Designing a Learning Activity with Multi-Dimensional Engagement

Course Context:

Marketing Ethics and Sustainability in Business

Sample Learning Outcome:

“Students will evaluate the ethical implications of marketing strategies and propose sustainable, customer-centric solutions that align with professional standards.”

The Challenge

This learning outcome challenges students to critically evaluate ethical issues in marketing, synthesize diverse perspectives, and propose actionable solutions grounded in sustainability and customer insights. Achieving this requires a sequence of learning activities that engage students across multiple dimensions: cognitive, emotional, social, behavioral, agentic, and technological. To integrate technological engagement meaningfully, the course employs data visualization tools to bridge theoretical knowledge and practical application. Below is a detailed outline of the scaffolded learning activities and their impact.

Step 1: Building Foundational Understanding (Cognitive Engagement)

Activity: Case Study Analysis

Students begin by analyzing a real-world marketing campaign accused of ethical violations, such as greenwashing or misleading advertising. Using ethical frameworks discussed in class—such as stakeholder theory, consequentialism, or deontology—they identify and evaluate the campaign’s ethical shortcomings, its impact on stakeholders, and potential areas for improvement.

Detailed Engagement Focus:

Cognitive: Students develop critical thinking skills by applying abstract ethical principles to concrete scenarios.
Behavioral: Students complete and submit a written report summarizing their analysis, ensuring active participation and accountability.

Purpose:

This activity establishes the theoretical foundation necessary for more complex tasks later in the course. It ensures students understand key ethical principles and how they apply to real-world marketing dilemmas, preparing them for deeper engagement in subsequent activities.

Step 2: Exploring Complexity Through Collaboration (Social Engagement)

Activity: Role-Playing Debate

Students are divided into teams, each representing different stakeholders affected by the marketing campaign (e.g., company executives, environmental advocacy groups, consumers, and regulators). Teams construct arguments about whether the campaign should be revised, withdrawn, or defended, drawing on both ethical frameworks and stakeholder concerns. A moderated debate allows each group to present and defend their perspectives.

Detailed Engagement Focus:

Social: Collaborative preparation and debate encourage students to articulate ideas, listen actively, and engage in constructive dialogue.
Emotional: Assuming the roles of stakeholders fosters empathy and investment, as students consider the ethical dilemmas from diverse perspectives.
Behavioral: Active participation in the debate requires students to engage thoughtfully and responsibly.

Purpose:

This activity deepens students’ understanding of ethical dilemmas by challenging them to balance conflicting priorities and interests. The collaborative nature of the debate builds communication and teamwork skills while reinforcing the importance of diverse viewpoints in ethical decision-making.

Step 3: Introducing Data Visualization (Technological and Cognitive Engagement)

Activity: Data Visualization Workshop

Students attend a hands-on workshop on data visualization tools, such as Tableau or Google Data Studio. The session covers the basics of importing, cleaning, and visualizing marketing datasets, including customer demographics, purchasing patterns, and campaign performance metrics. Students practice creating dashboards and visual reports that highlight key insights relevant to ethical marketing decisions.

Detailed Engagement Focus:

Technological: Students develop proficiency with advanced data visualization tools, a skill essential for analyzing and presenting complex data.
Cognitive: The activity challenges students to interpret raw data, identify patterns, and consider how these insights inform ethical decision-making.

Purpose:

This activity introduces a critical technological component that bridges theoretical and practical skills. By learning to visualize data effectively, students are better equipped to integrate evidence-based insights into their ethical evaluations and proposals.

Step 4: Refining Solutions Through Feedback (Social, Technological, and Agentic Engagement)

Activity: Peer Review with Data Integration

Students draft a proposal for revising the marketing campaign, incorporating ethical frameworks, stakeholder perspectives, and insights derived from their data visualizations. Drafts are shared with peers for structured feedback, focusing on clarity, ethical reasoning, and the use of data to support arguments. Students revise their proposals based on the feedback received.

Detailed Engagement Focus:

Social: Peer review fosters collaboration, as students evaluate and provide constructive feedback on each other’s work.
Agentic: Students take ownership of their learning by revising their proposals, making decisions about how to improve based on feedback.
Technological: Data visualizations are embedded in the proposals, requiring students to refine their use of visual evidence to support their arguments.

Purpose:

This step emphasizes the iterative nature of real-world problem-solving. By integrating peer feedback and revising their work, students improve the quality and depth of their proposals while practicing professional communication and collaboration.

Step 5: Presenting and Defending Proposals (Holistic Engagement)

Activity: Final Presentation to a Panel

Students present their revised marketing proposals to a panel of peers and instructors, simulating a professional pitch. Presentations include visual aids such as data dashboards, infographics, and slide decks that demonstrate their ethical reasoning and data-driven insights. A Q&A session follows, where students defend their decisions and respond to critiques.

Detailed Engagement Focus:

Cognitive: Students articulate and justify their proposals, synthesizing ethical frameworks, stakeholder perspectives, and data analysis.
Social: The panel format fosters dialogue, allowing students to engage with questions and feedback in real time.
Emotional: Presenting their work builds confidence and a sense of accomplishment.
Technological: Data visualizations enhance the clarity, persuasiveness, and professionalism of the presentations.

Purpose:

This culminating activity integrates all dimensions of engagement, allowing students to demonstrate their mastery of the learning outcome. The presentation format mirrors professional scenarios, preparing students for real-world challenges.

Outcome

By the end of the course, students demonstrated the ability to critically evaluate marketing strategies, integrate data-driven insights, and propose ethical, customer-focused solutions. Their final presentations showcased a clear progression from foundational analysis to advanced problem-solving and professional communication.

Reflections and Lessons Learned

Data Visualization Enhances Depth: The integration of data visualization tools added a layer of complexity and credibility to students’ proposals, bridging theory and practice.
Collaboration Builds Empathy and Insight: The role-playing debate encouraged students to consider diverse perspectives, enriching their understanding of ethical dilemmas.
Scaffolding Promotes Mastery: Progressing from theoretical analysis to data integration and presentation ensured that students were well-prepared for each stage of the learning process.
Feedback Drives Improvement: The peer review process allowed students to refine their proposals iteratively, resulting in more thoughtful and polished solutions.

This case study highlights how multi-dimensional engagement, particularly with a focused technological component like data visualization, can transform learning activities into powerful tools for achieving complex outcomes.

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