Samenvatting

The UNESCO Institute for Lifelong Learning (UIL), based in Hamburg, is one of six educational institutions of UNESCO. Expectations that more than 60% of the world’s population will live in cities by 2030 led to the initiation of the Global Network of Learning Cities (GNLC), defined as a virtual community. UIL aimed to attract cities worldwide, which was identified as a major challenge. Furthermore, lack of funding and an insufficient team size posed a major issue in developing a valuable platform for cities.
In this regard, the research aimed at positioning the GNLC. Therefore, the research objectives were to identify a distinct value that the GNLC could offer compared to the competition and the interests of the target group regarding the GNLC.
The research method used was a case study, conducted in Germany, based on an exploratory approach. The in-depth research considered international perspectives based on the global significance of the project. Primary and secondary information was collected and analysed for the purpose of the research. Primary data was collected through thirteen in-depth interviews and observations. Secondary data was collected through internal documents, websites, legal documents, journal articles and books.
Theory suggests that a positioning statement should specify the target group, highlight a key consumer benefit, be distinct from the competition and provide consumers with a reason to believe. Apart from that, the main motivations to join a virtual community lie in obtaining information and interaction, establishing relationships and sharing information and interaction.
Findings include that key strength of the GNLC compared to the competition was defined as being a UNESCO Initiative and UIL’s expertise in lifelong learning. Apart from that, analysing market leaders and the German technical environment lead to the conclusion that online communication could provide a major opportunity for the GNLC. However, in this regard, major internal limitations were detected.
Furthermore, the target group could be defined as Pioneer Learning Cities. A key characteristic of this target group is that they see education as a priority and solution to their challenges. In relation to the GNLC, it was identified that the motivations of becoming a Learning City vary. However, it was detected that Pioneer Learning Cities have a key interest in obtaining information regarding the GNLC.
The research concluded that the GNLC should stress its key competency, identified as its expertise in lifelong learning and highlight the key benefit of obtaining information within the platform in the positioning statement.