---
# System prepended metadata

title: BU5501 Case Study - Nikon
tags: [BU5501]

---

# BU5501 Case Study - Nikon
###### tags: `BU5501`

## Choice of COB to study

Nikon online school

> [Nikon online courses](https://online.nikonschool.com/)

## Rationale for selection

### Rapid growth in e-learning

The implementation of lockdown policies during the pandemic period forces many education organizations to find alternatives to conduct teaching. Online courses soon become a rising star in the public eye. According to the World Economic Forum, one of the leading brands providing online courses - Coursera, received a three-fold increase in new registrations in 2020 and 2021. [^WEF] Nikon's decision to enter the online courses market seems to be on time. Its potential to draw consumers' awareness from the crowded camera market is worth noting. Furthermore, converting video audiences into actual camera buyers requires a profound marketing strategy.

[^WEF]: These 3 charts show how online learning is growing globally. (2022, February 8). World Economic Forum. https://www.weforum.org/agenda/2022/01/online-learning-courses-reskill-skills-gap/

### Influencer marketing

With the increasing popularity of online marketing, influencer marketing has become one of the most mainstream forms. [^IM] It provides experts' testimonials for the products to reinforce the brand's social proof. Customers will feel more confident in purchasing the product.

[^IM]: Corbitt, L. (2022, August 8). How You Can Build a Powerful Influencer Marketing Strategy in 2022. The BigCommerce Blog. https://www.bigcommerce.com/blog/influencer-marketing/#influencer-marketing-by-the-numbers

Nikon online school is highly supported by the Nikon ambassadors - a group of professional photographers who have loyalty partnerships with Nikon. Nikon ambassadors incorporate experts in various fields, including wedding photography, event photography, landscape photography, etc. Their mission is more than "helping professional photographers thrive in their business" but also inspiring general photography enthusiasts to "step up and challenge their creativity." [^Ambassador] 

[^Ambassador]: Nikon Ambassadors | Contemporary Photographers & Artists | Nikon. (2022). Nikon USA. https://www.nikonusa.com/en/learn-and-explore/nikon-ambassadors/index.page

## Preliminary ideas
## Project management plan

