UNWTO Partners UNESCO to Promote Sustainable Tourism

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The United Nations World Tourism Organisation (UNWTO) and the United Nations Educational Scientific and Cultural Organization (UNESCO) have forged a new cooperation agreement.  A Memorandum of Understanding  consolidates the two intergovernmental organizations’ efforts on sustainable tourism, as they  will work together on national, regional and global initiatives to safeguard natural and cultural heritage. This agreement covers the following issues:

– The implementation of the UNESCO World Heritage and Sustainable Tourism Programme

– The development of transnational tourism initiatives to promote and protect the shared heritage of the Silk Roads Heritage Corridors

– The identification, development and networking of sustainable tourism initiatives and activities in biosphere reserves

– The promotion of sustainable tourism through United Nations partnerships and initiatives, such as the United Nations

Steering Committee on Tourism for Development (SCTD) and the Global Partnership for Sustainable Tourism (GPST).

UNWTO has already been working closely with UNESCO for many years to ensure a sustainable approach to heritage management and tourism. Tourism plays a significant role in the preservation, conservation and promotion of cultural and natural assets. This agreement further strengthens both organizations’ capacity to integrate sustainable tourism principles with the protection of the world´s heritage. This MoU is the third agreement between UNESCO and UNWTO since 1979.

Source: http://www2.unwto.org/en/press-release/2013-11-28/unwto-and-unesco-join-hands-sustainable-tourism-promotion

Related Link: UNESCO/UNWTO Silk Roads Heritage Corridors Workshop set visa facilitation as top priority:

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Digital Marketing: Ten things you need to know!

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Businesses always need to find new ways how to leverage themselves through innovative marketing applications. They often make use of multichannel communications to reach their target audiences. Digital marketing can help to raise awareness of business. It comprises distinct sets of tools including blogs, wikis, email marketing, social-networking sites and search engine optimisation among other channels. Nowadays, entrepreneurs can build stronger ties with their networks through the following tactics:

  1. Mobile Friendly Web Pages: Corporate sites have to be compatible with different browsers on mobile devices including smart phones and tablets.
  2. Easy Navigation: Navigation in the corporate sites should be as easy as possible, with user-centred design. Corporate businesses’ sites may possibly enable interactive information sharing, inter-operability and collaboration across Twitter, Facebook, LinkedIn Google +, Digg, Reddit, Pocket, StumbleUpon, Pinterest, Tumblr, Paper.li and ScoopIt among others.
  3. Testimonials, Blogs and Forums: Rotating testimonials are used to pull customers by providing views of satisfied customers. Marketers can create a forum where clients or web visitors can ask questions, get tech support, or post comments. Consumers themselves are quickly becoming ambassadors for businesses’ products and services. For instance, Trip Advisor and Yelp offer trusted advice, opinions and reviews from real customers. Very often, customers are posting their pictures and experiences associated with products and brands on Instagram and Pinterest.
  4. Pay per Click Advertising: Online marketing is usually carried out through Google AdWords, Bing Ads, and Facebook.
  5. SEO: The purpose of search engine optimization is to enhance the visibility of web sites in search engine results. Through effective SEO, relevant keywords will direct more traffic to web sites. Nowadays there are many firms offering professional SEO software. In addition to marketing analytics software, customers will usually access SEO and inbound marketing resources.
  6. Google Maps/Places: Google has changed the search landscape with the introduction of GoogleMaps. When web users search for places, Google locates all the businesses on its map.
  7. Social Media Marketing: Social media accounts are also open for business. Some of the latest networks allow their prospective users to login to their site from Facebookor Twitter.
  8. Video: Businesses can showcase their products or services through Youtube, Dailymotion, Vimeo and Vine. Marketeers are increasingly uploading short, fun videos which often turn viral.
  9. Email Marketing: Emails are forwarded to lists of customers and prospects which are based on their past purchases. Emails and e-newsletters are an effective way to retain existing customers. Many customers like to be informed of the latest products and offers.
  10. Hashtags: Customers’ are often invited or rather pushed to share facebook statuses / tweets about business offers and deals as a requirement to take part in competitions. Businesses and customers alike have also learned how to use the hashtag (#) to enhance the visibility of their posting.

