Online Learning Design
I led the design, delivery and evaluation of a course (of 70 learning hours) called ‘Sustainable Marketing, offered within the Strategic Marketing Online Programme. This module was co-developed by two Subject Matter Experts (SMEs) in two different parts of the world presenting complexity in terms of organising design and filming sessions and bringing different perspectives and approaches together. The result was a module in which corporate sustainability from a pure business and strategy angle coexisted harmoniously with its marketing perspective.
Highlights
Active learning
I created a red thread to increase the learning experience of participants in the form of a roadmap to make more explicit to students the connection between the theory/strategy to marketing and their own context.
Guest speakers
The module was also highly evaluated because of the presence of a diverse group of guest speakers who played a significant role both in the asynchronous and synchronous components of the course. Participants were provided with a clear learning journey, connection to their own context, and opportunities to learn from industry experts to make the experience highly relevant to their professional life.
Constructive alignment
Another highlight of the course was the alignment between the content, outcomes and the final assessment as participants designed a sustainable marketing campaign applying what they learned in the module. Learners to work together in groups to design a sustainable marketing campaign, addressing all aspects of a company’s sustainable strategy from start to finish and gain proficiency in developing, implementing, analysing and marketing a purpose led sustainability strategy. To align to this need, I designed the module to mirror the stages of the research, evaluation, marketing and reporting cycle in each session, with theoretical concepts and examples accompanied by case studies or practical application exercises that immersed students in real-life scenarios.
Assessment
As part of their final authentic assessment, learners acted as creative marketing consultants to help a well-known brand make important strategic sustainability decisions in launching a carbon-neutral product. First, they applied what they learned and evaluated which tools best suit the scenario chosen in a brief report and then they presented their insights in a client presentation where they were encouraged to use storytelling, data visualisations and make recommendations.
Student feedback: “Content has been insightful, up to date and challenging. Our group project allowed our team to really review and understand the theory in practice whilst being able to reach out to industry and gain additional insights.”
The result
The design was aligned to a clearly identified performance need. Learners constructed their own learning through relevant learning activities in tune with the desired learning outcomes. This resulted in insightful content, which was up to date and challenging. The group project allowed learners to really review and understand the theory in practice whilst being able to reach out to industry and gain additional insights.
Tools used
VLE File Upload exercise, Video Upload, Microsoft PowerPoint, Adobe Premiere Pro, Learning Outcomes Assessment