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 experience
 Business Link Northwest & DTI
 Delivered 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
Tactics
Case studies
Asynchronous discussions
Video/film
Printed adverts
Social media
Live projects
Emoji cards
Business Model Canvas
Guest speaker
Company visits
Chilli Challenge
School newsletter
Business forums
Modules
Introduction to Marketing
Business Decision Making
Brands & Brand Management
Niche/Luxury Marketing
Small Business Enterprise
Agency Life

Imagery & social media
Teaching 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 classroom
Field trips contribute the unique advantages of direct experience to
Learning. 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 occurs
before, during and subsequent to the field trip experience. Reflection is seen as an
important 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)

MONOLITHIC ENDORSED
  
FREE STANDING
  
HYBRID

Smarties
Kitkat
Aero
Cadbury
Green & Black’s
Milka
Hotel Chocolat
Rabot 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
Asynchronous
Hosted on Moodle
Fixed period of time
Assessed

Intersessional task linked to in-class task
Group students
Allocate chocolate brand
They agree amount & spend
Task briefing
Allow planning time
Chocolate task

Market research
When 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 signage
Visual merchandising
Price points & offers
Competition
Customer segments
Other physical evidence
Customer service
External
Symmetrical
Asymmetrical

In groups review external findings
Discuss the brand & chocolate
Have pointers and topics to think about
Consider research tools & techniques
Devise questions & data collection
Product sampling
In class

Report findings
Compare with external elements
Consider challenges or task
Identify limitations of research technique
Look at targeting the identified segment
Propose product launch strategy
Then move on to look at marketing mix
& finance for small businesses
Segmentation, targeting & positioning
Price…………….Quality…………..
3
2&8
5
Perceptual map
1) Cadbury
2) Prestat
3) Green & Black
4) Divine
5) Lindt
6) Hotel Chocolat
7) Montezuma
8) Godiva
7
6
1
4

Transfers learning into assignment
Consider new business ideas
Product development
Role of packaging
Distribution channels
Customer segments & shopper profiles
Types of market research
Structuring a questionnaire
Conducting a focus group
Better understanding of chocolate!
Assessment

Employability & enterprise skills
UCLAN Employability Framework
Indicate skills for assessments
Clear learning outcome for students
Aids student experience
Assessment Engagement
Twitter & other social media
In class discussion
Improved understanding of theory
Increased use of academic models & tools
Higher grade averages

Social media element hard to use
Discussion gained mixed response
but mostly found it useful learning
experience & opportunity to share
findings
Engaging learning environment
Using a range of skills
Bringing all knowledge together
Good use of slides & interaction
loved videos & visual methods
Thumbs up from students!
100% rated trip as Excellent & loved
leaving the classroom
Feedback

Chocolate, marketing & learning outside the classroom

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