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By Simone Janson (More) • Last updated on October 25.01.2013, XNUMX • First published on 25.01.2013/XNUMX/XNUMX • So far 6376 readers, 1142 social media shares Likes & Reviews (5 / 5) • Read & write comments
Unusual PR campaigns ensure awareness . It gets interesting when a University makes such offers. What about the legal framework? Does that make sense – and is it credible?
I have to admit, when I got this message, I thought “Geile Aktion” for the first time: to win a scholarship for a complete distance learning program worth 11.000 euros, who didn't want that? In detail it looks like this:
The International University of Applied Sciences Bad Honnef • Bonn (IUBH) awards a full scholarship for a postgraduate program in its programs Bachelor in Business Administration or Master in General Management.
As part of a current PR campaign by the IUBH, participants can win a complete distance learning course. What you have to do for that? Most facebook- Collect votes. that throws Ask on from Sinn and nonsense from social media voting to equal opportunities in the Education.
From 22. January to the 19. February may be interested in http://www.dein-stipendium.de apply. If you want to win a distance learning course worth over 11.000 euros, hang up http://www.dein-stipendium.de a Candidate-Profile on. Participants then explain their ideas by means of video or photo contributions Motivation for winning the scholarship and put them to a vote.
Participants collect “votes” by asking friends, Family and acquaintances via faxebook, eMail or Invite contact lists and ask them to vote for them, who gets the most votes, wins. The second and third place winners each receive high-quality technical equipment such as laptops and tablet PCs for mobile learning.
All important information and the opportunity to participate can be found at http://www.dein-stipendium.de or http://www.iubh-fernstudium.de, Philipp Höllermann, project manager of the distance learning courses at the IUBH, explains the motivation of the competition:
“With the 'Your Scholarship' competition, we would like to enable the winner to study remotely without having to worry about the Costs have to take care of. through the votingSystem the participants take theirs Future even in the Hand. Because whoever can activate the most supporters for voting wins the scholarship.”
Almost sympathisch I think that the IUBH is openly showing the absurdity of social media voting with its campaign: Instead of announcing as the winner who (passively) gets the most likes, as usual, it is openly about who makes it, the most friends and persuade followers to get more likes.
However, this does not make the ability to become more social Communication, which in my opinion makes up the basic idea of social media, is rewarded, but rather the ability to market oneself.
You could also criticizethat you can't get a scholarship simply by a couple of facebook- may make likes dependent. However, the ability to market yourself perfectly fits the requirements that graduates of such courses will later have to meet Job are provided.
Consequently, this selection mechanism is only logical.
proponents of Method could object that the grants are awarded more democratically here than by committee decision - especially since the losers are free to open up further financing channels.
On the other hand, the question is how democratically a scholarship award is based on pure market mechanisms and whether it is possible in this way to assume any equality of opportunity in education.
Or should one not make such demands on a paid course at all? And isn't there a danger that such an example will set a precedent – especially when I think of the diverse interlocking between Economy and colleges think.
Incidentally, the IUBH is for such exciting Marketing– and PR campaigns known. because the long-distance university calls on students and those who are to become students, sometimes via Facebook to suggest new locations. The final selection However, it is up to the university...
When it comes to new ideas, universities tend to be of the more sluggish caliber: the students, too customers are to be considered is only gradually gaining ground. All the more sympathetic – and also from a marketing point of view not unclever – it is Ideato involve customers in site selection. Because students often choose their university in the way that is most practical for them in terms of location.
This is usually a little different at a distance learning college, but here too many people choose the location of the presence centers. The more so because many students are working and are usually tied to a specific location. This has also been understood by the International University of Applied Sciences Bad Honnef / Bonn (IUBH) and is now turning the tables:
She calls on her distance students and all those interested in distance learning to suggest cities for study centers in Germany, Austria and Switzerland. So far, the IUBH has a network of 22 study centers in German-speaking countries, which is to be expanded in 2013
However, suitable study sites should meet a few criteria: a site should not be too close to the existing centers and should have at least 150.000 inhabitants and / or be a center for the surrounding region.
The IUBH accepts suggestions, seemingly very modern, on Facebook or - for the Facebook-Opponents – in their forum and will meet them at the Planning take into account. It all sounds very social media like.
It is a pity, however, that the students and future customers submit ideas, but not to the Implementation allowed to have a say. So much customer democracy was probably too “dangerous” for those responsible.
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Simone Janson is publisher, Consultant and one of the 10 most important German bloggers Blogger Relevance Index. She is also head of the Institute's job pictures Yourweb, with which she donates money for sustainable projects. According to ZEIT owns her trademarked blog Best of HR – Berufebilder.de® to the most important blogs for careers, professions and the world of work. More about her im Career. All texts by Simone Janson.
Hello Mrs. Janson,
nice that we can create it again in their blog. Of course that is
Competition is primarily a marketing tool with which we focus on
unusual way of presenting as a university
private distance learning providers are not that easy ... the alternative
the well-known poster campaigns and glued buses;).
