Chocolate, marketing & learning outside the classroom

Learning outside the classroom

Lionel Bunting @SussexClimber

© 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 experienceBusiness Link Northwest & DTIDelivered enterprise programmes in

Sri Lanka and Nigeria for the British Council

Current research: Brand & adventure sport Pinterest & Social Media

Introduction


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“ ’’


Embedding enterprise & employability

TacticsCase studiesAsynchronous discussionsVideo/film Printed advertsSocial mediaLive projectsEmoji cardsBusiness Model CanvasGuest speakerCompany visitsChilli ChallengeSchool newsletter Business forums

Modules

Introduction to MarketingBusiness Decision MakingBrands & Brand ManagementNiche/Luxury MarketingSmall Business EnterpriseAgency Life


Imagery & social mediaTeaching 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)


Outside the classroomField trips contribute the unique advantages of direct experience toLearning. 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 occursbefore, during and subsequent to the field trip experience. Reflection is seen as animportant 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)

MONOLITHICENDORSED

FREE STANDING

HYBRID

SmartiesKitkatAero

CadburyGreen & Black’s

Milka

Hotel ChocolatRabot Café

Boucan Hotel

Brand architecture


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

“ ’’AsynchronousHosted on MoodleFixed period of timeAssessed



Intersessional task linked to in-class taskGroup students Allocate chocolate brandThey agree amount & spendTask briefingAllow planning time

Chocolate task


Market researchWhen 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!


Review signageVisual merchandisingPrice points & offersCompetitionCustomer segmentsOther physical evidence Customer service

External

Symmetrical

Asymmetrical


In groups review external findingsDiscuss the brand & chocolateHave pointers and topics to think aboutConsider research tools & techniquesDevise questions & data collectionProduct sampling

In class


Report findings Compare with external elementsConsider challenges or taskIdentify limitations of research technique

Look at targeting the identified segmentPropose product launch strategyThen move on to look at marketing mix & finance for small businesses

Segmentation, targeting & positioning

Price…………….Qu

ality

……

……

..

3

2&8

5

Perceptual map

1) Cadbury2) Prestat 3) Green & Black4) Divine 5) Lindt 6) Hotel

Chocolat7) Montezuma8) Godiva

76

1

4


Transfers learning into assignment

Consider new business ideasProduct developmentRole of packaging Distribution channelsCustomer segments & shopper profilesTypes of market researchStructuring a questionnaireConducting a focus group

Better understanding of chocolate!

Assessment


Employability & enterprise skillsUCLAN Employability Framework

Indicate skills for assessmentsClear learning outcome for studentsAids student experience

Assessment EngagementTwitter & other social mediaIn class discussion Improved understanding of theoryIncreased use of academic models & toolsHigher grade averages


Social media element hard to useDiscussion gained mixed response but mostly found it useful learning experience & opportunity to share findingsEngaging learning environmentUsing a range of skillsBringing all knowledge togetherGood use of slides & interactionloved videos & visual methods

Thumbs up from students!100% rated trip as Excellent & loved leaving the classroom

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Education

Chocolate, marketing & learning outside the classroom