Peer Review

Apple’s Initial Phone Strategic Alliance

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Overview:: This student exercise uses a YouTube video that shows Steve Jobs announcing the iTunes phone in 2005, two years before the iPhone. It introduces students to strategic alliances, competitive strategy, capabilities, and the new product process.
Type of Material:: Assignment
Recommended Uses:: This could easily be used in-class for application discussion, or it could serve as a homework assignment either to introduce or post-coverage discuss strategic alliances, new product development processes, or competitive analysis.
Technical Requirements:: None beyond web browser and audio to hear the video content.
Identify Major Learning Goals:: To introduce students to new product process. To introduce students to strategic alliances. To present considerations when developing new products. Students will be able to review and discuss various marketing concepts within a real-life strategic decision made by Apple.
Target Student Population:: College-level marketing courses – this exercise would be helpful in several courses, including Marketing Principles, New Product Development, and Strategic Marketing.
Prerequisite Knowledge or Skills:: The exercise presumes knowledge of concepts and how they are related. At minimum, a Marketing Principles course would be recommended. A preliminary discussion of strategic alliances as well as product development would be helpful.

Rating:
Strengths:: The video provides a glimpse into Apple’s new product development process, and initial thoughts about an item that students will be very familiar with. The context and associated questions make for a quality discussion about various marketing concepts, and can be used as a springboard for further analysis of Apple or other companies. The site is well-designed, and provides some background information as well as questions for discussion.
Concerns:: The Apple video depicted is from 2005, which can seemingly be out-of-date. Instructors may wish to add content to further enhance this exercise, though it is not absolutely necessary. The online ads may be distracting, and at times cover content.

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Strengths:: Since so many students are familiar with Apple, this exercise would be very intriguing. It showcases Steve Jobs’ own strategic thoughts in a short video clip, provides good background information, and presents questions for student discussion. As designed, the exercise would be good for presenting or reviewing the new product development process, and assists with higher-level thought. Students should be engaged in the topic, both by the video and the associated questions. While the material provides background information to set the foundation of the material, there are no specific learning objectives presented.
Concerns:: The exercise comes with questions that are self-contained, but as with all pre-developed work, still may not cover an instructor’s entire goals. Additional questions or content may be desired, which would necessitate planning. For example, an instructor may wish to expand the discussion of “risk.” Instructors will need to provide the context for the material, as well as developing specific learning objectives.

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Strengths:: This exercise is ideal for helping students apply several marketing concepts, and since the video is readily accessible online, the questions can be printed and completed anywhere. There’s nothing that is an absolute “have-to” fix/develop on the instructor’s part, and therefore the exercise is a nice compliment to in-class instruction. Simple and straightforward layout and design.

Other Issues and Comments:: Additional supporting materials and assignments are available on the "home site" and instructors should be able to find a plethora of materials they might use.
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