The McEwen Leadership Fundamentals (IDC3O) class recently travelled to Toronto, Ontario for a culminating class field trip.
The students acted as members of a business consulting company and presented their recommended marketing solutions to a variety of corporations. After presenting their recommended solutions to their assigned business representatives, the students were provided with a facility tour of the business location and also were able to engage in a Q&A session with the business representatives.
The McEwen students were assigned their specific business problems at the beginning of March and began the process of researching the problem, identifying possible alternatives, and preparing their final business recommendations in the form of an oral presentation. The students played the role of an advertising agency ‘pitching’ their ideas to earn a ‘contract’ with their client.
Congratulations to the following students for winning the contract from their business hosts!
The following is a brief description of the two problems assigned to the students by the business representatives:
Business: PepsiCo Canada
Primary Business Representative: Michael Flanagan, Director of Sales
Consulting Group’s Task: Deliver a 360-degree communication strategy that will help PepsiCo Canada re-energize the sales of Doritos chips as well as further launch and gain traction for the new platform message – for the bold!
Business Representative Testimonial: “The students did a tremendous job of presenting their marketing ideas in a clear and concise manner. I was really impressed with their ability to present creative ideas that also worked well with our brand image. This is a similar project to what the students will be doing when they reach the university level.”
Business: Harry Rosen
Primary Business Representative: Jeremy Hildebrand, General Manager
Consulting Group’s Task: Deliver a complete analysis and recommendations regarding online advertising pull strategies, website design, and website functionality that will appeal to a younger consumer base.
Business Representative Testimonial: “This age group has such a great grasp of current trends in website design and technology from a consumer perspective. It is a valuable insight for my team and me to be exposed to the new ideas that the students have. I love seeing these business skills being developed at the high school level.”
In addition to the consulting presentations, the students were also exposed to other opportunities in the field of marketing and entrepreneurship. The class participated in a workshop and Q&A session at Ryerson University's Student Learning Centre where they heard from representatives of the university's Digital Media Zone, Sandbox, and Zone Learning Programs. The students were also able to learn from entrepreneurs within the programs - Keren Moynihan, co-founder of Fast App, and Leen Al-Taher, COO of House of Anesi. Finally, the students received a tour of Ryerson's makerspace.
The grade 11 McEwen Consulting Field Trip was one of many events planned for the McEwen Leadership Fundamentals class during the academic year. The course is a component of the McEwen Leadership Program, an academic program modelled after the vision of Mr. Rob McEwen (’69). The McEwen Leadership Program provides students with the opportunity to develop leadership skills and apply them through real-world business simulations. Stay tuned to learn of more experiential learning opportunities for the students as they are provided with guest speakers, conferences, field trips, and special projects in the coming months.
Story by Sean Ludwig, Course Director, McEwen Leadership Program