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Mémoire
Bachelor thesis

Analysis and recommendations for the communication’s strategy and channels of CHIC

SONAR|HES-SO

    2019

163

Mémoire de bachelor: Haute école de gestion de Genève, 2019

China Hardware Innovation Camp (CHIC)
stratégie de communication
English The 2019 edition of the China Hardware Innovation Camp (CHIC), in which the author is representing the Geneva School of Business Administration, has seen a growth in the number of teams which raised managerial and promotional questions. The importance to address the communication side of CHIC has grown since the ultimate objective of its founders, Marc Laperrouza and Marius Aeberli, is to scale and deploy it more extensively with an innovative form of open education – Open.CHIC. But, its development is limited by the lack of critical resources (human and time), and the need to address the current CHIC's communication to improve, adapt and then replicate it to Open.CHIC. This report aims to analyze the current state of the communication strategy of CHIC, evaluate its communication channels, and assess how its partners communicate about it. The report also seeks to determine the potential of taking advantage of CHIC's networks to promote the program. The insights and data gathered were confronted with representatives of HES-SO's institutions, students, and CHIC's staff's perspective. It aimed to redefine the goals, opportunities, and barriers to implement a more efficient communication strategy. The various recommendations took into account the issues of resources as well as respecting the main objectives of the staff, i.e., to protect CHIC's core, and they sought to valorize the program. Finally, that chapter questioned the recommendations'application to Open.CHIC. To protect CHIC's core and image from any communication risks and to ease CHIC staff's workload, it is recommended to structure and enforce rules and guidelines in the different institutions. These suggestions aim to give more structured autonomy to the various institutions. The promotion and valorization of CHIC should be based on its values and learning outcomes. A digital communication strategy should be developed, tested, and then adapted to the deployment of Open.CHIC. Social media should be enhanced, and the participation of students in the content creation strengthened, with the integration of a communication and marketing's aspect in the program. A content plan's draft is finally proposed to serve as the basis for the development of a communication strategy. Analysis and recommendations for the communication’s strategy and channels of CHIC. Finally, the suggestions were confronted with Open.CHIC. Many questions arise regarding its development, its implementation in the institutions instead of CHIC's current form, and the necessity to promote it. The different recommendations tried to address CHIC's lack of resources with simple actions to put in place. The various suggestions would require some time-investment to be created and implemented in the short-term. But in the long-term, these resources would ease the staff's workload, protect them, and allow them to focus more on the core of CHIC and the development of Open.CHIC.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
License
License undefined
Identifiers
  • RERO DOC 327904
Persistent URL
https://folia.unifr.ch/global/documents/314900
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