Title

Assessing the power of social media marketing: A cooperative educational learning experience

Document Type

Article

Publication Date

12-1-2012

Subject Area

ARRAY(0x55c297855db8)

Abstract

In 2009, collaboration between students at the Baden-Württemberg Cooperative State University Ravensburg (DHBW Ravensburg) in Germany with a psychologist lead to the development of a marketing plan for the social media website Stop-Simply.com. The purpose of this exercise was threefold: to create a sound strategy for the website to deal with future growth and development; to provide students with a unique opportunity to work on the emerging social media platform, a platform that could play a significant role in shaping business practices in the future; and to meet the learning objectives of the DHBW Ravensburg. This paper presents an insight into the venture's stages of development and lists its critical success factors. It also illustrates how a group of students can participate in a sustainable social project, this resulted in the creation of a Community of Practice, which has helped over 10,000 people quit smoking. Finally, the paper shows how social media marketing was successfully implemented into the overall curriculum of the DHBW Ravensburg.

Publication Title

Asia-Pacific Journal of Cooperative Education

Volume

13

Issue

1

First Page

39

Last Page

53

E-ISSN

11752882

This document is currently not available here.

Share

COinS