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What is Connect Master?

McGraw-Hill Connect logo

Students often struggle to connect concepts to application in marketing courses. McGraw-Hill Connect® Master takes students higher with adaptive questioning and activities that allow students to demonstrate what they know and apply their learning to real-world marketing challenges.

Connect Master is next-level learning for today’s generation.

Connect Master Addresses Key Challenges

Challenge

Students often struggle to connect concepts to real-world application in marketing courses.

Solution

McGraw-Hill Connect® Master takes students higher with adaptive questioning and activities that allow students to demonstrate what they know and apply their learning to real-world marketing challenges.

The Connect Master Practical Assessments allows students to progress from understanding basic concepts to using their knowledge to analyze realistic scenarios and solve problems. There are a variety of types available, ranging difficulty level, type of interactivity, and level of Bloom’s Taxonomy.

Challenge

Educators report that students often come to class under-prepared, not having done the reading assignments prior to class and prepared to have class discussion or participate in guided activities.

Solution

The Connect Master Adaptive and Individualized Study Tool creates a personalized learning experience for students, providing the opportunity to practice and persevere to enhance understanding of core concepts also covered in the Connect Master Reader.

Challenge

Principles of Marketing is taught in a variety of modalities to majors, non-majors, and mixed majors at different types of institutions with varying course lengths and formats. Each institution and student population has varying needs and required learning objectives.

Solution

Connect Master’s ability to customize content at the learning-objective level provides instructors the opportunity for students to have course materials tailored specifically to how the course is implemented.

Challenge

Principles of Marketing is a dynamic course that must reflect ever-changing content as digital, social media, and mobile marketing continue to change and shape the landscape of marketing. Because marketing evolves so rapidly, students need current resources that directly reflect what practitioners use in the field, from the use of analytics and data to drive marketing decisions to help preparing successful marketing plans and strategy.

Solution

Connect Master is a digital-first product that is designed to be evergreen – providing updates and current examples on a regular basis.

Select a category to see the challenge and solution.

Key Connect Master Features

Practical Assessments

The Connect Master Practical Assessments allow students to progress from understanding basic concepts to using their knowledge to analyze realistic scenarios and solve problems.

Adaptive and Individualized
Study Tool

The Connect Master Adaptive and Individualized Study Tool creates a personalized learning experience for students, providing the opportunity to practice and persevere to enhance understanding of core concepts also covered in the Connect Master Reader.

The Connect Master Reader

The Connect Master Reader is built around key learning objectives that streamline the essential conceptual information. Key concepts are enhanced by resources to provide an active learning experience.

Core Concepts Notebook

While Master is a fully digital product, we have also developed a Core Concepts Notebook which can be used alongside the digital product for those students who value a print reference. The Core Concepts Notebook contains the essential narrative content (without the interactives) from the Interactive Reader and is available as a printable PDF within the Master course.

Customizable

Connect Master’s ability to customize content at the learning-objective level provides instructors the opportunity for students to have course materials tailored specifically to how the course is implemented.

Click on a feature tab to learn more.

Student Experience

Students access their Connect Marketing Master assignments through their homepage.

Student Experience
Adaptive Study Plan

Student Experience

Master encourages students to tackle assignments in different ways. Students can select the learning style that meets their schedule so that they can make the most of their study time. Both options lead to assignment, or “mission” completion.

Student Experience

As they begin a study session, they are presented with the learning objectives they will be expected to achieve during that session...

Student Experience

... as well as the appropriate deadline and recommended practice time so that they can allocate their time appropriately.

Student Experience
Adaptive Study Plan

Within the adaptive study plan, the student will be presented with a series of questions presented in a variety of formats.
The student is expected to answer the question as well as provide their level of confidence on how well they know the answer.
As the student answers the questions, their progress will be automatically be saved.
They can always review their progress and performance in Reports, found in the left-hand menu.
If they are struggling with a topic, the learning platform will provide a learning resource to cover the concept in detail. It is important that the student spend time reviewing the resource so that they can apply the knowledge learned to future questions.
These resources can always be found and reviewed at any time under the Library menu on the left.

Student Experience
Adaptive Study Plan

All probes (questions) are built around learning objectives. The number of probes a student responds to correctly will determine his or her mastery of that objective.
If a student does not prove mastery, Master Adaptive requires interaction with these resources before a student can continue progress.
All learning resources, in the form of animated videos or slides, are derived from the Connect Master Reader. Like the probes, they are all specifically targeted to, and directly aligned with, the individual learning objectives being assessed.
These targeted micro-lessons focus on one concept at a time, creating a focused learning experience for the students.
Additionally, the student can always refresh their memory using Recharge, which will guide them through a review of the material they have previously mastered. This is an excellent way to prepare for a high stakes assessment.

Student Experience
Reading Experience

Student Experience
Reading Experience

The Connect Master Reader is built around key learning objectives that hone in on the essential course concepts. Key concepts are enhanced by resources to provide an active learning experience.
These resources include Watch and Learns, Click and Learns, and Swype and Learns—all of which keenly engage students in the course content in a meaningful way.

Student Experience
Reading Experience

Click to open the stage to reveal more information.

Student Experience
Practical Assessments

Student Experience
Practical Assessments - Marketing Analytics Exercises

The Connect Master Practical Assessment Activities provide students valuable practice using problem solving skills to apply their knowledge to realistic scenarios.
Students progress from understanding basic concepts to using their knowledge to analyze complex scenarios and solve problems. These next several screens will feature several different types of Practical Assessments.
Marketing Analytics exercises are brief, data-based scenarios that focus on data comprehension and decision-making.
The assessment is accompanied by multiple choice questions.
The focus of these exercises is to show that marketers use data and analysis to inform decision making regularly. Students are able to check their work and receive immediate feedback along the way.
Students receive confirmation of which questions they have completed correctly and incorrectly.

Student Experience
Practical Assessments - Video Cases

Another type of practical assessments are our videos with assessments. Master has two video types: live-action and animated video cases.
These brief, live-action videos feature businesses in the real world or high-quality animations to bring difficult concepts to life.

Student Experience
Practical Assessments - Video Cases

All video cases have accompanying, auto-gradable multiple-choice questions that challenge students to apply marketing concepts to real products, cases, or company issues, fostering critical thinking and concept mastery.
Students receive confirmation of which questions they have completed correctly and incorrectly.

Student Experience
Practical Assessments - Click & Drag Exercises

Another type of practical assessments are our Click Drags.
These are brief, interactive activities that allow students to demonstrate and reinforce their knowledge of key concepts and terms.
Immediate feedback is provided, as are multiple attempts if allowed by the instructor.

Student Experience
Practical Assessments - Marketing Mini Sims

The last type of assessment is a performance-based assessment.
These are highly interactive, application- and analysis-based exercises where students take on specific roles to complete a marketing-related task within a real-world context.
These often involve multiple decision-making paths.

Student Experience
Practical Assessments - Marketing Mini Sims

Students will be interacting with several marketing colleagues throughout the sim who will ask them questions and help to guide their decisions.
They will click to advance and will need to read and follow the directions found in the left hand panel carefully along the way.
They will interact with the panel on the right and will be provided with different information under each tab.
When they are asked to make decisions, their marketing colleagues will provide feedback.
At any point along the way they can review their decisions or their goals.
At the end of the sim, the students will have the opportunity to review their summary and either accept their results and end their turn OR, if allowed multiple attempts, revise their strategy and try again if their mission goals were not met.

Student Experience
Core Concepts Notebook

Student Experience
Core Concepts Notebook

While Master is a fully digital product, we have also developed a Core Concepts Notebook which can be used alongside the digital product for those students who value a print reference.
The Core Concepts Notebook contains the essential narrative content (without the interactives) from the Interactive Reader and is available as a printable PDF within the Master course.

Student Experience
Core Concepts Notebook

Students can take notes directly within the digital notebook and save them electronically or print them out, as desired.

Student Experience
Reports

Student Experience
Reports

If a student would like to dig deeper and uncover their strengths and weaknesses, they can do so by accessing the Reports menu.
There they will find information about their performance, most challenging learning objectives, missed questions, create self-assessments and more.
A unique report that many students appreciate is the self-assessment report, that helps them to understand how often they are aware of their own metacognitive state. This awareness can help them to study more effectively.

ReadAnyWhereApp

ReadAnyWhere App phone preview

The Connect Master: Marketing Reader will be available for mobile use on smart devices – both online and offline – via the ReadAnywhere app.  The app provides the same tools available in the laptop version of the Reader and any notes or highlights made to the text will sync across platforms so they’re available on the app or laptop version.

ReadAnyWhere App phone preview

Instructor Experience
Create an Assignment Using the Adaptive and Individualized Study Tool

Building a Connect Master assignment is simple. Instructors can choose to assign items from the question bank, test bank, adaptive practice, application-based activities and more.
Let’s begin with an assignment from the Connect Master Adaptive and Individualized Study Tool, LearnSmart Achieve. Click here.

Instructor Experience
Create an Assignment Using the Adaptive and Individualized Study Tool

Choose the silver “Customized Study Plan” to create assignments tied to specific topics and learning objectives.

Instructor Experience
Create an Assignment Using the Adaptive and Individualized Study Tool

Next, click on the topic and specific learning objective you want to assign. In this case, choose Understanding Your Customer.

Instructor Experience
Create an Assignment Using the Adaptive and Individualized Study Tool

Instructors have full control over what topics and sub-topics to cover in each assignment, along with the specific learning objectives they want their students to master.
Notice that you can turn certain objectives on or off by clicking the boxes as well as adjust the depth of coverage for the entire assignment.
You must also assign points for the assignment completion on this screen.
Reflecting back on the student experience, the assignment you just created is the individualized adaptive study assignment with learning resources.

Instructor Experience
Create an Application Exercise Assignment

Connect Master Marketing also has many other assignment types, as you saw in the student experience. Let’s quickly create an application exercise for Consumer Behavior. Go to Question Bank.

Instructor Experience
Create an Application Exercise Assignment

Select Consumer Behavior.
All content is tagged to AACSB standards, learning objectives, and difficulty levels, making content easy to sort and report against.

Instructor Experience
Create an Application Exercise Assignment

On this screen you can apply the filters on the left hand side of the screen, or simply review the questions listed for this topic. At any time you can go back to the Table of Contents and add more topics to the assignment.
Notice this is where the video cases, marketing analytics and other types of assignable assessments shown in the student experience are assigned.
Select the options you desire and click add to assignment.
Click “Continue.”

Instructor Experience
Create an Application Exercise Assignment

It is simple to set assignment details such as due dates, number of attempts, determine level of feedback, categories, etc.
The most popular selections are saved as default selections, but all can be modified under “Expand Advanced Settings.”
Once you are satisfied with your selections...
... click Review and Assign.

Instructor Experience
Create a Performance-Based Assessment

Finally, let’s walk through creating a performance-based assessment, also known as a Marketing Mini Sim.

Instructor Experience
Create a Performance-Based Assessment

They are listed topically and alphabetically. Each focuses on a different element of the marketing mix and is intended to take 20-30 minutes to complete.
You can view more information about the mini sim by clicking on the “i”...
or preview the mini sim as a student by clicking “Preview”.
Click to close the preview.
Choose the Planning and Marketing Mix.

Instructor Experience
Create a Performance-Based Assessment

Create a title for the assignment...
...type any instructions you wish to convey to your students...
...set a due date...
...point value...
...number of attempts...
...and click Assign.

Instructor Experience - Assignment Results

Instructor Reports
track everything from student performance to time spent on each assignment.

Instructor reports menu
Instructor Reports page

Instructor Experience - Assignment Results

Instructor Reports
track everything from student performance to time spent on each assignment.

Instructor reports options

Instructor Experience - Individual
Student Assignment Results

Each attempt a student completes on an assignment is tracked, along with the time they completed it, the time spent, the time and date submitted and more. If you click on the score itself, you can see the students’ submission and adjust points if needed.

Individual student results

Instructor Experience - At Risk Student Report

Individual student results
Individual student results

Many instructors find the At Risk Report helpful.
This report enables you to quickly identify students who are “in the red” or “yellow” quickly based on one or multiple assignments and message them accordingly. This can be particularly helpful before a high stakes exam.

Instructor Experience - Progress Reports

The Progress reports
shows how your students are progressing through a LearnSmart Achieve assignment.

This can be helpful as you prepare for your next class.

Image of instructor progress reports.

Meet the Author

Lauren Skinner Beitelspacher (Ph.D., University of Alabama) is an Associate Professor in the Marketing Division at Babson College.

Her research interests include buyer-supplier relationships, retail management, and the retail supply chain. Her work has been published in numerous scholarly journals including Journal of Marketing, Journal of Applied Psychology, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Business Research, and Industrial Marketing Management. She has also presented her work at numerous conferences and won several “Best Paper in Track” awards at the American Marketing Association (AMA), the Society for Marketing Advances, and the Academy of Marketing Science. Lauren is the co-chair of the Retail and Pricing Special Interest Group for the AMA. She is also on the Editorial Review boards of Journal of Business Research and International Journal of Physical Distribution and Logistics Management. Lauren was named one of the Top 40 under 40 Business Professors by Poets & Quants in 2016. In 2017 Lauren received the Dean’s Excellence Award in Undergraduate Teaching at Babson College, and in 2018 she received the Babson Faculty of the Year Award.