Online branding project
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Date
2020
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University of New Brunswick
Abstract
This qualitative study presents design and branding recommendations for the University of New Brunswick (UNB)’s Faculty of Management (FOM), Fredericton. The literature review covers topics on branding, online interfaces, online branding and online education. The brand construct developed, is extrapolated to online education branding for various online education platforms like, learning management systems (LMS), learning destination sites (MOOCs), and university websites. Based on the premise that the online presence of a university can build its brand for students globally, the literature review is used to develop a branding benchmarking checklist. Two MOOCs (Coursera and edX), UNBs academic LMS (D2L), and five university websites namely, Faculty of Management (UNB), College of Extended Learning (CEL), Harvard Business School, Southern New Hampshire University (SNHU), and IE Business School are benchmarked to identify good practices and make recommendations. By introducing word-limits, and scheduling course content progressively, D2L’s interface will reduce clutter. UNB brand colours can also be introduced on D2L. To optimise the Google search page, the Faculty of Management (FOM) must create and regularly update a Wikipedia page taking cues from SNHU. The FOM website must adopt layout and design cues from CELs website and create mutually exclusive menu options. The prospective online MBA must be displayed on the home page like HBS, CEL and SNHU do. The online MBA must be primarily hosted on the FOM website, versus the CEL website. A link for the online MBA can be showcased on the CEL website, which links to the FOM website when clicked. Visual analysis and design concepts are presented in the appendix with necessary referencing.