Promoting High Impact Learning through Experiential Education: Community-Based Projects in a Graduate Marketing Class with Integration of Essential Learning Outcomes Diane M. Holtzman, Ed.D. Associate Professor of Business Studies and MBA Director Carra Leah Hood, Ph.D. Assistant Provost for Programs and Planning
Introduction Diane Holtzman, Ed.D. Associate Professor of Business Studies Director of the MBA program Stockton University Carra Leah Hood, Ph.D. Assistant Provost for Programs and Planning and Associate Professor of Writing Stockton University Responsible for administering Essential Learning Outcomes implementation, program accountability and assessment, and personnel processes MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 2
Stockton University Focus on the Liberal Arts --Located in southern New Jersey Students (Fall 2015) 8,674 full- and part-time undergraduate and graduate students 1,151 first-time freshmen 1,032 new transfer students Academic Degrees Degrees offered: BA, BS, BFA (Bachelor of Fine Arts), MA, MS, MBA, DPT (Doctor of Physical Therapy) and LEAD (Doctor of Education in Organizational Leadership) Themes guiding the educational experience at Stockton: Sustainability Globalization Engagement Learning Focus on Essential Learning Outcomes [ELOs] MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 3
Importance of Topic Accountability movement in higher education Prove that students integrate knowledge and skills from across the curricula Apply those skill-sets in real-world environments Prepared for the workforce. One major project to meet these concerns was the development of Essential Learning Outcomes (ELOs) by the Association of American Colleges and Universities (AAC&U) learning outcomes to monitor students preparation for twenty-first challenges and jobs (Association Liberal, 2015). MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 4
Focus of Presentation Use of an experiential learning project in a graduate level Marketing Communication and Social Media Class and how that project: Addresses students learning in terms of the Essential Learning Outcomes of Creativity & Innovation; Provides students with active learning in working with community partners; Involves community partners joining with the professor in providing feedback to students on their assigned hands-on projects; Provides a rubric used for assessment of students work Offers a model for learner-centered implementation of ELOs in courses and assignments. MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 5
Background As a result of the accountability movement, call for proof that students: integrate knowledge and skills from across the curricula apply those skill-sets in real-world environments and are prepared for the workforce. One example of stakeholders concerns is the recent report by Hart Research Associates for The Association of American Colleges and Universities (2014) which states: 80% of the employers responding to their study indicated that it is very important for graduates to demonstrate their ability to apply learning in real-world settings; only 23% of the employers think graduates are very well prepared to apply knowledge and skills in real-world settings; and 60% of the employers believe that all college students should be expected to complete a significant applied learning project before graduating. MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 6
Background In addressing these concerns from higher education stakeholders Use of experiential projects and exercises in capstone projects or through service learning opportunities can provide high-impact learning; Reflects students cumulative and integrative learning and provides them with workplace experiences. Students engaged in experiential learning, whether through service learning or community-centered capstone projects, are involved in deep learning (Kuh, 2008; Kolb & Kolb, 2007). Through this deep learning of students engagement with hands-on projects students integrate the knowledge, skills, and competencies gained from academic and personal experiences apply these to help solve problems within the community. This integration of knowledge, skills, and abilities by students relates to the Essential Learning Outcomes that graduates should attain after completion of their college education (Association Essential., 2015). MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 7
Background- college-wide learning outcomes Background of the requirements for outcomes assessment of student learning made by accrediting organizations, the employers demands to prepare students with 21 st century knowledge, practical skills, and intellectual abilities One way institutions have responded is to identify college-wide learning outcomes. American Association of Colleges and Universities (AAC&U) created its Liberal Education and America Promise (LEAP) initiative in 2005 to provide a mechanism for college and universities to begin this kind of work (Association Liberal, 2015). According to AAC&U s LEAP website, over 100 liberal arts colleges and universities have incorporated LEAP essential learning outcomes (Association.Essential, 2015) and the LEAP Valid Assessment of Learning in Undergraduate Education (VALUE) rubrics (Association VALUE, 2015) for institutional assessment. MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 8
Stockton University & ELOs Faculty, administration, and professional staff at Stockton University recognized the importance of the LEAP initiative; Rather than adopt LEAP essential learning outcomes (ELOs), they identified ten ELOs that addressed the particular types of learning experiences offered on the campus in both academic and co-curricular contexts. Some of Stockton s ELOs replicate LEAP s; some are unique to Stockton s mission. MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 9
