The Biz/Ed site provides a detailed lesson plan for discussing Market Analysis. Included in the plan is a Power Point Presentation, a Mind Map, and Business Profiles, along with an activity for students. The site guides students through an analysis of an organization's marketing function.
The site lists the primary learning objectives as: 1. understanding the marketing function; 2. understanding market segments, target markets, and positioning; 3. understanding how market structure and market share influence the marketing function.
Target Student Population:
The lesson could be used in an undergraduate Principles of Marketing, Marketing Management, General Business, or Marketing Strategy course.
Prerequisite Knowledge or Skills:
Students would need a basic understand of marketing activities. If the activity is used, skills in using the Internet would be required.
Type of Material:
The material is a combination of lecture and activity to guide students through a self-paced analysis of the major objectives of an organization's marketing function.
This material would be useful in an introductory business course, following classes on the nature of marketing and market segmentation. It could be used in a similar fashion in a capstone course (for review purposes) or in an introductory marketing course prior to launching into the rest of the course.
Instructors would need a desktop or laptop computer with Internet access and a projector to explain the assignment; students would need access to a computer with Internet access.
Evaluation and Observation
The site provides a structured lesson plan on the topic of market analysis. The assignment contains valuable content for introducing students to the marketing function and allows students to select an organization to analyze within the context of the exercise. The Power Point slides provided can be used without alteration, as can the activity.
Preparation of material would still be required to fill in the gaps not covered by the Power Point slides. A concern is that the content is a bit general. However, for the level that the assignment is aimed at (introductory), it is probably unrealistic to expect students to be able to participate in a more detailed/specific exercise until they acquire the sort of basic understanding that this exercise is designed to provide.
Potential Effectiveness as a Teaching Tool
This exercise is good for introducing students to the general idea of what marketing is. In addition to the Power Point slides, the activity is well-developed. Plus, the site provides company-specific information that the students can use to conduct their analysis.
If assigned to groups, this activity would face the same difficulties associated with any group assignment (e.g., free rider, etc.)
Ease of Use for Both Students and Faculty
The online content seems to be very easy to access for both students and faculty. Faculty could use this with ease as long as they were skilled in using the Internet and they had Internet access in the classroom. Student use would also be dependent on Internet access and their own Internet skills.
The suggested assessment of having students write short answers for learning objectives would be difficult to implement with large classes. Lack of Internet access/skills could create difficulties.
Other Issues and Comments:
Overall this is a well-designed lesson plan with materials that can be used by the instructor to create an effective learning experience for students.