Class this morning was very lively. We are working on a PR stategy for the university here so we heard from the director of marketing for ZU. Very interesting. For a school that is only 5 years old (and it is also a private university), and cutting edge in education, using social media is very scary for them. We had great discussion with the students (both ZU and others), that it would be more detrimental to NOT use social media.
German institutes of higher education have not ever marketed themselves to recruit students (it was also free), but now that is changing. Students now have to pay (although still a fraction of U.S. students) and institutions are starting to brand themselves. Our two cultures are still very different but the students in both are seeing the need for change.
Social media is scary for those who want to control the outcome, so change comes hard. Our project is for each group (I'm working with Steffen from Hamburg and Maike from Zeppelin Univ) to come up with a PR strategy involving at least two kinds of social media. It will be a great learning process.
This afternoon we are going on a wine tasting trip to a vineyard. This is sponsored by ZU. I'm excited to try the local wines.
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