Lionel Bunting HEEG16 presentation on pinterest

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Pin it, Click it! Embedding enterprise in the curriculum with creative imagery and Pinterest Lionel Bunting @SussexClimber

Transcript of Lionel Bunting HEEG16 presentation on pinterest

Page 1: Lionel Bunting HEEG16 presentation on pinterest

Pin it, Click it! Embedding enterprise in the curriculum with

creative imageryand Pinterest

Lionel Bunting @SussexClimber

Page 2: Lionel Bunting HEEG16 presentation on pinterest

© All Rights Reserved, Lionel Bunting, 2016

Senior Lecturer at University of Chichester

Previously Enterprise & Employability Lecturer at University of Central Lancashire

Marketing Consultant & Agency Principal

Start up & new business experienceBusiness Link Northwest & DTIDelivered enterprise programmes in

Sri Lanka and Nigeria for the British Council

Current research: Brand & adventure sport Pinterest & Social Media

Introduction

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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“ ’’

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Embedding enterprise & employability

TacticsCase studiesAsynchronous discussionsVideo/film Printed advertsSocial mediaLive projectsEmoji cardsBusiness Model CanvasGuest speakerCompany visitsChilli ChallengeSchool newsletter Business forums

ModulesIntroduction to MarketingBusiness Decision MakingBrands & Brand ManagementNiche/Luxury MarketingSmall Business EnterpriseAgency Life

My work maps well to the HEA frameworks on engaging students through active participation and levels of choice and ownership

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Imagery & Social MediaTeaching 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.)H.E 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)

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Review video & printed advertsCompare market segmentsPortrayal of women in advertsBrand personalityBuild in a brand prismLinked video on perfume industryUnderstanding business not just the externalise marketing effort

Adverts

On Pinterest there are links and direct watch pins of videos supporting the learning – in addition to resources on the Virtual learning environment.

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Identity Prism

Product features, symbols & attributes to evoke feelings or attitudes

Customer’s view of the brand & perceived image of self

Brand relationships & possibilities for interpersonal exchange

Character & attitude, the ‘face’ of the brand

Set of values & beliefs, intentions of the brand

Internal mirror of customer as user of brand

Picture of sender

Picture of receiver

Exte

rnal

isatio

n InternalisationKapferer (1992)

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Used to develop brand identityEstablish strengths & weaknessesStructure marketing messages to support identity Identifies six components or facets

How brand owners want target group to perceive brand identity

Identity Prism

>> Student project - Voyages a ChanelThe assessment is based on the development of a new product or brand extension with criteria on business and operations, management decisions, branding and marketing. Students must use a range of marketing and business concepts/tools/models and present it as a Wordpress hybrid report website.

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A place to organize and share the users own images online and the sharing of other pictures (Mashable, 2011, 2015)

It can be likened to a contemporary digital version of a collage or scrapbook (Pearce & Learmoth, 2013)

What is Pinterest

“’’“’’

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Users of Pinterest

Pew Research Center, 2015

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Create or curate pins for self & students

Share images – students can repin or share on other social networks

Share thought – by adding comments

Share in class – encourage participation and discussion by using it in class

Adds to monitoring of engagement & understanding of academic aspects

Pinterest Board

>> Lionel Bunting Pinterest>> Dan Wembridge Pinterest>> Frances Roberson Pinterest

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Businesses on Pinterest

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EngagementTwitter & other social mediaOne to one meetingsDiscussion University teaching awardsStop start keep!Module evaluation questionnaires

Need to consider what is classed as engagement and how students actually engage – metrics only tell part of the story!

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Found Pinterest hard to useOpportunity to share findingsThought it was usefulEngaging learning environmentUsing a range of skillsBringing all knowledge togetherGood use of slides & interactionloved videos & visual methods

Thumbs up from students!100% rated trip as Excellent

Feedback

Thumbs up from Junhao He – International student at the University of Chichester

Has gone onto impact course improvements including new modules and new assessments with Social Media & collaborative tools.