Eberhard R. Hilf: Identity and branding of academic services for the academic world?
- Author(s):
Eberhard R. Hilf
- Title:
Identity and branding of academic services for the academic world?
- distributed content, distributed users, universal services: how is identity kept
- Date of Upload:
2003-08-27
- Full Article:
to be sent to
EUSIDIC Conference: Building customer loyalty: the branding imperative;
Prague (Czech Republic), 19-22 October 2003
- Keywords:
branding, identity, distributed services
- Abstract:
- The requirements for the management of
scientific documents, eLearning modules, and
administrative files in the scientific world become more and more
similar, in as much as they get multimedial and interactive.
A rich spectrum of new professional services is needed and not yet
covered by present providers.
An analysis of some such
services, developed and served by the academic
word itself is given (an
eLearning platform,
retrieval engines of
distributed sources for
documents,
elearning
modules,
and
administrative material, and entry points ('portals') in
Physics).
The necessity of branding and marketing and its subtle differences
to that of commercial services for the same customers is elucidated.
New techniques allow separation of content server and
distribution provider, thus enabling the present bunch of
e.g. physics portals, academic, as well as commercial, potentially
sharing
the same content. How the identity of service is kept to feed
the loyalty of users is discussed.
Academic developments and their prototypic services may serve
as testfield and outsourced research
for the industry if consulting in both directions is intensified.
- Copyright:
all rights with the author
- URL: http://www.isn-oldenburg.de/~hilf/vortraege/eusidic/abstract.html (text/html)
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Last Update: Wed Aug 27 12:30:40 2003