Title: Instructions for the Teacher
Course: Appdate yourself 4t ESO (in English) - Curs 2020/21 > Section: Topic 11. Marketing Your App

Consider:

Regarding the Video:

The aim of watching the introductory video is for the students to learn how a consumer item, in this case WhatsApp, became a necessity. The idea is to start a discussion on the use of WhatsApp and how it has changed our communication habits and relations.

Regarding the Material:

The aim of this part of the project is to address content related to marketing the product, work that most of the students will not have done before. Each element of the simplified Business Model Canvas is described, as proposed by KitCaixa Joves Emprenedors. With regards market analysis and marketing plan, you have the material showing you what to do. Finally, there is a link to Google Forms.

Identify students who have done or are doing business studies, as they may have already learnt this content and done the interactive game.

Regarding the Activities:

The thinking behind the Who is the App Aimed At? assignment is to show the students that there are many products where the user and purchaser are not the same person. They are asked to find information on an App called “Zapzapmath School : K-6 Games” because it includes in-app purchases and is targeted at children aged 5 to 12. They must analyse the App customers, distinguishing between the user and the purchaser. The students will reflect on who the advertising should target, i.e., whether it should be the users (children aged 5 to 12) or the potential purchasers (parents of children aged 5 to 12).

The Customer/User Interviews assignment consists of designing a questionnaire aimed at potential customers. It is important to do this assignment in the second session to get it out of the way as quickly as possible and have the answers and be able to review them before starting the Marketing Plan (the last activity in this topic). This assignment should be done on Google forms . The students may have already learned how to design and review surveys in another subject, such as social science or maths.

As it says in KitCaixa Joves Emprenedors, with the interactive game, “the students will work on two different business propositions: a mobile phone-case sales service and a videogame on dinosaurs. We will prepare a Mini Canvas for each and identify the four elements that comprise them: product, customer, channel and relationship: From this we will learn that, to give a proposition value, we have to develop these concepts as they help summarise the most important aspects of the entire project”.

The Simplified Nintendo Business Model activity is designed to shore up the identification of the core elements of a business proposition. This activity is individual. The content developed by KitCaixa Joves Emprenedors was used in the activity and H5P was employed to create the interactive material.

The groups will later do the two simplified business models: one for a known App and another for their own Apps.

Finally, the students will prepare the marketing plan for their Apps. The pdf document “Market Analysis and Marketing Plan” will be used to draft the marketing plan. The marketing plan will be retrieved to make the jingle (topic 12) and video (topic 14). It will be completed with these two elements.

Most of the activities in this topic are group activities. The groups must be arranged in the classroom so they can work together on one or two computers without disturbing the others.

Some of the proposed activities involve members of the different groups liaising with each other, discussing ideas and taking decisions. At the start of each class it is a good idea to remind the students of the need to maintain the order of the group and to keep the volume down when talking with their group so as not to bother their classmates.

The proposed timing is as follows:

- Introduction. Video screening → 30 mins
- Assignment: Who is the App Aimed At? → 30 mins
- Assignment: Customer/User Interviews → 30 mins
- KitCaixa Joves Emprenedors Interactive Game → 30 mins
- Simplified Nintendo Business Model → 30 mins
- Assignment: Mini Canvas of a Known App → 30 mins
- Assignment: Mini Canvas of our App → 60 mins
- Assignment: Marketing Plan → 120 mins

We recommend a visit to CaixaLab Experience, specifically the Entrepreneurial Laboratory . The Laboratory is a multimedia space with different interactive activities where you can learn about business processes and the features and values of an enterprising attitude. The students will learn about the entrepreneur experience, make innovative proposals to solve the daily problems set, reflect on the value of products in contemporary society and learn to use Business Model Canvas. If the visit cannot be done and you want to work with Business Model Canvas (the simplified version will be used in this topic), you can watch the video of businesses like Amazon, Spotify, etc.: https://www.youtube.com/watch?v=avWVPaJFgFk