Creating A Constructivist Classroom Education Essay

Abstractions:Constructionism claims that scholars are able to build cognition most of course and wholly while they are building some artefacts. This paper explains that cognition acquisition is a procedure of design that is facilitated when scholars are actively engaged in planing cognition instead than simply construing or encoding it i.e. Learners benefit the most from the larning procedure when they are the interior decorators of the instructional experiences. Constructivist instructors encourage pupils to measure how the activity is assisting them derive understanding. By oppugning themselves and their schemes, pupils become adept scholars as they learn how to larn. The pupils so have the tools necessary to go life-long scholars. Educational Technology can help pedagogues in making a constructivist larning environment. It offers a enormous sum of information, tools for creativeness and development, and assorted environments and forums for communicating. Through engineering, pupil s can show themselves and their creative activities and they can reply inquiries that they are presenting for themselves. Hence, this paper tries to set forward the fact that Constructivist pattern is made easier with engineering because it promotes collaborative, synergistic and student-centered acquisition. Cardinal words: Constructionism, instructional experiences, life-long scholars, collaborative, student-centered acquisition.Introduction:Education is at the meeting of powerful and quickly switching educational, technological and political forces that will determine the construction of educational systems across the Earth for the balance of this century. The handiness of engineering may take instructors to integrate constructivist patterns in their schoolroom. Rakes, et.al. ( 1999 ) found that the sum of engineering available, the degree of engineering accomplishments of the instructors, and the usage of engineering were straight related to utilize of constructivist methods in the schoolroom. They province, â€Å" engineering can supply the vehicle for carry throughing constructivist instruction patterns † . Technology complements constructivism by supplying on-going information and tools for pupil creativeness and development, which contributes significantly to an addition in pupil larning results. It serves as a powerful tool for constructivism ‘s cardinal rule that pupils learn by making. Constructivist pattern is made easier with engineering because it promotes collaborative, synergistic and student-centered acquisition. The usage of engineering in the schoolroom besides has a positive consequence on pupil attitudes because they feel more successful, are motivated to larn and hold better assurance ( Dwyer, et Al, 1991 ) . In today ‘s digital economic system, the ability to entree, adapt, and make cognition utilizing engineering is critical to a pupil ‘s success.Significance OF CONSTRUCTIVIST VIEWS OF LEARNING:Merely late has it become executable to see constructivism rules within the context of technology-mediated higher instruction ( Gunawardena, Lowe & A ; Anderson, 1997 ; Blanchette & A ; Kanuka, 1999 ) . This is due chiefly to progresss in communicating engineerings ensuing in an effectual agencies to implement constructivism ru les, which would be hard to carry through with other media ( Driscoll, 1994 ) . Specifically, communicating engineerings have the capacity to supply an synergistic environment that can back up instructional methods required to ease constructivist rules. For these grounds, constructivism has become a popular epistemic place for many pedagogues who are utilizing technology-mediated acquisition. Unfortunately, pedagogues who take on the challenge of seeking to do sense of the literature on constructivism frequently find it to be an overpowering escapade. There are a assortment of epistemic places that coexist in the literature on how we construct knowledge – many utilizing the same constructivist label. Conversely, there are many different labels used to depict the same cardinal thoughts built-in in many constructivist places. Adding to the labeling confusion is another job: some of the instruction literature describes constructivism as a set of instructional schemes, some descr ibe constructivism as a acquisition theory, and others describe constructivism philosophically – or as a manner we come to understand ourselves and our environment. The undermentioned literature reappraisal identifies the Hagiographas on constructivism that are notable. Hagiographas were identified as notable when they made of import theoretical points about the usage of constructivism for technology-mediated acquisition. Constructivism positions larning as a personal, brooding, and transformative procedure where thoughts, experiences, and points of position are processed into something new. In this doctrine, instructors are the facilitators for the pupils ‘ acquisition ( Sandholtz et al. , 1997 ) instead than the provokers. In the knowledge-constructed schoolroom, the pupils work together, sharing the procedure of larning non merely with their equals but with parents and others ( Sandholtz et al. , 1997 ) . The literature is rich with illustrations and grounds back uping the claim that cognition is constructed and non transferred. This attack to acquisition has become known as constructivism ( Jonassen, 1999 ; Riel & A ; Fulton ; Schank, Berman, & A ; Macpherson, 1999 ) . Learning takes topographic point in every schoolroom. The job is that it is frequently non what we expected would be learned ( Smith, 1998 ) . The constructivist larning environment contains a job that is cardinal to the sphere of survey, theoretical accounts of the acquisition procedure by an expert, and is scaffolded by a manager or more adept scholar that extends the ability of the scholar ( Jonassen, 1999 ) . Balakrishnan ( 2001 ) investigated the usage of constructivism and engineering in project-based acquisition in simple schoolrooms and found that instructors ‘ planning and pattern of project-based acquisition activities are focused more on multiple instructional activities and less on integrating of constructivism and engineering. Julius ( 2001 ) investigated how constructivism was evidenced in the beliefs, perceptual experiences, and patterns of in-between degree instructors who were considered to be effectual instructors. The consequences revealed that constructivists held consciousness of the function of both pupil and instructor in impacting the cognitive development in pupils. Classrooms using a constructivist attack to pedagogy would be pupil centered ( Bransford, 2003 ) .PRIORITIES OF EDUCATIONAL TECNOLOGY IN CONSTRUCTIVIST PRACTICE:The four precedences are:Thatch for Intellectual Development1. Critical and originative thought accomplishments development 2. Demonstrated competences in