@Passport2Trade #P2T2
P2T2 Launch Event
16 September 2013
Salford Business School, University of Salford, UK
www.BusinessC...
Housekeeping …
• Fire Alarms &
Emergency exits
• Toilets
• IT equipment
• Questions
• #P2T2
• Mobile Phones
Agenda
• 8:45 Passport to Trade 2.0 project overview
• 9:00 – Pilot MOOC project team
• 10:00 – Passport to Trade 2.0 advi...
This project has been funded with support from the European Commission. This publication
reflects the views only of the au...
www.businessculture.org
Anjlee Bhatt – Social Media Consultant – smespresso.co.uk
Bobbie Charleston-Price – International Trade Adviser – UK Trade...
1. International student placements can
benefit international trade developments
2. Social media –
Useful tool for student...
““if an organisation does not set out to
manage and build their social media profile
positively then someone else will bui...
Source: Joebloggsy
http://en.wikipedia.org/wiki/File:Europe_with_flags.png
Source: internet-map.net
World without country borders?
Source: internet-map.net
We are now defined by website platform borders
What are the main
professional social
networks in Europe?
What are the main professional social networks in Europe?
Cultural differences – no difference?
“I think they are not so important
when using social media
because social media is s...
www.businessculture.org
Agenda
• 8:45 Passport to Trade 2.0 project overview
• 9:00 – Pilot MOOC project team
• 10:00 – Passport to Trade 2.0 advi...
Search and Social Media
Marketing for International
Business pilot MOOC
Business Innovation Project
The Team
L-R: Luis Santos, Maria Villa, Vanessa Van Huynh, Rebecca Lee
Contents
1. Introduction
2. Key Issues
3. Key Findings
4. Key Recommendations
5. Conclusion
Introduction
What is a MOOC?
1. Distance Learning
2. Accessibility
Massive Open Online Course
Why have we chosen a MOOC?
1. University of Salford’s interest
2. Student engagement
3. Marketing / PR Opportunity
4. Glob...
Global ‘MOOC’ Trends
Google Trends (05/09/13)
What is Social Media Marketing and
how can it be used?
1. Awareness
2. Consumer engagement
3. Place in the workplace
Topics covered in the MOOC
1. Personal branding online
2. Twitter
3. Search Engine Optimisation (SEO)
4. International bus...
Marketing Activities
• Salford Business School website
• Social media channels (Twitter, LinkedIn,
Facebook, Google+, blog...
Keyword Research
Google Adwords (05/09/13)
Primary Keywords
Key Issues
Pedagogic Framework Selection
c-MOOC x-MOOC
Origin
- Since 2008
- “Connectivism and
Connective knowledge”
course (CCK08) b...
Pedagogic Model
c-MOOC x-MOOC
Teacher
Teacher
Student = Teacher = Researcher
Teacher → Students
Pedagogic Framework cont.
c-MOOC x-MOOC
Characteristics
- Knowledge building
- Deeply about openness
- Facilitator = knowl...
Pedagogic Framework cont.
c-MOOC x-MOOC
Learning materials
- Presentations from
facilitator and guest speakers
- Reading l...
Pedagogic Framework cont.
c-MOOC x-MOOC
Value
- Encourage creativity, critical
thinking ability
- Suitable for students wi...
Pedagogic Framework cont.
x- MOOC
Evaluation of MOOC Providers
Evaluation of MOOC Platforms
For - Profit Non - Profit
Coursera Udacity edX Khan Academy
- $ 20 million
investment
- 197 c...
1. Certification
2. Secure assessments
3. Employee recruiting
4. Employee or university screening
5. Human provided tutori...
Key Findings
- Primary data obtained through entry / exit MOOC
surveys
- Surveys linked to Google Drive tool in order to
obtain in-dept...
19%
0%
36%
22%
14%
8%
What is your age? (in years)
What is your current area of
employment?
