Creation of Digital Learning Object and Presentation Project

Through this project, you and your group will research one particular Psychology of Consumer Behaviour subject, investigate communications tools and choose one new tool to create a digital learning object that will be presented to the class and shared online.

Details:

This project requires each person to do academic research and work together as a group to create a digital learning object on a subject related to psychology of consumer behaviour. Part 1 is a written proposal due in Week 6. Part 2 is the created learning object and presentation due in the second half of the semester depending upon your group's chosen date.

Your project will be self-contained and available online. By self-contained, we mean that it will not need any in person narration. A person will be able to click through or click on and view the complete subject matter. This is NOT a powerpoint presentation! Your group will investigate new online communications tools that will be suitable to present your subject. ( Prezi is not allowed.)

Once you choose your topic, beging by doing your research to narrow your topic, next choose your tools, and the you will then write your proposal using the template in Blackboard for week 6. You will upload this to the Assignment submission link in Blackboard and bring a copy to class in week 6 to discuss your proposal with the professor. All members of the group must be present in week 6 for this discussion.

Once your actual digital learning object is created you will upload your report to Blackboard Assignment link in Blackboard, post a link to your online project in the Blackboard Discussion Forum, hand a copy of your report to the professor before presenting and then present your digital learning object to the class in a short presentation. Your group's digital learning object will be added to the Gallery of Projects link in Blackboard so that others in future classes can learn from your work.

The goal is for your group to create meaningful online content on a subject related to the psychology of consumer behaviour. By doing this you will be demonstrating the value of user generated content and collective knowledge sharing. You will also have an online record of your work that could be used to showcase your work in a digital portfolio.

What do you mean by Digital Learning Object?

A Digital Learning Object is a modular resource that can be used to support learning. Usually a learning object would take one part of a subject and explain it in a way so that others could easily grasp the concept. Your object will contain visuals and text but may also include audio and interactive elements.

What could it be?

• A short movie (3-5 minutes), animated or illustrated in some way.  (You could use tools such as iMovie, Moviemaker, Powtoon, Moovly, Xtranormal, Videoscribe.) It could be a filmed movie or a mash-up with audio. See the list of potential tools posted in blackboard.
• An educational online game that teaches your topic
• An interactive Presentation (tools- Emaze, Haiku Deck, Slides, a narrated presentation posted on a site like Authorstream- NO Prezi)
• A storytelling application illustrating your subject
• A Complex Infographic illustrating your topic
• An online Comic book illustrating your topic
• Any other type of interactive presentation/activity posted online on your subject.
• Possibly a Blog, Website,wiki other platform to curate information on your subject (Do not use a blog format that includes dated entries) Careful with plagiarism. Extreme caution with this option. Each member is responsible for all content in a blog or website, Beware of plagiarism.(Teams choosing these options MUST work together closely.
• Your creation must be posted online and be publicly available. No Power Points Please, no Prezi.
  

Groups ( Maximum group size is 5)

We have 60 students in the class; therefore, there will be 12 groups made up of 5. A list of topics is below. Your group will choose one of the topics and then narrow it down to one particular area of the subject. Only one group can have a particular topic so it is first-come-first-serve. Although this is a group assignment, there are individual responsibilities so marks may vary within the group. Plagiarism will result in a grade of Zero.

Presentation Dates

Dates and groups are listed at the bottom of this page. Each group must have a different topic. Your group will also select your presentation date. As this is the case, an early decision gives a group the best choice of topic and date. As soon as you have a group and topic, please have it approved by handing in a completed sign up sheet. All students should be signed up to a group by week 3.

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Part 1: GROUP PROPOSAL -Due in class WEEK 6 (worth 10%)

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In week 6 on the day of your class, your group will

• Submit a proposal for your project in blackboard to the Assignment Submission link. It will include your names, your specific topic narrowed down from the original, an explanation of what your project will do, how it will be done, the type of learning object you will be making, the tools you will be using, each member's responsibility in the group, each members properly formatted bibliography containing a minimum of 3 unique content resource references, as well as references you may be using to use your new tool. Please use the Group Proposal Template posted in Blackboard to complete this part.
• Bring a copy of your group proposal to class to have a brief discussion with the professor in week 6.

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PART 2: PRESENTATION of Digital Learning Object (Presentation, Report and Digital Learning Object worth 30%)

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• Your group has a maximum of 15 minutes to show and explain your digital learning object. You will NOT be doing a typical powerpoint presentation where you go turn by turn adding more information about your topic.
• Your group will introduce yourselves and explain what you investigated and what tool you decided to use and why. Then if you have a video you can click to play it, or if your presentation must be clicked through just go through the key areas and points. Everything of importance should be on your learning object so that no one has to explain in person.
• All the members should be present and be involved in the actual presentation

HAND IN Report on Day of Presentation and Submission to Blackboard in Assignment Submission and Discussion Board

Report to be handed in before presenting will include:

• Cover page with title, group members names in full, date, and link to your digital learning object
  
• Summary outline of the content and details of what each member covered . (POINT FORM-NO ESSAYS!)
  
  
• Separate Works Cited Pages: Each member's properly written final MLA or APA Works Cited/bibliography listing sources of information. Minimum number of references per person is 3. The bibliography may include the same resources from the proposal but likely it may have more sources or some variation
  
  
• Group Process Report: A short written report of all group members detailing the responsibilities and content each performed or provided within the group including a summary detailing meetings and accomplishments during each meeting. Please use sentence paragraph and/or charts to document your group process.
  
  
• A completed Checklist and included it in your Report. See the checklist on Blackboard
  
  
• PLAGIARIZED work will receive a grade of ZERO

Upload this report also to the Digital Learning Object Assignment Submission link in Blackboard and

POST a link to your Digital Learning Object in the Discussion Forum called Digital Learning Objects. Include your topic, your group members names and a link to the project.

REFERENCES/CITING SOURCES/ REQUIRED CONTENT DETAIL:

• Your online digital learning object must include a comprehensive bibliography either in the learning object itself or posted in the description of the object online.
• Each individual's information must come from a minimum of three reliable academic sources; ***your Textbook and my website Do Not count as sources, but should be used as a starting point before analyzing your topic.
• Each member must do academic research and each must use at least 3 different sources of information; different from their group members
• This is a research project. Each member must do research and be involved in the selection of content. (For example, a student who puts together info for group would have no content and would not get a grade!)
• Dictionaries, Encyclopedias, Wikipedia will not be considered as sources
• Wikipedia should only be used as a source. To find more solid credible academic sources see the bottom of any wikipedia page to explore their sources)
• If you find examples of images or YouTube videos these are not part of your three academic source unless they are documentaries or other credible sources; these are back-up sources that you should include in your Works Cited
• To prepare a properly written MLA Works Cited/bibliography see https://owl.english.purdue.edu/owl/resource/747/01/ and to learn how to document online sources or use a Citation creator such as https://www.citethisforme.com/
• for a sample of MLA format see Works Cited
• Students who do not hand in an individual properly formatted MLA bibliography with 3 different academic sources will lose a minimum of 10 marks.

IDEAS

• Check the links page of our web site for some sources of information. Also see resources shared in BLACKBOARD to see if there are specific resources in your area.
• If there is any way that you can get class interaction that may be a good idea with some topics.

Please remember, what you are creating is a self-contained digital learning object that can teach anyone who goes to your link about your topic. This is not a PowerPoint presentation or any version if that. This is also not an Essay made into a movie or animation. No scrolling essays! This is the creation of a short learning experience.

If you are creating a movie, animation or website, remember that it needs an introduction, a middle with content and a conclusion. Do Not just assign different parts to different members and upload them to a tool. This a a group project that needs coordination and team work.Your comprehensive works cited /references should be included in your online learning object at the end.

Whatever tool you are using to create your project, make sure that you do not have points on slides where the presenters need to talk over the points in person.

Everything in your learning object should be understood without anyone adding anything in person. A person should be able to go to your link, and either see a movie, an animation or click through your tool and learn about your chosen topic without explanation. In your presentation of your learning object, you may click to play it for the class if it is a movie or animation or you may do an overview of your learning object to show us what you created and the main ideas included.

Avoid using any tools that work like PowerPoint like Prezi. If you did use some tool that works something like that you could consider adding voiceover.

The main goal of this project is for your group to learn something about your topic, learn a new tool, and to create something you can be proud of to share with future learners.

