Team-based Learning: Student-led Social Media Promotion of CityUHK Brand

Description

In the digital age, social media has become a pivotal tool for engaging with the younger generation, making it essential for universities to harness its power to promote their brand effectively. This Teaching Development Grant proposal, titled "Team-based Learning: Student-led Social Media Promotion of CityU Brand," aims to leverage the unique capabilities of university students to enhance CityU's presence and reputation on social media platforms.Social media is crucial for brand promotion among young audiences due to its pervasive influence and ability to facilitate authentic, immediate communication. Platforms like Instagram and RedNote (Xiaohongshu) are integral to students' daily lives, offering unparalleled opportunities for real-time engagement and community building. By targeting these platforms, CityU can strengthen its brand identity, attract prospective students, and foster a vibrant online community.University students are inherently positioned to manage social media accounts effectively. As digital natives, they possess an intuitive understanding of social media dynamics and trends. Furthermore, they have significant incentives to promote their university: enhancing their professional skills, boosting their resumes, and contributing to their community's success. These motivations align perfectly with the goals of this proposal.This project introduces an innovative teaching methodology: integrating team-based learning with practical social media management. Students will work in collaborative teams to design, implement, and analyze social media campaigns aimed at promoting CityU's brand. This approach not only enhances their learning experience but also empowers them to apply theoretical knowledge in real-world settings. By combining strategic planning, content creation, and data analysis, students will gain comprehensive insights into digital marketing and brand management.The innovation lies in the team-based aspect of the project, giving students full creative control and responsibility for the campaigns. Supervised by experienced instructors and industry collaborators, this autonomy fosters ownership, encourages creativity, and cultivates leadership skills. The initiative also incorporates peer feedback and reflective practices, allowing students to learn from each other's experiences and adapt their strategies accordingly.The expected outcomes of this proposal include increased engagement and visibility of the CityU brand on social media, development of students' digital marketing competencies, and the establishment of a sustainable model for student-led brand promotion. Success will be measured through a combination of quantitative and qualitative metrics. KPIs such as follower growth, engagement rates, and campaign reach will provide measurable data on the effectiveness of the social media strategies. Additionally, student reflections and peer evaluations will offer insights into the learning process and personal development.In conclusion, this proposal not only aims to enhance CityU's social media presence but also to equip students with essential skills for the modern workforce. By merging educational goals with practical application, the project represents a forward-thinking approach to teaching and learning in the digital age.