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 Ratings
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| Reviewed: |
May 12, 2008 by Business Editorial Board |
| Overview: |
This is a tutorial of product and brand management concepts appropriate as a supplement to an introductory marketing or brand/product management course. It includes material on product-market strategy, segmentation, buyer behavior, positioning, implementation, and competition. |
| Learning Goals: |
Students will be able to articulate market strategies, analyze positioning, and analyze competition strategies. To learn practical, real world marketing ideas, to use as a supplement to a Principles of Marketing class. |
| Target Student Population: |
Undergraduate marketing principles or product/brand management course. |
| Prerequisite Knowledge or Skills: |
Basic understanding of marketing concepts. |
| Type of Material: |
This is a tutorial without built-in exercises or tests. |
| Recommended Uses: |
This can be used as a supplement to class, homework, lecture materials, and/or team assignments. |
| Technical Requirements: |
Browser. |
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| Strengths: |
Fresh information which is quite useful. It is easy to understand and, by being divided into 10 segments, is easy to break out into various learning experiences. There is a great deal of content in this module. It covers some of the most important concepts for strategic marketing decisions and analysis. It is thoroughly grounded in marketing literature, and presents some new and original clarifications and conceptualizations. |
| Concerns: |
Use of this module would require contextualization in class; some academic references are somewhat old. Time to add to the learning experience. |
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Potential Effectiveness as a Teaching Tool |
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| Strengths: |
The topics build on one another. It would be fairly easy to write an assignment for this module. Could be most effective, particularly segment #4 on the Black Hole. |
| Concerns: |
Instructors should contextualize the module before assigning its content as reading material. One concern would be the ability of students OR professors to implement the knowledge. For example, segment #7 is about behavioral premises. Those assumptions are always just a judgment call based on the professor or students' past experiences. |
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Ease of Use for Both Students and Faculty |
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| Strengths: |
The module is very easy to use and is of high quality. |
| Concerns: |
The module contains mostly text. It is well-written, but the current generation of students may be overwhelmed by the vast amount of text. |
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| Other Issues and Comments: |
These modules could be used at a higher level in senior level marketing classes individually. For example, in professional selling, segment #1 - Growing Sales of a Brand - could be used. |
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