Advertising Strategies CI4238 Online Course in Planning and Implementing Ad Strategies for small and Large Businesses Fall 2014
Instructional Design CI5921 Final Application Project, Mathews
Application of Instructional Process
Dana Mathews
A. Analysis 1. Characteristics of learners 2. Instructional Approach and Philosophy
Final Products For Course
Advertising Strategies
• Analysis • Plan • Presentation
B. Plan 1. Design elements & overview of proposed online class and structures
C. Presentation 1. Poster Design
A. Analysis
1. Characteristics of learners
A Profile of online learners who would be interested in taking an advertising strategies class. In most cases this learner will be somewhat older ( over 25 ) a blend of male and female. This learner will have interest in operating a small business or work for a larger company. They will have direct influence on their own structures of operation ( advertising plans, budgets etc). They will have goals of designing and implementing an advertising and marketing strategy which can be successful in their own business model or the companies they work for. These learners will work full time and may have additional responsibilities as parents. Most will have a few years of secondary education or are planning on completing their degree in the future. Most are familiar with technology and the online process; yet, a few may have challenges in approaching the online learning model. These learners enjoy and need flexible learning schedules to align with their current work situations. Most learners will have minimal skills; yet, are versed enough in technology to quickly understand the online processes needed to succeed in the course. Time management will be a challenge and must be monitored through the process. Learner needs will also involve understanding how assignments will need to be completed to advance to the next step and allow them to build a comprehensive plan to manage their advertising needs more effectively. Motivations for each learner will vary; Yet, most will center on being able to build a successful advertising strategy which increases market share, provides new customers leads, manages ad budgets more efficiently and allows for future growth without wasteful spending.
How these characteristics influenced the design of the proposed class Keeping in mind that these students will be employed full time and possibly with families the process needs to be streamlined and to the point. Each exercise or class assignment needs to provide quick results as to its value in meeting their goals. Each component needs to serve a real-world purpose and be utilizable in their daily work or soon to be new business. My theory design and imbedded tools all needed to work together to provide easy navigation with thought provoking challenges and real world solutions. These learners will benefit from small group work and lots of actual case studies dealing with advertising strategies and budgets. The goal was to include tools which could not only aid them in completing the class work, but to also help engage them in using new technologies to solve problems.
Additional Characteristics Characteristics of Learner
Example of Key Needs
Background and needs
• Awareness of where each learner is coming from in their business dealings or personal background in relationship to a new or existing business. Where they want to go. • Interpersonal and connectivity to others and interactions, how they view online learning. • Be aware of individual needs of current work and responsibilities, Students will vary.
Residence Status
• Is there a need for additional one-to-one interaction, to ease the process. • How to connect them to the entire process and avoid them feeling overwhelmed • Instructor feedback and availability, provide examples thru processes ( access)
Goals of Education
• Interests, goals of business, where they would like to be in 5 years? • Instruction geared towards varied types of businesses and advertising plans • Ways to implement learning into working environment of ad plans • Knowing up front what is expected and list of assignments and how they can accomplish tasks, also resources and guidance that will be provided. • Easy to navigate the process and satisfying experience that they see can aid their goals • Workable class schedules ( flexibility ). Varied projects to cater to varied businesses.
Academic Level Aptitude
• Ways to promote learning based on interest, goals and on varied business models. • Ways to insure students feel they will be successful and support is available.
Support
• Up front make it understood there is support for achieving a great advertising and marketing strategy. Show case studies and how successful others have been. • Extra materials, books, web sites and case studies to follow as examples.
External Factors
Example
Empathy
• Have an understanding of how each business differs and how to effectively approach each students needs and outcomes of the class work. All work reflects on real world scenarios. • In small groups of 3, updates every two weeks as to progress and possible issues from project work. Design a way to give and accept feedback quickly. • Being connected to other learners in projects and case study work. Have a partner.
Support Group of Peers
Challenges To This Population
• How to structure work, so students see initial results early and continue in class. • Varied hours of employment, how to connect the group, how to learn from each other • Drafting a schedule for weekly workload - make the projects meaningful and usable. • How to prioritize projects with their current work & realize each week’s learning is beneficial.
Family Responsibilities and Home
• Ways to balance all activities, reinforce benefits of completing education for future business needs and financial growth or fulfillment. • Setting deadlines to meet certain work projects • Small groups of 3 for support
Consistent Overview
• Ongoing reinforcement of how classes can benefit employment ( higher wages ) • How Online work is transferable and can be built on in the future and help in meeting business goals and possible growth.
