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 Ratings
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| Reviewed: |
Dec 12, 2005 by Business Editorial Board |
| Overview: |
This site provides a three session outline (about 1 hour each) for a unit on
guerrilla marketing. The necessary support materials include a PowerPoint
presentation, links illustrating examples of guerrilla marketing, and links to a
brief case study providing students a context in which to develop a guerrilla
marketing plan.
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| Learning Goals: |
The learning objectives are quoted from the site. At the end of the lessons,
students should:
- Be able to give a clear definition of the meaning of the term guerrilla
marketing
- Understand the strengths and limitations of guerrilla marketing tactics for a
firm
- Understand the limitations of the use of such tactics
- Be able to apply guerrilla marketing methods to different business types
- Demonstrate analysis and evaluation skills through the medium of a report
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| Target Student Population: |
The primary target market includes undergraduate marketing or business majors in
a principles of marketing or promotions course.
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| Prerequisite Knowledge or Skills: |
Students should have a basic understanding of traditional marketing,
advertising, and promotional activities. This activity could also be used as an
extension of the traditional promotions discussion of a principles of marketing
class and linked with creativity.
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| Type of Material: |
Lesson plan with an in-class or out-of-class exercise. The exercise could be
done in small groups of individually.
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| Recommended Uses: |
The lesson plan is written as an in-class exercise, but the activity could be
completed as a homework assignment.
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| Technical Requirements: |
Access to the Internet and a web browser.
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| Strengths: |
This is a self-contained module focusing on a form of marketing that has
become very popular. The material is fairly straightforward and could be easily
adapted to either a Promotions class or a Principles of Marketing course.
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| Concerns: |
Some students may thirst for more in-depth examples. The activity portion of the
plan has students examine four sites related to guerrilla marketing. The first
two sites are interesting articles describing guerrilla marketing and giving
examples, but the second two sites are commercial sites that supposedly show
guerrilla marketing in action. These second two sites do not really show strong
examples and students may be confused about viral versus guerrilla marketing.
While the slides in the Powerpoint presentation designed for Lesson 1 are
generally well explained, the last slide needs some clarification.
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Potential Effectiveness as a Teaching Tool |
Rating:    |
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| Strengths: |
This lesson plan clearly identifies learning objectives and the assigned
activity supports those learning objectives. It provides for multiple methods
for including guerrilla marketing as part of a marketing promotional plan.
There is brief lecture material to introduce the topic, classroom discussion for
amplification, interactive internet links for added examples, and a small group
or individual exercise for practice in applying the concepts.
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| Concerns: |
Students may be confused by one point. The stated task is for the student to
write a paper that advises the owner of a small business on the advantages and
disadvantages of guerrilla marketing and some guerrilla marketing techniques
this owner should consider. However, when the student follows the link to read
about the small business, there is embedded on that page another task that is
not related and for which the students probably dont have the appropriate
background to complete.
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Ease of Use for Both Students and Faculty |
| Rating: |
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| Strengths: |
The material is straightforward and easily accessed with high-speed internet
connection. The module is easy to navigate as the links and their purposes
within the plan are clear.
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| Concerns: |
The purpose of the links in the upper left corner was unclear. The site is all
in text except the Powerpoint presentation.
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| Other Issues and Comments: |
Material copyrighted by Biz/ed. UK-based site that refers to British
specifications, educational levels, and programs of study.
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