This contribution provides some good advice on contemporary digital marketing. The most successful business practitioners are those who are capable of forging direct relationships with their customers. Consumers ought to be involved in marketing and selling activities; from product development to after-sales feedback. In this day and age, it is imperative that companies value their consumers’ opinions and preferences on various aspects of the marketing mix.

Dr Mark Camilleri is an academic, independent writer, speaker and a business strategist. He specialises in marketing communications, evaluation, and research – http://goo.gl/4jYlBl

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‘Crowdfunding’ for economic growth and competitiveness

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Recently the European Commission has launched a consultation programme (between the 3rd October to 31st December 2013) to explore the costs and benefits of ‘crowdfunding’ as an alternative form of finance. Contributions are sought from competent authorities, crowdfunding platforms, entrepreneurs and individuals who launched crowdfunding campaigns. Stakeholders are invited to share their views about crowdfunding opportunities and to help in the design of an optimal policy framework which will untap the potential of this new form of financing. Crowdfunding entails the collection of funds through small contributions from many parties in order to raise capital for a particular project or venture. This alternative source of financing has the potential to bridge the equity gap many start-ups face. It is hoped that this initiative stimulates entrepreneurship amid different regulatory, supervisory, fiscal and social structures of the European Union. Evidently, the European Commission is delving through extant national legal frameworks to understand better how businesses can raise their capital through such open forms of financing. Whereas some crowdfunding campaigns are local in nature, there may be others who are benefiting from easier access to financing within the single European market.

Certain safeguards may be necessary to maintain the stakeholders’ trust and engagement. The ultimate objective of the European Commission’s consultation is to gather data about the needs of market participants and to identify the areas where there is an opportunity for the sustainable growth of enterprises though debt-based or equity-based crowdfunding. The consultation covers all forms of crowdfunding; ranging from donations and rewards to financial investments. Everyone is invited to share their opinions and perceptions, including citizens who might contribute to crowdfunding campaigns and entrepreneurs who may launch such campaigns. National authorities and crowdfunding platforms are also encouraged to reply.

In a similar vein, the United States’ Securities and Exchange Commission (SEC) is currently considering crowdfunding as it was featured in “Jumpstart Our Business Startups Act” (JOBS Act). It is very likely that the proposal for crowdfunding will bring a major shift in how small U.S. companies can raise their money in the private securities market. Alternative sources of finance which are already secured via the internet include; monetary contributions in exchange for rewards, product pre-ordering, lending and / or investment. With crowdfunding now there’s the possibility that smaller businesses will be able to raise up to $1 million a year by tapping unaccredited investors. Any type of project with a promising ROI may soon opt for crowdfunding. Hopefully, it will be the micro entrepreneurs and researchers who will be capable of soliciting such ‘crowdfunding’ opportunities.

These plans can be successful only if the regulatory costs are kept as low as possible. Otherwise, small enterprises may not be intrigued by such a financing proposition. From the outset, crowdfunding may still seem a bit unclear at this stage. There are many companies including startups that can take advantage of these rules. Probably, one of the main causes of concern will be any reporting requirements for small companies to file their annual financial statements. For instance, SEC’s crowdfunding proposals may suggest certain disclosures, such as; “information about officers and directors, how proceeds from the offering will be used, and financial statements”. It transpires that the crowdfunding proposals are limiting how much money an unaccredited investor can contribute each year. The proposal says that investors with a net worth and income of less than $100,000 can contribute only $2,000 or 5 percent of their net worth or income, whichever is greater. Those with a net worth or income of more than $100,000 can contribute more. In an effort to reduce burdens on companies and portals, SEC’s plan would not explicitly force them to take steps to verify income levels and the net worth of investors in crowdfunding. At the same time, SEC would require companies using crowdfunding to release financial statements and other information that could prove costly.

