Brand & Technology in Service Postgraduate Master of Management UKP

1. BRAND & TECH
IN SERVICE
Postgraduate Master of Management
PETRA CHRISTIAN UNIVERSITY
January 2017

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(Thompson in Cliffron, 2014)

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

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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?

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(Krathwohl, 2001; Iowa State University, 2012)
Knowledge

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

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Copywriting
is significant to deliver brand narrative
in the most compelling way. (Sawyer, 2006)
Principles by Sawyer, 2006
Have 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

10. Gantt Chart
. . what?
More than 5 Senses Service
. . numb?
PETRA CHRISTIAN UNIVERSITY

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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 be
participatory and collaborative.
(Benson, et.al. 2008)
Action Research
(Kemmis and McTaggart, 2007)

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15. THANK YOU!
PETRA CHRISTIAN UNIVERSITY