|By PR Newswire||
|January 31, 2014 04:14 AM EST||
BERLIN, January 31, 2014 /PRNewswire/ --
- Unique Post-MBA Masters Course "Digital Brand Management around the World" in Germany, China, Brazil and the US
What particularities do brands have on the internet, on smart phones and in digital media? What differences exist from region to region? How will digital brand management evolve in the coming years? Our first international certificate course "Digital Brand Management around the World" answers just these questions. Course begin is September 2014. Berlin Career College of the Berlin University of the Arts (Universität der Künste) is hosting the course in cooperation with three internationally renowned universities: Shanghai (China), Los Angeles (US) and Rio de Janeiro (Brazil). Further locations are planned. The certificate course for (digital) brand management is designed for corporate and organizational decision makers from all over the world. Participants obtain insight into the topic at some of the most pivotal locations for digital brand management during personal discussions with experts and as they peer over the shoulders of professionals. They'll see first-hand what works in digital brand management - and what doesn't.
Digital Brand Management is of increasing importance
Digital brand management has gained significantly in importance in recent years and will continue to do so: the number of brands on the internet is increasing-in part, because of new brands, but existing brands are also entering the digital space for the first time. Consumers are purchasing and ordering more and more on the internet and with their phones. They're recommending their favorite brands on social networks. Nevertheless, many brands fail on the internet because of cultural differences: Henkel, for example, used the national colors of the Ukraine for toilet cleaner advertising. Too often, the particularities of digital media go unused, especially the possibility to talk to consumers. Brands seldom offer experiences. Social networks are highly varied around the world and function differently according to cultural differences. If users from all over join together, they might boycott a brand and do it extensive damage: Guido Barilla, chief executive of the world's largest pasta company, made derogatory remarks about homosexuals and thereby unleashed a global storm of outrage across social networks. The environmental organization Greenpeace started an international social media campaign against Nestlé, which destroys Orangutan habitat during the palm oil production for its brand Kit Kat. Results: unused potential, improper action or crises on the internet cost companies enormous sums.
The globally unique, post-MBA course "Digital Brand Management around the World" seeks to open up the opportunities and borders of digital brand management on a trip to four locations and to make them useful to businesses and organizations.
Top managers from around the world come together right from the start in order to take part in the journey from Berlin to Shanghai and Tongji University; to Los Angeles and the Annenberg School; and to Rio de Janeiro and Fundação Dom Cabral. Visits occur about every three months. In the between time participants work on their own projects at their home locations or complete online projects together on topics of global, digital brand management.
Successful Examples from around the World
Events take place over seven days at each location: each day, there are late morning lectures with prominent academics and afternoon discussions with experts, as well as visits to companies, agencies and organizations. Participants are introduced to success factors and successful examples for digital brand management and they experience which business models could be successful for the future.
What uses do companies garner from participation in the course? They benefit from the newest insights born of theory and practice. They build their international network and connect directly to leading academics, practicians and universities on the spot and right from the start. They get a look into how they themselves might successfully and digitally manage a brand globally.
Internationally Renowned Organizer
The course's organizer is Professor Dieter Georg Herbst, PhD. He is an internationally recognized expert in digital communication. He is honorary professor for strategic communications management in the masters program "Leadership in Digital Communication" at the Berlin University of the Arts (Germany), guest professor for "eCommerce in China" at the JiaoTong University in Shanghai (China) and chief instructor for Corporate Communications and Social Media in two EBMA programs at the University of St Gallen (Switzerland). He regularly works and researches in the US, India and Brazil. Herbst is also chief executive of source1 networks GmbH and consults worldwide for companies, organizations and individuals. He was named Professor of the Year by the newspaper Unicum Beruf in 2011. He is a member of the Council of Internet Sages and has written 16 books on marketing and corporate communications. His current book Digital Brand Management comes out in late 2014.
The UdK Berlin Career College bundles the continuing education offerings of the Central Institute for Continuing Education at the Berlin University of the Arts. It provides a one-of-a-kind breadth of university course offerings in the German creative arts sphere. The UdK Berlin Career College serves all who wish to deepen their creative and artistic inclinations and connects them to theoretical topics with four masters programs and manifold certificate courses. In addition, the international Berlin Summer University of the Arts offers a highly-regarded program in English, directed at artists in all disciplines, culturati and creative professionals. The UdK Berlin Career College bases its program offerings on proprietary research as to the continuing education needs of the Creative Industries.
The Berlin University of the Arts is one of the largest art schools in the world and the only one that unites every artistic discipline with its corresponding science. Over forty artistic, art theory and art pedagogy programs are offered among the four faculties, Fine Art, Design, Music and Performing Arts as well as at the Center for Continuing Education. About a fifth of the 4,000 students are from outside the country. The Berlin University of the Arts has held its present moniker since 2001 and Professor Martin Rennert has been president since January 2006. With its more than 500 events a year, UdK Berlin is an essential part in the cultural life of the city.
Prof. Dr. Dieter Georg Herbst
Berlin Career Center
Universität der Künste Berlin
Pressearbeit UdK Berlin Career College
E-Mail: [email protected]
SOURCE Universität der Künste - Berlin Career College
"There is a natural synchronization between the business models, the IoT is there to support ,” explained Brendan O'Brien, Co-founder and Chief Architect of Aria Systems, in this SYS-CON.tv interview at the 15th International Cloud Expo®, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 27, 2014 08:45 AM EST Reads: 2,865
The 4th International DevOps Summit, co-located with16th International Cloud Expo – being held June 9-11, 2015, at the Javits Center in New York City, NY – announces that its Call for Papers is now open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's large...