10%
7%
5%
10%
15%
37%
2%
2%
10%
2%
University of Salford website
press coverage
How did you hear about this MOOC (Massive ...
7%
16%
12%
3%
5%
7%
4%
4%
Learn new things
9%
9%
15%
1%
To get a certificate
Improve my career prospects
Improve my busine...
- Free course content but charge for certifications based on
grades
- Develop a diagnostic system to calculate strengths a...
Key Recommendations
Search and Social Media Marketing
for International Business
- Welcome video
- Media training
- Review design features / a...
Future MOOCs
- Platform - Coursera / FutureLearn
- Create digital MOOC community
- Specific MOOC team to function within t...
Conclusion
Overall
PR/ Marketing / Branding → YES
Business venture for profit → NO
1. Clear MOOC policy
2. Originality of pedagogical material
creation
3. Clear funding for future improvement
4. Coursera a...
•Dellarocas, C., Van Alstyne, M. (2013) Money Models for MOOCs. Communications of the ACM,
56(8), pg. 26
•Young, J. (2012)...
Questions
Agenda
• 8:45 Passport to Trade 2.0 project overview
• 9:00 – Pilot MOOC project team
• 10:00 – Passport to Trade 2.0 advi...
Agenda
• 8:45 Passport to Trade 2.0 project overview
• 9:00 – Pilot MOOC project team
• 10:00 – Passport to Trade 2.0 advi...
Websites for international audiences
Going global on the web
Alex Fenton – PPTT 2.0 - Technical Development lead
Email: a....
Agenda
• 8:45 Passport to Trade 2.0 project overview
• 9:00 – Pilot MOOC project team
• 10:00 – Passport to Trade 2.0 advi...
Agenda
• 8:45 Passport to Trade 2.0 project overview
• 9:00 – Pilot MOOC project team
• 10:00 – Passport to Trade 2.0 advi...
63
UKTI Overview
Presented by Bobbie Charleston-Price
International Trade Adviser
Topics to cover today
•Why should companies export
•Cultural Barriers and how to Overcome
•Who are UKTI
•What UKTI can do ...
Why should companies export
Companies that export
are 11% more likely to
stay in business
Why Export ?
Business Etiquette: What to
Watch
• Business Etiquette: What to Watch
• Modes of address
• Introductions
• Punctuality
• G...
Tips on Getting Cultural Clues
• Buy a book
• Research online
• Download an app
• Ask someone
• Get some training
• Speak ...
69
Who are UKTI?
UKTI Overview
UKTI Overview
•2,400 staff
•1,300 overseas
•99 UK Embassies, High Commissions,
Consulates and Trade Offices; and
around
•4...
UKTI Impartial advice & strategic
support
• Strategic and export business advice
• Market information and research
• Assis...
73
UKTI Services Overview
For more information contact:
0845 603 7053
info@uktinorthwest.co.uk
Thank You
Agenda
• 8:45 Passport to Trade 2.0 project overview
• 9:00 – Pilot MOOC project team
• 10:00 – Passport to Trade 2.0 advi...
www.thebusinessgroup.org
Benefits to local business:
Accessing new markets
Online resources
Insight into European business culture
Awareness and un...
www.thebusinessgroup.org
www.depict.eu
www.eliemental.org
Agenda
• 8:45 Passport to Trade 2.0 project overview
• 9:00 – Pilot MOOC project team
• 10:00 – Passport to Trade 2.0 advi...
International Business Culture: Launch event of Passport to trade 2.0 in the UK
International Business Culture: Launch event of Passport to trade 2.0 in the UK
International Business Culture: Launch event of Passport to trade 2.0 in the UK
International Business Culture: Launch event of Passport to trade 2.0 in the UK
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International Business Culture: Launch event of Passport to trade 2.0 in the UK

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This presentation was used at the launch event of the Passport to Trade 2.0 project on 16th September 2013.

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  • Clients to be given handout copies of slides NOW. (3 per page with notes spaces) Please make sure your name is added to the slide and that the date is added to the footer on each slide.
