Employability through live business project – Understanding customers of Pret a Manger and EE

1. The University of Hertfordshire Business School Employability through live business project – Understanding customers of Pret a Manger and EE SofieMallick Sen. Lecturer Marketing and Enterprise 5 May 2016

3. Question • Where is each photo taken and what was the reason/context of the photo.

4. This is me..

5. Agenda Theory around this area of employability- Bandura 1995, 1997; Dacre Pool & Sewell, 2007 Mastery Experiences – what are they? Is it the Return of the Jedi? Live project Understanding Customers L5 module Feedback

6. Student engagement through live business- problem assessment- Building student mastery experiences through experiential learning on a marketing module.

7. Theories and research to support employability

8. Albert Bandura - Psychologist “In order to succeed, people need a sense of self-efficacy, to struggle together with resilience to meet the inevitable obstacles and inequities of life” Most of the images of reality on which we base our actions are really based on vicarious experience.

9. Albert Bandura's highly anticipated examination of his vastly influential work on self-efficacy. The result of over 20 years of research by this renowned psychologist, the book articulates Bandura's theory that believing one can achieve what one sets out to do results in a healthier, more effective, and generally more successful life Published 1997

10. Self-Efficacy in Changing Societies analyses the diverse ways in which beliefs of personal efficacy operate within a network of sociocultural influences to shape life paths. The chapters, written by internationally known experts, cover such concepts as competency through the life span, the role of family, and cross-cultural factors Published paper from:1995

11. Self efficacy theory – 3 routes • Mastery experiences occur when people are given the opportunity to try a particular task themselves, like student projects (where students work in a consultancy role or within an organisation) • Teaching practice – live business projects, placements and consultancy (GCU@UH 2006-2011) • How: Build relationships with Industry and employers

12. Self efficacy theory – 3 routes • Vicarious experiences provided by social models occur when students are able to see others who have achieved success. Examples of this are when successful recent graduates return to the university to give talks to current students about how they achieved their goals. • Teaching practice: Guest lectures from high profile employers; Alumni • How: Build UH Alumni

13. Self efficacy theory – 3 routes • Social persuasion occurs when people are persuaded that they possess the capabilities needed to master a particular activity. This encourages them to put in more effort and stay motivated in order to achieve success in their goals. • Teaching practice: There is an important role for tutors to play here, particularly in the way they provide feedback to their student, build confidence and through extrinsic motivation. • How : Build relationships with student

14. Albert Bandura - Psychologist To enhance graduate employability are: mastery experiences; vicarious experiences provided by social role models; and social persuasion Bandura states that; “ a major goal of formal education should be to equip students with the intellectual tools, efficacy beliefs, and intrinsic interests to educate themselves throughout their lifetime.” (Bandura,1995)

15. The Key to Employability: developing a practical model of graduate employability • Authors :Lorraine Dacre Pool (Centre for Employability, University of Central Lancashire, Preston, UK)Peter Sewell (Centre for Employability, University of Central Lancashire, Preston, UK) • Citation: Lorraine Dacre Pool, Peter Sewell, (2007) "The key to employability: developing a practical model of graduate employability", Education + Training, Vol. 49 Iss: 4, pp.277 - 289

17. Key to Employability – The essential components

18. Key to Employability

19. Key to Employability • The Key to Employability model illustrates the essential components of employability and also suggests the direction of interaction between the various elements. • The mnemonic “CareerEDGE” is used as an aid to remember the five components. It is suggested that providing students with opportunities for them to access and develop everything on this lower tier and essentially, for reflecting on and evaluating these experiences, will result in development of higher levels of self-efficacy, self-confidence and self-esteem – the crucial links to employability.

20. Employability through live business project

21. Level 5 Business School module Understanding Customers A marketing module that is teaches students how organisations learn and understand the profile of the customers through data collection and market research Live project collaboration with Market research agency Illuminas – clients EE 2014; Pret a Manger 2015 Live Assessment- Details

22. Task 1:Complete on- line market research questionnaire Task 2: Reflection on the survey as a method of Understanding Customers Task 3: To explain how organisations understand their customers through other means – transactional databases, social media, segmentation as well as survey research Understanding Customers of Pret a Manger

24. Student Feedback Q5 How did you feel about working on a live business project for Pret a Manger Found it productive learning about the different market data Good to work with real data – felt like it wasn’t a piece of coursework. But the data table was complex and hard to understand It expanded my knowledge as the analysis of the data helped me learn more

25. Student Feedback Q5 How did you feel about working on a live business project for Pret a Manger It was quite hard to be honest but it should always come down to my efforts at the end of the day. However it was great exposure and something that has benefited me It was a good project because it tested my knowledge and had prepared me for similar tasks in the future Thoroughly enjoyed the coursework. I felt it was up to date and relevant and allowed for creativity.

26. The integration of a real-life business case study as part of the marketing lecture curricularbenefits all groups involved.  The student demographic is one of the hardest to reach via online panels, so including an online survey as part of the assignment allows a substantial number of responses to be collected with a high degree of reliability.  Clients are able to include a range of objectives in the survey, including those specific to the student demographic.  This innovative lecture format derives a detailed response to these questions from this highly important demographic.  The subject matter of the lecture that I deliver is based on the client’s objectives in the student survey and has included segmentation and customer experience measurement. Maria Antidormi – Research Director Illuminas

27. Introducing market research to second year students in this interactive and engaging manner creates a positive first impression of the market research industry.  With many in the industry reaching retirement age, it is important that work is done to inform students about market research and motivate its consideration as a dynamic and rewarding career option Maria Antidormi – Research Director Illuminas

28. Live projects take a lot of time to organise and implement You have to sell the idea to the industry practitioner –what’s in it for them Students need the mastery experience especially Level 5 who are applying for work placements Leads to increased engagement What have we learned from this teaching approach

29. Don’t assume that the Coursework/Assessment set for one cohort will be clearly embraced by the next cohort – 2014 Live project for EE; 2015 for Pret. Business school students today lack a lot of confidence in their own ability. Require a lot of reassurance on right lines and expect tutors to read drafts.. Not all Business School students are comfortable looking at data- biggest increase in jobs in next 5 years (100,000 est IDM/DataIQ 2015) will be in this field Reflections on teaching practice for L5 module

30. Support from the Professional Body “ Great to see employability around market research and marketing being included in the curricular at Herts. It’s a great attribute for the students to learn, in a sector that needs researchers and analysts” Peter Mouncey, Editor IJMR and Lecturer at Cranfield School of Management, 2016

31. Student successes Adina Pascall has secured placement at TNS Global – March 2016 • Other students have secured posts at John Lewis, Illuminas, Tesco HQ, Capita, GFK, Ipsos, Disney, Premier foods, Unilever, M&S HQ, Serco, BT, Enterprise Car, Fujitsu, Argos HQ, Computercenter

32. https://www.youtube.com/watch?v=U11bGxlmnVk&index=4&list=PL726D7265506233F8https://www.youtube.com/watch?v=U11bGxlmnVk&index=4&list=PL726D7265506233F8

33. The University of Hertfordshire Business School Employability through live business project – Understanding customers of Pret a Manger and EE SofieMallick Thanks you for Listening Any questions?

34. Extra slides