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Chocolate, marketing & learning outside the classroom

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Chocolate, marketing & learning outside the classroom

  1. 1. Learning outside the classroom Lionel Bunting @SussexClimber
  2. 2. © All Rights Reserved, Lionel Bunting, 2017  Senior Lecturer at University of Chichester  Previously Enterprise & Employability Lecturer at University of Central Lancashire  Marketing Consultant & Agency Principal  Start up & new business experience  Business Link Northwest & DTI  Delivered enterprise programmes in Sri Lanka and Nigeria for the British Council  Current research: Brand & adventure sport Pinterest & Social Media Introduction
  3. 3. © All Rights Reserved, Lionel Bunting, 2017 University Strategy - one of the key priorities Employability A focus on employability and enterprise skills will mean our graduates are equipped to thrive in a global economy
  4. 4. © All Rights Reserved, Lionel Bunting, 2017 Embedding enterprise & employability Tactics Case studies Asynchronous discussions Video/film Printed adverts Social media Live projects Emoji cards Business Model Canvas Guest speaker Company visits Chilli Challenge School newsletter Business forums Modules Introduction to Marketing Business Decision Making Brands & Brand Management Niche/Luxury Marketing Small Business Enterprise Agency Life
  5. 5. © All Rights Reserved, Lionel Bunting, 2017 Imagery & social media Teaching must take into account the new ways of thinking and processing information of the digital natives. Pedagogy has to be rethought taking into account the constructivist approach, collaborative learning, and networking for learning (Unesco, 2011) Students need skills to competently use digital technologies and apply the technology for relevant purposes. Digital engagement is a vital part of digital literacy - the ability to use and understand digital technology to locate, evaluate, use and create information (Edmundson-Bird et al, 2012), (Illinois University, n.d.) HE needs to fully embrace the pedagogical advantages social media can offer students to regulate their own learning activities and connect to peers beyond time and place. Social media is driving this shift to a joint approach of sharing knowledge. (Lapolla, 2014)
  6. 6. © All Rights Reserved, Lionel Bunting, 2017 Outside the classroom Field trips contribute the unique advantages of direct experience to Learning. Students apply and learn a range of skills and knowledge, including collection and synthesis of information, reasoning, collaboration, and leadership. (Rohlf, 2015) An essential field trip outcome is the reflection on the course content that occurs before, during and subsequent to the field trip experience. Reflection is seen as an important component of experiential learning (Berte & Jones, 2014) Online discussions engenders greater understanding and memory retention than non-participatory techniques and places greater responsibility on active participation and learning the material in order to discuss. (Baglione & Nastanski, 2007)
  7. 7. MONOLITHIC ENDORSED    FREE STANDING    HYBRID  Smarties Kitkat Aero Cadbury Green & Black’s Milka Hotel Chocolat Rabot Café Boucan Hotel Brand architecture
  8. 8. © All Rights Reserved, Lionel Bunting, 2017 Hotel Chocolat is considered as a luxury retailer of chocolate with social and ethical values. What specific business decisions and marketing/sales activities do you think have been fundamental to their success within the luxury chocolate market? Discussion Asynchronous Hosted on Moodle Fixed period of time Assessed
  9. 9. © All Rights Reserved, Lionel Bunting, 2017
  10. 10. © All Rights Reserved, Lionel Bunting, 2017 Intersessional task linked to in-class task Group students Allocate chocolate brand They agree amount & spend Task briefing Allow planning time Chocolate task
  11. 11. © All Rights Reserved, Lionel Bunting, 2017 Market research When purchasing the chocolate students encourage to consider range of factors & make notes for in-session element of task: • Price, obtainability, location & shelf positioning, competition, strengths, weaknesses, offers, flavours, target audience, store profile etc. Don’t always get the obvious choice!
  12. 12. © All Rights Reserved, Lionel Bunting, 2017 Review signage Visual merchandising Price points & offers Competition Customer segments Other physical evidence Customer service External Symmetrical Asymmetrical
  13. 13. © All Rights Reserved, Lionel Bunting, 2017 In groups review external findings Discuss the brand & chocolate Have pointers and topics to think about Consider research tools & techniques Devise questions & data collection Product sampling In class
  14. 14. © All Rights Reserved, Lionel Bunting, 2017 Report findings Compare with external elements Consider challenges or task Identify limitations of research technique Look at targeting the identified segment Propose product launch strategy Then move on to look at marketing mix & finance for small businesses Segmentation, targeting & positioning Price…………….Quality………….. 3 2&8 5 Perceptual map 1) Cadbury 2) Prestat 3) Green & Black 4) Divine 5) Lindt 6) Hotel Chocolat 7) Montezuma 8) Godiva 7 6 1 4
  15. 15. © All Rights Reserved, Lionel Bunting, 2017 Transfers learning into assignment Consider new business ideas Product development Role of packaging Distribution channels Customer segments & shopper profiles Types of market research Structuring a questionnaire Conducting a focus group Better understanding of chocolate! Assessment
  16. 16. © All Rights Reserved, Lionel Bunting, 2017 Employability & enterprise skills UCLAN Employability Framework Indicate skills for assessments Clear learning outcome for students Aids student experience Assessment Engagement Twitter & other social media In class discussion Improved understanding of theory Increased use of academic models & tools Higher grade averages
  17. 17. © All Rights Reserved, Lionel Bunting, 2017 Social media element hard to use Discussion gained mixed response but mostly found it useful learning experience & opportunity to share findings Engaging learning environment Using a range of skills Bringing all knowledge together Good use of slides & interaction loved videos & visual methods Thumbs up from students! 100% rated trip as Excellent & loved leaving the classroom Feedback

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