  • Modes of address - USA first names, formal in Germany , if i doubt go formal Introductions – in come countries it is considered bad manners to introduce oneself rather than being introduces Punctuality – different levels of expectation, lateness tolerated in Latin America Gestures – hand gestures, hands in pockets all have different connotations in different countries Gifts – when is gift-giving appropriate, when is it expected and what to give as a gift
  • Books – Xenophobes guides, lots on Amazon Executive planet, UKTI site, of course MOOC I Phone apps
  • A very brief overview of our links with the FCO Commercial Officers based in most Embassies, Consulates, High Commissions around the world. UKTI - The link between exporters and the UK Embassy network. We also work in partnership with others such as: Intellectual Property Office (Patent Office) HMRC duties and tariffs, imports and export
  • International Business Culture: Launch event of Passport to trade 2.0 in the UK

    1. 1. @Passport2Trade #P2T2 P2T2 Launch Event 16 September 2013 Salford Business School, University of Salford, UK www.BusinessCulture.org
    2. 2. Housekeeping … • Fire Alarms & Emergency exits • Toilets • IT equipment • Questions • #P2T2 • Mobile Phones
    3. 3. Agenda • 8:45 Passport to Trade 2.0 project overview • 9:00 – Pilot MOOC project team • 10:00 – Passport to Trade 2.0 advisory board members • Reflections on the use of video – Paul Delooze • Use of websites for international audiences – Alex Fenton • Using social media for international trade – Anjlee Bhatt • Importance of international trade for the UK – Bobbie Charleston-Price • Benefits of Passport to Trade 2.0 material to local business – Jon Monk • 10:55 Conclusions
    4. 4. This project has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
    5. 5. www.businessculture.org
    6. 6. Anjlee Bhatt – Social Media Consultant – smespresso.co.uk Bobbie Charleston-Price – International Trade Adviser – UK Trade and Investment Paul Delooze – Video production – http://waterside-graphics.com/ Kris Barnes – Director - Resonate – Marketing and technology specialists Lesley Blaker – Video production – http://creativehive.org/web/LesleyBlaker Delphine Greenhalgh – International trade and development consultant - Director at DG Consultancy on LinkedIn Jon Monk – The Business Group Salford – www.thebusinessgroup.org Beverley Heinze – Lecturer at University Centre, Blackpool & The Fylde College Mariam Begum – SEO Consultant – Mariam Begum on Linkedin Seyed Mojtaba Poor Rezaei – PhD student researching “Use of Social Media for Business” - Seyed Mojtaba Poor Rezaei on LinkedIn The UK Advisory board members
    7. 7. 1. International student placements can benefit international trade developments 2. Social media – Useful tool for students and Small and Medium Sized Enterprises
    8. 8. ““if an organisation does not set out to manage and build their social media profile positively then someone else will build it anyway in whatever form they care to shape”” Hackett, C., Fletcher, G., & Heinze, A. (2013). Social Media Monitoring visualisation: What do we have to look for? . UKAIS 2013 conference, Oxford, UK
    9. 9. Source: Joebloggsy http://en.wikipedia.org/wiki/File:Europe_with_flags.png
    10. 10. Source: internet-map.net World without country borders?
    11. 11. Source: internet-map.net We are now defined by website platform borders
    12. 12. What are the main professional social networks in Europe?
    13. 13. What are the main professional social networks in Europe?
