1. Branding 101 Erasmus Course Evaluation Lecturer: Ana ADI Session 2011/2012 Semester 2 – May 2012
2. At the end of the Branding 101 course, the 25 participating students were asked to take a survey in order to evaluate the course together with the lecturer’s method, approach and enthusiasm. The evaluation survey was accessible online leaving students with the option of taking it at their own pace and in the absence of the lecturer. To avoid bias, students were asked to submit their answers before their final grades were delivered. 13 out of the 25 participating students took the survey, offering responses from 52% of the course participants. The survey followed the same structure as the New Media Course the lecturer is teaching at the same institution. Overall, 12 out of the 13 respondents found the course “very good” and “excellent” similar numbers being seen on the “overall teaching effectiveness”. 1. Overall course evaluation results The students were also asked to evaluate specific aspects of the course delivery and the lecturer’s activity. Most of the answers range within the excellent and very good range with “the lecturer’s enthusiasm” and “the lecturer’s availability to offer extra help” coming as the top “excellent” evaluations. However, all other evaluated aspects of the course have been evaluated by most students within the very good and excellent range.
3. 2. Specific course elements evaluation 3. Other course dimensions evaluated Other class organization and aspects were evaluated. The balance between theoretical and practical aspect covered received the most “excellent votes” while the “clarity of the student responsibilities and requirements” receiving 9 out 13 “very good” evaluations.
4. Three qualitative questions were part of the survey as well. They aimed to determine the areas that students most liked or disliked as well as identify elements that students would have wanted the course to cover. Although the students would not change the course, they did have several suggests towards improving it such as providing examples of both good and bad practice (the course so far concentrated more on best practices) or including even more guests into the course program. Two out of the 6 responses registered, suggest a desire to know more about the advertising endorsement of the brand as well as require more prescriptive guidelines into developing their final projects. While valuable and worthwhile, to address the advertising questions related to brand endorsement would require a longer class time. However, efforts to include more examples in future classes will be made. With regards to the prescriptive nature of the assignment, the lecturer feels that providing more guidelines to the students will stifle their creativity and critical thinking. Provide an insight of attractive brands making (tricks that are being used to catch the consumers attention - from story beyond the brand up to colouring and pack[a]ging). Deeper guid[e]line how to build up our own brand. I would have liked to learn something more about advertising as a part of branding. 4. Suggested improvements
5. With regards to the suggested improvements, most students indicated that the timeframe of the course was too short. Finally, among the things the students liked the most were the practical assignments, and the teaching style. 5. “What did you like more about this course” answers Observations and Conclusions: All the answers given to the questions asked are in the higher positive range – most of them covering the very good and excellent criteria. The areas marked the students as being excellent (obtaining also the majority vote) were: • The lecturer’s enthusiasm (10 out of 13) • The balance between practice and theory (7 out of 13) • The lecturer’s explanations (7 out of 13).
6. The practical aspects of the course were mentioned as strong points of the course and good learning experiences. The course featured a mix of problem-‐based exercises, student-‐led learning and lectures including the observation of branding and purchases behaviours in a general store and the design of a brand starting from a given product. It is notable that many of the students indicate as an important factor the lecturer’s enthusiasm and support. This reiterates the potential, if not the need, for courses to be delivered in a more interactive way where students are constantly given challenges to solve together with the lecturer. Even if students were exposed to some of the content before, the way in which the course was delivered kept them focused and interested in the course. Recommendations and suggestions: Taking into account the students’ observations and in an attempt to make a link to the areas determined in the course evaluation as having a potential for improvement it is suggested: • Increase the number of hours or organize the sessions in such a way that they cover more days. • Include integrated branding case studies into the lectures.