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Information and Knowledge Management

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by

Nina Birtel

on 4 October 2013

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Transcript of Information and Knowledge Management

Information and Knowledge Management
TARGET GROUP
MARKET ANALYSIS
LONG TERM
SHORT TERM
GOALS
GOALS OF COMMUNICATION PLAN
Attract the attention of qualified students for
master program
Define short and long term goals
Differentiate from other programs
TARGET GROUP
SHORT TERM MEASURES
internal
LONG TERM MEASURES
Choose companies in the field/ local firms:
DNA, telecommunications services
Elisa, telecommunications services
Alma Media, digital media
Sanoma, books and magazines
YLE, public broadcasting

Basic Facts
Methods
Learning Goals
School of Business and Economics (Pedagogical Unit of Excellence)
15 students/year
2 years (4 terms)
programm in English

Combination of Information
studies, organization and
management science and marketing
Wide range of pedagogical approaches

achieve globally cross-disciplinary competence
management and use of information and knowledge
leadership of internal and external organisatory processes with stakeholder groups
Competitors
In Finnland: many Business Masters, but: no focus on Information and Knowledge Mgmt, only from a technical or business point of view (eg. Information Technology, Tampere, Information and Service Mgmt, Helsinki)
Same Master program in only few universities worldwide ( Amsterdam, Sydney, Johannesburg) or only as additional certificate or part of business studies
Differentiation
& Positioning
Interdisciplinary and international approach
Finnland: free, good Education system, nice University Environment
Abo: small Uni, only 25 students: intensive
learning, close contact with professors
Focus Strategy:
Specialization on Information and Knowledge Management
WEAKNESSES
STRENGTHS
OPPORTUNITIES
THREADS
uniqueness of program
English/ international orientation
familiar atmosphere
new approach
New program, no experience
not known/popular yet
no material (flyer, poster)
no homepage
interdisciplinary, might be shallow
less competitors
trend to specialization
demand for new, interdisciplinary master programs
use existing Abo homepage to communicate master
good reputation: School of Business and Economics
business partners that are interested in qualified applicants
big competition for business master programs
attraction of wrong target group or not enough qualified students
no international success
location: better work opportunies in bigger cities (Helsinki)
Marketing Mix: 4As
Acceptability:
Establish a unique master program
Affordability:
Free
Accessibility:
Studenttown Turku, no GMAT required
Awareness:
exclusive communication with target group
Agenda
1. About IKM
2. Marketing Mix
3. Goals
4. Target Group
5. Market Analysis
6. Short term measures
7. Long term measures
external
Abo Information desk
university guide book entry
personal information for excellent students via mail
Facebook page, blog, newsletter,
Design a logo
Create a mascot
Flyers and Posters
Information at student fair
Ads in online and offline student magazines
add international aspects (other universities)
Tutor, FAQ
Basic Facts
Methods
Learning goals
About IKM
Communication Plan
by VNGC
04.10.2013
Bachelor Students who are about to get a degree in business or economics
Preferably excelling students with over average grades, good English skills
Who are interested in organizational aspects, willing to specialize
Focus on HR and Information Management
Open minded, courageous, and interested
Personal Invitations
20 students from own university who are about to finish their bachelor degree in business or economics
WHO?
WHY?
chosen students are highly qualified. Personal invitation makes them feel special and apreciated.
HOW?
contact professor of department & choose students
write half a year before they graduate
invite them to a special information evening
Poster Campaign
WHAT?
design poster that catch attention by making students curious
CONTENT?
catchy phrases like:
"Do you want to know how your food made it to your plate?"
"Do you want to know why your books are in this shelf?"
"Do you want to know why you can use this computer?"
You want to make it better?
Make them curious!
Ingredients:
Tomato,
Cucumber,
Information Management

Study IKM!
Information and Knowledge Management, Abo Akademi
HOW?
place posters all over the university campus:
on trays
library desks
desktop of computers
especially in business buildings
EXTRAS:
Additional possibilities:
Add QR-Code
Link to Homepage of IKM
Link to Facebook / Adapt layout
Flyer in the same layout (CI)

Important on the long run:
spread the word: word to mouth
cooperation with local companies
FAQ, Q&A, Tutors
Alumni portal
Cooperation with companies
http://www.zentrum-der-gesundheit.de/images/titelbild/salat-gesund. jpg
Real cases and projects in exchange for financial support and well educated potential employees. Maybe also a possibility for workers in the company to do a combined master (working and stuying)
HOW?
WHY?
Do you want to know how
your salad made it to your plate?
Attract the attencion of qualified students for our Master program in knowledge management.
Define short and long term goals
Differentiation from other programs
Target Group: Bachelorstudents in Finland
http://www.stat.fi/til/yop/2012/02/yop_2012_02_2013-06-19_tau_001_en.html
Full transcript