nucleus course of study 3. Effective usage of engineering in the schoolroom in support of larning 4. Application of larning accomplishments to relevant, real-life state of affairssMake Learning Meaningful1. Appreciation of diverseness of larning manners and personalities 2. Appreciation and application of appropriate instruction manners 3. Giving pupils the chance to have their acquisition experiences 4. Developing a passion for life-long acquisitionUse Authentic Assessment1. Set high criterions for ego and pupils 2. Developing a dynamic attack to a changing universe 3. Demonstrate competences through public presentation 4. Promote active engagement in our democratic societyFocus on Students Becoming Manufacturers and Subscribers1. Lend to others in category in and community 2. Foster value as an person and as a conducive member of society 3. Use larning accomplishments in real-life state of affairss and for existent wagess 4. Interact/team with other instructors and community members.ROLE PLAYED BY EDUCATIONAL TECNOLOGY IN CONSTRUCTIVIST CLASSROOM:a-? Paradigm displacement in position of the learning procedure:Paradigm displacement in position of the acquisition procedure coupled with applications of the new information engineerings, may play an of import function in conveying educational systems into alignment with the knowledge-based, information-rich society. The general impression sing the usage of computing machines in instruction is that it may best be used as a tool for drill and pattern plans supplementing the instructional procedure. In such instructional procedures, the scholar receives information already programmed inside the computing machine following an algorithm. Although some sum of interactivity is ensured, the general feeling is that in such instructional procedures, computing machines control the acquisition construction giving the scholar really small room for creativeness, doing h im a inactive receiver of information. There is a demand to research the potencies of this device beyond these traditional impressions i.e. the meaningful designing of computing machine based instructional procedures with increased pupil engagement. Besides, it is non the drawn-out use on the device that would guarantee the coveted acquisition instead the nature of these larning undertakings, which would transform and enrich the instructional procedures. Computer application plans can be used to plan larning experiences to develop originative and critical thought and be used as ‘mind tools ‘ that can be used by pupils to stand for what they know and to prosecute in critical thought about the content.a-? Use of ICT in altering the function of the instructor from ‘prescriptor ‘ to that of ‘orchestor ‘ of acquisition:In schoolrooms today, the function of the instructor needs to alter from the traditional function of prescriptor to that of orchestrato r of larning – which necessitates the designing of ICT integrated schoolrooms advancing higher order cognitive accomplishments. The focal point ought to be more on enquiry-based attacks frequently traveling beyond the prescribed course of study to dig and seek replies to the job under concern but now from different positions. This methodological analysis is disputing both for the instructor every bit good as for the scholar but finally the procedure of self-learning ensures a more strict attack and deeper apprehension of facts. The focal point is more on the procedure of information acquisition, the critical and analytical thought involved in geting information from multiple beginnings, analysing any information and so planing the acquisition results in aesthetic presentations. Such a theoretical account of larning focal points more on the procedure over the merchandise, geting information from multiple beginnings, analytical and critical thought and eventually a comprehensiv e rating measuring different countries of pupil academic growing.a-? Development of educational portfolio through the usage of ICT:An educational portfolio is one such typical invention that can advance constructivist acquisition in the otherwise traditional schoolroom. It is a combination of a figure of larning undertakings and a digest of the results achieved as a consequence of the procedures undergone therein. A critical constituent is the accent on ‘process ‘ over ‘product ‘ and the changeless contemplation of the scholar as he moves from one phase to another in the realisation of the aims. The other important characteristic is the acquisition of information from multiple beginnings and the necessary constituent of changeless informations analysis before continuing to the undermentioned phases in the development of the educational portfolio. Appraisal of larning results besides is a comprehensive one taking into history different countries of scholar aca demic growing as a consequence of the procedures being carried out from designation of ends to acquisition of relevant information and eventually its processing and airing.a-? Promoting portfolio appraisal through ICT:Portfolio appraisal is a comprehensive mode of pupil rating integrating a assortment of larning undertakings with appropriate and timely proviso of the necessary guidelines to finish the same within accorded standards and allotted clip bounds. Portfolio Assessment, with a focal point on growing and development over clip, implemented through choice, contemplation and review of category work, along with end puting and self-evaluation. These are public presentation enablers that define the acceptable criterions expected from the scholar and therefore specify the way that he needs to follow to accomplish excellence. What differentiates the educational portfolio from the traditional signifiers of appraisal is the designing of the portfolio around a set of criterions and lar ning ends which are non the direct results of the schoolroom instructional procedures, instead an enterprise to guarantee pupil higher order acquisition as a consequence of these instructional procedures. Function Direction Construction Classroom Activity Teacher-centered ; didactic Learner-centered ; synergistic Teacher Role Fact Teller ; expert Confederate ; scholar Student Role Listener ; ever the scholar Confederate ; sometimes the expert Instructional Emphasis Facts ; memorisation Relationships ; enquiry and innovation Concept of Knowledge Accretion of facts Transformation of facts Presentation of Success Measure Quality of understanding Appraisal Norm-referenced ; multiple-choice points Criterion-referenced ; portfolios and public presentations Technology Use Drill and pattern Communication, collabor- ation, information entree and retrieval, looka-? Educational engineering advancing multiple positions of acquisition:With the aid of educational engineering the accent is on cognition building, non reproduction ; the composing of information instead than