Description: students will consider how the principles of promotion apply to the COVID-19 vaccine. This exercise is meant to help students draw a link from course terms and concepts to the “real world.” With the COVID 19 pandemic serving as a major disruptor of consumer behavior and well-being since 2020 and will continue to impact the marketplace through 2022, it is a relevant topic for this thought exercise. Submission & Grading: Students should type a response, organized by the numerical indicators on this worksheet, and submit via Blackboard. This assignment is worth 1/5 of your “ADT” grade (which is 35% of your final course grade) and will be scored out of a maximum 100 points. Late assignments will incur a penalty as outlined in the syllabus. Plagiarism or cheating will result in a zero for the task or the course, depending in the extent of your violation. Content: In this task, you will propose an advertising campaign for vaccinated Americans age 18-24 to get a booster shot for COVID-19. There are two primary issues that emerge from the circulation of COVID-19: widespread illness creates a major strain on our society and economy, 12 and the virus mutates in potentially dangerous ways (i.e., becomes more contagious or more severe) as it passes from one person to the next. 3 Current research suggests that consumers who are vaccinated for COVID-19 are less likely to contract the virus than unvaccinated people.4 Importantly, when vaccinated people do get COVID-19, they are less likely to experience severe illness or death, and they are less likely to spread the virus to others.5 Therefore, vaccination can improve the negative societal and economic impacts of COVID-19 while also slowing down the mutation process. The catch is, research also suggests that people who are vaccinated for COVID-19 will need a booster (i.e., an additional shot) to maintain optimal performance of the vaccine.6 In other words, the effects of the vaccine will wear off over time. This is a common outcome of vaccines, in general, but each vaccine is different in its own right. With this information in mind, imagine that you are hired to create a special public service advertising campaign that promotes the COVID-19 vaccine booster to vaccinated Americans age 18-24. The message will be delivered via public transit, including MTA subway cars and stations, the LIRR and Metro North. 1 United Nations Report (2021) https://www.un.org/development/desa/dspd/everyone-… 2 World Health Organization Report (2020) https://www.who.int/news/item/13-10-2020-impact-of… 3 Yale Medicine (2021) https://www.yalemedicine.org/news/5-things-to-know… 4 U.S. Center for Disease Control (June 2021) https://www.cdc.gov/media/releases/2021/p0607-mrna… 5 U.S. Center for Disease Control (November 2021) https://www.cdc.gov/coronavirus/2019-ncov/vaccines… 6 Yale Medicine (November 2021) https://www.yalemedicine.org/news/covid-19-booster BU 3800 (Fall 2021) Accordingly, students should conduct their own research and review the articles below to thoughtfully answer the following (you can number them on your assignment as they are listed here): 1. Identify the consumer needs and challenges. What are the reasons why your targeted consumer segment (vaccinated Americans age 18-24) may be hesitant to get their booster? What needs (Maslow’s Hierarchy) can a booster serve for consumers and why? Use this thought process to discuss how you might overcome consumer hesitations with an advertising message. 2. Define the objective(s) of your advertising message (inform, persuade, remind) and explain why. 3. Define the type of appeal you aim to create (informational, emotional) and explain why. 4. Provide a description of the message, based on your answers above, and include a couple of visual examples of what the consumer might see in your ad (you can find images on the internet or provide your own.) Remember, this is something that should be aimed at your targeted consumer segment (Vaccinated Americans age 18-24) while using NYC public transit. NOTE: All answers should incorporate course terms and concepts to demonstrate that you can apply marketing principles to thinking about a real marketplace scenario. This task is about concept application in the real marketplace, so your opinions should be supported with course concepts and cited external evidence. Helpful Articles for Your Research • “No One is Speaking to Gen Z” https://www.statnews.com/2021/04/08/gen-z-hesitant… • “Why Young Americans Aren’t Getting Vaccinated” (WSJ, July 2021) https://www.proquest.com/docview/2550018912/3D282A… • “Why Young Adults Are A Barrier to Mass Immunity” (NYT, June 2021) https://www.proquest.com/docview/2545484328?accoun… • What Young Americans Think About Vaccines and Mandates” (PBS, November 2021) https://www.pbs.org/newshour/health/young-american… • “Omicron Won’t Ruin Your Booster” (The Atlantic, December 2021) https://www.theatlantic.com/science/archive/2021/1… • CDC Vaccine Rates by Age (December 2021) https://data.cdc.gov/Vaccinations/COVID-19-Vaccina… • MTA Public Service Campaign for Masking o https://gothamist.com/news/mta-tells-customers-wea… o https://www.nydailynews.com/new-york/ny-mta-subway… • MTA advertising Examples o Seamless: https://medium.com/@ntenenini/subway-ad-3-seamless… o Liveboards: https://nymag.com/intelligencer/2018/11/liveboards… o Pay Your Fare: https://www.nydailynews.com/new-york/ny-fare-evasion-ads-subways-buses-mta-20190703- f2qbwi37ivb5fix2lfvohpx52i-story.htm