Your criticism I can also understand a bit far: Of course it goes with
this competition for the ability is a concern (“Why do I want that
Win a scholarship. ”) Particularly concise, personable and / or funny
(and therefore not for educational reasons). But I
think also the message that is transported is quite relevant: A
important personal concern, a vote may be essential
influence. At the fifth point of the vote, a contribution is now available, in
which is about the compatibility of work, study and children ... and that
although this is “only” represented by images and text (i.e. half
which gives points per “vote”).
I also assume that not only direct friends, family and
“Fans” participate in the competition, but other people also cast their votes
and be influenced by this message. And of course
even without facebook-Account or Twitter (the integration and use of this
Networks is optional, not exclusive).
But above all - as far as I know - we are the only private university with us
Remote study programs a regular scholarship program the partial and
Full scholarships for our courses (worth about 90.000 Euro
yearly). Here are the criteria neediness, educational career, professional
Achievements and social commitment and are determined by the scholarship committee
considered. That too is not democratic, but at least that's the way it is
"Fair" as it goes in a traditional scholarship program.
My question would be: Do you have alternative suggestions for a
Scholarships? :)
Best regards,
Philipp Höllermann
Project manager of IUBH remote study programs
Hello Mr. Höllermann,
thank you for your very interesting and nuanced comment. Yes, you always have very sensational promotions too. That someone 11.000 euros per FacebookVoting is actually rather rare. Unfortunately, the fact that you still have a regular scholarship program is neglected a little. And I would even agree with you that the traditional awarding of scholarships is not necessarily more democratic.
However, I had thought something further in the matter: Next week I will discuss in a panel of experts with Ursula Engelen Kefer, Agnes Dietzen from BiBB and Stefan Pfisterer from BITKOM on the social change from training-based occupations to competence-based activities. An important aspect of the latter, in my opinion, is the self-marketing in the form required here. That's very radical Professor Dr. Gunther Dueck, mathematician and ex-IBM manager, formulated several times, namely on the re: publica 2011 and in the Enquete Commission of the German Bundestag: Who can not network, communicate and market, falls behind. Crucial for him is that the education system is here preparatory.
But, especially here in the blog, I keep finding that there are a large number of very intelligent people who are simply far from self-marketing in terms of their personality or who even reject this form of (apparently necessary) self-expression. Is it therefore desirable for society to move in this direction? And if not - can this trend still be prevented?
I could not answer these questions clearly.
In any case, action is a very exciting example, which will surely take up again.
Simone Janson
Hello Mrs. Janson,
Thanks also for pointing out this action.
You are of course right if you point out a little critically that we will not let the final decision run as a vote and therefore not leave it to the interested parties. But that has less to do with the fact that we consider it too “dangerous”, but rather with the fact that we cannot generate a critical mass of participants without great effort.
A meaningful result - which goes beyond mere expressions of interest - would require several dozen or, in the best case, XNUMX participants and that is currently not possible for us with such a special topic. If we were to start a binding vote in such a situation, we would have - in addition to a high technical effort - in the end a very manageable number of active participants and probably a number of centers that are simply not financially viable. Unfortunately, that is the crux of the matter with “customer democracy” (which I personally think is great and flow into it wherever possible).
Best Regards,
Philipp Höllermann
Project Leader Distance Learning at IUBH
PS. By the way, our remote study page has its own website at www.iubh-fernstudium.de which would be better than a photo to the article :).
Hello Mr. Höllermann,
thanks for your comment.
From an entrepreneurial point of view, I can fully understand that: the creation of distance learning centers is associated with high costs. That is then a different caliber than, for example, designing a Pril bottle or the Facebook- Looking for the face of the company - well-known example of crowdsourcing campaigns that went a little differently than expected.
What always bother me a little is when companies jump onto the current crowd-sourcing trend, because it is somehow so fashionable or because they believe it is cheaper, but then do not go through to the end. In your case, however, the collection of customer feedback makes sense.
The thing with the range I see a little in reverse: If people feel taken seriously, they are also more interested in participating in such a thing. Even with a small target group, a representative cross-section can be found. But, you are right: Something is always associated with costs, sometimes with higher costs than easy to do.
As far as the photo is concerned: I actually searched for a nice photo of the IUHB myself, but found none. And I actually liked the colorful squares better than the green of the distance learning site ;-)
Unfortunately, it is a pity that social media is not even understood by companies and universities that teach it. It could be so easy: participation + interaction = communication
Hallo,
I am surprised not to be honest. I mean: institutions and social media? Is not that a contradiction in itself?
Otherwise, I think the basic idea of social media is also great, unfortunately, it is now being used in an inflationary manner for the mechanisms described above.
Hello,
Take a look at our community engagement and our social media activities ... then you may find that open communication is our central concern and participation is very important. :)
Best regards,
Philipp Höllermann
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