the infliction of cognition ; multiple outlooks instead than multiple workbooks. The instructor must fix with inventive foresight, and imperative penetration in order to excite and imitate effectual brushs that resemble existent life instruction. Wyld, S. and Eklund, J. ( 1997 ) .A province that: â€Å" facing scholars with jobs from multiple positions can advance the pertinence of their cognition across changing state of affairss. Learners have to work with the same construct in different environments at different and with different ends. So they are expected to develop cognitive flexibleness and to bring forth multiple positions of their cognition. † a-? Educational engineering making constructivist schoolroom through active acquisition: Learners can non build cognition merely by passively having, geting, or accepting it ; A nor by inertly listening nor heeding.A Knowledge is non formed during the transmittal of it.A Therefore the accent for direction must be on the creative activity of significance and understanding while meeting new information or new contexts.A Active scholars need to be involved bypartaking, take parting, building and cooperating.A Jonassen ( 1996 ) states that scholars must be given chances to be active in ways that will advance autonomy, creativeness and critical analysis of jobs necessitating a solution.A Wilson ( 1997 ) , created a list of chances for the scholars to develop more active buildings of meaning.A They included simulations, scheme and role-playing games, toolkits and phenomenaria, multimedia larning environments, knowing acquisition environments, storytelling constructions, instance surveies, Socratic duologues, training and scaffolding, larning by design, acquisition by learning, group cooperation, collaborative acquisition and holistic psychotechnologies.a-? Educational engineering advancing collaborative acquisition chances:Collaborative work allows for schoolrooms to be more concerted than competitive.A Students begin to see one another as resources instead than beginnings of ridicule.A The societal context within which a scholar resides is important to their accomplishment. Strommen & A ; Lincoln ( 1992 ) A found that: â€Å" Constructivism has led to the extra find that powerful additions are made when kids work together†¦ ..children are able to reflect on and luxuriant notA merely their ain thoughts but those of their equals as good. Children come to see their equals non as rivals but as resources. † To understand a construct to the point of being able to explicate it to others, is when existent acquisition has occurred and personal cognition has been acquired.A Lunenberg ( 1998 ) believes the value of collaborative acquisition is in the chance for scholars to lucubrate on their ain thoughts every bit good as those of their peers.A Worldwide coaction is besides actuating for both pupils and instructors as it provides an appealing manner for pupils to derive internet accomplishments while go toing to regular schoolroom activities. The worldview of the pupil can be expanded because of the nothing cost of pass oning with other people around the Earth.Decision:Educational Technology provide an array of powerful tools that may assist in transforming the present stray, teacher-centered and text-bound schoolrooms into rich, student-focused, synergistic cognition environments. To run into these challenges, schools must encompass the new engineerings and allow the new ICT tools for larning. They must besides travel towards the end of transforming the traditional paradigm of larning. To carry through this end requires both a alteration in the traditional position of the acquisition procedure and an apprehension of how the new digital engineerings can make new larning environments in which pupils are engaged scholars, able to take greater duty for their ain acquisition and building their ain cognition. Constructivism modifies the function of the instructor so that instructors help pupils to build cognition instead than reproduce a series of facts. The constructivist instructor provides tools such as problem-solving and inquiry-based acquisition activities so that pupils can explicate and prove their thoughts, draw decisions and illations, and convey their cognition in a collaborative acquisition environment.

British Airlines Essay Example | Topics and Well Written Essays - 750 words - 1

British Airlines - Essay Example Moreover, the board was to take control of other smaller regional airlines such as Cambrian Airways, from  Cardiff, and  Northeast Airlines, to be based at  Newcastle upon Tyne.  Later on in 1974, all the four airlines were merged to form one major airline known as British Airways (British Airways 1998; British Airways 2006a, British Airways 2006b). British Airways remained to be a parasternal until 1987 when the company was privatized by the conservative government through the sale of its shares to members of the public. The national airline later on expanded by the acquisition of British Caledonian  in 1987 and  Dan-Air, and Gatwick-based carrier, in 1992 (British Airways 1995a; British Airways 2004; Anonymous 2002; Anonymous 2011; Bannan 2007). Since its formation in 1971, the company has long been one of the largest customers of Boeing aircrafts, which are manufactured in the United States. However, beginning August 1998, the company transformed and began purchasing aircrafts from Airbus, which are manufactured in the larger European countries (British Airways 2010a; 2010b; British Airways 2010c). Their first order involved the purchase of 59 Airbus A320 family aircrafts in the same year. Later on in 2007, the aircraft bought twelve more Airbus A380s (Benady 2008; British Airways 2000a; British Airways 2004a). However, in the same year, it purchased an additional 24 Boeing 787 Dreamliner to replace its old fleet. A vital part of the British airlines planes is the 52 Boeing 747-400 which it uses both for its domestic and regional flights. This makes it the largest operator in its category in the world (British Airways 2004b; British Airways 2004c; British Airways 2003). In order for British Airways to achieve such a huge milestone, it has developed various marketing strategies that are in line with the various marketing theories. One of the major marketing tools that it uses is the SWOT

The Main Arguments for and against Turkey's entry to the EU Essay