Hardship and Stress
• Reinforce flexibility of Online classes. Work can be done when convenient, even in stressful events and how each small project builds to a better understanding at the end of each short week of work.
2. Instructional Approach & Philosophy
Layers of Necessity is a theory in which each step of planning and work is based on efficiency, layering tasks and learning to make use of time and real world learning scenarios such as case studies. It was important to build my platform of learning around real world components and have them based on uses of the layer of necessity model. To include growing technologies such as gaming and fluid programs which can aid each online learner with acquiring real knowledge quickly, and knowledge which can become valuable in their own school or working environments. This model allows for inclusion of changing processes like (computer gaming, virtual reality simulation and more engaging software). The fluidness of the model allows for adaptation as technology evolves, not staying static by way of other models. Changes in student attitudes and learning challenges support this theory and allow for greater growth in learning. There are many areas in which these newer technologies can factor in and allow for greater flexibility in working through problems, case studies and online projects, such as new communication modes, vehicles of expression, visualization, and multi-modal learning support. The use of new technologies will engage the student and allow the process to be more liking to their learning styles. The tools blended in my learning platform were based on the fluidness of this model. Each technology allows the learners to grow within their own learning style and apply their knowledge to the tasks and exercises. The importance of a more customized environment for learning is the key component of this theory. The strategies of each week’s work centers on each learner meeting their individual goals and working through various case studies and exercises using virtual world environments, group work and real time communication within their group. “Most traditional models maintain a focus on the world of the activity rather than the world of the learner. As a result, activities designed in a static environment are more replication of traditional activities, and do not take advantage of the real potential of virtual worlds. There is no value of using traditional models in a non-traditional platform.” Dawley ( 2007) In the end, The LAYERS OF NECESSITY MODEL is designed to blend traditional ID theory with that of a today’s need for awareness and practice of new technologies and processes. It is focused on managing time and activities to assure a better quality experience for the online user, as well as providing exposure to changing technologies (like virtual reality and gaming interactions.) Work Cited: Which Instructional Design Models are Educators Using to Design Virtual World Instruction? By: Soto, Victor J. Journal of Online Learning & Teaching. Sept.,2013, Vol. 9 Issue 3, p364-375.
B. Course Plan Our goals and planned learning
“Challenge yourself at every stage”
Syllabus COURSE CONTENT This course has been built around exercise modules. Students will explore
and reflect on readings and posted forums as well participating in group and individual work projects, case studies related to the development of a strategic advertising plan for small and large businesses. The bulk of the grading will come in the form of project outcomes and the process of completing assigned module components. COURSE OBJECTIVES AND OUTCOMES Students will acquire an understanding of the terms needed to develope a strategic advertising plan and also understand the role a strategic plan plays in the development of advertising. Be able to discuss and define brand awareness and how it relates to consumer needs. Plan and understand the channels of media which provide the best opportunities for market growth. Plan an advertising budget and implement its components, while also understanding how each variable plays a strategic role. COURSE DELIVERY This course will be delivered completely online and will expose the student to new technology and incorporate this new technology into workable solutions and scenarios ( online forums and group postings, virtual world gamification play as a group, skype and web 2.0 tolls usage in the process of developing each strategic advertising plan. No text book, assignments will come from actual case studies and readings from journals and business sources. GRADING Forum Postings 25% Glossary Quiz Terms 10% 4 Mini Projects 30% Final Strategic Plan 35%
Weekly Work Module Overview
Learning terms and overview of advertising strategies What are your individual advertising goals? Determining your promotional budget and set spending amounts. Who is your customer? What are their needs? What is the competition doing? Deciding on your branded message, How to talk to your audience. What products and services are you selling? Choosing which media channels to advertise in. Deciding where and when to advertise. Setting up an advertising calendar. Measuring the effectiveness of your advertising campaign.
