期刊名称：Asia-Pacific Journal of Cooperative Education
电子版ISSN：1175-2882
出版年度：2012
卷号：13
期号：1
页码：39-53
出版社：New Zealand Association for Cooperative Edcuation
摘要：In 2009, collaboration between students at the Baden-Württemberg Cooperative State University Ravensburg (DHBW Ravensburg) in Germany with a psychologist lead to the development of a marketing plan for the social media website Stop-Simply.com. The purpose of this exercise was threefold: to create a sound strategy for the website to deal with future growth and development; to provide students with a unique opportunity to work on the emerging social media platform, a platform that could play a significant role in shaping business practices in the future; and to meet the learning objectives of the DHBW Ravensburg. This paper presents an insight into the venture’s stages of development and lists its critical success factors. It also illustrates how a group of students can participate in a sustainable social project, this resulted in the creation of a Community of Practice, which has helped over 10,000 people quit smoking. Finally, the paper shows how social media marketing was successfully implemented into the overall curriculum of the DHBW Ravensburg.
关键词：community of practice; cooperative education; social ;media marketing; smoking