    14. 14. Cultural differences – no difference? “I think they are not so important when using social media because social media is simply a way to exchange information” Student respondent
    15. 15. www.businessculture.org
    16. 16. Agenda • 8:45 Passport to Trade 2.0 project overview • 9:00 – Pilot MOOC project team • 10:00 – Passport to Trade 2.0 advisory board members • Reflections on the use of video – Paul Delooze • Use of websites for international audiences – Alex Fenton • Using social media for international trade – Anjlee Bhatt • Importance of international trade for the UK – Bobbie Charleston-Price • Benefits of Passport to Trade 2.0 material to local business – Jon Monk • 10:55 Conclusions
    17. 17. Search and Social Media Marketing for International Business pilot MOOC Business Innovation Project
    18. 18. The Team L-R: Luis Santos, Maria Villa, Vanessa Van Huynh, Rebecca Lee
    19. 19. Contents 1. Introduction 2. Key Issues 3. Key Findings 4. Key Recommendations 5. Conclusion
    20. 20. Introduction
    21. 21. What is a MOOC? 1. Distance Learning 2. Accessibility Massive Open Online Course
    22. 22. Why have we chosen a MOOC? 1. University of Salford’s interest 2. Student engagement 3. Marketing / PR Opportunity 4. Global Trends
    23. 23. Global ‘MOOC’ Trends Google Trends (05/09/13)
    24. 24. What is Social Media Marketing and how can it be used? 1. Awareness 2. Consumer engagement 3. Place in the workplace
    25. 25. Topics covered in the MOOC 1. Personal branding online 2. Twitter 3. Search Engine Optimisation (SEO) 4. International business development using social media 5. Facebook 6. YouTube 7. LinkedIn 8. Google+ 9. Copywriting online 10. Legal Implications of Social Media 11. Monitoring and Reporting 12. Blogging See http://goo.gl/cMji0W
    26. 26. Marketing Activities • Salford Business School website • Social media channels (Twitter, LinkedIn, Facebook, Google+, blogs) • Salford Advantage Award • Press Release • Companies’ Newsletters
    27. 27. Keyword Research Google Adwords (05/09/13)
    28. 28. Primary Keywords
    29. 29. Key Issues
    30. 30. Pedagogic Framework Selection c-MOOC x-MOOC Origin - Since 2008 - “Connectivism and Connective knowledge” course (CCK08) by Siemens and Downes. - Recently - Developed by elite universities in the US (Harvard, MIT) - “x" terminology Philosophy - Connectivism and networking approach (Downes, 2008; Siemens, 2012b) - Cognitive - behaviorist approach (Rodriquez, 2013)
    31. 31. Pedagogic Model c-MOOC x-MOOC Teacher Teacher Student = Teacher = Researcher Teacher → Students
    32. 32. Pedagogic Framework cont. c-MOOC x-MOOC Characteristics - Knowledge building - Deeply about openness - Facilitator = knowledge governor - Knowledge transmission - More restrictive compared to c- MOOC - Facilitator = traditional classroom teacher
    33. 33. Pedagogic Framework cont. c-MOOC x-MOOC Learning materials - Presentations from facilitator and guest speakers - Reading list - Discussion forum - Video lectures - Interactive exercises + assignments - Online community Assessment - Self- assessment - Computer marked quizzes - Peer-assessment + self- assessment - Activities
    34. 34. Pedagogic Framework cont. c-MOOC x-MOOC Value - Encourage creativity, critical thinking ability - Suitable for students with high level of cognitive learning - Suitable with students with lower level of cognitive learning - Work for certain levels of training
    35. 35. Pedagogic Framework cont. x- MOOC
    36. 36. Evaluation of MOOC Providers
    37. 37. Evaluation of MOOC Platforms For - Profit Non - Profit Coursera Udacity edX Khan Academy - $ 20 million investment - 197 courses (from any universities) - $ 21.1 million investment - 18 courses (its own curriculum with specialised areas) - $ 60 million investment - 20→ 30 courses (only offer Harvard & MIT’s courses) - $ 5.5 million investment - 3,600 video lectures in academic subjects - Certification - Certification (download for free) - Certification - Khan badges - Certification fee - No fee - Certification fee - No fee - Institutional credits partly presented - Institutional credits partly presented - Non credit - Non credit
    38. 38. 1. Certification 2. Secure assessments 3. Employee recruiting 4. Employee or university screening 5. Human provided tutoring or manual grading 6. Corporate/University enterprise model 7. Sponsorship 8. Tuition fees “Possible Company Monetization Strategies” (Young, 2012)
    39. 39. Key Findings
    40. 40. - Primary data obtained through entry / exit MOOC surveys - Surveys linked to Google Drive tool in order to obtain in-depth analyses - 36 responses - 53% Male and 47% Female obtained from the entry survey Initial main findings
    41. 41. 19% 0% 36% 22% 14% 8% What is your age? (in years)
    42. 42. What is your current area of employment?