No doubt that the most experienced entrepreneurs and their intermediaries will have no difficulty in meeting such crowdfunding rules and regulations. Perhaps, it is the first-time entrepreneurs who may require further support. At present the smaller businesses earning revenues (and profits) below a certain threshold are not legally obliged to provide audited financial statements. Moreover, small enterprises may not always have historical financials. This means that financial services authorities will find it quite difficult to determine how small companies are true and fair in their financial reports. According to the US proposals, the businesses who consider crowdfunding as a source of finance will have to audit their accounts.

By the end of this year the European stakeholders would have consulted about this ‘new’ source of finance. It is hoped that any discourse in this regard will translate into facilitative, soft-law measures leading to legislative action. If the crowdfunding proposals will be implemented; more capital will be unlocked for start-ups, investments and projects. This capital finance will surely help to spur economic growth and competitiveness.

More information is available here:

http://ec.europa.eu/internal_market/finances/crowdfunding/

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Contemporary Digital Marketing Channels

Also available here: http://www.business2community.com/digital-marketing/contemporary-digital-marketing-channels-0683485

The new face of marketing is continuously evolving as businesses employ new technologies to satisfy customers’ needs and wants. Nowadays, print and media marketing are usually complemented by social media channels. There are many businesses who are investing time and effort on reaching their customers through FacebookTwitter and Linkedin. It may appear that digital marketing is shifting its focus on content and this recent development is not so surprising. After all, marketing and promotion have always relied on visual and interactive media such as TV ads, video clips and billboards. To remain competitive businesses often resort to new resources and technologies.  This contribution is putting forward some of the latest digital marketing tactics which are helping to raise awareness of businesses’ products or service offerings;

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Infographics combine both information and graphics where inspiring ideas are presented in a relatively small space on web pages. These type of media which look like posters, feature relevant, top-quality content. They have to be as creative as possible. Of course, if corporate websites contain wrong infographics with erroneous data and / or misleading information, then it will backfire and will lead to negative results.  In this case businesses can possibly risk losing their positioning for their lack of professionalism. Therefore, infographics must be original and based on accurate data and content. Businesses need to communicate interesting yet informative stories in their content marketing. The idea is to create content that others like and will want to share through different social media. Therefore, the visuals need to be as vivid and colourful as possible.

Similarly, short video clips are gaining momentum among customers. Marketeers are increasingly uploading short, fun videos which often turn viral on Youtube.  It transpires that many businesses are coming up with innovative ways to engage with their consumers. Social video-sharing sites provide an opportunity for businesses to reach out to particular segments, such as teenagers and adolescents. Interestingly, sites like Vine, VimeoDaily Motion and more are catching up with a core group of users because of their ease of use.

In this day and age, consumers themselves are quickly becoming ambassadors for businesses’ products and services. For instance, Trip Advisor and Yelp offer trusted advice, opinions and reviews from real customers. Very often, customers are posting their pictures and experiences associated with products and brands on Instagram and Pinterest. Customers’ are often invited or rather pushed to share facebook statuses / tweets about business offers and deals as a requirement to take part in competitions. Businesses and customers alike have also learned how to use the hashtag (#) to enhance the visibility of their posting.

Numerous businesses are re-targeting their existing customers through email marketing. These businesses often deliver ads according to their customers’ interests. Such targeting is usually based on items customers have previously purchased or viewed. Alternatively, businesses may advertise and promote complementary products of previous purchases of individual customers. These efforts may turn out to be quite effective. Needless to say that consumers are becoming acquainted to ads on internet sites for the very same products and services they may have viewed elsewhere. Businesses are quickly recognising the benefits of re-targeting customers via e-mail. This trend is particularly beneficial if customers have developed an on-going, trustworthy relationship with the business per se. Hopefully, businesses are seen as helping customers, rather than invading their privacy.

