Demonstration of Content Knowledge

  1. Background Information

My two preselected activities relate to (i) my role as a teacher leader in the present diverse and evolving educational landscape relating to the diverse learning styles of students; and (ii) . The purpose of this activity is to enable a self-assessment of my values, beliefs, mission, and vision as well as my effectiveness as a teacher in the larger teaching profession context. Indeed, effective teaching today requires sound knowledge of the diversity in student population in order to devise appropriate teaching approaches that demonstrate an understanding of the different learning styles of individual students. This activity demonstrates my ability to work with diverse students to attain the best learning outcomes. During my early days as a teacher, I struggled with figuring out what works best for as a teacher. However, I have gradually gained understood my strengths and preferences over the last three years although I still regard myself as a novice teacher.

By definition, learning styles are the various theories explaining the differences existing between learning outcomes for individual students (Durán & Durán, 2006). I apply this definition in creating my lesson plans by focusing on the group diversities of my students. Experience has taught that diversity exceeds learning needs of individual students and therefore incorporate such aspects are race, gender, disabilities and leaning profiles. This knowledge has led to me to appreciate the need to urgently tackle the existing diversity and uniformity discrepancy to avoid continuous negative effects on instructors and students.

However, I still need to make more improvement in teaching ELL students with learning disabilities. This is as a result of their special needs that exceed their ELL disabilities. Teaching experience with my students Darisbeth and Destiny underscore the need to improve in this area. Darisbeth transferred to the American school system from Puerto Rico in September 2014, having no understanding of English language. I initially spoke to her in English and spent the first three weeks teaching her ABC’s, English basic fundamentals and basic communication skills. Darisbeth also suffered physical disability with a condition called “Gait Disorder” or simply known as “walking like a duck.” She was diagnosed with mild learning disorder, which rendered her unable to retain learned material. As opposed to reviewing material we had previously covered, I was forced to repeat the previous lesson all over again in a different way and thus unable to move on to the next lesson. The frustrations from this experience fueled my self-doubt on my abilities as a teacher. Attending Individualized Education Program (IEP) meetings helped to me understand that such experience was normal in ELL classes. Furthermore, I learned the best remedy to this problem as teaching phonics to the students with learning difficulties and gradually involving them in class activities to ensure their full participation.

I use various approaches in teaching ELL students with disabilities. First, I start with the book called Language for Learning A/B where she is on lesson 35, she had to be started at Lesson one. The Language for Learning Book and Workbook A & B both offer a highly effective way to teach the basic vocabulary and concepts that students need to be successful in school (Lerner et al., 2015). “Language for Learning meets the needs of students who have less than adequate language skills for their age. Systematic, explicit lessons and ample opportunity for practice help students catch up with their more verbal peers. Program resources help teachers create a language-centered learning environment” (Carr & Bertrando, 2012).

The second teaching strategy I use is “Carousel of IDEAS, 4th Edition Core Program. Carousel of IDEAS is a comprehensive and systematic English language development program designed for K-5 English learners at all levels of language proficiency. Beginning with early to intermediate, intermediate to early advanced, and advanced. The program is based on scientific research on how children best learn a new language. Carousel integrates listening, speaking, reading, and writing with major content areas – Sets 1 & 2 Picture & Word Cards with more than 550 full-color picture cards (displaying both illustrations and photographs) with corresponding word cards. Arranged by topic and language level” (Yadav, 2007).

The third strategy I use is Pre- Reading which is the process of skimming a text to locate key ideas before reading a text (or a chapter of a text) from start to finish. We were reading the book of “Pete the Cat and Baseball”. I already had a set of words that I knew were going to be hard to translate so I looked them up in a Spanish – English dictionary. At the beginning I was having her make predictions according to the pictures she saw in the front of the book. This is the time where I speak to Darisbeth in Spanish and English. I would use this skill for the whole story.

B. Self-assessment of content knowledge growth:

There are many ways I have grown as an educator; one is that the strategies that I use for my students are not a “One glove fits for all”. I have to design each lesson according to the individual student’s learning style as well as their individual needs. I am diligent when it comes to getting resources for my students to use. I look for resources online and resources from other school systems (which have a larger curriculum than our system does at this time) and from other ELL teachers.

The area in which I need to grow in is learning how to teach to an ESE student that is also ELL. I tend to forget that the IEP is there for learning disabilities and just teach as an ELL teacher; from time to time I find that I have to remind myself of the students abilities. I need to learn to incorporate ELL strategies along with the ESE strategies to be able to better help the student the best way I can.

