ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
Maastricht University, Gwen Noteborn 2010: For non commercial use only
You Only Live
Twice
Studiedag ICT en onderwijs in de Humaniora
Rijksuniversiteit Groningen
17 Juni 2010
What is Second Life?
3D Metaverse founded in 2003
by Linden Lab
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
Maastricht University, Gwen Noteborn 2010: For non commercial use only 3
Using Second Life
• Create an Avatar
Some Statistics
•
150 Million US$
user-to-user
transactions per 3 months
• Few Entrepreneurs with profits over
1
Million US$
a year
•
1.4 Million
unique users a month
150 Million US$
user-to-user
transactions per 3
months
Few entrepreneurs
with profits over
1
Million US$
a year
1.4 Million
unique
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
Maastricht University, Gwen Noteborn 2010: For non commercial use only
Innovative
Being present in a virtual world offers
students with a new way of learning.
It is Innovative & Fun.
The Gap
Academic research has proven that
simulation (e.g. Second Life) closes the
gap between theory and practice.
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
Maastricht University, Gwen Noteborn 2010: For non commercial use only
Trend
Research has proven that by 2011
80% of all internet users will be
present in a virtual world….
(www.gartner.com)
Challenge: How to implement virtual
worlds into higher education?
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
Maastricht University, Gwen Noteborn 2010: For non commercial use only
Traditional Assignment
Handing in a written
IMC Plan….
• Personal Care Product
• 160 students
• 33 groups
• In SecondLife
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
Maastricht University, Gwen Noteborn 2010: For non commercial use only
Products
2008:
Shower Gel, Deodorant, Shampoo
2009:
Hair Care, Dental Care, Facial Care
Execution
• 33 parcels
• L$150 building money
• Help desk
» offline and online
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
Maastricht University, Gwen Noteborn 2010: For non commercial use only
Second Life support
• 2 hour workshop
• Manuals online and offline
• Helpdesk online and offline
• Mutual support of students
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
Maastricht University, Gwen Noteborn 2010: For non commercial use only 17
Shopping days: Buying and Selling.
• 48 hours
• In store promotion
• Celebrity endorsement
• Guerilla marketing
• Sales persons
• Flyers
• Motivate purchases
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
Maastricht University, Gwen Noteborn 2010: For non commercial use only
Online promotion: Websites
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
Maastricht University, Gwen Noteborn 2010: For non commercial use only 21
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
Maastricht University, Gwen Noteborn 2010: For non commercial use only 25
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
Maastricht University, Gwen Noteborn 2010: For non commercial use only
Evaluation: student reactions
• Enthusiastic
• Challenging
• Resembles real life
• Preference over written report
• Enjoyable
• Learning for life
Advantages of Second Life
• Competition effect
• Financial constraints
• Marketing challenges
• Getting Feedback
• Stimulating creativity
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
Maastricht University, Gwen Noteborn 2010: For non commercial use only
Resemblence with Real Life
“The SL project actually was a very quick overview of
a lot of
challenges a manager faces
.
A brand manager accompanies a product from
founding to the shop. He needs to come up with a
name, place it in its portfolio. He needs to come up
with an advertising and selling strategy. He needs
to use the IMC tools. I think
SL contained all
this
.”
Resemblance of real life
'SL resembles the challenges of a real brand manager
in
many ways
: Inventing a product that fits a
determined target market (students) and to think
about POPs and PODs.
Also to think about the pricing structure is challenging.
You also have to stick to the date of the launch,
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
Maastricht University, Gwen Noteborn 2010: For non commercial use only
Student feedback
“The way you produce a brand and a whole strategy
around it, e.g., advertising, packaging, pricing, is
quite realistic.
I think, that is close to real life
!”
“The actual application of theory makes constraints in
terms of what is feasible, what is coherent, clearer.
You actually are RESPONSIBLE, like in real life, and
have to bear the consequences.”
Student Feedback
'I think that the second life project was a
great way of applying
and "playing
around" with the knowledge we gained
during the course.
I don't think that writing a paper about a
branding strategy is a really appealing and
ICT en Onderwijs in de Humaniora – Second Life Gwen Noteborn
Maastricht University, Gwen Noteborn 2010: For non commercial use only