For PREVIOUS GROUP PROJECTS see the Gallery of Projects in Blackboard:

DIGITAL LEARNING OBJECT PLAGIARISM WARNING

YOUR WORK WILL BE PUBLISHED, TAKE CARE!

When you are creating a digital learning object that contains language and written text, your work will be posted online. All your words will be visible and will represent you, so make sure your text is your own and that your text is well edited.

It is extremely important that you carefully edit your work and ensure that your written words are your own and any words taken from other sources are properly documented. If you are taking information directly from any source, you need to either use quotations or paraphrase and document your source. Any cut and paste from any source would mean a zero on the whole project. Remember to always include your complete bibliography on a final page on your website, animation or video project.

YOU ARE RESPONSIBLE TO CHECK THE WORK OF CLASSMATES FOR PLAGIARISM. You are also responsible to check spelling and grammar of all team members work.

When editing:

One recommendation, is to always read out loud whatever you write. When you do that you will notice when words or sentences are awkward and also notice if there is repetition in what is written. Since you have a team, have each member look for typos and correct grammar on all parts of your project.

TOPICS

Below is a list of potential topics for the Group Project. What your group needs to do is narrow down exactly what you will be focusing on in that topic.

1. Word of Mouth and Consumer Behaviour:
   
   Word of mouth may contain types of word of mouth such as buzz marketing, viral marketing, community marketing, grassroots marketing, evangelist marketing, produce seeding, influencer marketing, cause marketing, brand blogging, guerrilla marketing, ambient media, webisodes, spoof websites, viral marketing on social media, urban legends related to consumer behaviour and marketing of products, positive vs. negative word of mouth. See lesson http://k3hamilton.com/cb/cb11.html
   
   
2. Augmented Reality in Marketing/Advertising and its effect on Consumer Behaviour:
   
   Augmented Reality can be defined as a technology that superimposes a computer-generated image on a user's view of the real world, providing a composite view. How are marketer's harnessing this new medium? What examples work? What doesn’t work? What does the future hold for augmented reality and consumer behaviour?
   See lesson http://k3hamilton.com/cb/cb2.html
   
   
3. Femvertising and Consumer Behaviour:
   
   Femvertising is the trend for brands to sell female empowerment. Dove was early on with the movement, but there are now numerous others, that often include hashtags like #unstoppable, # LikeAGirl, #ShineStrong, #InspireHerMind, etc. John St., a Toronto agency has parodied the genre. Do the brands actually care about women, or are they just using another sales technique? Is perception everything? See lesson http://k3hamilton.com/cb/cb5.html
   
   
4. The Consumerization of Childhood:
   
   Ethical issues surround advertising to children as they don't know the difference between a program and commercial. The line is blurred. How are marketers turning children into life-long consumers at younger and younger ages. What products? What's right and wrong? One resource see Consuming Kids https://www.youtube.com/watch?v=Xjel16VcIWw and see lesson http://k3hamilton.com/cb/cb12.html
   
   
5. Canadian Identity in Marketing and Advertising and Consumer Behaviour:
   
   Topic may include: How are Canadian ads different? What is a Canadian? What stereotypes? Are these stereotypes good or bad? Do we see these stereotypes in Canadian ads or other countries ads when referring to Canadians? What ways do marketers use the Canadian Identity to market products? Are these effective? Are Canadians just mild mannered Americans? Do American ads influence Canadians the same way they influence Americans?See http://k3hamilton.com/cb/cb14.html
   
   
6. Kidinfluencers and Consumer Behaviour

   Kidfluencer is the name given to influencers under the age of 13 who create content for brand awareness and advertising purposes across a variety of social media channels specifically instagram and youtube. Your project could focus on the pervasiveness of this trend, how these children become successful in marketing, the ethics of this- consider the parents influence. Are the children being manipulated by parents? How are these children manipulating other children? Should brands be allowed to use kids this way?  What techniques are being used? What messages are effective in influencing them? What's not effective? 

