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garstkamarketingproject
| Unit: Project Based Learning Project for Upper Level Secondary Business and Marketing: Marketing Unit | Grade:11/12 |
| Established Goals (Standards) | |
| For teachers: Facilitate and Inspire Student Learning and Creativity. Model Digital-Age Work and Learning. Design and Develop Digital-Age Learning Experiences and Assessment. For students: Students demonstrate creative thinking, construct knowledge, and develop innovative products and processes using technology. Students apply digital tools to gather, evaluate, and use information. Students use critical thinking skills to plan and conduct research, manage projects, solve problems, and make informed decisions using appropriate digital tools and resources. | |
| Enduring Understandings | Essential Questions |
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| Stage 2 – Assessment Evidence | |
| GRASPS Task | Six Facets of Understanding |
| Goal: Students research and create a marketing program for a product idea. Role: Students share an equal role in researching their product idea, creating a marketing program, and creating a presentation for the board of directors of the product company. Audience: Fellow students, other students in your school and perhaps other schools, parents, and instructor. Situation: Student will be working in a group of 3 or 4 students to create and present this collaborative project which will be presented in the classroom for the rest of the class and the instructor. Product Performance: Performance products will include a blog page which will be used to document the teams' progress in this project, a survey and the data collected, a product brand and package, the "place" for their product, an interactive glogster poster that demonstrates a brand association, a video advertisement for their product or service, and a presentation of their marketing program. | Explain: how the research was conducted. Apply and Interpret: the collected data to the five factors to product, price, place and promotion. Self-Knowledge: use team blog page to track progress. Have perspective: students will attempt to convince the teacher and the rest of the class that they have designed a program that will produce a successful product launch. Empathize: students will find creative ways to reach customers. |
| Lesson Notes: Project Based Learning Project for Upper Level Secondary Business and Marketing: Marketing Unit Any marketing program is, or should be, based on research and focused on the 4 P’s of marketing (Product, Price, Place, and Promotion) and the 5 factors of the marketing environment (economic, global, social, competitive, and technological). In addition the research should culminate in a determination of a “Target Market” or which segment of a population is most likely to find the greatest use for your product or service. This is best accomplished through a segmentation of the overall marketplace. The market segments include: geographic, demographic, psychographic, benefit, and volume segments. You and your team of 3-4 students are an advertising firm (create a name for yourselves like “Global Marketing Specialists, Inc., or “Abercrombie, Fitch, and Associates” and you will embark on a marketing project in which you will be given a general description of a new product or service that has not yet reached the marketplace. Your goal is to define the product through an investigation of the 5 marketing segments and based on product development, total product offer, branding, target market, pricing strategy, location for production, marketing, and distribution, and types of promotions you will use to market your product. You will be “selling” your ideas to the company in hope that they will hire your firm to represent them.: 1. Each team will create a blog page on which you will use as a tool to track your progress and to display much of your work on this project. 2. Survey a representative sample of a population to determine the viability of your product and service and to gain insight as to target market and the needs and wants of potential customers. The survey will be conducted electronically using your blog page. Prepare the survey, post it to a blog page that your team has created, and via email, face book, my space, or any social network invite at least 50 people (per team) to take your survey. Be sure to vary your sample by attempting to survey people from various age groups, socioeconomic class, etc. 3. After determining a target market for your product or service, create an image (brand name, package style, logo, jingle, etc). Post this image on your blog and try to get some feedback from your survey sample. 4. Determine where you will produce, distribute, and sell your product. Post this to your blog page. 5. Now comes the really fun part: Once you have determined the viability of your product or service, created an image through branding and packaging, determined your target market and your pricing strategy, you can now begin to design several promotions. First of all, using http://www.glogster.com/ create an interactive brand association poster. As you know, this is an advertisement that associates your brand with a favorable image, a popular personality, a geographic location, or a competitor. Be sure to have at least 4 interaction opportunities on your poster. For an example of an interactive brand association poster go to: http://jgarstka109.glogster.com/brandassociation/ 6. The next project for you and your team is to create and video an advertisement for your product or service. This advertisement must be either 30 seconds or 1 minute in length(if it is going to be used on television it must fit into their advertising time format). Once you have successfully created your video advertisement the next step is to upload it to You Tube! This can be accomplished by going to http://www.youtube.com/ and clicking on the upload tab in the top right corner. Once this has been accomplished you will need to embed the video into your blog page. 7. The final piece to this project is for your team to present your program to the board of directors of the company you hope to represent (your teacher and the rest of the class will play the role of the board of directors). Using power point, glogster, you tube, and any other electronic tool, your team will make a 10 minute presentation to the board. Ps. We will use Twitter to communicate with our teams in real time. You will be instructed on how to set up your own teams Twitter to follow! | |
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Latest page update: made by jgarstka109
, Feb 28 2009, 5:34 AM EST
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