Guest Speakers

Guest Speakers – Some Comments

Like many professors, I usually ask a guest speaker to attend one of my classes each term. I cannot speak for others, but I never invite a speaker to satisfy their own agenda. If they come to my class, I have an agenda and they clearly understand why I have invited them and what I expect of them. Therefore, they are an integral part of my course and almost always provide material for one or more examination questions. These questions could be multiple-choice, fill-in-the-blank, or short-answer questions and usually account for between 3 and 10 marks on a subsequent examination.

Generally, these questions should provide relatively easy marks for students. In reality, many students do poorly on them. Why? Let me offer some observations. First, attendance is generally lower. It appears that many students assume I have asked a guest speaker to attend for their entertainment, or to save me from lecturing (see paragraph one). Second, even among those who attend, there is often a very relaxed atmosphere. Few students ask questions or take notes (also a problem in regular classes). As a result, it is common to see students who have simply sacrificed most or all of their marks for any questions relating to the guest speaker and his or her content.

Gord Hunchak

The following examples illustrate a range of grades from full marks to zero, and the answers will show you why. (NOTE: These are typed exactly as they appear in the examination script, complete with grammar, spelling, and punctuation errors.)  In the first instance, the guest speaker was Gord Hunchak, Associate Vice-President Interim, Department of External Relations, Brock University. Purpose: To discuss Brock’s marketing strategy, how it was developed, what it hopes to accomplish, and how it will be implemented. The presentation coincided with a discussion of marketing strategy in the course.

Example 1 – a student who obviously paid attention and took notes (full marks: 5/5):

During Gord Hunchak’s visit to tell us about the current marketing plans and strategies Brock to looking to initiate, he was able to go through several aspects of what we learned in the course. This gave a better interpretation of the process and ideas marketers have to face when looking to promote their products and services.

Gord was able to discuss some of the advertising campaigns currently being used by Brock such as advertising at the ACC and in various places across Toronto, such as transit terminals.

He was able to show us data they used when conducting market research and looking for the factors students consider when evaluating a university. I believe primary data was collected when asking about what draws students to specific post-secondary institutions, such as the campus, professors, programs and prestige. This gave a better understanding of where Brock should be focusing on to increase enrollment. We were shown possible rebranding ideas/strategies Brock was looking to implement such as “You,” “Come to Brock,” “Get to Work,” and the example that listed several career options. Through our class, Gord was able to reach a focus group to collect survey research. We were able to give opinions towards actual ideas Brock was looking to launch in the future. We were even able to see that enrollment rates have been steady and these initiatives were being implemented to increase enrollment rates for Brock.

Example 2 - a student who clearly knew at least some of what was discussed (marks 2.5/5):

I learned a few things from the visiter. The first one, Brock getting a new president. One of the focus of the new president is research and development, also more graduate programs. Second, marketing technique Brock has been using. For example the mirror image technique, shows what you can achieve. Third Brock University’s social media reputation. Its beating almost all of the competition universities. Last, Brock University’s partnerships with Toronto raptors (advertisements), also the Blue Jays.

Example 3 - another student who clearly knew at least some of what was discussed (marks 2.5/5):

I thoroughly enjoyed Gord’s presentation of Brock’s marketing campaign last class. As a member of Brock Athletics, I was happy to see that Brock is looking towards athletics to help spread the image that is Brock. I specifically like how they are going to change the way people look at Brock, through word-of-mouth and testimonials. I personally thought Grd was very clear, and direct about the direction he plans to take Brock.