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Peer Review

Marketing Newsletters

by Theresa Flaherty


Overall Rating:

4 stars
Content Quality: 4.5 stars
Effectiveness: 4 stars
Ease of Use: 4.25 starsstar
Reviewed: Mar 08, 2011 by Business Editorial Board
Overview: This material is a reference collection of approximately 50 email newletters and blogs about various marketing-oriented topics. The newsletter/blog name, the URL for subscription, newsletter/blog frequency, and a brief description of the newsletter/blog are provided.
Learning Goals: The goal of this material is focused on serving as a one-stop reference for marketing related newsletters and blogs. Regardless of your specific area of interest within marketing, this site likely has a newsletter(s)/blog(s) of interest. In addition, this material serves the goal of keeping the user up-to-date on cutting edge developments, best practices and current topics in marketing.
Target Student Population: The material is appropriate for a variety of undergraduate and graduate marketing courses.
Prerequisite Knowledge or Skills: Some of the newsletters/blogs assume a basic understanding of industry-specific terminology. Certainly, an interest in a certain area of marketing (i.e., direct marketing, business-to-business marketing) would enhance the enjoyment of the material.
Type of Material: Reference materials
Recommended Uses: This is best suited as a reference material for faculty as they prepare for classroom instruction. Also, specific newsletters and blogs could be assigned as required reading in a variety of marketing courses.
Technical Requirements: Standard Internet browsing capabilities are needed.

Evaluation and Observation

Content Quality

Rating: 4.5 stars
Strengths: The actual Marketing Newsletters site is well-designed and maintained. Newsletters/blogs covering a spectrum of areas within marketing are identified. Many similar websites focus on advertising newsletters/blogs, for instance. It is nice to see a more general collection of marketing newsletters/blogs.
Concerns: The quality of the actual newsletters/blogs varies tremendously. Some (i.e., Knowledge Marketing and Bulldog) do not appear to be newsletters/blogs, and therefore, offer little value. Many of the sites require registration which may be off-putting to some users.

Potential Effectiveness as a Teaching Tool

Rating: 4 stars
Strengths: This material is what you make of it. If the user had a very specific interest in an area and wanted to comb through the newsletters/blogs, some very useful information could be gleened. If someone is not willing to put the effort into sorting through the volumes of newsletters/blog and associated material, this reference material would be prove useless.
Concerns: The reference material does a good job of getting the user to most of the newsletters/blogs. However, once the user gets to the newsletters/blogs, the effectiveness of the individual newsletters/blogs varies tremendously.

Ease of Use for Both Students and Faculty

Rating: 4.25 stars
Strengths: At the very basic level, this reference material is easy to use. Only one link (the American Marketing Association link) did not work. It is easy to use and navigate.
Concerns: The ease of use of the various newsletters/blogs is less consistent. Some sites were very-user friendly. Others were much more difficult to navigate and resulted in finding nothing of use or interest.

Other Issues and Comments: The value of this reference material is tied to its currency. Right now, it appears to be fairly current. If the author is committed to maintaining the site, the primary goal of the material (to link users to marketing newsletters/blogs) will be achieved. Unfortunately, the author has little control over the quality of the material found in each newsletters. As mentioned earlier, a few of the sites seem to have stopped publishing newsletters (see Bulldog and Knowledge Marketing, for instance).