Business School Marketing in Context Enquiry-based Learning (EBL) Launch Week 9

Business School Where are we at? The Marketing Mix Challenge (MMC) Phase One – the Poster Pitch (week 6) Phase Two – the Group Report (to be submitted in this Fridays session) MMC and Enquiry-Based Learning (EBL) - Compulsory examination question

Business School EBL….what is it? Exploring the real world…solving problems…thinking critically Scenario-based…students determine what is relevant and important to solving the problem Key steps to EBL 1. Explore the scenario (do you understand the context, are there any words you need to define?) 2. What are the main issues? (analyse the issues, situation, challenges, problems) 3. Identify what you do not know and need to know 4. Decide exact questions on which you need to work (and prioritise them) 5. Plan your time and set deadlines (Adapted from Grandis et al, 2003)

Business School An example An example EBL Scenario: Edward Brown-Lee owns a small branded clothing shop on the high street of a busy medium sized town. He started the business in 2006 and employs two part-time sales assistants. Business is good, even in the current economic climate, and the shop attracts customers from a wide catchment area. A shop offering a similar range of products has just opened up within walking distance of Edwards store. At the moment, Edward does not know much about the new business other than customers are able to also buy the clothes online via the stores website. Edward is beginning to feel anxious, especially as he does not have a website for his store and up until now has been relying on word of mouth and local advertising to generate his sales.

Business School Key steps to EBL 1. Explore the scenario (do you understand the context, are there any words you need to define?) 2. What are the main issues? (analyse the issues, situation, challenges, problems) 3. Identify what you do not know and need to know 4. Decide exact questions on which you need to work (and prioritise them) 5. Plan your time and set deadlines

Business School An example EBL Scenario: Edward Brown-Lee owns a small branded clothing shop on the high street of a busy medium sized town. He started the business in 2006 and employs two part-time sales assistants. Business is good, even in the current economic climate, and the shop attracts customers from a wide catchment area. A shop offering a similar range of products has just opened up within walking distance of Edwards store. At the moment, Edward does not know much about the new business other than customers are able to also buy the clothes online via the stores website. Edward is beginning to feel anxious, especially as he does not have a website for his store and up until now has been relying on word of mouth and local advertising to generate his sales. Small Business/self employed Location Branded clothing market Good performance Competition

Business School Key steps to EBL 1. Explore the scenario (do you understand the context, are there any words you need to define?) 2. What are the main issues? (analyse the issues, situation, challenges, problems) 3. Identify what you do not know and need to know 4. Decide exact questions on which you need to work (and prioritise them) 5. Plan your time and set deadlines

Business School An example EBL Scenario: Edward Brown-Lee owns a small branded clothing shop on the high street of a busy medium sized town. He started the business in 2006 and employs two part-time sales assistants. Business is good, even in the current economic climate, and the shop attracts customers from a wide catchment area. A shop offering a similar range of products has just opened up within walking distance of Edwards store. At the moment, Edward does not know much about the new business other than customers are able to also buy the clothes online via the stores website. Edward is beginning to feel anxious, especially as he does not have a website for his store and up until now has been relying on word of mouth and local advertising to generate his sales. Competition Strengths Problem/Challenge?

Business School Key steps to EBL 1. Explore the scenario (do you understand the context, are there any words you need to define?) 2. What are the main issues? (analyse the issues, situation, challenges, problems) 3. Identify what you do not know and need to know 4. Decide exact questions on which you need to work (and prioritise them) 5. Plan your time and set deadlines

Business School Identify what you do not know and need to know…e.g. How relevant the SME and branded retailer context is to Edwards strategic response How retailers (especially branded clothing retailers) typically respond to competition How important is it to have an online presence (in relation to the type of business and the target market) Exactly what the competition is doing What resources are available……………………..etc………

Business School Key steps to EBL 1. Explore the scenario (do you understand the context, are there any words you need to define?) 2. What are the main issues? (analyse the issues, situation, challenges, problems) 3. Identify what you do not know and need to know 4. Decide exact questions on which you need to work (and prioritise them) 5. Plan your time and set deadlines

Business School Specific questions we need to address How does the SME context of Edwards business impact his ability to effectively respond to the competition? How do retailers (especially branded clothing retailers) typically respond to competition? How important is it to have an online presence (for a branded retail store and the target market)? What is the new shop actually doing in terms of online activity? What is their USP? Etc………

