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Peer Review

Lesson Plan on Market Analysis



Overall Rating:

4 stars
Content Quality: 4.3 stars
Effectiveness: 4.3 stars
Ease of Use: 3.5 stars
Reviewed: Jul 10, 2005 by Business Editorial Board
Overview: 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.
Learning Goals: 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
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
Recommended Uses: 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.
Technical Requirements: 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

Content Quality

Rating: 4.3 stars
Strengths: 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.
Concerns: 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

Rating: 4.3 stars
Strengths: 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.
Concerns: 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

Rating: 3.5 stars
Strengths: 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.
Concerns: 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.