Peer Review

Marketing in the 21st Century

Material Detail page

Reviewed:: Dec 12, 2022 by Business

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Ratings

Overall Rating:

Content Quality:

Effectiveness:

Ease of Use:

Overview:

This free course, Marketing in the 21st century, offers a managerial perspective on how to deliver more effective marketing in an organisation, regardless of whether it is based in the private, public or non-profit sector. This is achieved through a variety of learning techniques, including case studies, videos, activities and group discussions. Supporting this learning, students are encouraged to become critical thinkers about both how they undertake their own decisions, as well as how marketing influences our society. After studying this course, you should be able to: articulate whether marketing is a process or philosophy think analytically, creatively and in an integrated manner about marketing ethics define what a brand is and value of brands to organisations and consumers understand how marketing practice is changing now and will change more in the future. This course should take about 6 hours to complete.

Type of Material:

Online Course

Recommended Uses:

Ideas include:

Helping students with no knowledge of marketing to understand a few aspects of marketing.
Encouraging people who know nothing about marketing to continue studying marketing.
Refresher material as a pre-class reading for an upper-level marketing class.
Homework or In-class discussion for the areas embedded within the module called "Stop and Reflect" or the case studies.

Technical Requirements:

Web Browser

Identify Major Learning Goals:

Articulate whether marketing is a process or philosophy
Think analytically, creatively, and in an integrated manner about marketing ethics
Define what a brand is and the value of brands to organizations and consumers
Understand how marketing practice is changing now and will change more in the future.

Target Student Population:

College General Ed, College Lower Division, Professional

Prerequisite Knowledge or Skills:

Much of the content on OpenLearn will be accessible to anyone with a general interest in a subject. Each free course is set at a particular level to indicate the amount of previous educational experience expected for you to be able to study the unit without too much difficulty and within the stated hours of study. There are three levels - introductory, intermediate, and advanced - indicated in the summary description of each free course. This course is rated as "Level 3: Advanced" but "Level 1: Introductory" may be more appropriate.

Content Quality

Rating:

Strengths:

The content is organized into four modules or chapters:

What is Marketing?
Marketing and Ethics?
Brand Basics
International Marketing in Turbulent Times

Each module or chapter contains 1-7 pages of content. There is also a glossary that contains about 20 marketing terms.

As a strength, the entire resource can be read and reviewed in a very short amount of time. The module indicates that it takes six hours to read.

Concerns:

The resource provides a limited overview of marketing. Depending on the overarching learning objective, this resource may or may not be suitable for the audience. For a typical 3-credit business/marketing course, the resource probably would not suffice, however for an introductory middle- or high-school class where students have no idea what marketing is, this resource would be very good.

Potential Effectiveness as a Teaching Tool

Rating:

Strengths:

Learning goals are easy to identify.
Learning materials increase the potential learning for students.
On-line course can be used as a supplement to a larger course of study.
Learner can receive a statement or digital badge upon course completion.

Concerns:

Broken links to external site content and/or videos were apparent.

Ease of Use for Both Students and Faculty

Rating:

Strengths:

The entire course can be downloaded for use offline (Word, .pdf) or on other devices (e.g., Kindle).

Instructions are clear.

Site layout is consistent.

Site is in working order.

Concerns:

The layout is consistent and easy to navigate, but it is somewhat cluttered with a lot of other content urging students to take their learning further by enrolling in other courses.

There is an interactive activity, but in order to access it, students would need to create an Open.edu account. The account has no fees (presently) but some students may have concerns about sharing personal information with a third party.

Option to download course offline was somewhat hidden.

Other Issues and Comments:: This course can be used as a supplement to a larger course or as a stand-alone course for a business owner.
Creative Commons: