Brand Marketing Adventure with Eagle Espresso
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Brand Marketing Adventure with Eagle Espresso

Grade 11EnglishMathScience10 days
In the Brand Marketing Adventure with Eagle Espresso, 11th-grade students act as brand marketing managers to develop marketing strategies for a coffee company. They leverage technology, social media, and applications to understand consumer behavior and execute effective marketing strategies. Through practical activities like a social media platform debate and data-driven market analysis, students learn to apply algebra and geometry, write clear marketing texts, and critique marketing messages. This project emphasizes the role of technology and media in influencing marketing outcomes and enhancing critical evaluation skills.
MarketingTechnologySocial MediaConsumer BehaviorMathematicsRhetoricStrategy Development
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Inquiry Framework

Question Framework

Driving Question

The overarching question that guides the entire project.How can we, as brand marketing managers for Eagle Espresso Coffee Company, leverage technology, social media, and applications to influence consumer behavior and execute effective marketing strategies that clearly convey complex ideas?

Essential Questions

Supporting questions that break down major concepts.
  • What are the essential functions and benefits of technology in the realm of marketing?
  • How can various social media platforms be effectively utilized in marketing strategies for a company?
  • In what ways do on-device and web-based applications influence consumer behavior and marketing strategies?
  • How does one evaluate and determine the role of technology and media in executing effective marketing campaigns?
  • What is the importance of writing clear and informative texts to convey complex ideas in marketing?
  • How do algebraic concepts and geometry apply in organizing and interpreting marketing data?
  • Why is it important to evaluate a speaker’s point of view and use of evidence in marketing communications?

Standards & Learning Goals

Learning Goals

By the end of this project, students will be able to:
  • Students will be able to effectively use technology and social media to develop marketing strategies for a brand.
  • Students will analyze and contrast different social media platforms to determine their effectiveness in marketing.
  • Students will design app-based marketing strategies and evaluate their impact on consumer behavior.
  • Students will create informative and explanatory texts to convey marketing ideas clearly to target audiences.
  • Students will apply mathematical concepts to organize, analyze, and interpret marketing data.
  • Students will critique marketing communications by evaluating the use of evidence and rhetoric.

Teacher-Specified Standards

Standard_10
Primary
Demonstrate the uses of technology in marketing.Reason: This project directly involves leveraging technology in a marketing context, aligning with demonstrating its uses.
Standard_11
Primary
Compare and contrast popular current social media platforms.Reason: The project focuses on the role of social media in marketing, making this a primary alignment.
Standard_12
Primary
Explain the utilization of both on-device and web-based applications and their impact on consumer behavior.Reason: The project plays into the impact of apps on consumer behavior, thus aligning directly with this standard.

Common Core Standards

W.9-10.2, W.11-12.2
Primary
Write informative/explanatory texts to examine and convey complex ideas clearly.Reason: The project requires students to convey complex marketing ideas clearly, aligning with writing standards.
SL.9-10.3, SL.11-12.3
Secondary
Evaluate a speaker’s point of view, reasoning, and use of evidence and rhetoric.Reason: Students will need to evaluate different perspectives and reasoning in marketing communications.

Math Standards

Algebra I (1-3), Algebra II (1-5), Geometry (1-2)
Supporting
Understanding rational and irrational numbers - Using matrices to organize and manipulate data - Applying units and measurements.Reason: Mathematical concepts such as data organization are essential in interpreting marketing data.

Entry Events

Events that will be used to introduce the project to students

Social Media Smackdown: Platform Duel

Host a simulated debate where groups represent different social media platforms. Each group argues their platform's effectiveness in marketing for Eagle Espresso, encouraging students to dive into research, and analyze and present data-driven arguments for the use of technology in marketing.

Digital Detective: Market Secrets Unveiled

Invite students to a live virtual escape room challenge where they collect data points and clues to unveil marketing secrets of top companies. This immersive experience integrates technology, mathematics, and logical reasoning to intrigue students' curiosity in the world of digital marketing.
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Portfolio Activities

Portfolio Activities

These activities progressively build towards your learning goals, with each submission contributing to the student's final portfolio.
Activity 1

Social Media Strategy Sculptor

In this activity, students will explore and analyze different social media platforms, their typical user demographics, and current trends. They will then create a sculpted strategy for Eagle Espresso Coffee Company focusing on the most effective platforms for reaching their target market.

Steps

Here is some basic scaffolding to help students complete the activity.
1. Provide resources about various popular social media platforms and their uses in marketing.
2. Encourage students to gather data on user demographics and usage trends for different platforms.
3. Students will choose platforms and develop a strategy addressing how these platforms can be effectively utilized to reach Eagle Espresso's audience.
4. Host a peer-review session where students present their strategies and receive feedback from classmates.

Final Product

What students will submit as the final product of the activityA written strategy report analyzing and detailing effective social media marketing tactics for Eagle Espresso.

Alignment

How this activity aligns with the learning objectives & standardsAligns with Standard_11: Compare and contrast popular social media platforms.
Activity 2

Mathematical Marketing Analysis

This activity integrates algebraic and geometric concepts to organize and interpret marketing data for Eagle Espresso Coffee Company. Students will use matrices and other mathematical tools to analyze market trends and predict outcomes.

