The most common comment for this class activity is that it is so hard to fit everything in 3 minutes.
The answer: Welcome to LIFE! Great things dont come easy.
The other response: Dont aim to put everything. Put only the most important things. One of the marketing disciplines is to FOCUS.
This blogpost aims to put all the relevant videos on how to make a COSLA in this single blogpost . Be sure to watch all these videos before attempting to make your first COSLA video.
Reminder: COSLA is significantly different from Chapter reports you may have done for other AGSB subjects. COSLA is designed to measure student application of marketing principles like focus and competitive story selling vs. a customer-imposed grading rubric.
Video #1: Demo on how and why it is best to use a COSLA template (6 minutes)
Video #2: How a 21 min COSLA was reduced to a 2 min COSLA (21 min)
Video #3: A 1min 40 sec COSLA video from Coach Z
This was the resulting 2 minute COSLA. It may look very short but the focus is very clear. Always base the length of your video on the latest rubric. For v97 onwards, the rubric is a maximum of 3 minutes and a minimum of 2 minutes.
Video #4 The original 21 minute COSLA report
This is included below for easy reference. The content is complete but it is useless if no one watches it until the end.
Video #5 Story Selling Demo to MInimize Errors Still Being Committed Up to v96 (28 min)
The wide variability in the quality of student COSLA submissions. Up to v96, typical scores are:
25% Perfect 200 out of 200
25% 195 to 199 points out of 200
35% 180 to 194 points out of 200
15% 100 to 179 points ot of 200
This video attempts to increase the over-all quality of submissions as these are all shown in class. So the higher the quality, the better the classroom experience.
For COSLA creation, you can watch up to the 28 minute portion only. The remaining time is designed to demonstate how to use it for the Final Marketing Plan.
Video #6: 8 minutes, MUST WATCH to guide you on your COSLA
This video is an important guide on the points of parity POP and points of difference POD among the 3 videos.
Just to be clear and remove any doubt, the move from white background (2020) to blue background (2021) is simply Vcoach personal decision unrelated to the 2021 rubric for assessing a COSLA video. Sticking to the white background, just like the 2 student samples below is ok, and in fact is recommended if you have limited time to do this activity.
For 2021, a repeated question is: can you use a different template. The answer is yes, as long as you are able to include all the mandatory elements in the rubric for your class. The suggested template (with white background) is now recommended (as of August 2021) but it is not mandatory. This will be the answer for the Truth but Verify (TBV) excercise in case this is asked.
Video # 7: The original Story Selling Demo from an earlier assignment (38 min)
Reference #8: Excellent Student Benchmarks
Using student benchmarks with the same rubrics is a great way to make a great assignment.
I have selected the most recent(v93 and later) highest scoring (195 points and above) submissions and posted these on the relevant chapter links on this page.
I recommend to look at the chapter assigned to you and benchmark vs. 3 minute videos in this page. If you are not satisfied with the COSLA video of the same chapter, look at other links!
Blog page with links to Kotler Chapters with Excellent COSLA video submissions
Again, fair warning, rubrics and standards change from class to class so dont use the COSLA videos, as is.
One More Thing (Steve Jobs favorite ending during his legendary annual product launches)
This is just a picture reminding you to go from GOOD to GREATby watching the above benchmarks
