Marketing Urban Cycling
CIVITAS thematic course
Description
This course gives a broad overview of the main elements involved in marketing urban bicycling. It discusses the history of marketing bicycling and how this marketing has influenced behaviors. The course also explores the elements of creating a marketing campaign as well as relevant examples from several international cities.
Content
Course introduction
Block 1: Understanding urban bicycling as a product
Introduction Block 1
What is urban bicycling?
How is urban bicycling a product?
Why market urban bicycling?
What and when were the first campaigns for the bicycle and bicycling?
Test Block 1
Block 2: The building blocks of marketing
Introduction Block 2
What are the building blocks for creating a marketing message?
How do we know whom to market to?
How do we know what they think about our product?
How do we influence the image of our product?
Test Block 2
Block 3: How marketing influences people's perspectives
Introduction Block 3
How do we apply positioning?
How did the first campaigns position bicycling
How can we leave a lasting imprint of our product's image?
How has current bicycle marketing impacted perceptions of bicycling?
Test Block 3
Block 4: Communicating change by understanding the user
Introduction Block 4
Who is cycling right now and where are they going?
Why do people bicycle?
What are we measuring?
Test Block 4
Block 5: Communicating change by appealing to mainstream culture
Introduction Block 5
What is "mainstream" culture?
How does portraying risk influence a campaign?
Test Block 5
BLOCK 6: Communicating change through emotions
Introduction Block 6
What is emotional marketing?
How do positive emotions impact our behaviors and actions?
What do emotions have to do with marketing urban bicycling?
Example: How Munich's massive bicycling campaign actually worked
Test Block 6
BLOCK 7: REVIEW AND FURTHER LEARNING
Introduction Block 7
Summary
Apply your knowledge
Read more
Test Block 7
Block 8: final test
Introduction Block 8
Final Test
The End
Θεματικό μάθημα CIVITAS
Περιγραφή
Αυτό το μάθημα παρέχει μια ευρεία επισκόπηση των κύριων στοιχείων που εμπλέκονται στο μάρκετινγκ τηςαστικής ποδηλασίας. Συζητά την ιστορία του μάρκετινγκ ποδηλασίας και πώς αυτό το μάρκετινγκ έχει επηρεάσει τις συμπεριφορές. Το μάθημα εξετάζει επίσης τα στοιχεία της δημιουργίας μιας εκστρατείας μάρκετινγκ, καθώς και σχετικά παραδείγματα από διάφορες διεθνείς πόλεις.
Περιεχόμενο
Εισαγωγή στο μάθημα
Πεδίο 1: Κατανόηση της αστικής ποδηλασίας ως προϊόντος
Εισαγωγή Τμήμα 1
Τι είναι η αστική ποδηλασία;
Πώς είναι η αστική ποδηλασία ένα προϊόν;
Γιατί να κάνουμε μαρκετινγκ την αστική ποδηλασία;
Τι και πότε ήταν οι πρώτες εκστρατείες για ποδήλατο και ποδηλασία;
Εισαγωγικό μπλοκ 1
Πεδίο 2: Τα δομικά στοιχεία του μάρκετινγκ
Εισαγωγή 2
Ποιες είναι οι δομικές μονάδες για τη δημιουργία μηνύματος μάρκετινγκ;
Πώς μπορούμε να γνωρίζουμε σε ποιον να προωθήσουμε;
Πώς γνωρίζουμε τι σκέφτονται για το προϊόν μας;
Πώς επηρεάζουμε την εικόνα του προϊόντος μας;
Δοκιμαστικό μπλοκ 2
Πεδίο 3: Πώς επηρεάζει το μάρκετινγκ τις προοπτικές των ανθρώπων
Εισαγωγή Block 3
Πώς εφαρμόζουμε την τοποθέτηση;
Πώς ξεκίνησε η ποδηλασία της πρώτης καμπάνιας
Πώς μπορούμε να αφήσουμε ένα διαρκές αποτύπωμα της εικόνας του προϊόντος μας;
Πώς έχει επηρεάσει η σημερινή κυκλοφορία ποδηλάτων τις αντιλήψεις της ποδηλασίας;
Δοκιμαστικό μπλοκ 3
Πεδίο 4: Επικοινωνία με την αλλαγή, κατανοώντας τον χρήστη
Εισαγωγή Block 4
Ποιος είναι τώρα ποδηλασία και πού πηγαίνουν;
Γιατί οι άνθρωποι ποδηλατούν;
Τι μετράμε;
Δοκιμαστικό μπλοκ 4
Πεδίο 5: Επικοινωνία σχετικά με την αλλαγή με την προσέλκυση στην κυρίαρχη κουλτούρα
Εισαγωγή Block 5
Τι είναι η "κυρίαρχη" κουλτούρα;
Πώς επηρεάζει την απεικόνιση του κινδύνου μια εκστρατεία;
Δοκιμαστικό μπλοκ 5
BLOCK 6: Επικοινωνία με την αλλαγή μέσω συναισθημάτων
Εισαγωγή Block 6
Τι είναι το συναισθηματικό μάρκετινγκ;
Πώς επηρεάζουν τα θετικά συναισθήματα τις συμπεριφορές και τις ενέργειές μας;
Τι έχουν τα συναισθήματα με το μάρκετινγκ της αστικής ποδηλασίας;
Παράδειγμα: Πως λειτουργεί πραγματικά η μαζική ποδηλατική εκστρατεία του Μονάχου
Δοκιμαστικό τεμάχιο 6
BLOCK 7: ΑΝΑΣΚΟΠΗΣΗ ΚΑΙ ΠΕΡΑΙΤΕΡΩ ΜΑΘΗΣΗ
Εισαγωγή Block 7
Περίληψη
Εφαρμόστε τις γνώσεις σας
Διαβάστε περισσότερα
Δοκιμαστικό μπλοκ 7
Πεδίο 8: τελικός έλεγχος
Εισαγωγή Block 8
Τελική δοκιμασία
Το τέλος
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Mobility Management
CIVITAS thematic course
Description
Mobility Management is a concept to promote sustainable transport and manage the demand for car use by changing travellers’ attitudes and behaviour.
