Due to an official school activity for Entrep students on Saturday, 7 March 2015, your final exam is now moved to Saturday, 14 March 2015. This includes MM 4-2.
Your Persuasion/Influence Paper (Test Assignment) however should be submitted on or before 7 March 2015.
Please be guided accordingly. For widest dissemination.
First 10 to share this on Twitter will get a simple token from me. Tag @notty_romero when you RT.
A bit of history. Today is the 29th anniversary of the culmination of the Filipino people's struggle against Ferdinanad E. Marcos and his authoritarian regime. This day in 1986 is the day when People Power gained world wide attention-- a template for non-violent regime change that has since been emulated in other parts of the world.
For young people like you who were born after 1986, the lessons of dictatorship under Marcos and freedom/liberty after EDSA should not be taken for granted. Stay critical. Question everything.
Here is a song to remember EDSA 1986, from the album Lean Alejandro: The Musical.
Back to School Work. Here are your assignments for Saturday, 28 February. Note that ALL GROUPS are given a task assignment. Persuasion/Influence assignments should also be turned in by Saturday.
Bonus 1. Watch this full episode of Crowd Control, a National Geographic (NatGeo) production hosted by Behavior Expert Daniel Pink. This episode is also related to the Tools Topic: Behavior Event Modeling.
Bonus 2. First 5 correct answers to this question will get a token from me: Who is Lean Alejandro and what role did he play in Philippine political history? Tag me with your answers in 140 characters via Twitter.
Last meeting, we were introduced to Dr. Robert Cialdini, a Psychology and Marketing professor at the Arizona State University and author of 1984 book Influence: The Psychology of Persuasion.
Influence has sold over 2 million copies and has been translated into twenty-six languages. It has been listed on the New York Times Business Best Seller List. Fortune Magazine lists Influence in their "75 Smartest Business Books."Harvard Business Review lists Dr. Cialdini's research in "Breakthrough Ideas for Today's Business Agenda" (Wikipedia)
We have covered 4 chapters so far (including the introduction), and the last 3 chapters (plus Epilogue) will be the subject of our class reporting on Saturday.
I have mentioned that your next TEST assignment will involve replicating one of the many social experiments (or anecdotes) conducted by Cialdini based on the 6 principles (Weapons of Influence) as narrated in his book, and test the result whether it applies to Filipino consumers (and if not, why not). Cialdini's principles are also summarized as the 6 Shortcuts to Persuasion:
Reciprocity
Commitment and Consistency
Social Proof
Authority
Liking
Scarcity
Please watch the 2 videos below for a summary of these 6 principles.
To make this exercise immediately useful, I encourage you to pick something that can help you with your Practicum (for Entrep students) in terms of sales and promotions. MM students should look at collaborating with other Entrep classes (or your Entrep groupmates) in conducting the exercise.
This particular TEST assignment is due on next Saturday, 21 February or until we have covered all 6 principles. I am giving you more time to prepare and perhaps adjust or improve your methods to suit your market. BUT- be prepared to propose an experiment on Feb 14.
You can do the experiment several times as long as you record the process and the results each time you do it.
Remember to do this FOR GOOD, and not for evil purpose. Remember to practice ethical behavior at all times.
Here is a personal example of a social experiment that I did back in 2009. It does not explicitly gave details of the 6 persuasion principles that I used but you can read them between the lines.
Group Assignments for Saturday, 14 February are as follows.
I have told you before that I volunteered as Community Ambassador for Hootsuite Media, Inc., a tech company that provides a social media management platform. Well, Hootsuite is recruiting for new ambassadors. There are many opportunities await you as an Ambassador for Hootsuite- free training, access to social media trends and strategies, and an opportunity to be part of a global community of social media users. This is also a good training ground for you if you plan on taking Social Media Marketing jobs in the future, or thinking of becoming a social media community manager yourself.
If you are a savvy online networker, enjoy sharing your social media knowledge and insight, or are simply passionate about social media, we invite you to apply to share your passion for Hootsuite by becoming a Hootsuite Ambassador.
If you are interested, follow me on Twitter @notty_romero and send a tweet stating why you want to be part of Hootsuite Ambassador program. I'll personally recommend the first 5 students to do so.
I have been asked last time in class what types of messages I am tweeting about. Well, here are my Top 7 topics:
Marketing (and school-related) stuff
Social Media stuff/ Hootsuite materials
Internship and Job Opportunities that I come across with
Here's something to motivate you. Let me share with you Stephen Covey's The 7 Habits of Highly Effective People. Habit 2 states, "Begin with the End in Mind".