The Main Arguments for and against Turkey's entry to the EU - Essay Example Since 1959, when Turkey sent in its application to join the European Union (then known as the European Economic Community), Europe has been pondering over the fact whether a primarily Islamic nation lying mostly outside European geographic borders can really be made a part of the Union. While Turkey and EU have a common past of contractual relationship for many years, which led to the negotiations for accession in 2005, the former has always been perceived as an outsider, with whom Europe established relationships primarily for security reasons. The decision to start official talks on Turkey’s EU membership was made on 16 December 2004, while the accession negotiations started on 3 October 2005. This met with a hurdle, when Austria and Germany asked for permissions to allow ‘privileged partnership’ for Turkey without actually making it a full member. With other member states not agreeing to this clause, accession negotiations started, aimed at a full membership. H owever, negotiations have been adjourned on many instances since 2006, primarily due to objections raised by Cyprus, which is against Turkey’s accession to the EU membership (Barber, 2009). This is owing to the fact that currently the island of Cyprus is divided, wherein the Turkish troops have occupied its northern part and its ships are denied entry into Turkish ports. Austria and France have also declared their intention of holding a referendum on Turkey's EU membership. Currently, out of 35 accession chapters eight have been adjourned, which has effectively interrupted the membership negotiations. Owing to this, there has been a sharp fall in pro-EU support amongst the Turks, where a majority believe the accession process is biased and close-ended (Sayfa, 2013). A closer study reveals that majority of the EU member states never considered the EU-Turkey relationship as an essential part of the EU integration. Even after nearly five decades of EU’s relationship with Turkey, the perspective did not change, on the other hand the feeling of alienation increased on both sides (Cendrowicz, 2009). While a majority of the Europeans viewed Turkey as an outsider, the Turks felt that Europe as a political entity cannot be trusted, especially after the Treaty of Sevres post WWI, and furthermore after viewing unwillingness on part of the EU to assist Turkey once the accession negotiations started. In this context, the essay analyses the highly controversial issue of Turkey’s integration into the EU, and highlights the main arguments for and against Turkey's entry to the Union. Discussion Hurdles to the EU accession based on legal principles There were six member states that created the European Community for Coal and Steel (primarily states from Western Europe) in 1952, later known as the European Economic Community or EEC (1957), and which is now referred to as the EU. The preamble of the EEC treaty stated very clearly that this treaty aimed at cre ating a close union among the European people. In the same treaty, Article 237 stated that all European states are eligible to become a part of this Community. This article has since them become the foundation for integration, and is an essential aspect in the political and legal basis of the EU and the Union’s policy to unite Europe. This aspect has been reiterated in the 1993 Maastricht Treaty and had been considered in the proposal for 2004 drafting of the treaty for the Constitution for Europe, ratified by all EU member states. This treaty states in Article I-58 that all European states are free to enter the Union. Thus, here the main emphasis has always been on ‘European states,’ and all contractual provisions become a part of the common law framed by the different European treaties, binding

A Comparison of the Passion Narratives of the Gospels of Matthew and Essay

A Comparison of the Passion Narratives of the Gospels of Matthew and John - Essay Example The paper throws light on the Passion of Jesus, which refers to the sufferings that the Lord has experienced from the moment He is arrested at Gethsemane to His Death on the cross, is told in all four Gospels. In the Gospel of Matthew, it can be found in Matthew 26:47-27:61 and in the Gospel of John it is found in John 18:1-19:42. These two Gospels both have similarities and differences on the account of the Passion. Furthermore, a number of these similarities and differences may have profound theological implications. One of the differences between the Gospels is when it comes to the arrest of Jesus where Matthew gives a longer account of the events while John gives a shorter one and does not mention any kiss of betrayal from Judas. In all three synoptic Gospels including Matthew, Judas turns to the crowd he is with and gives them a signal saying â€Å"The man I kiss is the one you want. Arrest him!†. Judas then approaches Jesus and says, â€Å"Peace be with you, Teacher!â⠂¬  but to which Jesus replies, â€Å"Be quick about it, friend†. John, on the other hand, never mentions any exchange of words between Jesus and Judas, who was mentioned to be just standing with the crowd, but rather only between the former and the crowd of soldiers themselves. Jesus asks them, â€Å"Who is it you are looking for?† and when they say â€Å"Jesus of Nazareth†, Jesus replies, â€Å"If, then, you are looking for me, let these others go†. The role of Judas in the Gospel of John during the arrest is not underlined and is presumably a minor one. Upon the arrest of Jesus, a disciple of His cuts off the ear of the High Priest’s slave with a sword. While in Matthew the disciple and the slave are both unnamed, John identifies them as Simon Peter and Malchus. It is also interesting to note that in the Gospel of Matthew, Jesus reprimands the disciple who is assumed to be Peter, by saying, â€Å"Put your sword back in its place†¦All who take the sword will die by the sword.† (Matt. 26:52) On the trial of Jesus, the Gospel of John mentions that Jesus has first been taken to Annas, the father-in-law of Caiaphas, who was the High Priest that year (Jn. 18:13). Nevertheless, the Gospel of Matthew mentions of no such thing. Although John does not indicate whether the trial of Jesus before Annas is visible to the crowd, the complete account is found in John 18:19-24. Based on John’s narration of the trial, it is interesting to note that Jesus seems to defy Annas’ authority by saying, â€Å"†I have always spoken publicly to everyone†¦Why, then do you question me? Question the people who heard me†¦they know what I said† (Jn. 18:20-21). After which, Jesus is taken to Caiaphas, which both John and Matthew mentions. Nevertheless, it is Matthew who gives a rather full account of Jesus’ trial before Caiaphas. Perhaps one of the most important statements of Jesus stated by Matthew is this: â€Å"From this time on you will see the Son of Man sitting at the right side of the Almighty and coming on the clouds of heaven† (Matt. 26:64), which Caiaphas himself considers blasphemous. During the death sentence of Jesus that follows, it is interesting to note that, according to Matthew, Pilate’s wife sends him a message while he is sitting in the judgment hall right after Jesus’ trial. The message of Pilate’s wife says, â€Å"Have nothing to do with that innocent man, because in a dream last night I suffered much on account of Him† (Matt. 27:19). Nevertheless, John does not mention of such a message. Moreover, while Matthew mentions nothing of where Jesus has been presented during the death sentence, John makes reference to â€Å"The Stone Pavement† or â€Å"Gabbatha.† (Jn. 19:13) Another striking difference between the Gospels of Matthew and John when it comes to the events surrounding the crucifixion is the fact that John

