Doing good through ‘shared value’ in the community
by Tunde Awe
In this edition, I’d like to update you about one of the many ways in which CIM do good by helping in the South West region – this time in a location that appears to be in the middle of nowhere on the edge of Dartmoor! Late January 2019, a teacher at Okehampton College in Devon contacted CIM to explore how we could help with a challenge at the College. We collaborated with the teacher to define the problem, proposed a solution and partnered with the College to execute the proposed solution. Please, read on to see how CIM’s collaboration with the College panned out.
Problem statement
Due to staffing issues at Okehampton College in Devon, an ICT teacher, whom has not studied Business Studies at any level, has been asked to take on Business Studies in 2018/19 for ten Year 12s (16-17 years) and thirteen Year 13s (17-18 years) – total of 23 students. More than 13 weeks to their BTEC National Exam in Business Studies, the teacher approached Chartered Institute of Marketing for help regarding the ‘Developing a Marketing Campaign’ module of the subject. Prior to seeking help, the teacher had used a technique called ‘Spaced learning’ whereby s/he covered 100% of the syllabus in minimal depth with a view to revisit each element in the context of a case study in a past question.
Proposed solution
• Long term: Equip the teacher with theoretical knowledge so she can deliver the module going forward
o We suggested a free relevant video Massive Open Online Courses (MOOC) that mirrored the syllabus. Coincidentally, The Marketing Plan course offered by IE Business School on Coursera was starting on 07 February, lasting for 4 weeks. In addition, for wider exposure, we also suggested another free complementary video MOOC less focused on the syllabus by signposting the teacher to Marketing Fundamentals: Who Is Your Customer? Course offered by Babson College on edX.
o In recognition of different methods of learning, we suggested an affordable complementary paper-based self-help material that the teacher can obtain easily. At $9 (£7), the Marketing Plan Development case study on Harvard Business Review (HBR) costs less than few cups of coffee. It will be available to download immediately and one copy can serve the whole class.
• Short term: Augment current students’ knowledge to boost likelihood of achieving top grades
o We proposed to take students through two hours of application of theory to practical examples on a mutually agreeable date (21 March) after the class has completed the MOOC course on Cousera and/or been through the HBR case study.
Picture: Tunde Awe engaging Business Studies pupils at Okehampton College, Devon
Feedback on proposed solution
In line with what we learnt at How to Measure Marketing Effectiveness event in February 2019, we requested feedback from the teacher and students after CIM’s visit to the school on March 21st. Key take outs from the feedback are as follows:
• Students participation and Examination:
In a Business Studies class of 23, twenty attended the session and 19 pupils - seven Y12 and twelve Y13 comprising of nine female and 10 male students – provided feedback. After the visit, 17 pupils felt confident of a good outcome in the ‘Developing a Marketing Campaign’ module of their BTEC Business Studies exam. One student claimed ‘still don’t think I know how to structure my work’ and this has been flagged up for the teacher to offer additional assistance. One of the students who felt good of positive outcome in their exam claimed to ‘Gained relevant knowledge for Exam. How to approach etc’. Another student added, ‘I understand more about marketing now and how to develop my answers’. Regarding the course content, a student remarked, ‘We have studied the content in lessons and after applying examples during today's talk, I have been able to relate more to campaign activities’ while another class mate said ‘The examples used have helped me remember important information’. About the additional resources suggested to prepare for the visit, a student said ‘Been taught very well, good resources e.g. Coursera course on Marketing Plan’. Regarding how the session closed knowledge gap, one student remarked that ‘Tunde has been very helpful and gone over all of what I wasn't sure about’
Picture: Tunde Awe addressing Business Studies pupils at Okehampton College, Devon
• Marketing career
Prior to the visit, 4 out of 19 students (21%) that provided feedback said they would consider a career in marketing. After the visit, an additional 7 out of 19 students (37%) whom were previously not sure or wouldn’t consider a career in marketing claimed that they would now consider a career in marketing. Eight CIM Membership brochures were left with the teacher to share with students. A Catalyst magazine has also been shared with the class as an additional resource for any student willing to explore marketing beyond their BTEC curriculum. Regarding what they liked about how CIM helped with their studies, some of the students’ remarked ‘The way we went through it in an interactive way’, ‘He's a friendly charismatic person who makes the lesson more interesting’, ‘It simplified everything making it easier to understand’ and ‘Gave examples of the learning and Tunde is a great teacher’. It was pleasing that one of the ‘new marketing convert’ students’ ‘Other Comment’ was ‘We love Tunde x x x’!
• Teacher
Whereas she sent an SOS in her email contact with CIM few weeks ago, in the feedback form the teacher claimed to now feel comfortable to teach current and future cohort of students the ‘Developing a Marketing Campaign' module of the BTEC Business Studies syllabus. She went on to say 'CIM exceeded my expectations' and that 'Tunde was very positive, informative and motivating. He was extremely helpful and communicated well'. She also expressed gratitude about the collaboration saying 'Thank you so much for your help, resource, signposting and enthusiasm'
• Future development
The Head of Sixth Form at Okehampton College has requested if CIM would visit again in 2020 or the year after when new cohort of pupils come into Year 12 - although they may not undertake marketing until Year 13, depending on staffing situation at the College.
Picture: CIM doing good through ‘shared value’ at Okehampton College, Devon
It’s pleasing to see that CIM equipped the teacher to be able to deliver results in the short and long term, empowered the students to be able to approach their examination with confidence and hopeful for a positive outcome, attracted potential talents to our noble profession – even in a location that appears to be in the middle of nowhere, and that the Sixth Form leadership at Okehampton College appreciates the value of collaboration with CIM. Until when next I write, do good and do well.
About the author
Tunde Awe is the Vice Chair for CIM's South West regional board. Find out more about Tunde.