Mastering the Art of Online Learning: Your Guide to Acing Online Courses

Introduction

In recent years, the popularity of online courses has skyrocketed, offering learners the flexibility to acquire new skills and knowledge from the comfort of their homes. However, succeeding in online courses requires a different approach compared to traditional classroom settings. To help you make the most of your online learning experience, this article presents essential strategies and tips to ace your online courses.

1. Set Clear Goals and Plan Ahead

Before embarking on an online course, establish clear goals and objectives. Determine what you hope to achieve by the end of the course and break down your goals into manageable milestones. Create a study schedule that aligns with your other commitments, ensuring you allocate dedicated time for coursework, assignments, and revision.

2. Create a Productive Study Environment

Establishing a conducive study environment is crucial for online learning success. Find a quiet, well-lit space where you can concentrate without distractions. Remove any potential interruptions, such as notifications from social media or email. Organize your study materials and have a reliable internet connection to ensure seamless access to course materials.

3. Actively Engage in the Course

Active participation is key to mastering online courses. Engage with course materials, including videos, readings, and interactive components. Take comprehensive notes, highlighting key concepts and ideas. Participate in discussion boards, forums, and virtual meetings to interact with instructors and peers, fostering a sense of community and enhancing your understanding of the subject matter.

4. Manage Your Time Effectively

Online courses offer flexibility, but it’s essential to manage your time wisely to avoid falling behind. Create a detailed schedule, allocating specific time slots for coursework, assignments, and studying. Break down larger tasks into smaller, manageable segments to prevent procrastination. Prioritize tasks based on deadlines and dedicate focused time to each one, ensuring consistent progress throughout the course.

5. Develop Effective Communication Skills

Online courses often rely on written communication, making it crucial to hone your skills in this area. Be concise and clear in your written responses, paying attention to grammar and spelling. Actively participate in discussions, asking thoughtful questions and providing constructive feedback to your peers. Regularly check your course emails and notifications, ensuring you stay updated with any important announcements or changes.

6. Utilize Available Resources

Take full advantage of the resources provided by your online course platform and instructors. Familiarize yourself with the learning management system (LMS) and explore its features. Access supplementary materials, such as textbooks, lecture slides, and external resources recommended by instructors. Utilize online libraries, research databases, and tutorial services to deepen your understanding of the subject matter.

7. Stay Motivated and Engaged

Maintaining motivation throughout an online course can be challenging, particularly when faced with competing priorities or a lack of face-to-face interaction. Set short-term goals and reward yourself upon their completion. Connect with fellow learners through virtual study groups or online forums to foster a sense of camaraderie. Regularly remind yourself of the benefits and personal growth associated with completing the course successfully.

8. Seek Support and Clarification

Don’t hesitate to seek support or clarification when needed. Reach out to your instructors for guidance or clarification on course material. Utilize online discussion forums to ask questions or engage in collaborative problem-solving. Leverage the support services provided by your course platform or institution, such as technical support or academic advising.

Conclusion

Online courses present unique opportunities for self-paced learning and personal growth. By setting clear goals, creating a productive study environment, actively engaging with course materials, and managing your time effectively, you can maximize your chances of acing online courses. Remember to stay motivated, seek support when needed, and make the most of the available resources. Embrace the flexibility and adaptability of online learning to achieve your educational goals.