Dec. 27, 2014 08:00 AM EST Reads: 2,671
Fundamentally, SDN is still mostly about network plumbing. While plumbing may be useful to tinker with, what you can do with your plumbing is far more intriguing. A rigid interpretation of SDN confines it to Layers 2 and 3, and that's reasonable. But SDN opens opportunities for novel constructions in Layers 4 to 7 that solve real operational problems in data centers. "Data center," in fact, might become anachronistic - data is everywhere, constantly on the move, seemingly always overflowing. Net...
Dec. 27, 2014 08:00 AM EST Reads: 2,068
An entirely new security model is needed for the Internet of Things, or is it? Can we save some old and tested controls for this new and different environment? In his session at @ThingsExpo, New York's at the Javits Center, Davi Ottenheimer, EMC Senior Director of Trust, reviewed hands-on lessons with IoT devices and reveal a new risk balance you might not expect. Davi Ottenheimer, EMC Senior Director of Trust, has more than nineteen years' experience managing global security operations and asse...
Dec. 27, 2014 08:00 AM EST Reads: 2,401
SYS-CON Media announced that Centrify, a provider of unified identity management across cloud, mobile and data center environments that delivers single sign-on (SSO) for users and a simplified identity infrastructure for IT, has launched an ad campaign on Cloud Computing Journal. The ads focus on security: how an organization can successfully control privilege for all of the organization’s identities to mitigate identity-related risk without slowing down the business, and how Centrify provides ...
Dec. 27, 2014 07:00 AM EST Reads: 1,828
The Internet of Things promises to transform businesses (and lives), but navigating the business and technical path to success can be difficult to understand. In his session at @ThingsExpo, Sean Lorenz, Technical Product Manager for Xively at LogMeIn, demonstrated how to approach creating broadly successful connected customer solutions using real world business transformation studies including New England BioLabs and more.
Dec. 27, 2014 06:45 AM EST Reads: 2,108
The Internet of Things will greatly expand the opportunities for data collection and new business models driven off of that data. In her session at @ThingsExpo, Esmeralda Swartz, CMO of MetraTech, discussed how for this to be effective you not only need to have infrastructure and operational models capable of utilizing this new phenomenon, but increasingly service providers will need to convince a skeptical public to participate. Get ready to show them the money!
Dec. 27, 2014 06:00 AM EST Reads: 2,033
There's Big Data, then there's really Big Data from the Internet of Things. IoT is evolving to include many data possibilities like new types of event, log and network data. The volumes are enormous, generating tens of billions of logs per day, which raise data challenges. Early IoT deployments are relying heavily on both the cloud and managed service providers to navigate these challenges. In her session at Big Data Expo®, Hannah Smalltree, Director at Treasure Data, discussed how IoT, Big D...
Dec. 27, 2014 06:00 AM EST Reads: 2,254
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
Dec. 27, 2014 05:15 AM EST Reads: 2,199
In her General Session at 15th Cloud Expo, Anne Plese, Senior Consultant, Cloud Product Marketing, at Verizon Enterprise, focused on finding the right mix of renting vs. buying Oracle capacity to scale to meet business demands, and offer validated Oracle database TCO models for Oracle development and testing environments. Anne Plese is a marketing and technology enthusiast/realist with over 19+ years in high tech. At Verizon Enterprise, she focuses on driving growth for the Verizon Cloud platfo...
Dec. 27, 2014 04:00 AM EST Reads: 2,544
The Internet of Things will put IT to its ultimate test by creating infinite new opportunities to digitize products and services, generate and analyze new data to improve customer satisfaction, and discover new ways to gain a competitive advantage across nearly every industry. In order to help corporate business units to capitalize on the rapidly evolving IoT opportunities, IT must stand up to a new set of challenges. In his session at @ThingsExpo, Jeff Kaplan, Managing Director of THINKstrateg...
Dec. 27, 2014 03:00 AM EST Reads: 1,799
SYS-CON Events announced today Isomorphic Software, the global leader in high-end, web-based business applications, will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Isomorphic Software is the global leader in high-end, web-based business applications. We develop, market, and support the SmartClient & Smart GWT HTML5/Ajax platform, combining the productivity and performance of traditional desktop software ...
Dec. 27, 2014 03:00 AM EST Reads: 1,790
The Internet of Things is tied together with a thin strand that is known as time. Coincidentally, at the core of nearly all data analytics is a timestamp. When working with time series data there are a few core principles that everyone should consider, especially across datasets where time is the common boundary. In his session at Internet of @ThingsExpo, Jim Scott, Director of Enterprise Strategy & Architecture at MapR Technologies, discussed single-value, geo-spatial, and log time series dat...
Dec. 27, 2014 02:00 AM EST Reads: 2,238
DevOps Summit 2015 New York, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete...
Dec. 27, 2014 12:00 AM EST Reads: 2,638
SYS-CON Events announced today that Gridstore™, the leader in hyper-converged infrastructure purpose-built to optimize Microsoft workloads, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Gridstore™ is the leader in hyper-converged infrastructure purpose-built for Microsoft workloads and designed to accelerate applications in virtualized environments. Gridstore’s hyper-converged infrastructure is the ...
Dec. 26, 2014 04:00 PM EST Reads: 1,883