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Peer Review

Great Ideas for Teaching Marketing



Overall Rating:

4.73 stars
Content Quality: 5 stars
Effectiveness: 5 stars
Ease of Use: 4.2 starsstar
Reviewed: Oct 03, 2003 by Business Editorial Board
Overview: 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.
Learning Goals: 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

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: Reference material
Recommended Uses: 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.
Technical Requirements: Browser

Evaluation and Observation

Content Quality

Rating: 5 stars
Strengths: 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.
Concerns: 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

Rating: 5 stars
Strengths: 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.
Concerns: 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

Rating: 4.2 stars
Strengths: 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.
Concerns: 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.

Other Issues and Comments: