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Introduction
The purpose of the O-City project is to discover and promote the natural and cultural heritage of our cities, and, at the same time, to stimulate the orange economy injecting technical and professional knowledge in natural and cultural promotion of the cities involved. On the one hand, the promotion of the natural and cultural heritage of the cities will be achieved by creating creative multimedia items (photo, video, comic, animation, podcast, …) of each city and upload them into the O-City World platform. On the other hand, with the aim to develop the creative economy of the cities, different courses have been developed for teachers about the creative multimedia items that will be located into the O-City platform. These courses include resources about how to put into practice the contents with their students. In this way, teachers and students will create new creative multimedia items of their own cities that, after being validated, will be uploaded to the O-City World platform.
Additionally, the development of cultural, soft and business skills is also necessary for new practitioners in the orange economy. For this reason, the O-City training plan consists of the following 4 skill modules:
- Module I. Heritage & Intellectual Property (IP): Basic content related to natural and cultural heritage (definition, classification, importance, etc.) and the protection of intellectual property (definition, categories, methods, etc.)
- Module II. Technical: Basic content needed to develop multimedia elements (photography, video, animation, etc.) on heritage.
- Module III. Business: Basic contents related to business and entrepreneurship skills in the orange economy (creation of business models, digital marketing, etc.)
- Module IV. Soft skills: Contents to stimulate creativity, critical thinking and in general interpersonal skills as a tool to improve professional integration.
The Branding for Orange economy course is part of Module III. The aim of the course is for the teacher to acquire theoretical foundations and competencies on how to create a brand and all its basic components, as well as to provide him/her with materials and guidelines for transferring this knowledge to his / her students in the classroom. After the lessons suggested in this course, students will apply the branding technique to some natural or cultural heritage of their cities.
The main topics of this course are Brand basics, Brand Identity, Strategic brand management, Brand Equity, The New Media Environment, Measuring and Interpreting Brand Performance. With this, students will develop a brand of cultural heritage in their city, providing us brand elements experience that guarantees its knowledge and subsequent conservation. Finally, the teacher will upload the multimedia produced in his/her classroom to the O-City World platform if they have the required quality.
Learning objectivesPulsa para colapsar
Learning objectives
After taking the Branding for Orange economy course, the teacher (and his/her students when the course is brought to the classroom) will be able to:
- Create strong brand identity elements
- Create a brand personality for cultural heritage
- Combining and harmonizing different elements of the brand
- Creating brand strategy
- Positioning a brand
- Choose the best combination of communication channels to promote and present the brand
- Measuring brand performance
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Teacher evaluation to obtain the Europass certificate
This course is available in open format, so teachers have all the resources to implement the project in their classroom.
If teachers are interested in obtaining a certificate, they need to register for one of the editions of the course offered by CFP UPV (Posgraduate Formation Center of Universitat Politècnica de València http://www.cfp.upv.es/ ), which will be announced in our web.
Teachers will be evaluated through tests, which ensure that the contents (T2L) have been assimilated correctly. In this way, teachers can demonstrate the correct understanding of the module materials and obtain the Europass certificate.
You can find more information in: R9.4 Europass Description.pdf
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Information on the Spanish translation
O-City has translated this course into Spanish, but not everything has been translated. Basically, the users navigate through an LMS in English where at different points there is content translated into Spanish through PDF documents and subtitled videos.
In the O-City training programme, two types of videos and/or training pills have been developed:
- Videos showing a presentation with background music but without voice-over. In this case the translated information is contained in the course document T4.3, which compiles all the course information.
- Videos where a speaker explains a specific content, the introduction to a course, etc. In these videos, a translation of the original script has been elaborated to appear as subtitles in Spanish.
The following diagram shows the points (in blue) within the structure of a generic O-City course where the translated elements have been inserted.
- Course presentation
- Video (Subtitles): Introduction to the course.
- PDF: document T4.3.
- Type of Educational Materials
- Innovative Learning Methodologies
- Multimedia Technical Requirements
- Course contents
- Topic 1
- Topic 2
- Video (Subtitles): Introduction to the topic
- T2L
- Video (Subtitles): Lesson Presentation
- Video (Subtitles): Pill
- PDF: Lesson Content.
- T2T or S2P
- PDF: Activity Factsheet.
- Topic 3
- How to implement E-Scrum
- Rubrics for Assessment
- Steps to upload the multimedia to O-City World
- Bibliography
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Here you can find all the information about the course: