Rebranding Innopeda® in global market : case: innovation pedagogy approach
Amaral Piispa, Juliana (2019)
Amaral Piispa, Juliana
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019121526772
https://urn.fi/URN:NBN:fi:amk-2019121526772
Tiivistelmä
Innopeda® is a registered trademark of Innovation Pedagogy approach developed at Turku University of Applied Sciences (TUAS) and positioned as the university´s strategy. Innovation pedagogy approach was designed and developed to answer the needs of globalization, profession and world changes. The Innovation Pedagogy framework developed by Taru Konst and Liisa Kairisto-Mertanen from Turku University of Applied sciences highlights the student´s own obligation regarding learning and enhances innovation competence by combining diverse approaches such as active learning, multidisciplinary approaches, work-life orientation, internationality with entrepreneurial skills. The approach developed at TUAS has been applied and executed in different partners, education institutions and organizations such as nestle and Wartsila.
The thesis examines brand benefits on the export of education activities and the importance of a solid brand strategy based on customer´s perception. The elevated competition in the global market of Finnish education export services and products obliges TUAS to look for new ways to differentiate Innovation Pedagogy strategy from their competitors. Branding itself and brand modernization can be a good solution to use Innovation pedagogy brand Innopeda® as a perceived quality advantage in the global market. Including the aspects of brand building on the revitalization process, can enhance communication, engage customers and attract new customers.
The research is a qualitative case study; other primary data was the result of the author´s participant observation as well as via action research. Brand manager, Vice-rector, partnerships manager, senior lecturer and four customers from different education institutions were interviewed, where both semi-structured and in-depth interviews were conducted.
The thesis examines brand benefits on the export of education activities and the importance of a solid brand strategy based on customer´s perception. The elevated competition in the global market of Finnish education export services and products obliges TUAS to look for new ways to differentiate Innovation Pedagogy strategy from their competitors. Branding itself and brand modernization can be a good solution to use Innovation pedagogy brand Innopeda® as a perceived quality advantage in the global market. Including the aspects of brand building on the revitalization process, can enhance communication, engage customers and attract new customers.
The research is a qualitative case study; other primary data was the result of the author´s participant observation as well as via action research. Brand manager, Vice-rector, partnerships manager, senior lecturer and four customers from different education institutions were interviewed, where both semi-structured and in-depth interviews were conducted.