How digital platforms and MOOCs promote a university and strengthen the brand - EUPRIO
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How digital platforms and MOOCs promote a university and strengthen the brand
ETH Board
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2
ETH-Domain
Eidgenössische Ecole
Technische polytechnique Paul Scherrer Institute
Hochschule Zürich fédérale
de Lausanne
The Swiss Federal The Swiss Federal The Swiss Federal
Institute for Forest, Laboratories for Institute of Aquatic
Snow and Materials Science and Science and
Landscape Research Technology Technology
3
in 13 cantons
Facts and figures
3 400
21 000 Cooperations with
3.6bn CHF industry and the
Budget public sector
Employees Real Estate
Portfolio 50 spin-offs 230
per year patent
applications
30 000
Students 7.6bn CHF
5
Strategic Focus Areas 2017–2020
Advanced
Manufacturing Data Science
Personalized Health
and Related
Technologies Energy Research
6
ETH Domain: key role in digitization
Personalized Health
Advanced Manufacturing
Energy Research
Data Science
7
Spin-offs and Patents
60 25 0
Patents
50
20 0
Spin-offs
40
15 0
Spin -offs
Patents
30
10 0
20
50
10
0 0
2 00 8 2 00 9 2 01 0 2 01 1 2 01 2 2 01 3 2 01 4 2 01 5 2 01 6 2 01 7
Geschäftsbericht 2017, S. 92
8
Institutions and locations
9
ETH Zürich
Founded 1855 for the benefit of the country
… to provide Switzerland with top
science and engineering experts
10ETH Zurich
Outstanding quality of
education and …
– 18,000 students – of which
3,800 doctoral students
– 482 professors, 4,753
scientific staff, 10,242
Internationally renowned profile in research – Expenditure CHF 1,5 million
– Strong research profile in basic science
(maths, physics, chemistry, life sciences)
– Close to practitioners in engineering and architecture
– 21 Nobel Prize winners, incl. Wilhelm Conrad Röntgen and
Albert Einstein Prof. Lino Guzzella
President
– 260 spin-offs since 1996
11EPFL Lausanne
Founded 1853 as Ecole spéciale de Lausanne
• Transformed into a Federal University in 1968
• 1991: a new and special campus for entrepreneurs marks the
beginning of a period in which EPFL becomes the economic hot
spot of western Switzerland
12EPFL
Internationally renowned
profile in research
• Strong research profile
• Close to practitioners in
engineering and architecture
• Well-established relations with
industry; entrepreneurial site on Outstanding quality of teaching
the campus • 10,200 students – of which 2,041 doctoral
students
• 300 professors, 3,195 scientific staff
• Expenditure: CHF 800 million
Prof. Martin Vetterli
President
13Research Institue PSI
• Paul Scherrer Institute PSI
– develops, constructs and operates complex
large-scale research facilities
– 1,500 staff, expenditure CHF 337 million
– Main areas of research:
matter and material,
energy and environment, health Prof. Joël Mesot
Direktor
14Research Institut: WSL
Swiss Federal Institute for Forest,
Snow and Landscape Research WSL
• Long-term monitoring and research on use,
development and protection of natural and
urban spaces – and putting theory into practice.
• 500 staff, expenditure CHF 80 m.
• Main areas of research:
Biodiversity, landscape development, management of
natural hazards, sustainable use of natural resources,
forest ecosystems
Prof. Konrad
Steffen
Director
15Research Institutes: Empa, Eawag
• Empa – materials science & technology Prof. Gian-Luca Bona
Director
– Cutting-edge materials and technology research
– 1,000 staff, expenditure CHF 155 m.
– M ain areas of research:
nanostructured materials, sustainably built environment, health and performance, natural resources and
pollutants, energy
• Eawag – aquatic research
– Natural & social science and engineering
from aquatic ecosystems to fully engineered Prof. Janet Hering
Director
wastewater management systems.
– 450 staff, expenditure CHF 65 m.
– M ain areas of research:
water for human welfare, water for ecosystem
function, strategies for human versus ecosystem water use conflicts.
