Brands get an education in learning

Citation

Snoddy, R. (2006), "Brands get an education in learning", Development and Learning in Organizations, Vol. 20 No. 5. https://doi.org/10.1108/dlo.2006.08120ead.003

Brands get an education in learning

Brands get an education in learning

Snoddy R.Marketing, 1 February 2006, Start page: 16, No. of pages: 1

Purpose – To discuss the concept of branded learning and to comment on the BBC’s latest venture. Design/methodology/approach – Explains branded learning and how it can be developed and then goes on to discuss the controversy over the BBC’s new digital curriculum, BBC jam. Findings – Branded learning is a new concept, coined by Brighton-based New Jersey entrepreneur Len Fertig, chief executive of Futuremedia, a company specializing in online training courses for big blue-chip companies. States that the first iteration of the concept is Wine TV, the Sky wine channel, which will involve creating online learning and linked transactions for everything to do with wine to sit alongside the channel. Believes that the desire to learn can be used to assemble up-market audiences who can then be encouraged to buy, with branded learning websites being developed alongside other satellite channels. Goes on to report that private-sector educational publishers are up in arms about BBC jam that is offering free curriculum-based material. Originality/value – Reveals that private-sector publishers are furious that the BBC is trying to undermine their business by offering variants of what they are offering for free.ISSN: 0025-3650Reference: 35AG310

Keywords: Learning, Communications, United Kingdom