Electronic Health Record Assignment Example | Topics and Well Written Essays - 500 words

Electronic Health Record - Assignment Example It is an open source of information on health care (especially HIV) in developing countries of Africa. It is based on the information of various records updated in the EMR which are then refined and analyzed in the EHR. This system is state of the art technology. It covers almost every feature that would help to maintain the record of any person or country. It is also a user-friendly system, which allows a user to freely roam about in various interfaces. The flexibility offered by this system is also another feature which makes it more desirable, medical support information could be access in the remotest of the geographical regions (Mamlin et al., 2006). The start-up, maintenance and implementation cost of this product can be troublesome. Start-up and implementation cost is quite high and it requires huge sums of money in the starting phase, but with the passage of time, it becomes cheaper as the maintenance cost is not that high, which are also some of its biggest demerits. ‘Concept Dictionary’ is the idea that OpenMRS is based on. The idea is to store useful medical information such as clinical findings, lab results and even the socio-economic data. The concept is extremely successful as it becomes relatively easy to update the data set if a new disease is added, there is no need for modification, plus sharing of this medical information is also very convenient. The modular construction of OpenMRS is the real benefit that sets it apart from other ambulatory EHR devices. Its ease of use also includes the facility of putting it on a single laptop or on a large server and works with all major operating systems like Mac OS X, Windows and Linux.eMIX stands for Electronic Medical Information Exchange and is based on the concept of cloud-computing (Leslie, 2012), where one could manage, retrieve and update information in a server without actually connecting with it, through the means of internet or web-based tools and application. eMIX is develo ped to address the challenge of sharing the medical images from one interface to another, while they are not on the same network of a server.

Management Information Systems IP Four Essay Example | Topics and Well Written Essays - 750 words

Management Information Systems IP Four - Essay Example The other is flash crash: machines go wild case study where the market equity in a flash, plunged to a historic low. The third is the Piloting the Valero with real-time management case study in which the Valero, a Texas-based oil refinery needed a system that could be able to display real-time data about issues concerning the plant. Reality Gets Better Case study Virtual reality is a three-dimensional space, which is a computer generated interactive space. Virtual reality immerses its users in the virtual world while the augmented reality keeps in touch with the real world. Augmented reality uses any of the three major display techniques to be able to achieve the blend of reality mixed with real-life images and graphic effects. The display techniques are hand held displays, head mounted displays that provide the virtual environment and shut out the real world, and spatial displays that mount graphical information on physical surfaces. It has been used to improve marketing in the sens e that it helps involve the customers and is able to communicate to the customers in an interesting and interactive way with relevance to them. In 2009, Esquire magazine was able to use this in their advertising where they added several stickers, which had designs that had this ability. When held up to a web camera, it started interactive video segments featuring the issue’s cover, Robert Downey Jr. (Ovide, 2009). In image guided surgery, a CT scan and MRI provides the necessary data that is superimposed on the patient in the operating room. In real estate, this has been employed to help the user find information they need on the go, since smart phones have GPS, cameras and internet. Therefore, one can just point their phone on a building and the value of the building per square meter and a small photo accompanied by a live image project from the phone’s camera, hence provide real estate information on the go (Macintosh, 2010). Flash Crash: Machines go wild case study The U.S stock markets on May 6, 2010 experienced a sudden and quick plunge at 2:42 PM, which left Dow Jones 600 points down. Twenty-five minutes later, Dow had gained almost the points it had lost. This flash crash appeared to have happened when a single mutual fund company engaged in abrupt selling activities that caused a chain reaction. The high-frequency traders HFTs are the ones now doing the work that the stock specialists used to do, including the matching of buyers and sellers efficiently, which the market makers did. In a case where the algorithm cannot handle the complexity of the event, a flash crash occurs. The algorithm in the case of Overland park on May 6 dumped 75,000 contracts and was instructed to sell them with disregard to price and time, and continued to sell and the prices dropped sharply. It would normally take five hours to sell them but this took twenty minutes (Bowley, 2010). The NYSE activated circuit breakers where the trading traffic is shifted to human stockbrokers intended to slow the trading process and to avoid the plunge (Bowley, 2010). Electronic trading simply showed that it allows the flash crash to occur over a short period of time and is able to amplify sudden market moves, which can go either side and happen faster with minimal chances of intervention (Henderson, 2009). Piloting the Valero with real-time management Valero energy is one of the largest oil refineries in the US,

Strategic Marketing Plan Essay Example for Free

