Category Archives: Newsletter Articles

Passport to Trade 2.0 shortlisted for Big Chip Awards

Big Chips Award 2014 shortlisted
Big Chips Award 2014 shortlisted

Salford Business School’s success with digital enterprise continued this week with two projects which were part of Passport to Trade 2.0 being shortlisted for the Big Chip Awards.

The Big Chips are far and away the biggest digital awards outside of London and the longest running in the UK in their 16th year. They are organised by trade association, Manchester Digital for all things digital – from mobile apps to social media, from animation to websites to digital brand.

Salford Business School’s Centre for Digital Business submitted two projects, one a student Live Project and one a European research project – Passport to Trade 2.0.

Big Chip Awards 2014 shortlist: Little Chip Student Award

The students’ project was shortlisted for the Little Chip award and was developed by MSc Marketing students who created a MOOC (Massive Open Online Course) called Search and Social Media Marketing for International Business.

This free online course allows anyone interested in social media, to get advice and learn from academics and digital agencies. The course was created and promoted by four MSc Marketing students; Rebecca Lee, Vanessa Van Huynh, Maria Camila Villa and Luis Santos as their Business Innovation Project to complete their Masters studies.

Pictured left to right: Luis Santos (from Portugal), Maria Camila Villa Jurado (from Colombia), Vanessa Van Huynh (from Vietnam) and Rebecca Lee (from the UK).

Pictured left to right: Luis Santos (from Portugal), Maria Camila Villa Jurado (from Colombia),Vanessa Van Huynh (from Vietnam) and Rebecca Lee (from the UK).

The purpose of live projects is to give students a real tangible situation and problem to work through.  This provides an excellent opportunity to enhance their CVs and ultimately, their employability. The team excelled on the project by creating an innovative digital course using video, text, animation and designing the structure of the course itself. Maria, the team leader for the MOOC project, said:

As a team, we were lucky enough to work for the pilot MOOC live project. The creation of the Search and Social Media Marketing for International Business MOOC was a challenge that was worth it and helped us to grow professionally.”

Will Passport to Trade 2.0 win at least one of these Awards?

Big Chip 2014 takes place in the evening at the Midland Hotel in Manchester, UK on 3 July 2014. Watch this space and wish Salford Business School good luck – the only thing we can do now is wait!

Read the full account of the Big Chip Award on Salford Business School blog

What would your ideal masters degree in digital marketing include?

Do you work in digital marketing or want to study in this area? What do you think should be offered as part of the course that teaches you how to develop online marketing campaigns? What should be taught and how should it be taught?

Please use this unique opportunity to share your views on what a future digital marketing course should cover. Get in-touch with the team developing the Joint Master in Digital and Social Media Marketing.

Why should I talk to the digital marketing masters team?

Your thoughts will feed into an international partnership (JEMSS) of 5 European universities and two commercial organisations currently developing this new Joint Masters degree in Digital and Social Media Marketing. The course aims to offer students the opportunity to study and work in at least two European countries. It also aims to offer degree certification from at least two universities – giving students a joint masters certification.

Who are the partner universities and companies?

The results are analysed by the JEMSS project partners. Being led by Salford Business School, University of Salford, UK this survey will influence the new course on how to become a professional in International Digital Marketing.

JEMSS project partners
JEMSS project partners

Partnership countries includes: Salford Business School – UK, Kaunas University of Technology – Lithuania, University of Lodz – Poland, University of National and World Economy (UNWE) – Bulgaria, CITY College – Greece, expert digital marketing recruitment agency The Candidate – UK and international advertising agency – UK and Bulgaria.

What do you already know?

The team are now engaged in extensive consultation with both potential students and companies that might be interested in offering student internships, placements and work opportunities. The initial findings include the top 10 international digital marketing skills.

Top 10 international digital marketing skills

These 10 international digital marketing skills identified at a brainstorming session at Salford Business School on the 16th December 2013 are:

  1. Search Engine Optimisation
  2. Social Media Optimisation
  3. Analytics and Return on Investment (ROI)
  4. Creativity
  5. Soft Skills
  6. Client Management
  7. Awareness of International Market differences
  8. Hands on practical experience
  9. T shaped education
  10. Adaptability

This list was proposed by the following digital marketing industry representatives who attendees this brainstorming session:

This new joint masters course in international digital marketing is due to start in the next two years.