    43. 43. 10% 7% 5% 10% 15% 37% 2% 2% 10% 2% University of Salford website press coverage How did you hear about this MOOC (Massive Open Online Course)?
    44. 44. 7% 16% 12% 3% 5% 7% 4% 4% Learn new things 9% 9% 15% 1% To get a certificate Improve my career prospects Improve my business Meet new people Build professional links9% Try online education See what MOOCs are and understand what a MOOC has to offer To start creating your online presence To improve your online education To learn about social media strategy for business To get experience with social media networking sites other unsure0%
    45. 45. - Free course content but charge for certifications based on grades - Develop a diagnostic system to calculate strengths and weaknesses of students - Automated Assessment - Paid search campaigns to increase visibility Suggestions to improve MOOC participation
    46. 46. Key Recommendations
    47. 47. Search and Social Media Marketing for International Business - Welcome video - Media training - Review design features / animation - Teleprompter - More detailed reading lists - Exercise instructions more integrated
    48. 48. Future MOOCs - Platform - Coursera / FutureLearn - Create digital MOOC community - Specific MOOC team to function within the university - Introduce certification / qualifications? - Video length
    49. 49. Conclusion
    50. 50. Overall PR/ Marketing / Branding → YES Business venture for profit → NO
    51. 51. 1. Clear MOOC policy 2. Originality of pedagogical material creation 3. Clear funding for future improvement 4. Coursera as main MOOC platform Future application of MOOC
    52. 52. •Dellarocas, C., Van Alstyne, M. (2013) Money Models for MOOCs. Communications of the ACM, 56(8), pg. 26 •Young, J. (2012). The U. of Michigan's Contract With Coursera. Chronicle of Higher Education. Retrieved 9 September, 2013 from http://chronicle.com/article/Document-Examine-the-U- of/133063/#disqus_thread Holdaway, X. (2013). Major players in the MOOC Universe. Retrieved on June 18th 2013 from http://chronicle.com/article/Major-Players-in-the-MOOC/138817/ Downes, S. (2008). Places to go: Connectivism & connective knowledge. Innovate Online, 5(1). Rodriguez, O. (2013). The concept of openness behind c and x-MOOCs (Massive Open Online Courses). Open Praxis, 5(1), 67-73. Siemens, G. Massive Open Online Courses: Innovation in Education?. Open Educational Resources: Innovation, Research and Practice, 5. Yuan, L., Powell, S., & CETIS, J. (2013). MOOCs and Open Education: Implications for Higher Education. Retrieved March, 21, 2013. References
    53. 53. Questions
    54. 54. Agenda • 8:45 Passport to Trade 2.0 project overview • 9:00 – Pilot MOOC project team • 10:00 – Passport to Trade 2.0 advisory board members • Reflections on the use of video – Paul Delooze • Use of websites for international audiences – Alex Fenton • Using social media for international trade – Anjlee Bhatt • Importance of international trade for the UK – Bobbie Charleston-Price • Benefits of Passport to Trade 2.0 material to local business – Jon Monk • 10:55 Conclusions
    55. 55. Agenda • 8:45 Passport to Trade 2.0 project overview • 9:00 – Pilot MOOC project team • 10:00 – Passport to Trade 2.0 advisory board members • Reflections on the use of video – Paul Delooze • Use of websites for international audiences – Alex Fenton • Using social media for international trade – Anjlee Bhatt • Importance of international trade for the UK – Bobbie Charleston-Price • Benefits of Passport to Trade 2.0 material to local business – Jon Monk • 10:55 Conclusions
    56. 56. Websites for international audiences Going global on the web Alex Fenton – PPTT 2.0 - Technical Development lead Email: a.fenton@salford.ac.uk | Twitter: @alexfenton See slides and blog post http://businessculture.org/blog/2013/09/15/how-to- make-my-web-site-international-going-global/