ELOs at Stockton Communication Skills Quantitative Reasoning Teamwork & Collaboration Information Literacy & Research Skills Creativity & Innovation Adapting to Change Critical Thinking Ethical Reasoning Global Awareness and Program Competence. MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 10
ELOs at Stockton Collaboratively derived through campus-wide conversations and professional development funding support from the college s administration gradual but increasing commitment to Stockton s ELO initiative administration funded professional development opportunities to support efforts to integrate ELOs into courses, assignments, and out-of-classroom types of learning experiences provides a model for intentional outcomes-focused pedagogy across disciplines and co-curricular learning activities. MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 11
ELO Integration: Marketing Project The model for ELO integration aids in course design development of assignments and course exercises assessment of course projects Marketing Communications and Social Media MBA class, students work with regional small businesses and non-profit organizations to create integrated marketing communication plans. By using the model for ELO integration, the instructor can effectively blend course and program outcomes offer students meaningful assignments MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 12
Assessment of the Creativity & Innovation ELO: Marketing Project The project encompasses many ELOs, the areas assessed in the MBA class focused on Creativity & Innovation in solving the marketing problems of the community partners. These experiences provided the graduate students opportunities to hone their skills acquire new skills and deepen their relationships within the community Required students to think creatively in solving the marketing problems faced by the community members and developing innovative ways to address the problems using marketing principles as well as social media. MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 13
Assessment of the Creativity & Innovation ELO: Marketing Project The assessment information would help guide revisions of the instructional methods course content and was essential since the course does not have any pre-requisites of marketing, advertising or social media. Important to assess students ability, after their introduction to marketing and social media concepts in the course, to note how they connected marketing and social media principles to actual solutions and products in creative/novel ways. The feedback provided direction on where the instruction and the project had strengths and where there were weaknesses that could be improved when the project was revised and refined. MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 14
Essential Learning Outcome Evidence of attaining the learning goal: Creativity & Innovation: Creativity involves the process of building new or transforming existing experiences. Creativity is defined as the complex, human capacity to generate ideas, take risks, and recognize opportunities that are useful in cultivating Demonstrated through recommended tactics in the IMC plans for the external stakeholders: 1) creation and design of advertisements, fliers, brochures, and social media [ex: web sites, FaceBook pages, blogs] to solve marketing problems 2) brainstorming and idea generation with the client to determine strategies to take in addressing marketing problems 3) connecting marketing principles with proposed solutions for the clients understanding, solving problems, stretching boundaries, making new connections, and expressing ourselves to others. MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 15
Creativity & Innovation ELO Rubric In evaluating students progress in meeting the Creativity & Innovation ELO a rubric was developed adapted from the VALUE rubrics presented on the AAC&U site as a guide (Association Liberal, 2015). The rubric was used in evaluating students work on the marketing project. 8 team projects [teams of 2 students] and 2 individual projects MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 16
Creative Thinking/ Innovation ELO Relates to work done on the Integrated Marketing Communication Plan Aware Recognize the importance of creative pursuits and processes within the discipline Competent Generate new ideas and express them to others Skilled Synthesize ideas, knowledge, and experiences to devise innovative solutions to complex problems. While you are a Stockton student, you will learn and be asked to demonstrate your ability to: 1.1 Recognize and identify existing connections among ideas, concepts, or solutions. In addition, you will have a chance to learn and to demonstrate your ability to: 2.1 Create a novel or unique idea, question, format, or product. Finally, you will be able to expand your creative thinking skills to include the ability to: 3.1 Extend a novel or unique idea, question, format, or product to create new knowledge and understanding 1.2 Identify one or more approaches for solving the problem that do not apply within a specific context. 2.2 Connect ideas or solutions in novel ways. 3.2 Transform and articulate ideas or solutions into new forms. 1.3 Complete an assignment while minimally expanding upon or extending the guidelines. 2.3 Identify two or three approaches for solving the problem, only some of which apply within a specific context. 2.4 Incorporate two or three new directions or approaches to the assignment in the final product. 3.3 Identify more than three approaches for solving the problem that apply within a specific context. 3.4 Actively seeks out two or more potentially risky directions or approaches to the assignment in the final product. MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 17