I am passionate about teaching. I get to teach the lessons while the students have a good time learning. In the past, I was not concerned with collecting my students’ personal information, particularly anything not directly related to the classwork. Rather than collecting and evaluating information with the intention of gaining knowledge about my students, I was content to learn about them by developing an overview through analyzing their contributions to the class discussions. For instance, I would base my personal analysis of a student through evaluating his or her artwork, conversations with other students and teachers, comments from teachers and guardians, and IEP records.

Personally, I have developed a positive attitude towards learning and teaching. In fact, I have an open mind about other cultures, understanding that they are part of the society. Understanding of a student’s cultural background is very important. For example, Elad is my student from Israel. I was wondering why he was having a hard time reading. I researched and learned that in his first language did not have any vowels. That is why he was having such a hard time reading. Once I learned of this, I began to teach him the long and short vowel sounds. The result was that Elad’s reading of English texts greatly improved with a positive effect on his overall learning and performance. Making a student with foreign origins feel appreciated will ensure that he or she easily assimilates the English culture and is able to gain more opportunities for speaking the English language by making friends and associating more with others.

During this course, I have learned that as a teacher, I should be able to enjoy greater patience, empathy, and flexibility of thought, as well as the more precise ascription of responsibility to have a more genuine relationship with my students. This is because the nature of the relationship between any teacher and ELL student is important for ensuring positive learning outcomes. Besides that, the critical balance between the responsibility shared by teachers and students is ever changing during the school year. As such, I feel that anytime I learn something new about any of my students, I have grown as a teacher.


Carr, J., & Bertrando, S. (2012). Teaching English learners and students with learning difficulties in an inclusive classroom: A guidebook for teachers. San Francisco, Calif: WestEd.

Durán, E., & Durán, E. (2006). Teaching English learners in inclusive classrooms. Springfield, Ill: Charles C. Thomas Publisher.

Lerner, J. W., Johns, B. H., & Lerner, J. W. (2015). Learning disabilities and related disabilities: Strategies for success. Stamford, CT : Cengage Learning.

Yadav, S. K. (2007). Networks and systems. New Delhi: Discovery Pub. House.

A Paper on Advertising


The main objective of marketing is to target products to consumers who are ready to buy. In certain products or services require additional push. What really needs to be done is that marketers and the company at large need to develop creative ideas to tide them over until the market returns Firms needs to study their market and customers so as to understand why certain product categories are not performing well and decide which buttons needs to be pushed so to get targeted customers excited (Sensis, 2016, p, 43). This paper will provide recommendations to Bickford’s Australia on how to effectively market Premium Juice among the young females aged between 18 to 32 years.

The main objective of the marketing plan to ignite interest around Premium Juice more so among the young females aged between 18 to 32 years using a strong USPs technique. Since the primary target market for the company are the young females, the firm should proceed to conduct market research about this target audience so as to know how best to tailor make the Premium Juice so that it can be appealing to them. By clearly identifying the target market, it Bickford would be able to capture their attention since their needs and goals are front and centre (Porter, 2015, p, 39).

Moreover, the market research would inform the company of which marketing channel/medium to use to ensure majority of its target audience are reached. In this case, the fact that the target audience are young females of ages between 18 to 32 years, the best medium to use would be social media. Markets are made up of consumers who have varying tastes and preferences hence fulfilling all this needs becomes challenging for firms to meet. As a result, by limiting the target audience, it becomes easier for firms to be able to know to meet the needs of its target market. When marketing, Bickford would be able to communicate and inform its target audience of the value that the product is offering. Bickford would be able to communicate the unique selling proposition (USP) of its premium juice.

Since the company is targeting young females, it should rely heavily on social media networks since these age groups spend a lot time on various social media networks hence the company would be able to reach a majority of them. The message been passed on to them should focus on informing them on the value they would get from consuming the product. The company should also have billboards that have colorful in Victoria and which have images of people drinking and enjoying the premium juice. The organization can also offer a few free sample to the target audience within Victoria (Lazer, 2009, p, 69). This would enable the company to get immediate feedback from the consumers and which would also go a long a way in spreading the word through word of mouth of the products of the firm.

Targeting the audience of the young females would enable the company to tailor make the juice to meet the specific needs of these group. For these group, the company may develop juice which have little sugar and some of which have sugar. This would ensure that those who are health conscious are catered for. Since these target group like spending a lot of time on various social media networks like Twitter, Facebook and instagram among others, the company should aggressively maximize on using them since it has a wider coverage and is less costly (Kotler, and Armstrong, 2012). The company may upload short clips of other young females enjoying the juice or use celebrities to ensure that the attention of the targets is captured.

