Live Client for Marketing Research Undergrads. [Press Release]

In January, second year students of Marketing Information & Research were briefed by Dr Askari Townshend, Medical Director of SK:N Northampton.

SK:N is a high profile chain of 36 private skin clinics, specialising in laser hair removal and rejuvenation treatments.

Dr Townshend delivered a background briefing and outlined a research challenge for the students, inviting them to investigate attitudes towards rejuvenation treatments among SK:N’s target market.

“The most important element of the brief for me, was the trust that the client had in us to uphold the professionalism and image of his business during the research stage.” said Ben, a student on the module; “Following Market Research Society codes of conduct could not be more important - to ensure that we don't breach the clients trust, but also to uphold the professionalism of the University. I had my doubts as to whether externals would take a student led research project seriously, but these concerns were put to bed after Dr Townshend’s presentation.”

“There was so much information!” said another student, Jodie “Dr Townshend was very professional, but also relaxed as he spoke. I’m really looking forward to the research project – it’s very interesting. It will give us a chance to put our skills into action in a practical setting.”

Students on the module will be working on the research during the Spring term and the best reports will be fed back to SK:N with a view to using them to influence local marketing strategy.

Moderation - am I Darth Vader?

I just finished marking the last of the MKT1002 essays. What a sense of relief.

A good illustration of the importance of moderation today. Gil cross-marked my first year research papers. Two of my four fails she felt would pass. Three of my other grades she increased by 1/2 - 1 grade. I know Gil is a tough marker, so after discussion I took the decision to raise the grade of the whole cohort by half a grade. Actually after this, the spread of grades averaged on a B- rather than a C+. It didn't ultimately make much difference to the number of high grades. There were a few very excellent pieces of work. Gil was surprised by the standard of the work. I was proud of them.

The doctor will see you now...

Dr Townshend came in to deliver the live client briefing to my MKT2003 students today.

He did a great job and they have responded very well to his project. In seminar they were still buzzing and we had a good debate. I had a go at recording his lecture using Panopto. Gutted because it all seemed to work and then there was no sound :( - seems the mic was turned off or something. Well, next time.

I got the seminar session to put themselves in groups. 2/3 of the class were happy bunnies. The last group is going to be tricky. There's a girl in it who is self confessedly 'bossy and organised' who was clearly reluctant to have two of the team members. These last two looked like the last ones to be picked for the team in a games lesson and resented it for the rest of the session. There's also a student from Denmark who is doing quite well, and very goal oriented. He looked unenthusiastic at the prospect of working in a team - he's likely to be worried that it will drag his average down. Fireworks likely... but how to/whether to intervene....

Grading: Light at the end of the tunnel

Up to my eyes

Forgive me Father, haven't blogged since before Christmas... so a return to the confessional

Have been a bit overwhelmed with the marking - around 200 each of 2,000 word assignments over 3 pieces of work. I'm now nearing the end and dare break off to blog. So what do I deduce from the process.

• First of all, I have written 'please used Harvard Referencing' about 150 times.
• I have also written 'develop your academic language' and 'use theories and models to substantiate these statements' a lot as well. Also 'please make sure you answer the question'
• I have so far referred 4 students for plagiarism but this is likely to rise - now I have got my 'eye in' it's remarkably easy to spot - was pleasantly surprised when my suspicions were vindicated by Turnitin. Had a good session with GW and now understand the difference between misconduct and poor academic practice. This is an art!
• The first 10 or so of each assignment are kind of tricky, but then it gets a lot easier and quicker. I sometimes worry about thoroughness and balance.
• I think the home students on the module with lots of international students tended to shine by comparison and do better than they really deserve.
• Sometimes it's tricky to say something positive...
• There were some good pieces, and they are a joy.

Anticipation

The students are eagerly awaiting their grades and keep accosting me in the corridors. It's frustrating trying to get the second marking and photocopying done - it drags out the process by days.

Now to go and do some Hail Marys

Who dares wins

Focus Pocus

Today was the day my first year Marketing Research students got to run their focus groups. It was strange because I had them doing their sessions simultaneously in two rooms. At 9am the groups were a bit lopsided - so 2 big groups and 2 with only 3 participants each, but I spent some time coaching the moderator on reflection - that things going not quite right represent excellent learning materials. There was a real mixture - some excellent work ones, some that were more challenging - but that gives us loads to talk about next week in the debrief. Looking forward to getting the video footage back, and I also took photos.

Gratterpalm Video Conferencing

Another first; I set up an opportunity for students to 'meet' some employees from Ad Agency Gratterpalm - we did this over Skype. Four groups of students went in and interviewed Junior Designers and Account Execs. They also got to talk about their visual cvs. I didn't sit in the interviews - reasoning that it might make them more nervous. It was brilliant seeing them afterwards though they were so buzzing. I also got a really nice thank you email from one of them.

At the last minute I got a couple of my Ents Students (also on the course) to do voxpops interview with the students before and after they went in - we got some great footage. I intend to edit this and use it to reinforce the value of the exercise to the rest of the class, to send back to Gratts as a thank you, also maybe my PGCTHE and beyond...

Anticipation

So the week ended well - good natured sessions with MKT3017 - debriefing the mystery shopping and then looking at the data. I also got good feedback forms. I doubled up the seminar session so was through teaching by 11 - and had the whole day to prepare other stuff.

Managed to finish the prep for the MKT2003 multi choice test and send it off to the printer.

Monday - High risk strategy...

So on Monday I have my first years running their focus groups - simultaneously in two rooms..and doing it twice. Not sure if it will work....

Then straight afterwards I am running the first informational interviews between our students and Gratterpalm via Skype/video call. Not sure if this will work either.....

I'm also hoping to get photos and video footage from both events.

This could be the day the wheels come off.

Bells & whistles

Feedback Forms

First formal student feedback survey today - MKT2003. Had about half of the class there so about 30 responses. I gave out the survey at the start of the lecture. I had a flip through the responses and they were positive.

A few low marks on the subject being 'interesting' .... but hey, I'm working with Marketing Research - it's practically maths! Lots of comments about enthusiasm which was good, and one person had written that it was the best organised module she was studying this year which I was really proud of.

MKT3017 tomorrow - let's see what my international students think...

Revision Quiz

I took my MKT2003 seminar session for revision today as they have their second MCT next week. I did the revision as a quiz with 2 teams. Sweeties as prizes and reception bells to ding when their team wanted to answer. It was fun and we got through the revision easily. I am convinced games are the way to go when we are revisiting work that's already been taught.