Savvy marketers are quickly realising that they have to differentiate themselves than competitors. Indeed, businesses can achieve an advantage relative to others, if they offer unique selling propositions for their customers. This will be facilitated further if they enhance their presence on internet search results. Business have to find ways to get their ad message delivered to their customers. Conventional and digital marketing communications as well as search engine optimisation tools help to keep existing customers and attract new ones.

Today everyone is keeping up with multiple social media networks. Marketers are challenged to find new ways to leverage their business by creating fluidity between these ‘new’ channels. This cross-channel promotion can possibly include traditional print, media advertising, sales promotion and direct marketing if they want to reach many customer segments. Inevitably, businesses have to learn to incorporate social media into their marketing campaigns. This article posits how successful businesses and brands are making interactions with digital marketing in their strategic communications. Businesses are stepping in with their commitment to embrace social media. Shrewd marketers are the ones who are able to find new, innovative ways to get their messages across to customer bases. At the same time, it is important to keep customers engaged and satisfied with their offering.

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Unleashing Shared Value through Content Marketing

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Companies have to deal with different stakeholders’ opinions, attitudes and perceptions about their behaviour. They need to strike a balance in satisfying numerous stakeholders’ expectations. Businesses can’t please everyone. However, they should try to engage in fruitful and collaborative working relationships with external stakeholders, as dialogue often leads to improvements in mutual trust and understanding. Continuous communication also translates to benefits for the businesses’ reputation, its brand image, customer loyalty and investor confidence. Companies cannot afford to overstate or misrepresent their Corporate Responsibility (CR) initiatives. Although, they often manage to control their internal communication paths, it is much harder to control external media. As a result, it has never been more necessary to turn the businesses’ stakeholders into potential advocates for both the cause and the company. This can happen if CR realms are a good fit for the businesses’ mission and vision. It is advisable that CR communications reflect the ethos of the practicing organisations. Therefore CR (and sustainability) reporting should be clear in their intentions, with specific and relevant information featuring the companies’ credentials, and how stakeholders will benefit.

CR behaviour is directed at the organisations’ stakeholders comprising human resources, suppliers, customers and the community at large. Well laid down policies and initiatives are usually communicated through formal statements in annual reports as well as through corporate websites. CR reporting cover areas like training and development opportunities for employees, employee consultation and dialogue, health, safety and security issues and also measures for work-life balance. Apparently, business organisations are increasingly pledging their commitment for more innovative environmental investments. For instance, energy and water conservation, waste minimisation and recycling, pollution prevention, environmental protection as well as sustainable transport options. These sustainable practices bring strategic benefits such as operational efficiencies and cost savings. Several empirical studies (including mine) have indicated that discretionary investments in CR, whether they are driven from  strategic intents or from ‘posturing behaviours’ often result in improved relationships with internal and external stakeholders. The rationale for societal engagement is to anticipate third party pressures, lower the criticisms from the public and to minimise legal cases through compliance with regulations.  

CR should not be merely presented as goodwill or as a philanthropic venture. It should be featured as a realistic business case for stakeholders. This shared value proposition requires particular areas of focus within the businesses’ context. Yet, at the same time it looks after the society’s wellbeing. This notion contributes towards sustainability by addressing societal and community deficits. Presumably, shared value can be sustained only if there is a genuine commitment to organisational learning, and if there is a genuine willingness to forge relationships with key stakeholders, including customers and employees. Free publicity and informal word of mouth can either bring supportive or damaging effects. There is scope for businesses to foster strong relationships with particular community and marketplace beneficiaries. Such stakeholders can possibly serve as a buffer against potentially negative and harmful reviews. Recently, companies are increasingly focusing their attention on content and inbound marketing. In a nutshell, content marketing necessitates an integrated marketing approach through different channels of communication with stakeholders. This has to be carried out at all times. Many local businesses are becoming proficient in their customer engagement. They realise that this marketing approach brings customer loyalty, particularly if the business is delivering consistent, ongoing business propositions. In a similar vein, inbound marketing tactics also draw customers to businesses. Successful businesses are continuously coming up with informative yet interesting, original content through innovative marketing and interactive methods such as blogs, podcasts and social media networking, enewsletters et cetera. Online content comprise refreshing information which tell stakeholders how to connect the dots. It goes without saying that corporate internet sites are serving their purpose. The general public is continuously presented a better picture of the companies’ communications; containing the latest news, elements of the marketing mix endeavours and marketing fads. It transpires that content marketing has become a valuable tool for CR communications. Businesses who make use of the right content to explain their CR behaviours will gain a competitive advantage relative to others. On the other hand, stakeholders have become acquainted with businesses communicating their motives and rationale behind CR programmes. CR practices provide a good opportunity for businesses to raise their profile through their laudable behaviours.

