Lights! Camera! Action! Students film commercials in business communications class

1. Eileen Kramer, Linda Wilkins, & Lisa Pontoppidan Senior Lecturers Center for English Language and Orientation Programs (CELOP) Lights! Camera! Action!Students film commercials in business communications class

2. CELOP • Has been teaching English language and culture to international students for over 30 years • Core curriculum consists of Intensive English Language and Culture, Academic English, English for Science and Technology, and English for International Business • Electives support core curriculum Kramer, Wilkins, & Pontoppidan

3. Business Communications Elective • Modules include small talk, telephone skills, interviews and resumes, business meetings, negotiating, and sales/marketing. • Students develop product ideas, write business plans, and design a marketing plan. Kramer, Wilkins, & Pontoppidan

4. Marketing & Product Promotion Module Students work together to come up with a new product, do a SWOT analysis, write a business plan, and develop a marketing campaign that includes filming a commercial. Kramer, Wilkins, & Pontoppidan

5. Preliminary Work • Forming project teams • Coming up with a new product idea • Identifying target market • Doing a SWOT analysis • Writing a business plan • Designing a sales/marketing plan Kramer, Wilkins, & Pontoppidan

6. Students Have Already • Developed a working relationship in their project teams. • Become solidly invested in their team’s product idea. • Done the analysis of competition and target markets. • Discussed how to successfully promote their new product. Kramer, Wilkins, & Pontoppidan

7. Making the Commercials Kramer, Wilkins, & Pontoppidan

8. Using iMovie Kramer, Wilkins, & Pontoppidan

9. Using iMovie: sound Kramer, Wilkins, & Pontoppidan

10. Using iMovie: titles Kramer, Wilkins, & Pontoppidan

11. Using iMovie: transitions Kramer, Wilkins, & Pontoppidan

12. Using iMovie: music Kramer, Wilkins, & Pontoppidan

13. Teacher’s Role: Movie Producer • Provide equipment, time, and opportunity for learning. • Students will quickly learn how to use the camera and will help each other with the editing software. • Students will have questions and will require guidance on scripting. • To save time in editing, reinforce the idea of saving only the takes they will want. • Some pitfalls to look out for. Kramer, Wilkins, & Pontoppidan

14. Curriculum Objectives • Understand a range of functional language used in business settings. • Understand and use common business vocabulary, idioms, abbreviations, acronyms, and conventions. • Write coherent business communications. • Speak within and in front of a group of peers. Kramer, Wilkins, & Pontoppidan

15. Benefits to Students • Increased motivation to learn. • Acquisition of marketing terminology used in an authentic setting. • Hands-on use of video technology, both hardware and software. • Experience in product creation, promotion, and advertising. • Development of collaborative skills by working as a member of a project team. Kramer, Wilkins, & Pontoppidan

16. Examples of Students’ Commercials • Dreamy Suitcase: Get Help with Your Homework • The Clicker: Silence Annoying People Kramer, Wilkins, & Pontoppidan

17. How can we use this in other classes? • Social or Political Science: Film interviews of people on the street about current events, such as their experience with the economic recession. • Literature or Drama: Students make a movie dramatizing a story or play. • Science or Technology: Video a process or experiment with students explaining what is going on and what to expect. • Language Classes: Film presentations and celebrations of culture. • Business: Capture mock job interviews on film and review main points in subsequent classes. • Your ideas? Comments? Questions? Kramer, Wilkins, & Pontoppidan

18. Thank you very much for your attention and participation!To request slides: efkramer@bu.edu Kramer, Wilkins, & Pontoppidan