Strategic Marketing Plan Essay This growth will be the direct result of a new toothpaste product launch. The following plan draws on related Industry, Competitive, and Consumer analyses to justify the production of a â€Å"mouth pod† and the market for such a future-oriented design. The plan also provides an implementation plan for the launch of this product, as well as a recovery plan. Overall, this â€Å"outside-the-box† thinking will set Crest apart from its competitors. Unfortunately, given the current state of the economy, there are insufficient resources to support a national or even a regional launch of the new product. Thus, the product will initially launch in only one New York County. Rochester, in Monroe County was chosen on the basis that it holds the highest potential for the product’s success. Syracuse in Onondaga County and Binghamton in Broome County were not chosen. This choice is supported with data from a comparative analysis that demonstrates how and why it is believed to be the best potential geographical market. The recommended geographic area is premised on a detailed and careful assessment of the geographic market(s) and how the chosen county best suits this proposed strategy. This will serve as a trial; if the product performs well in Monroe County, it will later be rolled-out to more areas. This subsequent roll-out will determine whether the product is given a national launch. SITUATIONAL ANALYSIS: SWOT STRENGTHS * Inventive design, unlike any other toothpaste product on the market. * TWBA Chiat Day will significantly assist Crest in leveraging the So Mod Mouth Podsâ„ ¢. * Consumers are seeking coupons due to the current state of the economy. WEAKNESSES * Most of Crest’s products are either mature or declining within the product life cycle. As a result, new products are continuously introduced. * Competitors are able to quickly release comparable products, intensifying competition. * Toothpaste promotions often use sales to drive new purchases based on price. OPPORTUNITIES * Product differentiation- with the amount of rivalry, there is plenty of reason to invent and innovate. * Essential to western hygiene- there is no one who would argue that brushing one’s teeth with toothpaste is not a hygienic staple in western culture. * Emerging markets- as is true with a large variety of industries, the developing world poses a huge opportunity for growth. THREATS * Everyone is essentially selling the same thing- The Company is no longer selling toothpaste, but more the brand or the features of the toothpaste. * Low switching costs- At one point, toothpaste purchases were mainly driven by individual habits, inclination towards particular flavor and familiarity with the product However, consumers are much more price-sensitive after the recession, even in the recovery stage. They do not always stick to brands they desire, they are now shopping for the best value. * Competitors, namely Colgate, infringing on prized shelf space. ISSUES ANALYSIS amp;OBJECTIVES Issue #1: Product differentiation The toothpaste product market is heavily saturated with products (and product lines) that are very similar to each other. They all cover the range of benefits that toothpaste consumers seek, from whitening to tartar control. Consumers are fatigued by the vast array and similarity of toothpaste products available on store and virtual shelves. Fatigue in relation to innovation exists as well, because toothpaste brands have pushed innovation to its limit. Even the newest toothpaste products like Colgate â€Å"New? Optic White Toothpaste and Crest â€Å"New? 3D White Toothpaste do not have much of an edge. Six months after launch, the perception of innovation and relevance fades away. Whitening was once an innovative feature, but is now expected. For a new toothpaste product to be successful, it will need to break free of this mold. Objective: To achieve sales of 50,000 packs of day and night â€Å"mouth pods† by the second quarter. Strategy: Crest will follow a strategy based on innovation and disruption. The launch of this new product will break through the clutter comprised of existing toothpaste products. It will feature the Crest logo, thereby boosting brand awareness and sales of other Crest products. Ultimately, a new product category may arise out of a successful campaign for this launch. The new product will be available in two versions: one made specifically for brushing in the morning, and a companion product made specifically for brushing at night. The daytime use product would have light-colored packaging, and the nighttime use product would have dark-colored packaging. If the product is very successful, it could set other brands into their own category of being â€Å"anytime† toothpaste products. Crest’s new brand will gain market share from being in its own niche. A companion product for nighttime use will push more people to brush their teeth before going to sleep. This will not only improve the top line growth of Crest’s new brand, but it will also cause consumers to develop the good habit of brushing two or more times a day; this may also increase the frequency in which a consumer must purchase toothpaste. Tactics: The new product will have a slightly higher price point than that of Crest’s current â€Å"New? products and those of competitors. Since toothpaste is a low involvement purchase, tactics will focus on drawing consumers? attention. Display stands and posters will accomplish this by brining consumers? attention to the product’s placement on retail shelves. The package design will stand out amongst other toothpaste products on the shelves. Online promotions will include banner ads on retail websites and social media profiles, including Facebook and Twitter. Special offers for the product will be made both online and in stores. Issue #2: Growth Stagnant growth in the U. S. market has plagued the toothpaste industry. As mentioned in the Industry Analysis, 98% of Americans are users of toothpaste, which does not allow for much growth. The population it is not increasing at a rate high enough to sustain our goals of driving up sales in this country. Objective: To move Crest to the position of market leader by at least 5% points by the end of the fourth quarter. In current terms, Crest would need to gain another 6% of the market to ultimately have 41% and a five point advantage over Colgate. Strategy: Jump start the competition against Colgate by targeting a niche segment of the U. S. population who already enjoy luxury grooming products and are willing to try wild and new products. The primary target would be adults, ages 18-45 who consider themselves to be upper-middle class. The secondary target includes 18-30 year-olds who are still experimenting with new products and have not settled into a rut of brand loyalty. Our new product delivers the burst of innovation that has been so severely lacking in the toothpaste industry. We are offering a brand new delivery system and a feature that has yet to be mass-produced. Tactics: Strategic product releases that start in higher end supermarkets and drugstores. Releases will then move down the scale towards large discounters and superstores such as Wal-Mart. Although the new product will be priced only slightly higher than the average toothpaste, the goal is to position it as a more luxurious and fun way to brush one’s teeth. The roll-out for the test market will begin in January of 2013 and continue being released, hitting discount stores in July. The time sensitivity of this product release is almost irrelevant because there is no