Steps

Here is some basic scaffolding to help students complete the activity.
1. Introduce mathematical concepts including rational and irrational numbers, matrices, and measurements as they apply to marketing.
2. Have students collect relevant marketing data related to coffee consumption and market trends.
3. Instruct students on using matrices to organize and manipulate this data effectively.
4. Guide analysis and interpretation of data, applying algebraic and geometric concepts to predict marketing outcomes.

Final Product

What students will submit as the final product of the activityA marketing data analysis report using mathematical concepts, featuring predictions and trend analysis for Eagle Espresso.

Alignment

How this activity aligns with the learning objectives & standardsAligns with Math Standards: Using matrices and algebra to interpret marketing data.
Activity 3

Rhetoric Referee: Critiquing Marketing Messages

Students will critically evaluate marketing communications for Eagle Espresso Coffee Company, focusing on the speaker’s use of evidence and rhetoric in convincing their audience.

Steps

Here is some basic scaffolding to help students complete the activity.
1. Introduce concepts of rhetoric and evidence in marketing communications.
2. Provide examples of successful and unsuccessful marketing campaigns for analysis.
3. Students will work in groups to critique assigned marketing messages, identifying use of rhetorical tools and evidence.
4. Lead a class discussion on the findings, discussing fallacious reasoning and effective communication tactics.

Final Product

What students will submit as the final product of the activityA critique report of Eagle Espresso's marketing messages evaluating evidence and rhetorical strategies.

Alignment

How this activity aligns with the learning objectives & standardsAligns with SL.9-10.3, SL.11-12.3: Evaluate a speaker’s point of view and use of evidence in marketing.
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Rubric & Reflection

Portfolio Rubric

Grading criteria for assessing the overall project portfolio

Eagle Espresso Marketing Mastery Rubric

Category 1

Technology Utilization in Marketing

Assessment of how effectively students leverage technology in developing marketing strategies that influence consumer behavior.
Criterion 1

Understanding of Technology Uses

Measures the student's understanding of how technology influences marketing and consumer behavior.

Exemplary
4 Points

Demonstrates a sophisticated understanding of technology's role and creatively applies it to influence marketing outcomes for Eagle Espresso.

Proficient
3 Points

Shows thorough understanding and applies technology appropriately to achieve marketing goals for Eagle Espresso.

Developing
2 Points

Displays emerging understanding of technology use, with inconsistent application in marketing scenarios.

Beginning
1 Points

Shows initial understanding with minimal or incorrect application of technology in marketing contexts.

Criterion 2

Application of Social Media Platforms

Evaluates how students analyze and apply social media platforms in their marketing strategies.

Exemplary
4 Points

Applies social media platforms innovatively, supported by strong data analysis and strategy articulation.

Proficient
3 Points

Effectively applies social media insights to marketing strategies with clear understanding of platform strengths.

Developing
2 Points

Inconsistently applies social media insights with partial understanding of platform roles in marketing.

Beginning
1 Points

Struggles to apply social media insights beyond basic level or with incorrect interpretations.

Category 2

Mathematical Application and Analysis

Assessment of the ability to use mathematical concepts to organize and interpret marketing data.
Criterion 1

Data Organization Using Mathematical Tools

Evaluation of student skill in organizing data using matrices and interpreting information with algebraic and geometric concepts.

Exemplary
4 Points

Demonstrates exceptional skill in organizing and interpreting marketing data using advanced mathematical tools and reasoning.

Proficient
3 Points

Consistently organizes and analyzes data effectively using appropriate mathematical concepts.

Developing
2 Points

Shows basic organization of data with limited use of advanced mathematical concepts.

Beginning
1 Points

Struggles with basic data organization, showing minimal understanding of mathematical application.

Category 3

Rhetorical and Critical Evaluation Skills

Assessment of the ability to critique marketing messages, focusing on the use of rhetoric and evidence.
Criterion 1

Evaluation of Marketing Communication

Assesses the student's ability to critically evaluate marketing messages for rhetorical efficacy and evidence use.

Exemplary
4 Points

Displays exceptional critical evaluation skills, identifying and articulating nuances in rhetorical and evidence use.

Proficient
3 Points

Consistently evaluates marketing messages accurately, noting effective and ineffective use of rhetoric and evidence.

Developing
2 Points

Shows emerging ability to evaluate marketing communications with partial identification of rhetorical effectiveness.

Beginning
1 Points

Struggles to critically analyze marketing messages, with minimal insights on rhetoric or evidence use.

Reflection Prompts

End-of-project reflection questions to get students to think about their learning
Question 1

Reflect on how your role as a brand marketing manager for Eagle Espresso Coffee Company influenced your understanding of technology's role in marketing strategies.

Text
Required
Question 2

On a scale from 1 to 5, how effective do you think your social media strategy was in reaching Eagle Espresso's target audience?

Scale
Required
Question 3

Multiple choice: Which mathematical concept did you find most beneficial when analyzing marketing data for Eagle Espresso?

Multiple choice
Required
Options
Matrices
Rational/Irrational Numbers
Measurements
Question 4

In what ways has critiquing the marketing communications for Eagle Espresso enhanced your ability to evaluate a speaker’s use of evidence and rhetoric?

Text
Optional
Question 5

Rate your confidence in developing marketing strategies that convey complex ideas clearly after completing this project, on a scale of 1 to 5.

Scale
Required