Results Of the 8 team projects and 2 individual projects [18 students in the class], 6 team projects and the 2 individual projects scored with the majority of the assessment at the skilled level ; 1 team project scored, overall, with the majority of the assessment at the competent level 1 team project scored with the majority of the assessment at the aware level. The integrated marketing plans that ranked at the competent level did not have multiple approaches for solving the external partners marketing problems-only the minimum amount of collateral was used (brochures, ads); at the aware level students did not identify the multiple approaches nor did they connect the ideas or solutions that applied to the marketing problem expressed by the community partner. Composition of teams with some students not having marketing or advertising backgrounds were factors that may have contributed to the competent and aware rankings on the marketing plan project. MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 18
Closing the Loop /Revisions Identified areas in which additional instruction and experience needed to be offered. Based on the results of the assessment : Additional readings and a more comprehensive review of basic marketing concepts have been added and basic advertising principles are addressed within the first quarter of the semester before the project begins. More case studies are presented throughout the term in order to provide additional experiences and discussions in creative thinking to solve marketing problems. Students progress in developing the marketing plans will be reviewed in class sessions allowing feedback from the students, as well as external stakeholders not only from the instructor-- on developing novel approaches and identifying multiple approaches to solving real-world marketing problems. Assessment will take place again when the course is offered to determine if the Closing of the Loop (revision) activities provided students with a stronger background to brainstorm and generate ideas, and develop collateral, that helps solve the marketing problems of the community members MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 19
In Closing Students today face a twenty-first century world of volatility in careers and challenges in the workplace. They need preparation in college for: The changes they will confront Skills to handle inevitable changes The ability to be flexible, life-long learners after graduation. Colleges and universities can help students by offering them opportunities to learn, apply, and integrate skills from across the curriculum. ELOs provide the means for students to acquire that knowledge and those skills that will benefit them as they graduate into a changeable economy and workplace culture. Through experiential learning, students receive high-impact experiences that translate well to the workplace and reinforce the value of ELOs. MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 20
Thank you for attending our session Please contact us for more information: Diane.Holtzman@Stockton.edu or Carra.Hood@Stockton.edu Visit Stockton s ELO site resources, research, new projects http://intraweb.stockton.edu/eyos/page.cfm?siteid=209&pageid=154 Links to articles on the ELO website Cydis, S., Galantino, M., Hood, C., Padden, M., & Richard, M. (2015). Integrating and assessing essential learning outcomes: Fostering faculty development and student engagement. Journal of the Scholarship of Teaching and Learning, 15(3), 34-52. Cydis, S., Holtzman, D., Hood, C., & Meyers, S. (2015). 2020-funded ELO/ePortfolio pilot, Fall 2014 overview. Stockton University Day of Scholarship. MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 21
References Association of American Colleges & Universities. (2015, January). Liberal Education & America s Promise. Washington, DC: Author. Retrieved from https://www.aacu.org/leap Association of American Colleges & Universities. (2015, January). Essential Learning Outcomes. Washington, DC: Author. Retrieved from http://www.aacu.org/leap/essentiallearning-outcomes Association of American Colleges & Universities. (2015, January). VALUE rubric development project. Washington, DC: Author. Retrieved from http://www.aacu.org/value/rubrics. Fink, L.D. (2013). Creating significant learning experiences: An integrated approach to designing college courses. San Francisco, CA. Jossey-Bass. Fischer, K. (2015). A college degree sorts job applicants, but employers wish it meant more. The Chronicle of Higher Education. Retrieved on January 28, 2015 from http://chronicle.com/article/the-employment-mismatch/137625/#id=overview Hart, Peter D. Research Associates, Inc. (2015, January 20). Falling short? College learning and career success. Retrieved on January 31, 2015 from http://www.aacu.org/leap/public-opinion-research/2015-survey-results Kolb, A. Y. & Kolb, D. A. (2007). Experiential learning theory: A dynamic, holistic approach to management learning, education and development. Department of Organizational Behavior Working Paper, Case Western Reserve University, Cleveland. Retrieved on January 15, 2015 from http://www.learningfromexperience.com/media/2010/08/elt-hbk-mled-lfe-website-2-10-08.pdf Kuh, G. D. (2008). High impact educational practices: What they are, who has access to them, and why they matter. Washington DC: Association of American Colleges and Universities. Prepared for the job (2014, May/June). Biz Ed. Retrieved on January 28, 2015 from http://www.bizedmagazine.com/en/archives/2014/3/research/prepared-for-the-job/ Shavelson, R.J. (2010). Measuring college learning responsibility: Accountability in a new era. Stanford, CA. Stanford University Press. MARKETING PROJECT WITH INTEGRATION OF ELOS-CSI-OCTOBER 2015 22