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Peer Review

Lesson Plans, Mind Maps and Activities for Educators



Overall Rating:

4.1 stars
Content Quality: 3.7 stars
Effectiveness: 4 stars
Ease of Use: 4.7 stars
Reviewed: Oct 14, 2004 by Business Editorial Board
Overview: This module contains a number of lesson plans for various topics usually
addressed in introductory marketing courses (e.g., pricing, promotion, the
marketing mix). Each lesson plan contains learning objectives for specific
marketing topics. Included with the lesson plans are PowerPoint slides for the
instructor to use in class, links to relevant sources of information (for both
the instructor and students), a description of the relevant activity for each
topic (along with suggested "point values" for each section of the assignment).
Finally, the site provides a "mind map" for each topic. The mind maps are visual
representations of the sub-topics addressed in each lesson.
Learning Goals: Because this site presents lesson plans for several topics such as:

Portfolio analysis,
Merger takeovers,
Guerrilla marketing,
Market analysis,
Marketing environments,
Marketing research, and
Creating value

A different set of learning goals is offered for each topic. Overall, however,
the goal is to increase student understanding of each topic through the
student's active involvement in an exercise. Each exercise requires the student
to use the concepts relevant to each marketing topic.
Target Student Population: The home page for this module specifically states that the targeted audience is
high school students. A university professor could use this material as a
springboard to generate ideas more applicable to college students, however. The
degree of adaptation will depend on the level at which the course is taught
(freshman, sophomore or junior-level course), the type of school (community
college or four-year institution), and the course (introductory versus
upper-level marketing).
Prerequisite Knowledge or Skills: Because the material is targeted to students in an introductory marketing class,
the only prerequisite skills would be basic oral and written communication
skills, as well as a facility with technology (to access PowerPoint slides and
the internet).
Type of Material: The material consists of lesson plans. The "plan" for each topic includes a
PowerPoint presentation that outlines the topic, a "mind map" that aggregates
these points into one visual image, a suggested active learning assignment
for students, learning objectives, and detailed suggestions for how to proceed
with each lesson.
Recommended Uses: These lesson plans can be used by teachers of an introductory marketing course
to structure and present a class. As noted earlier, while the material is
targeted to high school students, it also has applications for a more advanced
approach to marketing principles.
Technical Requirements: Access to the internet and to PowerPoint.

Evaluation and Observation

Content Quality

Rating: 3.7 stars
Strengths: The content is well thought-out and comprehensive enough for an introductory
marketing course. The examples are global in focus which makes them useful
across different countries and cultures. It is both comprehensive for major
topics and succinct; however its greatest strength is its structure. Through
its succinctness, it allows the instructorr to supplement topics. Slides can be
provided prior to classes so students could easily write notes on them.
Concerns: As already noted, the material probably is too limited to be used alone in a
university course. However, the same activities and associated links could
readily be expanded and extended to make them appropriate for other student

Potential Effectiveness as a Teaching Tool

Rating: 4 stars
Strengths: For the topics covered, this material provides good exercises for students. They
involve the students in assessing specific situations and applying the concepts
to reach their own conclusions -- which need to be supported with reasoning.
Thus students are being asked to learn the material by using it. The mind maps
are a good way to help students see how the different sub-topics
from each lesson all fit together.

For the instructor, time allocations are provided for specific topics to ensure
all topics are adequately covered, although some allocations are extremely
Concerns: A very minor point ... this material was developed in the UK for UK teachers and
students. Accordingly, the language and spelling are British. US teachers,
however, should have no problem "translating" the material.

Ease of Use for Both Students and Faculty

Rating: 4.7 stars
Strengths: For teachers -- everything is laid out and ready to use! As noted, university
faculty will need to enhance the materials, but that should not be difficult.
By using multiple tools, lecture and exercise, it overcome the inherent boredom
associated with using only one technique. The links all work as well as of the
date of this review.
Concerns: This is not a module that a teacher would "assign" to students. Rather, the
material has been developed to give teachers specific lesson plans.

Other Issues and Comments: There is another set of exercises specifically addressing the external
environment that may also be of interest. The URL is

Additionally, biz/ed provides some syndicated content that provides up-to-date
reports on what's happening (mostly in Euopre and the UK) that has an impact on
business. The URL for this information is