As earlier noted, the preferred media channel to be used would be the various social media outlets like Twitter, Facebook and instagram among others. Marketing/advertising using the various social media networks would provide numerous benefits both to the company and the target audience (Sajid. 2016, p, 3). Some of the benefits include,

Wider coverage

In addition to Facebook, Twitter has 310 million monthly active users, Instagram has over 400 million, and Pinterest has more than 100 million. Having accounts on one or two gives companies exposure to millions of people.

Cut cost

Social networks are a perfect, cost-effective measure to be used to get ones brand in front of fans and potential customers. Facebook, Twitter, LinkedIn and Pinterest makes it possible for firms promote and share content at no additional cost.
Improved brand loyalty

Apart from increasing the reach of one’s brand, social media makes it possible for organizations to increase brand loyalty to their customers. Based on one that was carried out by The Social Habit established that 54% of people that follow brands on social media are likely to stay loyal to these brands. Social media goes beyond pitching for sales. Instead, it guarantees a two-way communication which makes it possible for organizations to create a meaningful relationships with present and potential customers (Sajid, 2016, p, 5). This actions goes a long way in making them feel more confident in their decision to put their trust in one’s business, and it motivates them to select ones brand in the future.

Increased Traffic

When firms are sharing content on the various social media, it gives the users a reason to click-through to your website. Without social media, organizations would be limiting their content to users who are already aware of one’s brand or are searching for keywords you rank for. By utilizing social media to one’s marketing plan, companies are adding more paths which are directing back the users to one’s website (Hemann, & Burbary, 2013). The higher the quality content that firms share on their various social accounts, the more inbound traffic they shall generate while at the same creating a buzz and conversion opportunities.

Revenues generated/Return on investment

This is perhaps the most common and widely used technique to gauge how effective the marketing campaign was. It is the most important technique— what percentage of the entire firm y revenue can be traced back to the firms marketing team’s efforts? In the event the company posted increased revenues (above $750,000) after the campaign, it would signal that the campaign was effective and vice versa. At the end of it all, checking the effectiveness of the campaign is to gauge if the cash spent on marketing plan has resulted in a profit.

Customer base/market share

Increased market share or increased customer base is a positive indication that the marketing campaign was effective and that the targeted customers easily bought into the message passed on to them. Increased customer base is proof that the products meet the needs and preferences of the end consumer (Brogan, 2010).

Responses from the customers

Customer response may assist to gauge the type of reactions your marketing creates. Surveys online and in person, may reveal what ones customers think of one’s product.

Responses/Actions from the competitors

The actions of ones rivals May oftenly inform the success or failure of one’s marketing plan. If rivals rush to imitate what one has done, then campaign is effective (Kaplan, 2009, p, 63). If ones campaigns is ignored or there is an immediate adverse response, it might be an indication of the ineffectiveness of the campaign.

With regards to generating publicity/media exposure for a good or service, attempting to establish the amount of time it might take to launch and maintain a successful marketing campaign is a hard nut to crack. What is the maximum length of a campaign and how much effort shall it require get the job done? Several studies have shown that, an effective marketing should last between 45 to 60 days. By exposing ones client base to a directed marketing message for this period of time long way in guaranteeing that the company has shared the information for a long period of time in order for the targets group to receive the message (Kotler, and Armstrong, 2012). In the event that the campaign period is below than 45 days, then the company would be minimizing the possibilities of its clients to see and grasp the message that the company is sharing.


From the above information, Bickford is seeking to ignite interest in juice among young females in Victoria. For the firm to succeed, it needs to know the tastes and preferences of this group. By using social media, the firm would be guaranteed of reaching many of this target group.



Brogan C. 2010, “Social Media 101: Tactics and Tips to develop your business online”, Wiley Publishing Inc. New Jersey, United States.

Hemann, C., & Burbary, K. 2013. Digital marketing analytics: making sense of consumer data in a digital world. Indianapolis, Ind, Que.

Kaplan AM, Haenlein M 2010. Users of the world, unite! The challenges and opportunities of Social Media. Journal of Business Horizons 53: 59-68.

Kotler, P. and Armstrong, G. 2012: Principles of Marketing: 11TH Edition. (New York: Prentice Hall)

Lazer W, Kelley EJ 2009. Social Marketing: Perspectives and Viewpoints. Homewood: Richard D. Irwin

Porter, M.E. 2015: Competitive Advantage: Creating and Sustaining Superior Performance. The Free Press, New York

Sensis (FIRM). 2006. Small business, big opportunity: winning the right customers through smart marketing and advertising. Melbourne, Sensis.

SI, Sajid. 2016. “Social Media and Its Role in Marketing.” Journal of Business and Economics Vol 7, No 1 pp 1-5.