how digital platforms and moocs promote a university and ... · – e-commerce module – analytics...
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How digital platforms and MOOCs promote a university and strengthen the brand
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ETH Board
ETH-Domain
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Eidgenössische Technische
Hochschule Zürich
Ecole polytechnique
fédérale de Lausanne
Paul Scherrer Institute
The Swiss Federal Institute for Forest,
Snow and Landscape Research
The Swiss Federal Laboratories for
Materials Science and Technology
The Swiss Federal Institute of AquaticScience and Technology
in 13 cantons
Facts and figures
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21 000
Employees
30 000Students
Real Estate Portfolio
7.6bn CHF
3.6bn CHF Budget
3 400Cooperations with industry and the
public sector
230patent
applications
50 spin-offs per year
Strategic Focus Areas 2017–2020
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Advanced Manufacturing Data Science
Personalized Healthand RelatedTechnologies Energy Research
ETH Domain: key role in digitization
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Advanced Manufacturing
Energy Research
Data Science
Personalized Health
Spin-offs and Patents
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Geschäftsbericht 2017, S. 92
Spin-offs
Patents
Spi
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ffs
Pat
ents
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2008200920102011201220132014201520162017
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Institutions and locations
ETH Zürich
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Founded 1855 for the benefit of the country… to provide Switzerland with top
science and engineering experts
ETH Zurich
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Internationally renowned profile in research– 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– 260 spin-offs since 1996
Prof. Lino Guzzella President
Outstanding quality ofeducation and …
– 18,000 students – of which3,800 doctoral students
– 482 professors, 4,753 scientific staff, 10,242
– Expenditure CHF 1,5 million
EPFL Lausanne
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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 hotspot of western Switzerland
Outstanding quality of teaching• 10,200 students – of which 2,041 doctoral
students• 300 professors, 3,195 scientific staff• Expenditure: CHF 800 million
EPFL
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Prof. Martin Vetterli President
Internationally renownedprofile in research
• Strong research profile• Close to practitioners in
engineering and architecture• Well-established relations with
industry; entrepreneurial site on the campus
Research 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
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Prof. Joël MesotDirektor
Research Institut: WSL
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Prof. Konrad SteffenDirector
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 ofnatural hazards, sustainable use of natural resources, forest ecosystems
Research Institutes: Empa, Eawag
• Empa – materials science & technology– Cutting-edge materials and technology research
– 1,000 staff, expenditure CHF 155 m.
– Main 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 wastewater management systems.
– 450 staff, expenditure CHF 65 m.
– Main areas of research: water for human welfare, water for ecosystem function, strategies for human versus ecosystem water use conflicts.
C am bridge (S ange r Ins titu te ), 18 Ju ly 2013 F ritz S ch iesse r: A n ove rv iew o f the E T H D om a in1 6
Prof. Gian-Luca BonaDirector
Prof. Janet HeringDirector
Digitalisation
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AdvancedManufacturing
Daten-wissenschaften
Personalisierte Gesundheit Energie
Enseignement• Moocs en Afrique,
en Asie, Vidéos• Cours• Laboratoires
Recherche• ERC Grants• Road Map Research
Tech Transfer• Spin offs• Patents
MOOCS in the ETH DomainNon è possibile visualizzare l'immagine.
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Teachers from Yaoundé recording in theEPFL Mooc Studio
• Spread education• Reach Africa Moocs4Africa• French parts in the world• Tech-University• Digital themes (Scala)• Student growth
•#1 in Europe #10 in the world•93 MOOCs produced•2’000’000 registrations•120’000 online alumni
•3 studios•edX + Coursera•Swiss MOOC Service
MOOC Factory at EPFLNon è possibile visualizzare l'immagine.
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EPFL Online Alumni 2012-2017 [ 1 2 0 ‘ 0 0 0 p a r t i c i p a n t s p a s s e d a M O O C ]
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• swissuniversities P5 program
– Project started in March 2018– Duration: 2.5 years
– Budget: 1.4 MCHF (760K CHF funding)
• W ho participates ?– Partners
• EPFL – ETH – USI – SUPSI – HESSO
– Beta testing institutions• UNIL – UNIGE – UZH
• HSR – HSLU – ZHAW - ZHDK - LIECHTENSTEIN
•What is it ?– MOOC platform based on Open edX
– For Swiss Institutions of Higher Education– Shared infrastructure – on SWITCHengines
– Data hosted in Switzerland
– Dedicated entry portal for each university
• Planned developments– AAI login
– ID verification and exam proctoring
– E-commerce module– Analytics pipe
Swiss MOOC Service
• Continued education EPFL credits• Equivalent to 10-30 ECTS credits• Open for anyone to participate• Requires in situ proctored exam
(at EPFL or in a testing center of the AgenceUniversitaire Francophone)
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24MOOCs in Continuing Education| 2017
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http://exts.epfl.ch
25EPFL | 2017
Switzerland’s first collaborative space dedicated to ambitious entrepreneurs transforming education and learning through technology.> 60 education startups!
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• 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 skillsto the workforce)
• https://edtech-collider.ch/ (more than 60 startups active in educational technologies hosted in the EPFL innovation park)
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ETH Zurich
Only a few moocs• German as main language (Bachelor)
• Collaborative Learning
TORQUEsTORQUEs (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.
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Are you discussing to create MOOCS in your university?
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Mixed-Reality in Teaching at ETH
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Image Film ETH ZurichNon è possibile visualizzare l'immagine.
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MarketingBrand ManagementCommunication
for universities
Customer Centricity
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Touch Points – from cradle to grave
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C hildren(Parents,
Population)
O pinion LeadersPolitic ians
FoundationC om m unication
departm ent
Future students
M agazines, Socia l M edia,
studentinform ation
Faculties
A lum ni
FoundationStudent M arketing
K ids-U niO pen D oors
S tudentsR esearchersEm ployees
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Learn from Steve Jobs
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§ 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
Students / Customers
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Who is trying to create a student journey or already has it?
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What is a brand?
A brand is a promise (W . Landor)
A good brand representsa a set of unique beliefs and feelingsin the customer’s mind, driven by a product or service
uniqueness that produces word of mouth.
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The end of advertising?
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Monologue Dialogue
Idea Ideals
Top Down Ecosystem
Adaptation 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
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Leading digital and social strategy
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Power of the ETH-Domain
Members ETH
Board PresidentBoard
PresidentEPFL
PresidentETH Politics
MediaEconomySociety
Professors Partners
CollaboratorsAlumni
Twitter Example
• Influencer Ranking• Profs ETH-Domain
Link to the Press Release of ETH-Board
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Statistics Web Press release
December 2016 152 visitorsDuration 2.13 min
März 2017 246Duration 2.16 min
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Mai 2017 514Duration 4.42
Media Coverage
May 2016 1 Print1 SDA (Swis News Agency)5 Online
July 2016 8 Print (short articles)
September 2016 1 Online
December 2016 1 Print1 Online
March 2017 Swiss News Agency4 online
May 2017 15 Print5 Swiss News Agency (D/F/E)> 20 Online
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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 Science
Information Plattform
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https://www.swissinfo.ch/engNon è possibile visualizzare l'immagine.
Offline - Events
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Scientifica 2017 Zurich
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Science Festival
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Science in the park
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Touch Points – from cradle to grave
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C hildren
(Parents,
Population)
O pinion Leaders
Politic ians
Foundation
C om m unication
departm ent
Future students
M agazines,
Socia l M edia,
student
inform ation
Faculties
A lum ni
FoundationStudent
M arketing
K ids-U ni
O pen D oors
S tudents
R esearchers
Em ployees