Every few years, Lamb, Hair and McDaniel send out a call to the marketing community for ideas on everyday teaching, which are then compiled into the book ?Great Ideas in Teaching Marketing.? The purpose of this book is to provide a forum to present ideas that will improve marketing education by enhancing teaching excellence. Across the six editions, hundreds of marketing educators have submitted their innovative ideas and approaches. In total, we have an accumulation of teaching ideas from some of the most dedicated and innovative marketing educators, who are willing to share some of their proven techniques with the entire marketing community.
This website provides links to over one hundred contributions in ?Great Ideas in Teaching Marketing? from the third and fourth editions. The website, like the book, has organized the teaching ideas around the 4 P?s and various other topical areas. It provides fascinating insight into the diversity of thought and teaching approaches utilized in the marketing profession. The selection is vast, with something for every sub-discipline and style of teaching. It is an excellent resource for experienced marketing professors looking for new approaches or new instructors prepping the class for the first time.
To provide marketing educators with a medium to exchange ideas, techniques and approaches to assist in student learning.
The goals of the individual assignments or exercises vary based on the range of ideas.
Target Student Population:
This webpage is targeting marketing educators and provides a broad array of inventive techniques. The objectives vary with each submission.
Undergraduate students in Principles of Marketing courses are the major targets. Students in the upper level undergraduate courses would also benefit from many of these in-class assignments and experiential exercises.
Prerequisite Knowledge or Skills:
Basic web browsing capabilities. General marketing knowledge.
Type of Material:
Marketing instructors will find this reference page extremely useful in developing day-to-day instructional materials. We recommend referencing these pages whenever the instructor is in need of a new and innovative way to assist the students to learn about marketing. It is a great tool for ?freshening-up? lectures or expanding the level and nature of learning.
Evaluation and Observation
The primary strength lies in the breadth of ideas presented. Each technique has been used, and is recommended, by experienced marketing educators. Thereby, it truly becomes the ?state of the art? in marketing education innovations. While one may find some ideas incongruent with the objectives of some classes, it is also likely that one will discover a few novel approaches that can be incorporated into classes immediately. The site?s most important strength is the variety of assignments and exercises that are available for most any topic addressed in a Principles of Marketing course.
There is no rating system for individual submissions. Therefore, the reader must sort through various approaches, without guidance, before finding the true gems. With a wide variety of ideas submitted by a large number of marketing faculty, MERLOT users will not find all of the ideas useful.
Potential Effectiveness as a Teaching Tool
Typically, the modules are clear, concise (2-3 pages) and explain in detail how the instructor would implement this exercise. Occasionally, learning objectives are outlined with methods of assessment. The authors of each exercise are identified with university affiliation to assist in contact if necessary. In general, student learning can more easily be enhanced on a wide range of marketing topics.
Each module is written with differing organization, format and style. Therefore, it is sometimes burdensome to scan and compare between lessons. Additionally, many of the ideas will need to be adapted for the individual classroom experience.
Ease of Use for Both Students and Faculty
The lessons are divided into sections by marketing topics. Below each topic, the titles of the modules are listed. By simply clicking the link you are taken to the full text article. The site is very simple to navigate and the categorization of topics is very helpful.
No instructions are provided. By only providing the titles of the articles, it is sometimes difficult to find the relevant materials. Also, it is a bit time consuming to go through all of the ideas even within a topic to find the ones that an individual might like to use.