Unlocking the Voice of the University: The Convergence of Course, Content, Delivery, and Marketing through Social Media

Abstract

Social media ideology represents a missed opportunity of vital importance to colleges and universities. The core tenants of this ideology include wider and freer access to information through the use of emerging technologies. Colleges and universities should consider implementing social media ideology to improve efficiencies in the delivery of learning and organizational operations. As example, the chapter highlights two innovative companies founded on innovations representing a doctrine of convergence – socializing course, content, delivery, and marketing into a broader format, which not only educates the student, but also expresses the unique qualities of the organization itself. Examples include Tech University of America, eduFire, and an experimental course model developed as the result of an introduction of the leaders of these two organizations.

Citation

Busch, R. (2011), "Unlocking the Voice of the University: The Convergence of Course, Content, Delivery, and Marketing through Social Media", Wankel, C. (Ed.) Teaching Arts and Science with the New Social Media (Cutting-Edge Technologies in Higher Education, Vol. 3), Emerald Group Publishing Limited, Leeds, pp. 141-166. https://doi.org/10.1108/S2044-9968(2011)0000003011