Chapter 5 Campaign Planning and Project Management

Case Study Chapter 5: JEMMSThe MOOC (Massive Online Open Course) was developed as part of the Joint European Masters (JEMSS) and aims to effectively communicate how to put a digital theory into business practice.

Overview

Joint European Masters (JEMMS) started on the 1st of October 2013. A free online course, the Digital and Social Media Marketing MOOC (Massive Open Online Course), launched in September 2015 and was developed as part of the JEMSS project, funded under the Lifelong Learning Erasmus programme. The MOOC is aligned with the European agenda 2020 which recognises the need for digital literacy skills.

The MOOC was designed by the University of Salford in collaboration with four European universities (City College, Thessaloniki, Greece; Kaunas Technical University, Lithuania; University of Lodz, Poland; University of National and World Economy, Bulgaria). The course was created to help future digital marketers to develop their individual as well as professional online skills and aimed at boosting international trade prospects. It will complement the portfolio of leading Master courses at Partner institutions.

Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License.

The aims of JEMMS are to:

● Create an online platform that, apart from programme promotion, will focus at community creation around conducted activities and enabling the collection of educational and research material

● Educate skilled digitally employees, Search and Social Media Marketing specialists

● Disseminate project results to relevant target audience● Internationalise the JEMSS and MOOC as a market product● Increase the brand awareness of MOOC● Increase brand awareness of JEMSS● Increase subscription numbers in MOOC

Implementation The #passion4digital MOOC is a 6 week Digital and Social Media course. The concept of open access online learning allows students to share their learning with a global audience.

MOOC comprises 48 videos containing theoretical background from academic staff, as well as industry insights from key professional speakers. Each video is accompanied by activities, designed to help put that theory into practice.

Results

It was expected that about 3,000 students would sign up to the course, but a positive and fast-spreading Word-of-Mouth by prior users drove sign ups of over 14,000 students, including entries from 168 countries around the world.

A trial (teaser) digital campaign aiming at JEMSS brand promotion was launched between the 13th and 19th of August 2014).

According to prior assumptions, students prepared an entire campaign project and estimated a yearly campaign budget of 5,337.81 EUR for activities.

Further information regarding the KPIs: targeted and reached, campaign budgets can be found in the Ch 5 case study supplementary material. See http://www.slideshare.net/JemssJemss/ch-5-supplementary-material-chapter-building-jemss-brand

Throughout the JEMMS project, MOOC has been shortlisted for a number of awards and recognitions including:

Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License.

● University of Salford Business School with #passion4digital MOOC shortlisted for Big Chip Award in Best Public Sector Project category http://www.manchestereveningnews.co.uk/business/big-chip-awards-2016-shortlist-11251785

● http://www.digileaders100.com

#passion4digital MOOC nominated for the Digital Leaders 100 prize in category Digital Inclusion and Skills Initiative of the Year

● http://www.salford.ac.uk/news/articles/2016/digital-marketing-skills-course- shortlisted-for-awards

● The Digital and Social Media Marketing MOOC is nominated for the European Search Awards in both the Best Use of Search – Third Sector and Best Low Budget Campaign categories.

Dr Aleksej Heinze (course designer), University of Salford acknowledged that: “It is fantastic that our course has been recognised in this way. It filled a great need to help businesses develop their digital skills in the fast changing online world.”

The course has been received very well by the students and many have seen it as an opportunity to open new doors in digital and social media marketing. One student on the course, Ioannis Zezos from Cyprus commented, “I am eager to continue learning about

Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License.

Search and Social Media Marketing and I am positive that these skills will help me access more career opportunities.”

Further Information

1. https://iversity.org/en/courses/digital-and-social-media-marketing

2. http://mastersindigitalmarketing.org/

3. https://twitter.com/jemsseu

4. https://www.youtube.com/watch?v=VufHCbNSGg4

5. https://www.youtube.com/watch?v=_pSaajlccbE

6. http://citycollege.sheffield.eu/frontend/article.php?aid=1209&cid=12&t=Joint-European- Masters-programme-in-Search-and-Social-Media-Marketing-%28JEMSS%29

7. http://mastersindigitalmarketing.org/ 8. Winstanley K., Apampa L., Hornby F., Muthukrishan N., Guemueshan A., Building the

JEMSS brand, Salford University, 2014

9. http://www.salford.ac.uk/news/articles/2016/digital-marketing-skills-course-shortlisted-for-awards

10.http://www.manchestereveningnews.co.uk/business/big-chip-awards-2016-shortlist-11251785

11.https://zarzadzanie.uni.lodz.pl/Stronaglowna/Badania/JEMSSprojektWZiUniwersytetuwSalford/tabid/2545/Default.aspx

12. https://zarzadzanie.uni.lodz.pl/LinkClick.aspx?fileticket=VWRcZT7Zpok%3d&tabid=2545

Discussion questions

1. What are the Strengths and Weaknesses of the JEMSS course and the #passion4digital MOOC? Create a SWOT analysis.

2. Discover all factors of the Porter’s 5 forces for the JEMSS course and the #passion4digital MOOC?

3. What was the business widow for creation of the #passion for digital MOOC and JEMSS?

4. What kind of digital communication tools could be used to promote the JEMSS and MOOC?

Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License.

5. What is/are in your opinion the most effective ways to reach the target audience of the course?

Class activities

1. Prepare a keywords list for the JEMSS brand

2. Prepare a keywords list for #passion4digital MOOC

3. Indicate the SMART objectives and campaign KPIs

4. Prepare an entire digital campaign to promote the JEMSS brand (brand awareness increase of 10%) according to Plan-Act-Observe-Reflect approach

5. Create a Gantt Chart for the above mentioned campaign

6. Prepare an entire digital campaign to promote the #passion4digital MOOC (course followers increase of 10%) according to Plan-Act-Observe-Reflect approach

7. Create a Gantt Chart for the above mentioned campaign

Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License.