Week 1 Week 2 Week 3 Week 4
Syllabus overview, Introductions, each student signs into class facebook page - first assignment given for glossary terms. Gamification work groups will be assigned. You tube Video on Ad Planning. Explore through facebook postings about setting up a strategic plan UCLA School of Business Journal reading pages 234-298. Post reflection of reading by Sunday. Take online glossary quiz after reading. Determine the amount of your Working Budget based on 2% to 6% of revenue. See PDF article The Successful Ad Budget posted on the class Facebook page from the New York Times December 2013 before defining your budget. Design a rough layout for a possible newspaper ad ( mini project one) and post the ad on Facebook by end of week 4. Provide feedback on each ad posted. Within your posted Virtual Reality Gamification Group, setup your individual roles and define each persons responsibilities. This group will submit ( a mini project four branding exercise ) from this group’s activities and build a virtual reality setting.
The components of the virtual advertising office will provide tools ( GQNsoftware) where each member can post brand ideas, ad comps, notes and proposed ad campaigns based on their brand exercise for their individual company. The goal is for each member to separately add components and pieces of their work to their workroom board for a proposed company branding profile and through the process members will have the opportunity to win badges of merit and or loose them based on the pieces they submit to the virtual reality game site. The goal is to have the most medals for work submitted at the end of week 13 of the class. The environment will represent a game room setting where the members work in the same office and post their ideas to a virtual board in the lobby. Each member can comment on work submitted the entire 13 weeks and reward medals or take them away based on their review of all work submitted. At the end of week 14 other online students will see the 4 brand boards and the final 4 components will constitute a grade for mini project 4. See assignment posting on Facebook.
Week 5 Week 6,7 & 8 Week 9
Reflect on Facebook posted reading case study Strategic Ad Planning Advertising Age Magazine on defining your customer and how it relates to brand messaging. What products and services are you selling? Post some ideas you have about your business. Also post your proposed ad budget form week 3 Read and comment on posted PDF document Choosing Effective Media Outlets For Your Message. Then submit a proposed plan ( mini project two) illustrating what media channels you might use for your companies advertising and why. Also include explanation of costs and how these would be added to your overall budget. Include an explanation of how each media would effect messaging and projected revenue or sale increases. See PDF Facebook posting on calendar planning and layout a year of events and ads (mini project three) that would reflect your spending budget for one full year, also include 3 ideas of how this calendar might be reworked if goals fall short of projections. How might you change your ad plans? Explain.
You tube case study video Ad And Marketing Evaluations, How To Rate Your Advertising Week 10 Watch Plans. Post short reflection on what key factors contribute to a successful evaluation process.
Week 11
Explore the 4 tools listed on Facebook posting ( Calendar Maker, Ad Layouts, Budget PlanX and ADWORKS ) and utilize these in your proposed strategic advertising plan.
on individual strategic ad planning project for your individual proposed business. Begin Week 12 Work compiling all pieces through week 11 and submit an outline of your individual steps. Working on individual strategic ad planning project. See sign up sheet for individual Week 13 Continue skype meetings and place your name and best time for one on one conferencing. Make a list of any questions you have on any of the projects or your proposed final project. Working on individual strategic ad planning project. Read Facebook article Ten Most Week 14 Continue Costly Mistakes A Business Can Make In Planning Their Ad Campaigns. Reflect on if this changes any of your ad plans or media choices.
Remember “a great advertising plan highlights your brand message in a positive way, building on your strengths and allows for market share growth.�
finalizing your proposed strategic advertising plan and submit all proposals by week 14 to Week 15 Start the group’s Facebook page as a PDF document. a final assessment and give feedback on the course, e-mail to Adfeedback@Mathews. Week 16 Write Please include the things you liked and didn’t like about the course. Include things which you feel could benefit students in their learning and or ways to improve the online class experience. All feedback is welcome! Together we can develop a better learning environment. Final grades will be posted at the end of week 16.
Final Overview Of Proposed Online Class
In developing my plans for this class I tried to base all activities on real world scenarios, case studies and real world applications. Examples were used throughout the course from actual businesses and published journal articles. The inclusion of new developing technology and tools was a must to hopefully engage the students at a higher level and promote self-learning. The use of a virtual ad office and merit award system simulates a working environment and allows the students to engage each other and comment on each other’s work. The class purposely only included only one small quiz. This quiz was based only on the terms the students would need to complete the projects. Each module was designed to provide useful information that students could apply immediately to their school work or actual business.
Delivery and hosting of proposed class Facebook Postings Facebook
Strategic Advertising Plans
Glossary Terms Quiz Jan 3, 2015
Gamification Module
C. PresentationPoster Design
Final Project
Blackboard Mathews Blackboard