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©2012
Academia & PractitionersThe BrandBa.se CasePresented for EFLLund, 12.05.11
©2012
Veronika TarnovskayaSenior LecturerLund University Lund
@nikatar
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Sean DuffyBrand Strategist The Duffy AgencyMalmö / Boston
@brandranter
Academic:
Practitioner:
+
©2012
The Course
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Goals
To de-mystify the phenomenon of Internet marketing/branding by providing examples of how brands are successfully adapting to the new global marketing landscape
To provide an understanding of how the development of Internet technology has changed consumer behavior and what these changes mean for brands and marketers
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Our Idea
Brand theory
Online networking
Learn by doing
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++
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Structure:
9 Lectures
7 Seminars
Required reading42 Articles One Book: The New Rules of Marketing & PR by Scott, David Meerman
Grade Based on:
40% Paper Citing 15 academic sources
60% Blog Project
Extra Credit:
Badging program
Course Overview
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Digital SpiritOnline access to instructors
Digital text book
Students encouraged to share and learn from each other
Online polling and surveys
Social media marketing tactics applied to learning
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The blog assignment
Apply your marketing knowledge what you learn in class what you can learn online
Create a branda blog a following
Documentanalyticstacticslessons
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Teams were assessed on their understanding of the following concepts and how they demonstrated this knowledge on their blog.
Web Analytics
SEO Tactics
Promotion Plan
Content Strategy
Content Focus
Engagement Activity
Asset Management
Practical Assessment
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Online Components
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Online Platform:Live@Lund
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Online Platform: BrandBa.se
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Nothing is new under the digital sun
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FaceBook:Weekly Badge Report
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Results
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76 STUDENTSCREATED
18 BLOGS
WHO MADE
80,000 visits76
studentscreated
18 blogs on
ANY TOPICusing
TUMBLRwith
GOOGLE analytics
GENERATING
181,425 pages views
ATTRACTED
46,000 unique visitors
AVERAGING
4,032 page views / day
FROM
125 COUNTRIES
in
45 DAYS all blogs combined:
• VideoStudent Video Case
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Insights
Veronika TarnovskayaSenior LecturerLund University Lund
@nikatar
22
Sean DuffyBrand Strategist The Duffy AgencyMalmö / Boston
@brandranter
Academic:
Practitioner:
+
©2012
Connect with the students:BrandBa.se on LinkedIn
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EFL Possible Modules
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Experience with Previous Executive Education
We have given variations of this course to several businesses with great success. We have also developed a version specifically for life science companies.
Topics we often include: The importance of proper brand positioning (especially when marketing abroad)Realistic objective for what one can expect to accomplish onlineBasic terminology and concepts for online marketingThe relationship between traditional marketing practices and the online environmentChoosing the right vendors
Methodologies for performing online audit and assessmentvisualizing web presenceconnecting online activities to business objectivesmanaging online assetsmeasuring and reporting online performanceassessing performance of online assetsbasic SEO for online assetsadapting online assets and activity to changing market needs
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Possible Modules
The exact format used for the students would probably not be the best fit for business people.
We would base any course development on research with the target market. Preferably focus groups and/or in-depth interviews.
Course participants would ideally be surveyed online before the course.
Here are some possible modules. 1. The nature of online networking
and creating realistic objectives.Including what online networking platforms can and cannot accomplish
2. Ethics & guidelines for brands online. Including how to create guidelines, what they should include and how to train staff
3. Creating an objective-based global online brand platform.Including web audit, matrix approach, timing issues and basics of budgeting & ROI of online efforts
4. Managing & monitoring a global online brand platform.Including who does what in terms of staff vs ad agency vs web design firm vs. public relations firm
5. Crisis management and evolving the platform.Including crisis scenario planning, analysis of analytics and monitoring and converting data to actionable knowledge.
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