    57. 57. Agenda • 8:45 Passport to Trade 2.0 project overview • 9:00 – Pilot MOOC project team • 10:00 – Passport to Trade 2.0 advisory board members • Reflections on the use of video – Paul Delooze • Use of websites for international audiences – Alex Fenton • Using social media for international trade – Anjlee Bhatt • Importance of international trade for the UK – Bobbie Charleston-Price • Benefits of Passport to Trade 2.0 material to local business – Jon Monk • 10:55 Conclusions
    58. 58. Agenda • 8:45 Passport to Trade 2.0 project overview • 9:00 – Pilot MOOC project team • 10:00 – Passport to Trade 2.0 advisory board members • Reflections on the use of video – Paul Delooze • Use of websites for international audiences – Alex Fenton • Using social media for international trade – Anjlee Bhatt • Importance of international trade for the UK – Bobbie Charleston-Price • Benefits of Passport to Trade 2.0 material to local business – Jon Monk • 10:55 Conclusions
    59. 59. 63 UKTI Overview Presented by Bobbie Charleston-Price International Trade Adviser
    60. 60. Topics to cover today •Why should companies export •Cultural Barriers and how to Overcome •Who are UKTI •What UKTI can do to help
    61. 61. Why should companies export Companies that export are 11% more likely to stay in business
    62. 62. Why Export ?
    63. 63. Business Etiquette: What to Watch • Business Etiquette: What to Watch • Modes of address • Introductions • Punctuality • Gestures • Gifts 67
    64. 64. Tips on Getting Cultural Clues • Buy a book • Research online • Download an app • Ask someone • Get some training • Speak to UKTI • http://businessculture.org 68
    65. 65. 69 Who are UKTI?
    66. 66. UKTI Overview
    67. 67. UKTI Overview •2,400 staff •1,300 overseas •99 UK Embassies, High Commissions, Consulates and Trade Offices; and around •400 Advisers and support staff in nine English regions 71
    68. 68. UKTI Impartial advice & strategic support • Strategic and export business advice • Market information and research • Assistance in Identifying partners and potential customers • Assistance to promote company products • Support to visit markets • Support whilst in market • Identification of Business opportunities
    69. 69. 73 UKTI Services Overview For more information contact: 0845 603 7053 info@uktinorthwest.co.uk Thank You
    70. 70. Agenda • 8:45 Passport to Trade 2.0 project overview • 9:00 – Pilot MOOC project team • 10:00 – Passport to Trade 2.0 advisory board members • Reflections on the use of video – Paul Delooze • Use of websites for international audiences – Alex Fenton • Using social media for international trade – Anjlee Bhatt • Importance of international trade for the UK – Bobbie Charleston-Price • Benefits of Passport to Trade 2.0 material to local business – Jon Monk • 10:55 Conclusions
    71. 71. www.thebusinessgroup.org
    72. 72. Benefits to local business: Accessing new markets Online resources Insight into European business culture Awareness and understanding
    73. 73. www.thebusinessgroup.org www.depict.eu www.eliemental.org
    74. 74. Agenda • 8:45 Passport to Trade 2.0 project overview • 9:00 – Pilot MOOC project team • 10:00 – Passport to Trade 2.0 advisory board members • Reflections on the use of video – Paul Delooze • Use of websites for international audiences – Alex Fenton • Using social media for international trade – Anjlee Bhatt • Importance of international trade for the UK – Bobbie Charleston-Price • Benefits of Passport to Trade 2.0 material to local business – Jon Monk • 10:55 Conclusions
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