Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License.

1. Source: Heinze, A., Fletcher, G., Rashid,T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A
Results-Driven Approach. Routledge. Accessibleonlinehttp://mastersindigitalmarketing.org/book/
#passion4digital Thiswork is licensed under a Creative Commons Attribution 4.0 International License.
Chapter 5 Campaign Planning and Project Management
Case Study Chapter 5: JEMMS
The MOOC (Massive Online Open Course) was developed as part of the Joint European
Masters (JEMSS) and aims to effectively communicate how to put a digital theory into
business practice.
Overview
Joint European Masters (JEMMS) started on the 1st of October 2013. A free online course,
the Digital and Social Media Marketing MOOC (Massive Open Online Course), launched in
September 2015 and was developed as part of the JEMSS project, funded under the Lifelong
Learning Erasmus programme. The MOOC is aligned with the European agenda 2020 which
recognises the need for digital literacy skills.
The MOOC was designed by the University of Salford in collaboration with four European
universities (City College, Thessaloniki, Greece; Kaunas Technical University, Lithuania;
University of Lodz, Poland; University of National and World Economy, Bulgaria). The course
was created to help future digital marketers to develop their individual as well as
professional online skills and aimed at boosting international trade prospects. It will
complement the portfolio of leading Master courses at Partner institutions.

2. Source: Heinze, A., Fletcher, G., Rashid,T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A
Results-Driven Approach. Routledge. Accessibleonlinehttp://mastersindigitalmarketing.org/book/
#passion4digital Thiswork is licensed under a Creative Commons Attribution 4.0 International License.
The aims of JEMMS are to:
● Create an online platform that, apart from programme promotion, will focus
at community creation around conducted activities and enabling the
collection of educational and research material
● Educate skilled digitally employees, Search and Social Media Marketing
specialists
● Disseminate project results to relevant target audience
● Internationalise the JEMSS and MOOC as a market product
● Increase the brand awareness of MOOC
● Increase brand awareness of JEMSS
● Increase subscription numbers in MOOC
Implementation
The #passion4digital MOOC is a 6 week Digital and Social Media course. The concept of
open access online learning allows students to share their learning with a global audience.
MOOC comprises 48 videos containing theoretical background from academic staff, as well
as industry insights from key professional speakers. Each video is accompanied by activities,
designed to help put that theory into practice.
Results
It was expected that about 3,000 students would sign up to the course, but a positive and
fast-spreading Word-of-Mouth by prior users drove sign ups of over 14,000 students,
including entries from 168 countries around the world.
A trial (teaser) digital campaign aiming at JEMSS brand promotion was launched between
the 13th and 19th of August 2014).
According to prior assumptions, students prepared an entire campaign project and
estimated a yearly campaign budget of 5,337.81 EUR for activities.
Further information regarding the KPIs: targeted and reached, campaign budgets can be
found in the Ch 5 case study supplementary material. See
http://www.slideshare.net/JemssJemss/ch-5-supplementary-material-chapter-building-
jemss-brand
Throughout the JEMMS project, MOOC has been shortlisted for a number of awards and
recognitions including:

3. Source: Heinze, A., Fletcher, G., Rashid,T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A
Results-Driven Approach. Routledge. Accessibleonlinehttp://mastersindigitalmarketing.org/book/
#passion4digital Thiswork is licensed under a Creative Commons Attribution 4.0 International License.
● University of Salford Business School with #passion4digital MOOC shortlisted for Big
Chip Award in Best Public Sector Project category
http://www.manchestereveningnews.co.uk/business/big-chip-awards-2016-
shortlist-11251785
● http://www.digileaders100.com
#passion4digital MOOC nominated for the Digital Leaders 100 prize in category
Digital Inclusion and Skills Initiative of the Year
● http://www.salford.ac.uk/news/articles/2016/digital-marketing-skills-course-
shortlisted-for-awards
● The Digital and Social Media Marketing MOOC is nominated for the European Search
Awards in both the Best Use of Search – Third Sector and Best Low Budget Campaign
categories.
Dr Aleksej Heinze (course designer), University of Salford acknowledged that: “It is fantastic
that our course has been recognised in this way. It filled a great need to help businesses
develop their digital skills in the fast changing online world.”
The course has been received very well by the students and many have seen it as an
opportunity to open new doors in digital and social media marketing. One student on the
course, Ioannis Zezos from Cyprus commented, “I am eager to continue learning about
Search and Social Media Marketing and I am positive that these skills will help me access
more career opportunities.”

4. Source: Heinze, A., Fletcher, G., Rashid,T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A
Results-Driven Approach. Routledge. Accessibleonlinehttp://mastersindigitalmarketing.org/book/
#passion4digital Thiswork is licensed under a Creative Commons Attribution 4.0 International License.
Further Information
1. https://iversity.org/en/courses/digital-and-social-media-marketing
2. http://mastersindigitalmarketing.org/
3. https://twitter.com/jemsseu
4. https://www.youtube.com/watch?v=VufHCbNSGg4
5. https://www.youtube.com/watch?v=_pSaajlccbE
6. http://citycollege.sheffield.eu/frontend/article.php?aid=1209&cid=12&t=Joint-European-
Masters-programme-in-Search-and-Social-Media-Marketing-%28JEMSS%29
7. http://mastersindigitalmarketing.org/
8. Winstanley K., Apampa L., Hornby F., Muthukrishan N., Guemueshan A., Building the
JEMSS brand, Salford University, 2014
9. http://www.salford.ac.uk/news/articles/2016/digital-marketing-skills-course-shortlisted-
for-awards
10.http://www.manchestereveningnews.co.uk/business/big-chip-awards-2016-shortlist-
11251785
11.https://zarzadzanie.uni.lodz.pl/Stronaglowna/Badania/JEMSSprojektWZiUniwersytetuwS
alford/tabid/2545/Default.aspx
12. https://zarzadzanie.uni.lodz.pl/LinkClick.aspx?fileticket=VWRcZT7Zpok%3d&tabid=2
545
Discussion questions
1. What are the Strengths and Weaknesses of the JEMSS course and the #passion4digital
MOOC? Create a SWOT analysis.
2. Discover all factors of the Porter’s 5 forces for the JEMSS course and the #passion4digital
MOOC?
3. What was the business widow for creation of the #passion for digital MOOC and JEMSS?
4. What kind of digital communication tools could be used to promote the JEMSS and
MOOC?
5. What is/are in your opinion the most effective ways to reach the target audience of the
course?

5. Source: Heinze, A., Fletcher, G., Rashid,T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A
Results-Driven Approach. Routledge. Accessibleonlinehttp://mastersindigitalmarketing.org/book/
#passion4digital Thiswork is licensed under a Creative Commons Attribution 4.0 International License.
Class activities
1. Prepare a keywords list for the JEMSS brand
2. Prepare a keywords list for #passion4digital MOOC
3. Indicate the SMART objectives and campaign KPIs
4. Prepare an entire digital campaign to promote the JEMSS brand (brand awareness
increase of 10%) according to Plan-Act-Observe-Reflect approach
5. Create a Gantt Chart for the above mentioned campaign
6. Prepare an entire digital campaign to promote the #passion4digital MOOC (course
followers increase of 10%) according to Plan-Act-Observe-Reflect approach
7. Create a Gantt Chart for the above mentioned campaign