C a m b rid g e (S a n g e r In s titu te ), 1 8 J u ly 2 0 1 3 F ritz S c h ie s s e r: A n o v e rv ie w o f th e E T H D o m a in
16Digitalisation
Advanced Daten-
Manufacturing wissenschaften
Recherche
• ERC Grants
• Road Map Research
Personalisierte
Gesundheit Energie
Enseignement Tech Transfer
• Moocs en Afrique, • Spin offs
en Asie, Vidéos • Patents
• Cours
• Laboratoires
17MOOCS in the ETH Domain
Non è possibile visualizzare l'immagine.
• Spread education
• Reach Africa Moocs4Africa
• French parts in the world
• Tech-University
• Digital themes (Scala)
• Student growth
Teachers from Yaoundé recording in the
EPFL Mooc Studio
19MOOC Factory at EPFL
• #1 in Europe #10 in the world Non è possibile visualizzare
l'immagine.
• 93 MOOCs produced
• 2’000’000 registrations
• 120’000 online alumni Non è possibile visualizzare
l'immagine.
• 3 studios
• edX + Coursera
• Swiss MOOC ServiceEPFL Online Alumni 2012-2017 [ 12 0 ‘0 0 0 p a rtic ip a n ts p a s s e d a M O O C ] possibile visualizzare l'immagine.
Swiss MOOC Service
• swissuniversities P5 program
– Project started in M arch 2018
• What is it ?
– Duration: 2.5 years
– M OOC platform based on Open edX
– Budget: 1.4 M CHF (760K CHF funding)
– For Swiss Institutions of Higher Education
– Shared infrastructure – on SW ITCHengines
• W ho participates ?
– Data hosted in Switzerland
– Partners – Dedicated entry portal for each university
• EPFL – ETH – USI – SUPSI – HESSO
• Planned developments
– Beta testing institutions – AAI login
•UNIL – UNIGE – UZH
– ID verification and exam proctoring
• HSR – HSLU – ZHAW - ZHDK - LIECHTENSTEIN
– E-commerce module
– Analytics pipeNon è possibile visualizzare l'immagine.
Certificate of Open Studies
Non è possibile visualizzare l'immagine. Non è possibile visualizzare l'immagine.
Non è possibile visualizzare l'immagine.
• Continued education EPFL credits
• Equivalent to 10-30 ECTS credits Non è possibile visualizzare l'immagine.
• Open for anyone to participate
• Requires in situ proctored exam
(at EPFL or in a testing center of the Agence Non è possibile visualizzare l'immagine.
Universitaire Francophone)
Non è possibile visualizzare l'immagine.http://exts.epfl.ch MOOCs in Continuing Education| 2017 24
Non è possibile visualizzare l'immagine.
Non è possibile
visualizzare l'immagine.
Switzerland’s first collaborative space
dedicated to ambitious entrepreneurs
transforming education and learning
through technology.
> 60 education startups!
EPFL | 2017 25• http://moocs.epfl.ch/ (the list of EPFL MOOCs produced by the Center for Digital Education)
• http://courseware.epfl.ch/ (the EPFL portal of the Swiss MOOC Service, others are coming
soon ...)
• https://moocs-afrique.epfl.ch/fr/villes-africaines/ Certificate of Open Studies (are also offered
by the Extension School)
• http://exts.epfl.ch/ (the site for the Extension School, an initiative of EPFL to bring digital skills
to the workforce)
• https://edtech-collider.ch/ (more than 60 startups active in educational technologies hosted in
the EPFL innovation park)
26ETH Zurich
Only a few moocs
• German as main language (Bachelor)
• Collaborative Learning
TORQUEs
TORQUEs (Tiny, Open-with-Restrictions courses focused on QUality and Effectiveness) is the term
used at ETH to describe video-based learning modules which cover aspects of ETH courses and are
closely aligned with their face-to-face course equivalents.
27Are you discussing to create MOOCS in your university?
28Mixed-Reality in Teaching at ETH
Non è possibile visualizzare l'immagine.
29Non è possibile visualizzare l'immagine.