At times, businesses can obtain decent coverage by third parties, especially media enterprises who are renowned for their sense of objectivity. Strategic communications help to improve the corporate image of firms, leading to reputational benefits and rapports of trust with stakeholders. This short contribution suggests that content and inbound marketing can be successfully employed for CR communications and to enhance customer and employee engagements.

DrMarkCamilleri.com

Google News

Times of Malta

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Sustainable Tourism Indicators for EU Destinations

The European Commission has developed a European Tourism Indicators System (ETIS) for Sustainable Management at Destination Level, which is a comprehensive system, simple to use, flexible and suitable for all tourism destinations.

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The system is designed to be used by tourism destinations to monitor, manage, measure and enhance their sustainability performances, without the need of any specific training. Motivations for tourism destination monitoring include:

•Improved information for decision making
•Effective risk management
•Prioritization of action projects
•Performance benchmarking
•Improved community buy-in and support for tourism stakeholders
•Enhanced visitor experience
•Increased bottom-line / cost savings
•Increased value per visitor

Source: http://ec.europa.eu/enterprise/sectors/tourism/sustainable-tourism/indicators/documents_indicators/eu_toolkit_indicators_en.pdf

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The business case for digital marketing

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Entrepreneurs are regularly engaging with customers through digital marketing applications. Corporate businesses’ sites are enabling interactive information sharing, inter-operability, user-centred design and collaboration. Some are even allowing customers to interact and collaborate with each other in social media networks, blogs, wikis, video sharing sites, hosted services and web applications. The companies that are embracing such innovations will be those that will be successful in leveraging themselves against competition. They will be rewarded by the marketplace, as a result. Multichannel communications particularly through mobile technologies reach customers in a timely, relevant, personal and cost-effective manner. Therefore, digital marketing comprises a set of tools that allows people to enhance their social and business connections as they can share information and collaborate together on projects online. Millions of people have increasingly become familiar with blogs, wikis, social-networking sites and other online communities. A growing number of marketers are active on social media including Facebook, Linkedin or Twitter. They use these networking sites to collaborate with consumers on product development, service enhancement and promotion. Not all entrepreneurs are well versed in information-communications technologies, yet some are becoming quite successful in consumer engagement. Nowadays, it is relatively easy to build your own web page through blog sites like wordpress, blogger or posterous to name a few. The tools of production (e.g. content editing software and blogging tools) are widely available and are very user-friendly. In addition, customers have become increasingly acquainted with the marketing tools of distribution (e.g.amazon, ebay, itunes and the like).

These days, marketing is all about keeping and maintaining a two-way relationship with consumers. Digital marketing tools are a powerful way to do that. A growing number of businesses are learning how to collaborate with consumers about product development, service enhancement and promotion. Successful companies get consumers involved in all aspects of marketing. They listen to and join online conversations about products outside of their sites, as they value customers’ opinions and perceptions. Many businesses use web 2.0 tools to forge collaborative relationships with business partners including customers in their value chain. Their employees are often involved in this process. Moreover, it seems that customers are willing to participate by giving their feedback. For instance, consumers can possibly provide invaluable insight during the research and development phase of a product. In a sense, customers may help companies to improve on their existing product or service offering. The firms who respond quickly to their customers’ pleas will inevitably lead in customer satisfaction and retention. Apparently, consumers trust each other’s opinions more than a company’s marketing pitch. It goes without saying that there is no shortage of opinions online. For instance, blog sites like digg and delicious are continuously tracking the most popular topics on the web. Such blogs often feature the latest buzz about new product propositions. Commentators can often help to generate favourable remarks and positive reviews – which are always beneficial for businesses’ reputation. This may result in free publicity for brand awareness. Blogs, wikis and online communities are among the tools that companies are increasingly using for marketing, but there are other ways to reach consumers. For instance, many companies are resorting to instant messaging on their web sites, where shoppers can chat online with customer-service representatives.

Arguably, web sites and blogs can provide invaluable support to businesses in their endeavours to attract new customers. Yet, the businesses’ corporate image can easily become tainted with negative reviews (and comments) at some point in time. It is important for businesses to address and recover from such poor feedback. This contribution suggests that digital marketing tools can possibly be used to reinforce existing promotional strategies. These tools complement quite well with conventional advertising tactics as they raise awareness of the company’s presence. Needless to say that social media networks are used by millions of customers every day. Similarly, entrepreneurs can write numerous blogs to remind customers of their products or brands. However, the successful businesses are the ones who are capable of forging relationships with customers through digital marketing tools, including social media. Perhaps, consumers ought to be involved in marketing and selling activities; from product development to after-sales feedback. Companies can gain sustainable competitive advantages only if they value consumers’ opinions on various aspects of the marketing mix (including product, pricing and distribution preferences). In Kotler’s own words, “the marketing organisation will have to redefine its role from managing customer interactions to integrating and managing all the company’s customer-facing processes”.

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Embedding Formative Assessments in Curriculum Frameworks

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Educators who regularly engage in student-oriented approaches will inevitably need to adapt to different pupils’ needs, abilities, interests and learning styles. Nowadays there is adequate and sufficient evidence which suggests that educators who supplement or replace lectures with active learning strategies are improving their students’ learning and knowledge retention. At the same time, the students will become motivated as they participate in the discovery and scientific processes. Recent, academic studies have shown that educators are increasingly resorting to student-centred assessment approaches, including: Active Learning, Collaborative Learning, Inquiry-based Learning, Cooperative Learning, Problem-based Learning, Peer Led Team Learning, Team-based Learning and Peer Instruction among other methodologies. Therefore, educators are expected to identify their students’ learning needs and respond to them. Yet, they should also measure the progress of their pupils in their learning journey. This article maintains that (summative) assessments are a classic way of measuring student progress. Assessments are integral to the schools’ quality assurance, syllabi and curriculum programmes. In a similar way, such forms of tracking individuals’ performance and their progress are also applied in workplace environments by many employers. However this is only part of the story. To be truly meaningful and effective, assessments should also be “formative”. Educators may use tools and activities which are embedded in the on-going curriculum to garner students’ feedback at key points in the learning process.

Interestingly, educators are moving away from the conventional teacher-centred methodologies as they are enhancing their interaction with students. Formative assessments respond to the pupils’ individual learning needs as the educators are making frequent, appraisals of their students’ understanding. This enables them to adapt their teaching to meet the students’ requirements, and to better help everyone reach high standards of excellence. Educators ought to involve their students in their learning journey. This helps them to develop key knowledge, skills and competences that enable their intellectual growth. Nevertheless, although the educators seem to be incorporating various aspects of formative assessment into their teaching, it is less common to find it practiced in a systematic manner. Formative assessments are often present within individual teachers’ frameworks. It may appear that some of the emerging educational approaches are setting up learning situations as students’ are guided toward their learning goals. These approaches seem to be re-defining student success. To my mind, formative assessments are highly effective in raising the level of student attainment, as they are likely to increase the equity of student outcomes.  Formative assessments entice the students’ curiosity in the subject, as well as improving the students’ ability and aptitude to learn. Such student-centred methodologies emphasise the process of teaching and learning, as they involve students in their own educational process. It also builds students’ skills during peer and self-assessments, and help them develop a range of effective learning strategies. Students who are actively involved in building their understanding of new concepts (rather than merely absorbing information) and who are learning to judge their own quality and of their peers – are developing invaluable skills for lifelong learning. As a proponent of active learning my formative assessment strategies often feature role-playing, debating, student engagement in case studies, active participation in cooperative learning and the like. Such teaching approaches can be utilised to create a context of material, where learners work collaboratively. Needless to say, the degree of my involvement while students are being “active” may vary according to the specific task and its context in a teaching unit. Of course, there are different approaches to gauge students’ comprehension of what has been taught. A non-exhaustive list of formative assessment strategies can include:

  • Questioning strategies: During classroom interactions, students may be asked challenging questions. Questions often reveal student misconceptions. Questions can be embedded in lesson plans. Asking questions often gives me an opportunity for deeper thinking and provides me with significant insights into the degree and depth of student understanding. Questions will inevitably engage students in classroom dialogue that both uncovers and expands learning.
  • Criteria and goal setting: Students need to understand and know the learning targets / goals and the criteria for reaching them. Establishing and defining quality work together, asking students to participate in establishing norms and behaviours for classroom culture, and determining what should be included in criteria for success are all examples of such a strategy. Using student work, classroom tests, or exemplars of what is expected will help students understand where they are, where they need to be, and an effective process for getting there.
  • Observations assist teachers in gathering evidence of student learning to inform instructional planning. This evidence can be recorded and used as constructive feedback for students about their learning curve.
  • Self and peer assessments help to create a learning community within a classroom. Students will learn as they are engaged in metacognitive thinking. When students are involved in criteria and goal setting, self-evaluation is a logical step forward in the learning process. With peer evaluation, students see each other as valuable resources for checking each other’s quality work against previously established criteria.
  • Student record keeping helps students better understand their own learning as evidenced by their classroom work. This process of students keeping on-going records of their work will help reflect on their learning journey, as they examine the progress they are making toward their learning goals.
  • Portfolios, logbooks and rubrics: These instruments are widely used to provide an opportunity for written dialogues with students. Such tools help educators to evaluate the quality of their students’ work. On the other hand, students will use rubrics to judge their own work, and improve upon it.

Without doubt, there may be still some perceived tensions among stakeholders about formative assessments and summative tests. Education institutions have to be accountable for student achievement. They guide students to satisfy the requirements of their curriculum programmes. There may be a lack of consistency and coherence in policies between assessments and evaluations at both the institutional and classroom levels.  And there are different attitudes among educators about formative assessments. Perhaps, on-going assessments may be considered too resource-intensive and time-consuming to be practical. Educators are often faced with extensive curriculum and reporting requirements as they are often teaching to larger classes.

The right assessment systems foster constructive cultures of evaluation. Formative assessments are likely to help in promoting reforms for student-centred education. Ideally, information gathered through assessments and evaluation processes can be used to shape strategies for continuous improvement at each level of our education system. In classrooms, educators can possibly gather information on student understanding. Consequentially, this enables them to adjust their instruction to meet students’ identified learning needs. In conclusion, this contribution suggests that the locus of emerging educational strategies is pushing toward a proactive engagement in student-centred learning theories, where the student is placed at the very centre of the educator’s realms.

Also featured on the Times of Malta on the 27th October 2013.

Dr Mark Anthony Camilleri lectures at the University of Malta.

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Developing Social Marketing Plans

Corporate Social Marketing differs from other marketing activities as it focuses on responsible behaviours that help society and the environment. This contribution suggests that there are many benefits for businesses who carry out laudable initiatives. Social marketing raises the businesses’ profile as it strengthens the brands’ positioning relative to others. It improves the financial performance of firms, especially if it supports the firms’ marketing goals and objectives.

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Of course there may be many cynics among stakeholders (including customers) who view social marketing campaigns as none of your business. Therefore, developing and supporting social marketing campaigns will surely involve more than writing a cheque.

Businesses ought to pick an issue which is closely related to their individual organisation’s core business. The organisation’s resources and the corporate marketing strategies should focus on initiatives that have the potential for long-term sustainability. In addition, every member of staff should be encouraged to engage in socially and environmentally responsible behaviours. Perhaps, there is also scope in forging alliances with the public sector and non-profit organisations. Such external stakeholders can possibly provide relevant expertise, credibility and extended reach into promising customers. For instance, non-governmental organisations can easily identify the needs and wants of the communities around businesses. Finally, strategic marketing entails sequential planning processes which will involve consumer and competitive research as well as the effective utilisation of marketing mix tools.

A cohesive approach is necessary to ensure successful results. Therefore, the following steps and principles are highly commendable for the successful implementation of social marketing plans which will eventually reap fruit in the long term:

  1. Determine a vision for social behaviour: Who is the main sponsor of this concerted effort? What is the purpose of doing this? What social and environmental issue(s) will the plan address and why?
  2. Conduct a situation analysis, which triggers a SWOT analysis: What are the internal strengths and weaknesses? What are the external opportunities and threats?
  3. Segmenting target audiences: Which individuals and/or organisations in the community have the greatest need? Are these potential segments readily accessible?
  4. Set behavioural objectives and change management goals: A key success factor is the setting of specific, measureable, achievable, realistic and timely (SMART) objectives that become the core of campaign effort.
  5. Determine potential pitfalls to behaviour change: Perform a cost-benefit analysis of the desired behaviour. At this stage that it is also necessary to look at the competitors’ behaviours. The target audiences can also change their attitudes and perceptions about products and services over time.
  6. Draft a positioning statement: Are the businesses’ target audiences valuing socially and environmentally responsible behaviour?
  7. Develop the marketing mix, marketing strategies and tactics: Businesses need to respond to the barriers (and motivations) that target audiences may have. Some customers may be sceptical of the businesses real intentions. A few issues to consider in each of the 4Ps include: (i) Product – provide tangible products or services in the social marketing campaign, ones that will add value to the brand. (ii) Price – non-monetary forms of recognition can add value to the exchange transaction.(iii) Place – look for ways to enhance the distribution of the product (or service) by reaching out to the desired target market in a convenient way.    (iv) Promotion – develop marketing communication messages prior to selecting media channels. Messages have to be clear, understandable and relevant to particular target audiences .
  8. Develop a plan for evaluation and monitoring: Evaluation of target segments. Where there any behavioural changes in customers? Is the social marketing campaign successful?
  9. Allocate budgets and find additional funding sources: There may be scope in corporate partnerships (for philanthropy) with all sectors in society: e.g. public agencies, non-profit organisations, foundations and special interest groups.
  10. Complete an implementation plan: A three to five year plan may be required to educate staff, dedicate financial resources for infrastructures, change attitudes and perceptions to support behavioural change.

Also Published by the Times of Malta (18th July 2013)

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Tourism in the Green Economy

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The UNWTO – UNEP’s 2012 report entitled, ‘Tourism in the Green Economy’ demonstrates how increased investment in sustainable tourism has the potential to boost the sector’s contribution to economic growth, development and job creation, while simultaneously addressing the major environmental challenges of the times. The report also highlights that, while tourism is one of the most promising drivers of growth for the world economy, its development is accompanied by sustainability-related challenges. It recommends an increased investment of global GDP per year from 2012 to 2050 in order to allow the tourism sector to continue to grow steadily and ensure significant environmental benefits such as reductions in water consumption, energy use and CO2 emissions. Findings call for a better access to tools and financing for SMEs in particular from governments and international organizations through public-private partnerships and also for public policies and support to encourage private investment in green tourism.

The report is an extension of the Tourism Chapter of the Green Economy Report, which makes the case for investments in greener and sustainable tourism as a means to create jobs and reduce poverty while improving environmental outcomes.

 

Source: World Tourism Organisation (2012) Tourism in the Green Economy: Background Report Url:  http://sdt.unwto.org/en/content/publications-1 accessed on the 29th June 2013.

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