2: Communication Channels
• Element 3: Time
• Element 4: Social Systems
• Types of Innovation Decisions
• Consequences of Innovations
A History of Diffusion Research
• How Diffusion Research Began
• 8 Types of Diffusion Research
• 1. Earliness of Knowing about Innovations
• 2. Rate of Adoption of Different Innovations in Social System
• 3. Innovativeness
• 4. Opinion Leadership
• 5. Diffusion Networks
• 6. Rate of Adoption in Different Social System
• 7. Communication Channel Usage
• 8. Consequence of Innovation
Contributions and Criticism of Diffusion Research
• The Status of Diffusion Research Today
• 4 Major Criticisms of Diffusion Research
• 1. The Pro-Innovation Bias
• 2. The Individual – Blame Bias
• 3. The Recall Problem
• 4. The Issue of Equality
The Generation of Innovation
• The Innovation – Development Process
• 1. Recognizing a Problem or Need
• 2. Basic and Applied Research
• 3. Development
• 4. Commercialization
• 5. Diffusion and Adoption
• 6. Consequences
• Future Research on the Innovation – Development Process
The Innovation – Decision Process
• A Model of Innovation – Decision Process
• Stage 1: Knowledge
• Stage 2: Persuasion
• Stage 3: Decision
• Stage 4: Implementation
• Stage 5: Confirmation
• Stages in the Innovation Process
• Communication Channels
Attributes of Innovations and Their Rate of Adoption
• Rate of Adoption
• Perceived Attributes of Innovations
• 1. Relative Advantage
• 2. Compatibility
• 3. Complexity
• 4. Trialability
• 5. Observability
Innovativeness and Adopter Categories
• Classifying Adopter Categories on the Basis of Innovations
• Adopter Categories as Ideal Types
• Characteristics of Adopter Categories
• 1. Socioeconomic Status
• 2. Personality Variables
• 3. Communication Behavior
Diffusion Network
• Diffusion Network
• Models of Communication Flows
• Homophily and Heterophily in Communication Networks
• Homophily as a Barrier to Diffusion
• Measuring Opinion Leadership and Network Links
• Monomorphic & Polymorphic Opinion Leadership
• Characteristics of Opinion Leaders
• External Communication
• Accessibility
• Socioeconomic Status
• Innovativeness
The Change Agent
• Targeting
• Change Agents as Linkers
• The Sequence of Change Agent Roles
• Factors in Change Agent Success
• Homophily and Change Agent Contact
• The Use of Opinion Leaders
• Centralized and Decentralized Diffusion System
Innovation in Organization
• Types of Innovation-Decision
• Organizations
• Predictable Organizational Structure
• Predetermined Goals
• Prescribed Roles
• Authority Structure
• Rules and Regulations
• Informal Patterns
• Virtual Organizations
• Organizational Innovativeness
• The Innovation Process in Organization
• Stages in the Innovation Process
Consequences of Innovations Innovations
• Studying Consequences
• Classification of Consequences
• Form, Function and Meaning
• Achieving A Dynamic Equilibrium
• Equality in the Consequences of Innovations
• The Communication Effects Gap
Frequently Asked Questions
Q1 : What is the Innovation-Decision in Social Diffusion?
A1 : The Innovation-Decision in Social Diffusion is designed to develop an understanding of communication strategies in embracing changes involving innovations and Interpersonal Communication.
Q2 : Which Faculty offers the Innovation-Decision in Social Diffusion course?
A2 : The Innovation-Decision in Social Diffusion course is also offered as a Massive Open Online Course (MOOC) by the Faculty of Communication and Media Studies. The course code is INC551 - Innovation-Decision in Social Diffusion.
Q3 : What are entry requirements to the MOOC INC551 - Innovation-Decision in Social Diffusion?
A3 : There are no entry requirements to the MOOC INC551 - Innovation-Decision in Social Diffusion. It is encouraged for students to have a basic understanding of communication strategies in innovation and Interpersonal Communication.
Q4 : What are the syllabus offered in INC551 - Innovation-Decision in Social Diffusion?
A4 : The course offers eleven (11) main focuses in this course. It is as listed below: - 1. Elements of Diffusion 2. A History of Diffusion Research 3. Contributions and Criticism of Diffusion Research 4. The Generation of Innovation 5. The Innovation – Decision Process 6. Attributes of Innovations and Their Rate of Adoption 7. Innovativeness and Adopter Categories 8. Diffusion Network 9. The Change Agent 10. Innovation in Organization 11. Consequences of Innovations Innovations
Q5 : What are the approaches in INC551 - Innovation-Decision in Social Diffusion?
A5 : The INC551 - Innovation-Decision in Social Diffusion approaches for MOOC are as follows: - 1) Recorded Lectures 2) Assessment 3) Quiz
Q6 : What are the outcomes of INC551 - Innovation-Decision in Social Diffusion?
A6 : Upon the completion of this course, students will be able to: - 1. Demonstrate autonomous learning in knowledge on innovative communication strategies and organizational behavior (A3) 2. Demonstrate entrepreneurial and through vital strategic communication plan related to innovation-decision in social diffusion ( A4 )
A1 : The Innovation-Decision in Social Diffusion is designed to develop an understanding of communication strategies in embracing changes involving innovations and Interpersonal Communication.
Q2 : Which Faculty offers the Innovation-Decision in Social Diffusion course?
A2 : The Innovation-Decision in Social Diffusion course is also offered as a Massive Open Online Course (MOOC) by the Faculty of Communication and Media Studies. The course code is INC551 - Innovation-Decision in Social Diffusion.
Q3 : What are entry requirements to the MOOC INC551 - Innovation-Decision in Social Diffusion?
A3 : There are no entry requirements to the MOOC INC551 - Innovation-Decision in Social Diffusion. It is encouraged for students to have a basic understanding of communication strategies in innovation and Interpersonal Communication.
Q4 : What are the syllabus offered in INC551 - Innovation-Decision in Social Diffusion?
A4 : The course offers eleven (11) main focuses in this course. It is as listed below: - 1. Elements of Diffusion 2. A History of Diffusion Research 3. Contributions and Criticism of Diffusion Research 4. The Generation of Innovation 5. The Innovation – Decision Process 6. Attributes of Innovations and Their Rate of Adoption 7. Innovativeness and Adopter Categories 8. Diffusion Network 9. The Change Agent 10. Innovation in Organization 11. Consequences of Innovations Innovations
Q5 : What are the approaches in INC551 - Innovation-Decision in Social Diffusion?
A5 : The INC551 - Innovation-Decision in Social Diffusion approaches for MOOC are as follows: - 1) Recorded Lectures 2) Assessment 3) Quiz
Q6 : What are the outcomes of INC551 - Innovation-Decision in Social Diffusion?
A6 : Upon the completion of this course, students will be able to: - 1. Demonstrate autonomous learning in knowledge on innovative communication strategies and organizational behavior (A3) 2. Demonstrate entrepreneurial and through vital strategic communication plan related to innovation-decision in social diffusion ( A4 )