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 Ratings
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| Reviewed: |
Apr 01, 2011 by Business Editorial Board |
| Overview: |
This specific module is a tutorial on customers in marketing. The following topics are covered:
• Who is a customer?
• What are market segments?
• What are the basic ways consumers can be grouped into segments?
• How do we then use identified market segments to match consumers
to the product or service for marketing purposes?
After each question is answered, the reader is asked to complete a small project to test his or her understanding of the material. These projects are interactive and allow the reader to become involved in the learning process as opposed to just passively reading basic information. This involvement makes this module an excellent tool for a high school marketing class. |
| Learning Goals: |
The goal of this module is for the learner to be able to understand the very basic concept of matching a customer segment or segments to the firm’s product(s). The site provides a foundation for understanding customer segments, segmentation, and how/why it is important to research these segments. |
| Target Student Population: |
This module is ideal for the high school student. It could be used at a higher level. More complex topics would need to be added such as consumer targeting and positioning if this were to be used for a university undergraduate class. It could also be used for General Education at the college level, or lower division college courses. |
| Prerequisite Knowledge or Skills: |
No previous skills are needed other than being able to use a computer, understand basic reading material, and follow directions in short exercises. |
| Type of Material: |
This module is designed as a tutorial for introducing students to basic concepts in consumer segmentation. Simple projects involve the student in the learning process in a straight forward and creative manner. It could also provide supplemental, support materials for undergraduate college students. |
| Recommended Uses: |
This short module can be used in class or for homework. It would not take very long for the students to complete each exercise. Comparing answers (recommended in the module) could be fun and promote discussion. It would also make a good study guide or provide supplemental materials for a review. |
| Technical Requirements: |
Students simply need a PC and a browser. A printer is required since, for example, one project asks the reader to cut out photos and match them to the correct age group segment. |
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| Strengths: |
This module is very creative. It clearly presents basic concepts and tests the reader’s understanding of these basic concepts. |
| Concerns: |
This module does not really address strategy. However, if used in the appropriate context, such as a high school marketing class, this concern would not be important. Data in "Business Focus" is not updated. |
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Potential Effectiveness as a Teaching Tool |
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| Strengths: |
The outstanding feature of this module is the creative aspect to projects introduced after each major topic. These projects involve matching, cutting, creating written descriptions, etc. They are not overly taxing but require individual thinking. Students are not expected to have the same answers, hopefully promoting discussion in the class when answers are compared. The website has real life examples, also, it exposes students to global countries. |
| Concerns: |
Again, this tutorial covers very basic marketing concepts and should be complemented with additional material from the lecturer. |
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Ease of Use for Both Students and Faculty |
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| Strengths: |
The material is easy to access and is available for download; it is easy to use. |
| Concerns: |
None |
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| Other Issues and Comments: |
There is a wealth of information in this web site for lecturers in the tool bar at the left. This includes PPT slides, lecture notes, and mapping for topics in many areas of marketing and business beyond consumer segments and marketing, the module reviewed here. |
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