season of increased sales. Starting early in the year is just a ploy to have a fresh and energizing start to 2013. Placement on shelf will be further taken into consideration once packaging is completely finalized. Issue#3: Existing Brand Loyalty Consumers are more likely to continue purchasing toothpaste brands that they have used since an early age. Therefore, in order to gain a leading market share within the toothpaste segment of the oral care industry, it will be essential to break current purchasing behaviors of our targeted consumers. Objective: Our objective is to increase our brand equity by 25% within the first year of our pilot phase, specifically from repeat purchases by conquest buyers, who initially try Crest „New? So Mod Mouth Podsâ„ ¢ after being exposed to our integrated advertising campaign. Strategy: To spend $3M on advertising and promotion through an integrated advertising campaign that will highlight the benefits exclusively offered by our brand. Crest „New? So Mod Mouth Podsâ„ ¢ will reinvent the functionality of toothpaste and will bring a refreshing change to consumer perceptions of the category. Pamp;G and its competitors provide toothpaste products that meet current consumer expectations: whitening, plaque and tartar control, fluoride treatment, sensitivity, cavity and gingivitis prevention, and fresh breath. However, Pamp;G understands that consumers more strongly demand value, quality, and convenience. Overall, Pamp;G acknowledges the current, stagnant, state of the oral care industry and projects that the â€Å"pod† design will be a profitable opportunity to capitalize upon. Crest „New? So Mod Mouth Podsâ„ ¢ will fuse the benefits of current products with such a futuristic product design, that in effect it will weaken the bonds of loyalty non-Crest users have. The awareness of this fusion will be accomplished through targeted advertisements. Tactics: Advertising amp; Promotion Ad Agency Service Pamp;G will assign TBWA Chiat Day responsibilities for the launch campaign of Crest â€Å"New? So Mod Mouth Podsâ„ ¢, aligning our vision of Crest â€Å"New? So Mod Mouth Podsâ„ ¢ with the culture of this agency that values the concept of disruption as the underlying basis of its campaigns. Trial offer Pamp;G will send out to a sample of consumers $1. 50 off any purchase of our Crest â€Å"New? So Mod Mouth Podsâ„ ¢. This will be for a limited time of one month, before coupon discounts decline in value. Social Media Facebook â€Å"Likes† amp; Free Samples: Pamp;G will offer a 2-flavor sample pack to the first 1000 consumers, who â€Å"like† the Crest â€Å"New? So Mod Mouth Podsâ„ ¢ Facebook Page on the day of our launch. MARKETING MIX Product: Crest „New? So Mod Mouth Podsâ„ ¢ A pack will contain 60 pods; consumers could use one to brush in the morning and one at night. One product would be expected to last for one month before replacement. Crest aims to provide a whole-mouth cleaning experience that is convenient and intuitive. The product is sleek and modern in both look and feel. Our New Product’s Features The new product will have a mix of innovative and expected features. Innovative features include the products formulation; it is a fusion of toothpaste, gel and mouthwash in a round capsule. Within each capsule there will be invisible pockets of pressurized air. Like foaming toothpastes, this product will begin to foam soon after popping in a user? s mouth. The foam will get in-between teeth to fight cavities and kill germs that cause bad breath. The volume of one capsule is smaller than the amount of toothpaste generally applied by consumers to a toothbrush. The mouth pods are safer than toothpaste in cases of accidental ingestion. Active Ingredients Sodium Fluoride (0. 243%). Energy blend: panax ginseng root extract, acai fruit extract, yerba mate leaf extract, guarana seed extract. Inactive Ingredients: Glycerin Hydrated Silica, Water, Sorbitol, Sodium Hexametaphosphate, Propylene Glycol, Flavor, Peg-12, Cocamidopropyl Betaine, Sodium Lauryl Sulfate, Carbomer 956, Sodium Saccharin, Poloxamer 407, Polyethylene Oxide, Xanthan Gum, Sodium Hydroxide, Cellulose Gum, Titanium Dioxide. A blend of panax ginseng root extract, acai fruit extract, yerba mate leaf extract and guarana seed extract will serve as a very slight stimulant. While these substances won’t provide the kind of instant jolt expected from caffeine, they will deliver a healthier feeling of energy and alertness. The product for use in mornings would promote this feature as a burst of energy, a perfect way to start the day. Silica is similar to what dentists use to create a professional clean feeling. Expected Features Initially in relation to the research found about our target market, there will be a variety of basic flavors like Mint and Bubblegum. One of the product’s ingredients are a patented flavor booster to keep breathe ultra fresh. The product uses a fluoride mineral formulation to strengthen weakened tooth enamel. It reinforces enamel layers by rebuilding the weak spots on teeth. A sensitive element in the formulation protects against painful oral sensation. The product provides twelve hour protection from gingivitis, plaque, tender gums, bad breath, cavities and tartar. It promotes healthy gums and safely lifts off yellowing surface stains to restore natural whiteness to teeth. Packaging Design: The packaging will divide its capacity amongst a place for the day pods and the night pods. It will be clearly labeled. An advantage of this is that two different flavors can be included in one package, which gives the consumer the ability to have choice. This is innovative because usually a consumer is confined to one flavor, until they purchase a new tube of paste. Price With an analysis of current products and our assumptions of the cost of goods sold, we believe Crest „New? So Mod Mouth Podsâ„ ¢ must initially be priced at $5. 