Here's an excerpt, (in parentheses are mine):
So, what do you want to be when you grow up (or when you graduate)? That question may appear a little trite, but think about it for a moment. Are you--right now--who you want to be, what you dreamed you'd be, (capable of) doing what you always wanted to do? Be honest. Sometimes people find themselves achieving victories that are empty--successes that have come at the expense of things that were far more valuable to them. If your ladder is not leaning against the right wall, every step you take gets you to the wrong place faster.
Habit 2 is based on imagination--the ability to envision in your mind what you cannot at present see with your eyes. It is based on the principle that all things are created twice. There is a mental (first) creation, and a physical (second) creation. The physical creation follows the mental, just as a building follows a blueprint.
If you don't make a conscious effort to visualize who you are and what you want in life, then you empower other people and circumstances to shape you and your life by default. It's about connecting again with your own uniqueness and then defining the personal, moral, and ethical guidelines within which you can most happily express and fulfill yourself.
Begin with the End in Mind means to begin each day, a task, or project with a clear vision of your desired direction and destination, and then continue by flexing your proactive muscles (see Habit 1) to make things happen.
One of the best ways to incorporate Habit 2 into your life is to develop a Personal Mission Statement. It focuses on what you want to be and do. It is your plan for success. It reaffirms who you are, puts your goals in focus, and moves your ideas into the real world. Your mission statement makes you the leader of your own life. You create your own destiny and secure the future you envision.-
Surely, your future will not be defined solely by how well you did in school BUT mind you, the discipline you bring to your school work, the habits you formed in school, and the quality of work that you turn in - these are the things that you will bring with you AFTER college.
So there. I hope you'll find time to reflect on what you want to be in the near future, where you want to go, and what future you envision for yourself.
Now for the class assignments-
Here are the links:
Text and Tools - same reference material
Trends- this and this
Think-Piece topics below:
We are halfway through the semester, and the first month of the year is almost over.
That's good news!
The bad news is this: I'm not happy with the group reports/presentations. We need to step up.
I'd like you to read this short article on making effective presentations. The last part (Section 3- After the Presentation) is not anymore relevant. Skip that part.
As I have told you before, presentations should be short and sweet, focusing on the most important items of your report. Not everyone in your group need to stand up and deliver (more like read!) his/her spiel. Your teammates are your resource, use them wisely. Divide the work. Rotate roles.
Here are the things that I will be expecting starting next week:
Reporting groups should read the Chapter Readings (for Text) or the assigned article/s (for Trends and Tools)
Assign a reporter (maximum of 3 reporters per group; rotate the reporting roles)
Other group members may be given special roles by the group leader (prepare the visuals, look for additional learning matnerials- video, photo, drawing, etc., add spice to the reporting (games, quizzes, demonstrations). Non-reporting group members can join the discussions during Q&A. They may also be asked to explain/expound some parts of the report.
Reporting members should present their report to the Reporting Group 1 or 2 days before Saturday (class time). Treat it as a rehearsal- ask questions, clarify concepts, test your understanding of the topic. Help the reporting members deliver an excellent presentation. Do this as many times until your group is satisfied.
Rotate reporting roles. Those who have reported this week should not be reporting next week.
Specific reminders:
Whether preparing for an oral presentation or a write-up (Think-Piece), it is important for you to first understand your material or topic.
Outline your report/ write-up before you finalize it.
A good report/write up should have three main parts: Introduction, Body and Conclusion.
In Introduction, you give your audience the purpose of your presentation, a background of your topic, and some definition of terms/ concepts.
The Body contains the meat of your report. Concentrate on the most important items. Use graphics/drawings/charts/etc to get your message across.
In Conclusion, you sumarize your presentation, give your audience 3-5 takeaways or things that they should remember, and end your presentation.
This Saturday's topics are as follows:
Text (Learning Group 1): Chapters 8,9 and 10, Consumer Behavior by Solomon, et al
Tools (LG 3): We will extend the discussions on Tools: Laddering. Your Test assignment is also extended until next week. Reporting Group is given 15-30 minutes to explain and provide examples. Meantime, all of you are required to read more about Laddering. See this article, "Understanding Consumer Decision-Making with Means-Ends Research.
Think-Piece (LG 4) Topics can be found below. Email or hard copy is acceptable. Drive document preferred.
At last, I've finally met all three blocks/classes of Mark 110/Consumer Behavior. I hope we are all in the same page already, having been oriented with what this class is all about and what we plan to acomplish till the end of the semester.