Image Film ETH Zurich
30Marketing Brand Management Communication for universities
Customer Centricity
Non è possibile visualizzare l'immagine.
32Touch Points – from cradle to grave
C h ild re n F u tu re s tu d e n ts S tu d e n ts A lu m n i O p in io n L e a d e rs
(P a re n ts , R e s e a rc h e rs P o litic ia n s
P o p u la tio n ) E m p lo y e e s
K id s -U n i S tu d e n t F o u n d a tio n
M a g a z in e s , F o u n d a tio n
O p e n D o o rs M a rk e tin g S o c ia l M e d ia , C o m m u n ic a tio n
s tu d e n t d e p a rtm e n t
in fo rm a tio n
F a c u ltie s
33Non è possibile visualizzare l'immagine.
34Learn from Steve Jobs Non è possibile visualizzare
l'immagine.
§ Create a network
§ Networks ad value
§ Define your target public
§ Every stakeholder should get what he needs
§ Keep it simple for your client
§ Best companies have a great customer experience
35Students / Customers
Non è possibile visualizzare l'immagine.
36Who is trying to create a student journey or already has it?
37What is a brand?
A brand is a promise (W . Lan d o r)
A good brand representsa a set of unique beliefs and feelings
in the customer’s mind, driven by a product or service
uniqueness that produces word of mouth.
Non è possibile visualizzare l'immagine.
38The end of advertising?
Non è possibile visualizzare
l'immagine.
Monologue Dialogue
Idea Ideals
Top Down Ecosystem
39Adaptation for universities
§ Dialogue with clients: Students, Alumnis
§ Leave ONE-WAY-COMMUNICATION (Newsletter, Magazine, Website etc.)
§ Word of mouth is more important
§ Find Alumnis and communicate constantly
40Leading digital and social strategy
4142
Power of the ETH-Domain
Members President
Professors
ETH ETH Politics
Partners
Board President Media
Collaborators
Alumni Board Economy
Society
President
EPFLTwitter Example
• Influencer Ranking
• Profs ETH-DomainLink to the Press Release of ETH-Board
47
Statistics Web Press release
December 2016 152 visitors
Duration 2.13 min
M ärz 2017 246
Duration 2.16 min
M ai 2017 514
Duration 4.42
48Media Coverage
M ay 2016 1 Print
1 SDA (Swis News Agency)
5 Online
July 2016 8 Print (short articles)
September 2016 1 Online
December 2016 1 Print
1 Online
M arch 2017 Swiss News Agency
4 online
M ay 2017 15 Print
5 Swiss News Agency (D/F/E)
> 20 Online50
51
Twitter as a example
Power of the crowd
(Everybody has his contacts)
Strategic communication
(ETH Board has not manyTwitter-Followers)
Online and offline
(communication digital, result in print)Do you work with your professors or influencers? How?
Twitter Accounts
• Swiss Tech Science
• Retweet Machine
• Editorial group
• Accounts of the schools, departments, professors etc.
• Regularly Social Media Trainings
• Possibility to go further: Swiss ScienceInformation Plattform
Non è possibile visualizzare l'immagine.https://www.swissinfo.ch/eng Non è possibile visualizzare l'immagine.
Offline - Events
Non è possibile visualizzare l'immagine.Scientifica 2017 Zurich
Non è possibile visualizzare l'immagine.
Non è possibile visualizzare
l'immagine.
Non è possibile visualizzare l'immagine.Science Festival
Non è possibile visualizzare l'immagine.Science in the park
Non è possibile visualizzare l'immagine.Touch Points – from cradle to grave
C h ild re n F u tu re s tu d e n ts S tu d e n ts A lu m n i O p in io n L e a d e rs
(P a re n ts , R e s e a rc h e rs P o litic ia n s
P o p u la tio n ) E m p lo y e e s
K id s -U n i S tu d e n t F o u n d a tio n
M a g a z in e s , F o u n d a tio n
O p e n D o o rs M a rk e tin g S o c ia l M e d ia , C o m m u n ic a tio n
s tu d e n t d e p a rtm e n t
in fo rm a tio n
F a c u ltie s
61You can also read
