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MOOC
Explore the frontiers of technology, predict the future, and thrive in an ever-changing world. Our immersive course combines cutting-edge insights, expert guidance, and creative vision to help you become a disruptor, not a bystander. From emerging technology to AI to storytelling and speculative design, gain the knowledge and skills to shape tomorrow's opportunities. Embrace innovation, foresee challenges, and chart your path in the era of disruption. Join us now and unlock your potential to lead and innovate in a dynamic digital landscape.
- Subjects:
- Computing
- Keywords:
- Information technology Technology Artificial intelligence
- Resource Type:
- MOOC
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Others
This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Tian Ji, who provided information and insights for this video. This case discusses how Luckin Coffee and liquor brand Kweichow Moutai collaborated on a co-branded "Sauce-flavored Latte" promotion that leveraged both brands' influence to target young consumers with innovative flavors. The campaign generated extensive social media buzz and discussion, and the product saw tremendous sales success. The partnership allowed Luckin Coffee to expand its brand appeal and Moutai to reach a younger demographic, demonstrating the power of cross-industry co-branding.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝田吉為本視頻提供信息和見解。本案例討論了瑞幸咖啡和酒類品牌貴州茅臺如何合作推出的聯合品牌“醬香拿鐵”促銷活動，利用兩個品牌的影響力，以創新口味瞄準年輕消費者。該活動引起了社交媒體的廣泛關注和討論，產品銷售取得了巨大的成功。此次合作使瑞幸咖啡擴大了品牌吸引力，茅臺也接觸到了更年輕的人群，展示了跨行業聯合品牌的力量。
- Subjects:
- Food and Beverage and Hotel, Travel and Tourism
- Keywords:
- Strategic alliances (Business) Strategic planning Beverages -- Marketing
- Resource Type:
- Others
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Others
This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Zhang Jun, who provided information and insights for this video. This case discusses the importance of managing customer expectations and experiences in the hotel industry, particularly during the COVID-19 pandemic. It highlights business travelers' increased demand for disinfection and epidemic prevention measures and how a hotel's ability to exceed these expectations can lead to customer loyalty and repeat stays. The case provides a personal account of a customer's experience with a hotel that promptly and efficiently provided additional disinfectant wipes, exceeding the customer's expectations. The case also underscores the need for continuous innovation, the importance of empowering frontline staff to meet customer needs, and the significance of improving the overall customer consumption habits and the hotel's soft environment.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝張軍為本視頻提供信息和見解。本案例討論了管理酒店業客戶期望和體驗的重要性，尤其是在COVID-19大流行期間。它強調了商務旅客對消毒和防疫措施的需求增加，以及酒店超越這些期望的能力如何導致客戶忠誠度和重複住宿。該案例提供了客戶在酒店體驗的個人帳戶，該酒店及時有效地提供了額外的消毒濕巾，超出了客戶的期望。該案例也凸顯了持續創新的必要性，授權一線員工滿足客戶需求的重要性，以及改善客戶整體消費習慣和酒店軟環境的重要性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Customer services Hospitality industry -- Marketing Customer relations -- Management
- Resource Type:
- Others
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Others
This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Liu Hao, who provided information and insights for this video. This case discusses how the Chinese tea brand Naixue collaborated with musician Jay Chou's Fantasy album to create a successful marketing campaign. Naixue leveraged Chou's massive fanbase by co-branding with the album, allowing them to use Chou's image and music without the high endorsement fees. They created a "Fantasy Music Universe" virtual space where consumers could access digital products and rewards by purchasing co-branded items. This innovative digital and experiential marketing strategy led to record-breaking sales, enhanced Naixue's brand image, and showcased the power of AI and digital technology in modern marketing. However, the case also highlights the need for brands to balance technological innovation with maintaining brand integrity and transparency to sustain long-term consumer trust.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝劉昊為本視頻提供信息和見解。本案例討論了中國茶飲品牌奈雪如何與音樂家周杰倫的Fantasy專輯合作，打造成功的營銷活動。奈雪利用周杰倫的龐大粉絲群，與周傑倫的專輯進行聯合品牌推廣，使他們能夠使用周杰倫的形象和音樂，而無需支付高昂的代言費。他們創建了一個「范特西音樂宇宙」虛擬空間，消費者可以通過購買聯名商品來獲得數位產品和獎勵。這種創新的數位和體驗式行銷策略帶來了創紀錄的銷售額，提升了奈雪的品牌形象，並展示了人工智慧和數位技術在現代行銷中的力量。然而，該案也凸顯了品牌需要在技術創新與保持品牌完整性和透明度之間取得平衡，以維持長期的消費者信任。
- Subjects:
- Food and Beverage and Hotel, Travel and Tourism
- Keywords:
- Strategic planning Beverages -- Marketing
- Resource Type:
- Others
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PDF Video Website
How do we unlock the transformational power of design thinking? To do this, we must understand that this power lies not in what it encourages us to do, but in who it encourages us to become. We become design thinkers by experiencing design.