So, this is how we roll. Stand by. Lights. Cue music.
Class Management
We still have remaining issues though with Mark 110-2 and Mark 110-9 that I hope will be resolved before we meet again on 24 January.
Mark 110-2 needs to look at starting the class earlier, say 11:30am or 12NN so we can end by 2:30pm. This will allow some of you to attend both your 2:30pm and 4pm classes. Please look for an available classroom ASAP.
Mark 110-9 is still roofless during the first half of the class (8:30-10am). Please look for an available classroom ASAP.
Kindly coordinate this concern with CME officials. I'll also do what I can do from my end.
Papal Visit Holiday
We will miss another class time this week due to the Papal Visit holiday. For our class to keep moving however, all outstanding assignments should be submitted by Saturday, 17 January via email.
For Think Pieces, submit your essays in MS Word format. (For those who have submitted their Think-Piece assignments last Saturday, the instruction above is not for you.)
For Trends, Text and Tools, submit your reports in MS PowerPoint format using not more than 12 slides.
For Test, submit your 2-3 page report in MS Word format.
Notes on Test Assignment
Recall that Group 3 should have reported on 3 economic concepts last meeting: Indifference Curve, Law of Diminishing Marginal Utility and Deadweight Loss. In addition to that, they should have shared with you the article On the Economics of Giving, published in BusinessWorld on 22 December 2014.
Said article revisits the classic debate on gift-giving and asks why do we subject ourselves to all the hassles of shopping for something that may or may not make the recipients of our gifts any happier.
Noted Economist Joel Waldfogel of the Wharton School at the University of Pennsylvania wrote a paper in 1993, "The Deadweight Loss of Christmas" which posits among others that:
Consumption choices are made by someone other than the final consumer
Gifts may be mismatched with the recipients' preference
10-30% of the value of gifts received are lost or destroyed due to the mismatch/diminished utility
Giving cash is better and more economically efficient.
"Mr. Waldfogel surveyed Yale University students. They were asked how much they were willing to pay for the gifts had they bought these themselves barring "sentimental value." The responses were then used to calculate the deadweight loss by getting the difference between the gifts’ price and the students' valuation of the gifts. The results showed that the students valued the gifts less than the price the giver paid for them. The difference was much bigger among givers who did not really know the recipients."
In 2013, 46 economists from the Initiatives on the Global Markets at the University of Chicago School of Business were polled on the question:
"Giving specific presents as holiday gifts is inefficient, because recipients could satisfy their preferences much better with cash."
Now back to your assignment.
You will TEST whether:
The Deadweight Loss of Christmas is real among Filipino consumers who have had experienced participating in any gift-giving activity at any time (kris-kringle/exchange gift) by calculating the increase/decrease in the value/price of gifts received.
Filipino consumers prefer receiving cash because it is more satisfying than receiving gifts.
As discussed during class, each of the groups will be assigned with a certain population (PLM faculty members, PLM students, friends, family members, strangers) where you may get your sample size of 20.
You are free to devise your own sampling methodology (whether probability sampling or non-probability sampling) and your survey instrument (questionnaire/interview question). Demographics and psychographics are optional depending on how you envision to use the data gathered.
Your report should follow the format below:
I. Introduction/Background
II. Data (Gathering, Sampling,
III. Analysis of Results
IV. Conclusion (use economic and behavioral concepts/principles/theories)
V. Application to Marketing (new product/new market/new ways of marketing products, etc) VI. References VII. Appendix (questionnaire, data set, etc)
Watch out for my next post: To-Do's for 24 January 2015.
Happy new year, everyone! Welcome back from a long break. Here are some reminders for our class on Saturday, 10 January.
First, I'm calling the attention of all class presidents to please send me a copy of the class directory at once. Thank you.
Next, I'm expecting everyone in the class to have formed their respective group. Again, each class will have 5 Learning Groups. I'm requesting the class president to assign a group number for each (via draw lots or whatever random method you can devise).
Lastly, our class starting Saturday will use the 5 Ts as our class format for group assignment and class activities.. See table below to know what the 5Ts are.
For the specific topic, see table below:
In case the links above doesn't work, here they are again:
For Trends: Thinking Automatically
For Tools: Economically Efficient Guide to Gift Giving plus re-introduce the concepts of (1) Indifference Curve, (2) Law of Diminishing Marginal Utility that you have learned from your Economics class. UPDATED
For Text, see previous blog post
For Think-Pieces: No duplication of articles whenever possible. Submit your think pieces/reaction on paper (NOT soft/electronic copy). Topics are as follows:
