Active collaborative learning
- 2. I’LL START WITH A CONFESSION I cannot lecture I’m hardwired ‘against’ the whole idea of the lecture. My academic background (law, literature, fine arts, finance) was only about 20% lecture (finance!) while 80% (everything else) was doing or discussing. 20 years working in the real world mostly selling didn’t help (I learned pretty quickly that the best way to sell was to guide my prospects to an outcome that they arrived at on their own). Even now I feel really uncomfortable...
- 3. THE ACTIVE COLLABORATIVE CLASSROOM ENVIRONMENT • Dynamic • Engagement • Decision making • Skill building • Experimentation • Hands on • Trial and error • Failure • Repetitive • Loud • Interactive • Conversational • Accomplishment • Unpredictable • Student centered • Soft skill dependent • Real word (simulated) • Argumentative • Chaotic • Challenging • Difficult • Frustrating
- 4. COURSES MKT 341 Salesmanship MKT 483 Social Media Entrepreneurship
- 5. MKT 341 SALESMANSHIP Student learning outcomes are centered around three broad areas: • Understanding the role of sales professionals in the buying process from prospect to close • Conduct persuasive presentations in order to develop communication skills • Using specific sales and negotiation techniques in simulated settings that develop sales skills and success
- 6. MKT 341 ACTIVITIES • Android v iPhone; Coke v Pepsi; Cable v Dish • Sell me a pen: Uncovering needs in order to articulate customer value • Pipeline management/from cold call to close • What’s my role in the enterprise wide sales process? • Value based closing and negotiating
- 7. MKT 341 ASSESSMENT OF LEARNING • Each in-class activity is competitive with ‘goals’ in mind; Not graded but clear indicators of learning based upon success/accomplishment Graded assessment of learning: • Three presentations (1 informational, 2 persuasive) • Sales presentation and proposal (main project) • Quizzes (concepts that must be applied in class activities and based upon reading)
- 8. MKT 341 BEYOND THE CLASSROOM Sales competitions CSULA Sales Institute Intercession mini classes on topics like negotiation, persuasive communication skills, sales training, ‘intramural’ sales competitions
- 9. MKT 483 SOCIAL MEDIA ENTREPRENEURSHIP Student learning outcomes are focused on understanding the role of social media marketing consultants in small and mid- sized businesses’ efforts to develop and execute social media marketing strategies Higher order thinking-based SLO’s are centered around the creation and drafting of social media plans that can be pitched and sold to clients
- 10. MKT 483 ACTIVITIES Each week a project was due (5 week class meeting twice weekly). In-class activities revolved around collaborative improvement of work product. Feedback would be give from professor and peers. Work would be refined and resubmitted. 4 projects: 1. Social media marketing analysis for an existing small business 2. Social media marketing strategy for a new product 3. Social media marketing strategy for a new business 4. Social media marketing strategy pitch
- 11. MKT 483 ASSESSMENT OF LEARNING Each project was worth 15-25% of grade. Attendance was worth 20%. Class was a hybrid so foundational concepts were discussed online and included in this grading scheme as part of attendance. Project one (small business social media strategic audit) was individual and worth 15%. Remaining projects were in groups of 2 or 3. Social media strategy plans were worth 20% each. Final project (social media strategy and pitch) was worth 25%.
- 12. MKT 483 BEYOND THE CLASSROOM The nature of this class is clinical and practical Skills developed are valuable Opportunity for community engagement in the form of social media consulting services Tie-in to MKT 365 since most social cause marketing is heavily dependent upon social media
- 13. SOCIAL MEDIA MARKETING CERTIFICATE @ CSULA MICHAEL GERMANO
- 14. SOCIAL MEDIA MARKETING CERTIFICATE • Two way conversational marketing is risky and requires a number of competencies • Builds upon skillsets required for inbound marketing, content marketing, customer experience/product marketing, sales, search engine marketing to name a few
- 15. COURSE OFFERINGS MKT 380 Introduction to Social Media Marketing MKT 389 Syntax of Social Media MKT 420 Search Engine Optimization MKT 480 Social Media Marketing Strategy MKT 483 Social Media Entrepreneurship MKT 421 Mobile Marketing Strategy and App Development
- 16. MKT 380 INTRODUCTION TO SOCIAL MEDIA MARKETING • Explores the universe of social media and its potential as a medium for engaging customers • Heavily discussion based • Blends theory and practice • SLO’s centered around critically thinking about and envisioning the role of interactive connectivity in marketing • Start to understand the value of social media audiences to marketers • Class spills into online environments like Twitter and Tumblr
- 17. MKT 389 SOCIAL MEDIA SYNTAX Looks at how businesses create communications that connect brands with customers in online/social environments Examines the kinds of content that customers respond to and why Students are tasked with examining and creating content Creativity is key Activity based and tasked based (creation of content!)
- 18. MKT 420 SEARCH ENGINE OPTIMIZATION Hybrid course Makes use Lynda SEO video Teaches SEO as an art not a science based upon a mix of technical and investigative, inquisitorial and observational skills In class activities are lab based and feature things like the examining how, why and when search connects consumers with brands; website analysis and optimization for search; Managing keyword campaigns and Adwords
- 19. MKT 480 SOCIAL MEDIA MARKETING STRATEGY Social media with purpose SLO’s are higher order predominantly: Building, crafting, doing Students must create a social media marketing strategic plan Convince and convertsocial media marketing and revenue Practical and task based related to strategy Each team creates two plans Individual assignment on the strategic use of social media by a pop/rock star
- 20. MKT 483 SOCIAL MEDIA ENTREPRENEURSHIP • Gets students to envision a future where they are thriving in the gig economy as a social media consultant • Create, critique and re-create social media marketing strategies for new businesses and products