25 unit cost (without sales tax or shipping cost). Promotion An integrated marketing communications campaign will leverage the strengths of outdoor, print and television advertisements to create positive brand impressions. Online promotions will also be used: the design of Crest? website is modern and easily navigable, with links to social media extensions. A Facebook page will be created to focus solely on the new product, while Crest? s main Twitter account will promote the new product. Word of mouth buzz will be generated as the product becomes more popular. It will stem from creative in-store displays and social media communications. Place amp; Distribution Channels Crest â€Å"New? So Mod Mouth Pods will be available in the oral health care aisle of many stores in Monroe County, including CVS Pharmacy, Wegmans, Target, Walgreens, Wal-Mart, K-Mart, Sam? Club, and Costco. It will further be available for purchase online at the following websites: CVS. com, Target. com, Costco. com, Drugstore. com, Walgreens. com, Amazon. com, and Soap. com. Target Market Overall, the current target consumers for Crest „New? Toothpaste Podsâ„ ¢ are adults, ages 18-45 who consider themselves to be upper-middle class. The secondary target includes 18-30 year-olds who are still experimenting with new products and have not settled into a rut of brand loyalty. The basis for this decision is supported by the overall situational analysis, and pecifically the Consumer Analysis, which demonstrates that young adults are the largest demographic segment that adopts new product innovations. In effect, introducing a higher priced innovative product will be perceived as attractive to yo unger men and women, who are financially able and willing to try a new product. Given the research completed within the Consumer Analysis the county that best fulfills our target market is Monroe County. This county contains the highest population size of all three counties with a population of 735,343 people (Census, 2010). As shown in figure 1, Rochester (the largest metropolis area in Monroe County) has one the largest percentage of individuals between the ages of 15-49. Figure 1 also indicates that Rochester contains the highest percentage of the population with households containing individuals less than 18 years of age. By capturing this segment of the market, Crest can capitalize on repeat purchasing of these individuals, who will eventually be purchasing their own products. The Rochester area contains the highest population of African Americans of the three major cities with 41. 7% (Census 2010). This is a concern when marketing a new toothpaste product because as mentioned in the Consumer Analysis, African Americans are the most prone out of any demographic to purchase store brands over national brand toothpastes. However, when looking at the snap shot of the three counties provided in the Consumer Analysis African American’s only represent 15. 2% out of 735,343. This makes the finding insignificant and should not hinder the success of our new product when looking at the total population of the county. Figure 1: Overview of the three most populous areas in each of the counties | Monroe | Broome | Onondaga | Households with individuals under 18 years | 30. 40% | 23. 40% | 29% | 15-49 | 54% | 44. 60% | 54. 70% | 0-49,999 | 70. 30% | 67. 60% | 70. 00% | $50,000 to $200,000+ | 29. 70% | 32. 40% | 30% | Per capita money income in past 12 months (2010 dollars) 2006-2010 | $17,865 | $21,455 | $17,866 | Median household income 2006-2010 | $30,138 | $30,702 | $30,891 | Persons below poverty level, percent, 2006-2010 | 30. 40% | 27. 80% | 31. 10% | Since we are marketing a new innovative toothpaste product, promotion is another primary aspect in reaching our target market. The advertisements that accompany the launch of the â€Å"New? So Mod Mouth Podsâ„ ¢ should focus on the point of differentiation that this product will provide, such as convenience and multi-functionality. This will propel the product into a more diverse demographic segment as well. The income of the consumer is another factor driving the sales of this product. The Claritas? profiles that were identified in the Rochester Area were as follows: Suburban Sprawl, Young Influential, Domestic Duos, Home Sweet Home, New Empty Nests, and Country Casuals. These profiles were seen to be the most apt to be innovators or at the very least have the capital to try a new product. As outlined in the Consumer Analysis, these profiles have the income as well as the innovator psyche. When analyzing the areas surrounding Rochester, Esri data shows that the population contains affluent Prosperous Empty Nesters, College Towns, Sophisticated Squires, Connoisseurs, and Aspiring Young Families. The profiles of the surrounding areas of Rochester are ideal consumers for our new product because they indicate savvy consumers, who have the appropriate discretionary income to spend on new innovations and are motivated to do so. The Rochester area contains a number of colleges and universities, which will further fuel the sales of this new product, with convenience as the primary selling point. The benefits analysis section within the Consumer Analysis outlines what the consumer needs are. Consumers desire a product that makes clear points of difference, making the selection process less cumbersome. Since So Mod Mouth Podsâ„ ¢ are so unique from the other typical toothpaste products available, it will be easy for the consumer to perceive the added benefits of this product. So Mod Mouth Podsâ„ ¢ provide the consumer with all the mainstream benefits, while reinventing the toothpaste industry. RESEARCH amp; EVALUATION 1. Objective: To achieve sales of 50,000 packs of day and night mouth pods by the second quarter. Evaluation Mechanisms: Sales will be monitored by retail databases as they occur, and reported back to Crest immediately. 2. Objective: To move Crest to the position of market leader by at least five (5) percentage points by the end of the fourth quarter. In current terms, Crest would need to gain another 6% of the market to ultimately have 41% and a five point Advantage over Colgate. Evaluation Mechanisms: Market-share charts the issue of stagnant growth, will need a constant eye on the whole industry. Specifically, the amount of sales each company is acquiring. A market-share chart will become the most important tool in keeping the goal of becoming the industry leader on track. Sales will be monitored by retail databases as they occur, and reported back to Crest immediately. Other research will come from reevaluating the most desirable shelf space in stores. To negotiate the best spot in the aisle, the most looked-at spot needs to be known. Its common knowledge that eye level is preferable, but reaffirming research wouldn’t hurt. The research on market share will begin immediately and continue throughout 2013. The ideal shelf space research will finish 3 months prior to the launch to allow time for negotiation with retailers. Evaluation of the tactics will come via tracking sales figures, units sold, and the market share throughout 2013. 3. Objective: Our objective is to increase our brand equity by 25% within the first year of our pilot phase, specifically from repeat purchases by conquest buyers, who initially try Crest „New? So Mod Mouth Podsâ„ ¢ after being exposed to our integrated advertising campaign. Evaluation Mechanisms: Management Dashboard Through the use of our Active Data Warehouse we will be able to track all of our marketing campaigns and how closely they are aligning with our strategies stated above. We will initially be offering $1. 50 coupons, and will be actively measuring the impact of this on our weekly sales and revenue. Furthermore, TWBA Chiat Day will gather extensive consumer data based upon the advertising and promotion campaigns that the agency puts forth to implement within the next year.