Photo by T-R PHOTO BY LANA BRADSTREAM — Instructors Dawon Riemenschneider and Katie Mummert showcase new work-based learning initiatives at the Marshalltown Learning Academy.
The Power of Branding and Professional Communication at Marshalltown Learning Academy
In an innovative twist on traditional education, students at Marshalltown Learning Academy have embraced a groundbreaking work-based learning program that transforms the way they perceive branding and professional communication. This transformative journey began in the recently concluded school year, and the results are nothing short of impressive.
A New Approach to Learning
During a recent school board meeting, English teacher Katie Mummert and at-risk instructor Dawson Riemenschneider presented the details of a dynamic new course. This curriculum, which merges the iCEV Southwest Airlines Professional Communications course with critical lessons in branding and media literacy, aims to equip students with the essential skills needed for success in today’s competitive job market.
Understanding Workplace Dynamics
“The main purpose is to help students navigate different workplace scenarios,” said Riemenschneider. “They learn how to interview, write resumes, and deal with workplace conflicts professionally.” This foundational knowledge is especially vital, as many students struggle with the complexities of job applications and interviews. By integrating real-world tasks, students are not just equipped—they’re empowered.
A Rigorous Yet Rewarding Course Structure
This collaborative, blended course grants students a full credit while demanding dedication and responsibility. “They were expected to spend an additional one and a half to two hours daily outside of class,” Riemenschneider noted, emphasizing the commitment required to condense an entire semester’s worth of material into just eight weeks.
The course themes encompass vital concepts such as communication, collaboration, and workplace etiquette. Students engaged in hands-on projects, including marketing strategies for products and problem-solving scenarios for customer service challenges. “Remaining professional, even when faced with difficult communication, was a key lesson,” Riemenschneider explained.
Engagement Through Relevant Topics
In a quest to keep students engaged, Mummert tailored the curriculum around a subject that resonates deeply with many teenagers: Taylor Swift. “If I can make it about Taylor Swift, I will!” she joked. Through this lens, students explored her brand rather than just her music, analyzing elements like public image and fan engagement strategies.
Students conducted in-depth analysis on Swift’s various album eras, learning how brand identity evolves over time. They identified the importance of diverse information sources and discussed the implications of bias—skills crucial for effective branding.
Real-World Writing Skills
By synthesizing their lessons, students honed their writing abilities through realistic tasks like drafting memos and emails. For their final projects, they crafted unique brand pitches for hypothetical albums, determining promotional strategies and merchandise possibilities. “There was a lot of analysis involved, pushing them to think critically about branding,” Mummert said.
Certification and Career Opportunities
At the end of the course, nine ambitious students completed a rigorous two-hour final exam, earning the coveted Southwest Airlines Professional Communications Certification. Riemenschneider proudly noted, “This certification is a significant asset; it’s the same one that employees receive, showcasing their proficiency in professional communication.”
With such creative assignments that engage students meaningfully, Mummert demonstrated that even seemingly dry material can become vibrant through innovative teaching methods. This course not only prepares students for their future careers but also ignites their passion for learning and self-expression.
As the Marshalltown Community School District continues to foster such innovative educational initiatives, the impact on student success and career readiness will undoubtedly be profound.
For further information, please contact Lana Bradstream at 641-753-6611 ext. 210 or via email at [email protected].