In this course, developed at the Darden School of Business at the University of Virginia, we will guide you through six key phases of the design journey - Immersion, Sensemaking, Alignment, Emergence, Imagining, and Learning in Action. For each of these phases, you will explore how design thinking done well impacts innovators by inviting them to bring their authentic selves into the innovation conversation. You will examine key behaviors that bridge the gap from beginner to competency, and deepen the skills that will allow you to achieve design thinking's transformational promise. You will also hear from industry leaders from all over the world who will share valuable lessons and personal stories about how experiencing design has shaped their exciting careers.
- Keywords:
- Industrial design Strategic planning Creative thinking Problem solving Creative ability in business
- Resource Type:
- PDF, Video, and Website
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PDF Video Website
Welcome Designers!
In this course, you will learn to use the most important tools from the field of human-centered design to generate ideas: stakeholder mapping, journey mapping, personas, value-chain analysis, the job-to-be-done, ethnographic interviews, and more. Learn to connect with your customers on a human level, to get beyond what they say and observe what they do.
Developed at the Darden School of Business at the University of Virginia, the courses sees a team of design experts join Jeanne Liedtka to explore some of these critical tools that will spark your creativity and help you discover more about your potential clients.
- Keywords:
- Strategic planning Consumer satisfaction Customer relations
- Resource Type:
- PDF, Video, and Website
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PDF Video Website
Welcome, designers!
In this course, developed at the Darden School of Business at the University of Virginia, you will carry on the design thinking process begun in our Insights to Inspiration course, beginning with the eighth step in our 14-Step process, bringing the ideas you developed in our Insights to Inspiration course to action. We start this course by asking, “What if?” We’ll use brainstorming in a new and creative way to generate solutions to your challenge, and then learn to take those raw ideas and synthesize them into important concepts. By asking, “What wows?” and “What works?” you will learn to move from ideation to experimentation.
Throughout this journey, you will gather critical skills that will enable you to turn your ideas into action that can have a profound impact on you and your organization.
- Keywords:
- Industrial design Strategic planning Creative thinking Problem solving Creative ability in business
- Resource Type:
- PDF, Video, and Website
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PDF Video Website
Welcome Designers!
In this course, developed at the Darden School of Business at the University of Virginia, we will introduce you to the design thinking process. It is a project-based course in which you will identify a human-centered problem that you want to solve. We will focus our attention on the first seven steps of our 14-Step design thinking process.
We’ll guide you through crafting and carrying out a research plan that helps you answer the question, “What is?” You will gather and identify important insights about the needs and wants of others and use this information to identify the attributes of an ideal solution.
- Keywords:
- Industrial design Strategic planning Creative thinking Problem solving Creative ability in business
- Resource Type:
- PDF, Video, and Website
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PDF Video Website
The evolution of design has seen it become a discipline no longer limited to the concerns of a singular, specific domain and develop to become a pathway for solving complex, nonlinear problems. Design is becoming a capability-enhancing skill, equipping people with the ability to deal with uncertainty, complexity and failure.
In this course, we demonstrate how you can use design as a way of thinking to provide strategic and innovative advantage within your profession. Suitable for anyone who is curious about design and translating the processes and tools of design thinking into innovative opportunities, over 5 weeks we explore, apply and practice the design process: think, make, break and repeat.
Through introducing theoretical concepts and examining industry case studies with leading Australian design firms, we investigate design as learning about the context (the thinking part), building prototypes as tangible representations (the making part) and testing potential solutions (the breaking part). We build on this by showing the productive value of moving through the process quickly and often (the repeating part), to improve ideas and develop new insights.
Throughout the course, you will follow us through three of Australia’s most exciting design offices and learn from practicing designers and leaders in design. This insight into industry will enable you to develop a comprehensive understanding of design and the role it can and does play within the innovation landscape. You will leave this course with a set of practical tools and techniques to apply to situations within your own professional context, to translate problems into opportunities and solutions, and ultimately to innovate through design.
- Keywords:
- Creative thinking Critical thinking Creative ability in business
- Resource Type:
- PDF, Video, and Website
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PDF Video Website
Creativity concerns the development of new ideas. Throughout human history, the application of ideas has led to transformations of our daily lives and society. Modern business activity thrives on recently developed ideas, and it is through creativity that we address both challenges and opportunities. In this module, we will help you develop your implicit understanding and skills in creativity. You will be introduced to a series of creativity tools that can be used to augment the ideas you might come up with independently. Specifically, we will develop your skills in list, sticky-note, grid and alphabet brainstorming through an introduction to the principles of the tool, along with examples and an opportunity for you to have a go. A framework called the creativity diamond is used throughout the course to guide which approach to creativity to use and when.
- Keywords:
- Creative ability Creative thinking Problem solving
- Resource Type:
- PDF, Video, and Website