   Helpful links

   Online and Making Thousands, at Age 4: Meet the Kidfluencers https://www.nytimes.com/2019/03/01/business/media/social-media-influencers-kids.html

   Kidfluencers.com

   The Dionne Qunituplets as a cautionary tale for Kidfluencers http://time.com/5555131/dionne-quintuplets-kidfluencers/

   YouTube Kidlfuencers are Becoming a Minefields for Google http://www.fortune.com/2019/03/23/youtube-influencers-kids-marketing/

   Doing it for Kid(fluencers. How Brands can Ethically Engage https://www.adweek.com/digital/doing-it-for-the-kidfluencers-how-brands-can-ethically-engage-in-the-digital-kids-market/

   Child Stars Don't Need Hollywood, they have YouTubehttps://www.wired.com/story/age-of-kidfluencers/

   Selling Toys, Clothes and Fun with Kidfluencers https://www.theshelf.com/the-blog/kid-influencers-kid-bloggers

   http://mediasmarts.ca/marketing-consumerism/marketing-and-consumerism-special-issues-tweens-and-teens

   http://mediasavvygirls.com/the-big-tween-market-machine-tracing-the-development-and-impact-of-marketing-to-pre-adolescents/

   http://k3hamilton.com/cb/cb14.html
   
   

7. Marketing to Generation Z and Consumer Behaviour
   
   Born between 1994 and 2012- marketers have noted this group is born digital. How is this demographic group different from others? How are they the same? What messages are effective to motivate this group to buy things? What's not effective? See http://k3hamilton.com/cb/cb14.html
   
   
8. Anticonsumerism and Consumer Behaviour: Those involved in anticonsumerism avoid or refuse consumption. There is a rejection of the consumerist society that may be for psychological or social reasons. It may be concern for the environment, social structures or personal reasons. They may discourage others from falling prey to big brand's marketing and advertising. One example is Adbusters. What is aniticonsumerism? Who are the people involved in it? What techniques do they use? Are they effective? What are the ethics? etc. See lesson 1 http://k3hamilton.com/cb/cbintro.html
   
   
9. Fear Appeals and Consumer Behaviour:
   
   How effective are fear appeals in advertising and marketing? When is something so scary that we ignore it? Some general points: Fear is used as an attempt to change attitudes or behaviour through use of threats or by heightening of negative consequences of noncompliance with the request. For example, Stop smoking ads. Fear is most effective when at a moderate level of fear; fear too great leads to denial. A Solution should be offered -see lesson http://k3hamilton.com/cb/cb7.html
   
   
10. Green Marketing and/or Greenwashing and Consumer Behaviour:
    
    Green marketing is the marketing of products that are presumed to be environmentally preferable to others. It may include product modification, environmental production process, sustainable packaging, as well as modifying advertising. Other similar terms used are environmental marketing and ecological marketing.
    Greenwashing (a compound word modelled on "whitewash"), or "green sheen," is a form of spin in which green PR or green marketing is deceptively used to promote the perception that an organization's products, aims or policies are environmentally friendly.
    Your group may select either green marketing or greenwashing as a topic and narrow it down, or your group may discuss the differences and how to tell is something really is green. see lesson http://k3hamilton.com/cb/cb6.html
    
    
11. Online Tracking, Marketing and Privacy:

    It’s been said that if a product or application is free you are what is being sold. Marketers today have a myriad of ways to track where we go, what we like, who we follow. They can use sites like facebook, twiiter, snapchat, and instagram to know almost everything about us. They can see what we search on sites like google and they can know where we go with things like geolocation on mobile devices. They can create messages specifically for us, but at what cost to our privacy? With this topic select an area to focus on related to this type of tracking. Explain the implications of this tracking on the consumer. Your project could also just focus on how consumers can protect their privacy from marketers probing eyes. See behavioural targeting, addressable ads lesson 1 http://k3hamilton.com/cb/cbintro.html 
    See also https://www.consumer.ftc.gov/articles/0042-online-tracking
    
    

12. Sensations and Consumer Behaviour:
    
    How do marketers use the sensations to influence consumers buying decisions? Your topic could include the various sensations: vision, smell, taste, touch, sound. Or your topic could focus narrowly on just one of those sensations.
    See lesson 2 http://k3hamilton.com/cb/cb2.html

PRESENTATION SCHEDULE

Week 9 ----Tues Oct 29th (The week after intersession)

Week 11--Tues Nov 12

Week 12--Tues Nov 19

Week 13 Tues Nov 26