Business School Key steps to EBL 1. Explore the scenario (do you understand the context, are there any words you need to define?) 2. What are the main issues? (analyse the issues, situation, challenges, problems) 3. Identify what you do not know and need to know 4. Decide exact questions on which you need to work (and prioritise them) 5. Plan your time and set deadlines

Business School Planning the work A team of four could allocate the work in the following way: How does the SME context of Edwards business impact his ability to effectively respond to the competition? (Lindsay to research and answer) How do retailers (especially branded clothing retailers) respond to competition? (Jacqui to research and answer) How important is it to have an online presence (for a branded retail store and the target market)? (Neil to research and answer) What is the new shop actually doing in terms of online activity? What is their USP? (Fran to research and answer) Allocate deadlines!!

Business School Final stage Meet up and share findings of the research……. ………provides a holistic view of the scenario and associated challenges and solutions ……. advice can then be given to Edward in terms of how to respond to the competition!

Business School If this were the EBL scenario for this module then…. … the compulsory exam question might look something like this: You and your EBL team have been exploring the range of issues and challenges facing Edward Brown-Lee and his branded clothing store. Based on your group EBL research, how would you recommend Edward to proceed and why? Please make sure your suggestions are fully justified. (40 marks)

Business School Okay, what do you actually need to do? Your EBL scenario: The Board is pleased with the work that you have been doing so far in relation to the product you have been developing and the decisions you have been making. They would like you to continue refining your concept and specifically, the Board wants you and your Challenge Team to apply detailed consideration to how social media might be used to increase the impact of the product launch and improve sales within the first 12 months.

Business School Remember the process Key steps to EBL 1. Explore the scenario (do you understand the context, are there any words you need to define?) 2. What are the main issues? (analyse the issues, situation, challenges, problems) 3. Identify what you do not know and need to know 4. Decide exact questions on which you need to work (and prioritise them) 5. Plan your time and set deadlines This is what you are going to be doing in the seminar TODAY

Business School In order to do this… …you and your Challenge Team will need to nominate two roles: A Chair person – someone who oversees the initial discussion in todays seminar; makes sure everyone has the opportunity to contribute; keeps discussions to time; clarifies the EBL questions to be answered and facilitates the allocation of questions to students;…and maintains order! A Scribe – somebody who makes a note of all the key areas being discussed; keeps a record of the final questions to be researched and who has responsibility to research that question Your seminar leader will be walking around and available to offer help in terms of the process but not the content!!

Business School Next stages In the session this Friday: You will be required to submit a draft list of questions that are relevant to the brief alongside who is responsible for researching that issue. This list must be formally submitted by the Scribe to your Seminar Leader at the beginning of the seminar. (You will also be required to submit your Challenge Reports and Grade Adjustment Sheets at the beginning of the seminar. All team members are required to attend). You will then be given an opportunity to research the scenario topic areas at the library (they have been warned!). Independent study is a key feature of EBLs, and we are making time for you to do some of this! By the end of the session, the scribe must submit the FINAL list to your seminar leader. Topics and student allocations cannot be changed after this time.

Business School Next stages Next Week: On the Friday of next week (Week 10) you will be required to present your EBL findings to the rest of your seminar group and seminar leader (this is a course requirement). The presentation must address the question raised in the scenario i.e. how social media might be used to increase the impact of the product launch and improve sales within the first 12 months. The presentations will last mins each. They will not be formally assessed but your answers will provide the knowledge and underpinning for the compulsory exam question worth 40% of the exam marks. Your seminar leader will be able to provide you with feedback in terms of the content after each presentation.

Business School Some possible problems you may encounter Dealing with the lack of structure Group work issues Part of the EBL process! Your seminar leader is there to support you Manage issues as they arise…and make us aware if necessary If someone is not engaging then they are the ones that are going to fail the exam question – not you!

Business School Quick recap of timings Week 9Tuesday: EBL Launch (today!) Friday: EBL questions and student allocation to be submitted to your seminar leader. Submission of team report. Week 10Tuesday: Corporate Social Responsibility Lecture and Seminar (an exam topic area) Friday: EBL Presentations (Course requirement) Week 11Tuesday: Examination Preparation and Mock Questions (Course requirement) Friday: Report Feedback and optional 1:1 exam tutorials Week 12Tuesday: Report Feedback and optional 1:1 tutorials Friday: No session – revise please!!