How can you take part in this project?

If you are a company representative and interested in becoming a partner providing placements and internships in digital marketing, please contact Colin Telford from the digital marketing recruitment agency The Candidate.

If you are a University representative and interested in offering this programme in your university, please contact Dr Aleksej Heinze –, at Salford Business School, University of Salford.

If you are thinking of becoming a student please subscribe and follow the developments on becoming a digital marketing professional and make sure you leave your email contact details.

Focus Group with Czech SMEs: Good practices in social media etiquette and placement.

Four companies were contacted to participate in a focus group social media use and students placement practice.

After analyzing the answers from all four companies  it was evident that their responses could be divided into broadly two groups. The first group works exclusively with local companies and due to this, are not aware of the benefits of using social media to both attract & retain customers. We also identified a lack of awareness  in terms of how social media can be used to  attract & retain potential customers.

They are not necessarily interested in extending placement possibilities to foreign students because they don’t see the diversity this brings as a benefit that can help with their local clients. Another difficulty for this group is how to attract foreign students for placement or as interns to their company and their lack of ability to communicate in foreign languages.

The second group work with both local and international companies and because they work in the digital sphere these companies  are actively using social media as a tool  that works for their businesses and their employees are more internet savvy.

One of the companies in this group is owned by a foreign national but since half of the employees are foreign as well English is the official language of the office. The second company is very aware of how social media can help them due to their position in the new technology sector (They have designed a special program that enables TV stations to broadcast anything from live sport matches to films on hand-held devices like phones and tablets.)They already deal with all the major TV stations in their local market in Prague and are ready to expand to Europe and the rest of the world. These companies have a consistent presence across all the major social media platforms  actively selling and promoting products. They have offices across four continents , employing many foreign nationals & are willing to give a placement opportunity to the right candidate if approached.

In conclusion, the two groups are a fair representation of their regions. The first group is located  in a city called Usti nad Labem, which is about 100km from Prague. It has one of the highest unemployment rates in the country, internet penetration & usage is not as high as in other regions and the standard of living is also one of the lowest in the country.

The companies in the second group are located in Prague – a cosmopolitan, capital city. Here they can take advantage of high internet penetration, high average salaries &low unemployment rates.

In summary, a company’s reaction to implementing best practice in social media etiquette as well as  the placement of students has a direct correlation with the products or services that the company is offering, the type of people that work there and often it’s location as well.

Artémat is social! – An Italian case study of using Social Media marketing to promote & expand a business.

Artémat ( ) is a young company, which was incubated in Technest – Incubator University of Calabria, for two years. Artémat launched with the message “think different”, providing training in management and business creation through unconventional methods & tools – the Business Game!

Students, graduates and professionals practice their management skills, hone their decision-making and relationship capacity, develop a strategic vision, familiarize  themselves  with risk management & mitigation  as well as focus on acquiring a systemic knowledge of the world of enterprise and how to build relationships  that can be applied in real life scenarios.

In a short time, Artémat, gained considerable experience and became an industry expert in the “business gaming” event management field (for management enterprise projects), supporting young people at national level, thus ensuring that the company also strives to  build better communication channels with a young and dynamic audience as well as business professionals.

Facebook, Linkedin, Twitter, Youtube, represent, in that order, the channels most watched by fans of Artémat.

Artemat’s Facebook fan page has 3705 fans and 1,622 views from members of the network. The company also recorded most read article on its LinkedIn page (Artémat Srl), with 4,263 tweets, following 179 other entities and 143 followers on Twitter (@artemat). On Youtube  it has 1568 views and the most popular video of the channel Artémat.

The huge rise in social media usage means that businesses need to understand now more than ever, how to interact with fans, answer their questions, deal with negative comments and resolve disputes, how to adapt the right type of communication according to channel used, how to use the hash tag function on Twitter effectively in order to highlight keywords and ensure that users are able to find the business!

A business needs to stand out from the crowd and attract new fans: it may seem a trivial activity, but in reality it is a complex process and requires time and resources.

During the creation of a business game event, Artémat, like to ensure participants are actively involved: it will post photos in real time, as well as status updates and comments on the competition.