Content
Course Introduction
Block 1 Introduction to mobility management
What is Mobility Management?
Mobility management objectives
Characteristics
True or false
block 2 mobility services
Mobility Services
Information services and consulting & travel planning
Awareness raising and Education
Organisation & co-ordination and Sales & reservation
True or false
block 3 target groups
Target groups
Trip purposes
Chances for success
True or false
block 4 examples
Example: Mobility Management for residents
Example: Mobility Management for tourists
Example: Mobility Management for the elderly
Example: No ridiculous car trips
Connect the example to the correct city
block 5 gamification
European Cycling Challenge
Traffic Snake Game
From 5 to 4
Make the correct couple
block 6 important fields of implementation
Mobility Management and commuters
(Large) Companies
Educational Institutes
Tourism
block 7 final test
Final Test
Resources for further study
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Mobility Management for schools
CIVITAS thematic course
Description
Safe and sustainable to school!
Content
Course introduction
Block 1: Mobility Management for schools, what and why?
Introduction Block 1
What is Mobility Management?
Why Mobility Management for schools
Priority-principle (WCPP)
Link to European policies
Test Block 1
Block 2: Different levels and stakeholders
Introduction Block 2
National level
Local authority – city level
School level
Test Block 2
Block 3: Step-by-step (school-level)
Introduction Block 3
Set up a working group with all relevant stakeholders
Analysis of situation
Planning
Evaluate and Re-assessment
Test Block 3
Block 4: Integrated approach
Introduction Block 4
Information
Organisation
Infrastructure
Campaigns
Education
Test Block 4
Block 5: Final test
Introduction Block 5
Final test
The End
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Gamification
CIVITAS essentials
Description
“Gamification is the process of taking something that already exists – a website, an enterprise application, an online community – and integrating game mechanics into it to motivate participation, engagement, and loyalty. Gamification takes the data-driven techniques that game designers use to engage players, and applies them to non-game experiences to motivate actions that add value to your business.”
Gamification is used in more and more in the transport sector to influence choice behaviour.
Content
Course introduction
Block 1: Defining gamification
Introduction Block 1
History of gamification
Common misconceptions
Defining gamification
Relevance to mobility
Test Block 1
Block 2: The Players: Who are they and what do they want?
Introduction Block 2
Types of players
Designing for players
Understanding the Socializer: The Social Connection
Test Block 2
Block 3: Behavior: Emotion and Motivation
Introduction Block 3
Play: the Underlying Force of Gamification
Happiness: An Interaction of Emotions
Skill: Providing the Right Challenge
Sustaining Flow: the key to keeping things fun
Test Block 3
Block 4: Game elements and how to use them
Introduction Block 4
Rewards: Catering to the different types of players
On-boarding
SoCAR-model
Test Block 4
Block 5: Applying gamification in mobility
Introduction Block 5
Behavioural Change, Gamification and Mobility
Insight into the traveller
Test Block 5
BLOCK 6: Examples of gamified mobility solutions
Introduction Block 6
TravelSmart
Speed Camera Lottery
NuRide
From5to4
Waze
Test Block 6
Block 7: Final test
Introduction Block 7
Final test
The End
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Traffic and Mobility Fundamentals
CIVITAS essentials
Description
This e-course intends to provide the basics of traffic and mobility system. It presents frameworks, background and examples in order to help explain. It will help to better answer questions such as What is the cause of traffic problems in my city? How to tackle them? What is the role of citizens and other stakeholders? After this course you will know the basic principles of the traffic and transportation system. It will contribute to a systematic and more effective approach of policy making and implementation.
Content
Course introduction
Block 1: What is mobility?
Introduction Block 1
About Mobility
Introduction to the three market model
Market of activities
Market of transportation services
Market of traffic
Test block 1
Block 2: Transportation networks and land use planning
Introduction Block 2
Land Use Planning and Mobility
Case: design of happy cities
Transportation Networks
Planning hierarchy
Test block 2
Block 3: Mobility behaviour
Introduction Block 3
Mobility behaviour in general
Psychological perspective
Economical perspective
Geographical perspective
Test block 3
Block 4: Modelling and monitoring
Introduction Block 4
What is a model?
Components of a traffic model
Applications and limitations
Monitoring
Test block 4
Block 5: policy making
Introduction Block 5
External effects
Health benefits of active mobility
Role of the government
Demand and supply driven measures
Test block 5
Block 6: Final test
Introduction Block 6
Final test
The End
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Cycling is often the key element of successfully encouraging clean urban transport. Cycling is emission-free and doesn’t need energy (except human power) and fuels. This means that cycling is very...
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Urban road safety
This training material looks at the different approaches towards urban road safety from a traffic engineering perspective. Road safety activities are a combination of policy-making, road technology, urban planning, enforcement, public awareness and traffic engineering.
Various different measures have been implemented in Europe to improve the situation. Interdisciplinary approaches and success factors as well as good practice examples are presented and available to download below.
Documents: