brand & technology in service

BRAND & TECHIN SERVICEPostgraduate Master of Management

PETRA CHRISTIAN UNIVERSITYJanuary 2017

PETRA CHRISTIAN UNIVERSITY

(Thompson in Cliffron, 2014)


(Venkatesh, 2016)Unified Theory of Acceptance and Use of Technology


Relationship of the Elements

Brand = the concept

Technology = the media, the tools

Service = the act

Managing Service = the act of controlling

Marketing = the act of integrating 4P

Business = the goal

People = the subject

What is the object?


(Krathwohl, 2001; Iowa State University, 2012)

Knowledge


Cognitive Process (Krathwohl, 2001; Iowa State University, 2012)


Copywritingis significant to deliver brand narrative

in the most compelling way. (Sawyer, 2006)

Principles by Sawyer, 2006Have faith in words +

Writing for a specific customer +Focus on the brand benefit +

Create the right tone of voice +Simplicity or straight talking +

Elements by Shaw, 2012+ Brand essence+ Brand word+ Company dictionary+ Sample set of structure, i.e. headline, bodycopy, tagline

Gantt Chart. . what?

More than 5 Senses Service. . numb?



Two aims of action research: to improve and to involve.(Greenwood and Levin, 2007)

Action research case study is particularly suited to the challenge of sustainability.(McManners, 2015)

Action research should beparticipatory and collaborative.(Benson, et.al. 2008)Action Research

(Kemmis and McTaggart, 2007)

THANK YOU!


brand & technology in service

Education