After the event, both within its business pages and across the website, Artemat immediately publishes an album with a description of the event along with any commentary. Artemat recognises how important it is to be constantly present, engaged and give more information to your community of potential clients and existing customers because it is critical to business success.

The company’s customers continue to follow  it on Facebook, beyond the project carried out together: they are always up to date on Artemat’s new products and this consistent presence on social media  often leads to new opportunities and ideas for collaborations or contacts that done does not expect.

For instance, after a Russian company that specialises in training, recently viewed Artemat’s LinkedIn page, it decided to include Artemat’s business game in it’s training catalogue.


How to use social media for business?

Learn how to use social media for business from one of  Salford Business School’s  latest business management courses. The course was jointly researched by the Passport to Trade 2.0 project team and prepared in collaboration with some of the leading digital marketing agencies in the UK.

This Massive Open Online Course (MOOC) can help businesses and individuals to make the best use of search and social media platforms. The course is called Search and Social Media Marketing for International Business and is applicable to students looking for placements abroad as well as businesses thinking about new trade links; it comprises the following twelve topics:

Before you start the course please complete this short MOOC entrance survey.

How to develop a personal brand online (1/12)

  • Whether you are a student beginning a job search or a business person planning a new business venture, personal branding can make a difference.
  • Learn about personal branding and why it is important for you.

How to use Twitter (2/12)

  • Learn the basics of using Twitter to develop an individual or business profile.
  • Remember to use hash tag #SSMMUoS to share your learning journey on this course so far!

How to use Search Engine Optimisation (SEO) (3/12)

  • Learn the principles of SEO to ensure that your website and any social media profiles are found by individuals searching for your name, products and services.
  • These basic principles of SEO include keyword research, on-page optimisation and off-page optimisation.

How to use social media for international business development (4/12)

  • Social media networks break down the traditional country barriers, but do you know which networks are relevant for the country you are interested in trading with?
  • Find out in this video how to identify the relevant networks and what social media strategies you might be able to use on these networks.

How to use Facebook (5/12)

  • Facebook is currently the largest social media network in the world and it can benefit you as a business as well as an individual.
  • Learn how to develop a Facebook business page and see how other businesses use it and what strategies work for them.

 How to use YouTube (6/12)

  • YouTube was identified as the second largest social network amongst younger internet users as part of the Passport to Trade 2.0 project.
  • Learn how to optimise your video content in order to reach wider audiences for your profile.

 How to use LinkedIn (7/12)

  • LinkedIn is one of the three main professional social networks – the others being Xing and Viadeo which are also popular in several European countries.
  • Learn how to make the most of LinkedIn for your profile.

 How to use Google+ (8/12)

  • Google+ is the second largest social network as of January 2013.
  • It is one of the fastest growing social networks and one that has the biggest impact when it comes to search engine results integration for anyone who uses Google as their main search engine.
  • Learn how to make the most of Google+ for you and your digital profiles.

 How to use copywriting online (9/12)

  • Copywriting is a process of translating technical specifications and product descriptions into engaging and understandable customer focused text.
  • Learn about the basic techniques in structuring your online content here.

 How to stay legal on social media (10/12)

  • Everything and anything you do and say online can be potentially viewed by anyone who has internet access.
  • Always respect the law and familiarise yourself with new options offered to you through a creative commons licence which is popular online.

 How to use monitoring and reporting (11/12)

  • Whether you are an individual or a business spending time on social media – there has to be a return on your engagement online.
  • How do you justify your engagement on social media to your boss? Listen to the industry experts in this area and see what you might be able to measure in respect of your on-line engagements.

How to blog (12/12)

  • Blogging is a process of writing text and sharing content with others. It can help your customers or friends to keep in-touch regardless of social media platforms.
  • Think about the voice you might want to adopt and who your audience might be. Share your thoughts with us by writing a blog post about this MOOC.
  • Tweet us the link to your post on the #SSMMUoS Twitter hash tag.

Please complete the MOOC exit survey.


We would like to acknowledge the following industry experts who helped and supported the development of this MOOC in Search and Social Media Marketing for International Business:

This course was supported by Business Innovation Project students on the MSc Marketing course at Salford Business School, read their reflections on the course: Luis Santos (from Portugal), Maria Camila Villa Jurado (from Colombia), Vanessa Van Huynh (from Vietnam) and Rebecca Lee (from the UK).