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Identity and branding of academic services for the academic world of distibuted content and users?

https://uol.de/f/5/inst/physik/ag/ehemalige/hilf/vortraege/eusidic/abstract2.html

The requirements for the management of scientific documents, eLearning modules, and administrative files in the scientific world become more and more similar, in as much as they get multimedial and interactive. A rich spectrum of new professional services is needed and not yet covered by present providers. An analysis of some such services, developed and served by the academic word itself is given (an eLearning platform, retrieval engines of distributed sources for documents, elearning modules, and administrative material, and entry points (‚portals‘) in Physics. The necessity of branding and marketing and its subtle differences to that of commercial services for the same customers is elucidated. New techniques allow separation of content server and distribution provider, thus enabling the present bunch of e.g. physics portals, academic, as well as commercial, potentially sharing the same content. How the identity of service is kept to feed the loyalty of users is discussed. Academic developments and their prototypic services may serve as testfield and outsourced research for the industry if consulting in both directions is intensified.
world of distributed content, where the rights stay with