This module contains a number of lesson plans for various topics usually addressed in introductory marketing courses (e.g., pricing, promotion, the marketing mix). Each lesson plan contains learning objectives for specific marketing topics. Included with the lesson plans are PowerPoint slides for the instructor to use in class, links to relevant sources of information (for both the instructor and students), a description of the relevant activity for each topic (along with suggested "point values" for each section of the assignment). Finally, the site provides a "mind map" for each topic. The mind maps are visual representations of the sub-topics addressed in each lesson.
Because this site presents lesson plans for several topics such as:
Portfolio analysis, Merger takeovers, Guerrilla marketing, Market analysis, Marketing environments, Marketing research, and Creating value
A different set of learning goals is offered for each topic. Overall, however, the goal is to increase student understanding of each topic through the student's active involvement in an exercise. Each exercise requires the student to use the concepts relevant to each marketing topic.
Target Student Population:
The home page for this module specifically states that the targeted audience is high school students. A university professor could use this material as a springboard to generate ideas more applicable to college students, however. The degree of adaptation will depend on the level at which the course is taught (freshman, sophomore or junior-level course), the type of school (community college or four-year institution), and the course (introductory versus upper-level marketing).
Prerequisite Knowledge or Skills:
Because the material is targeted to students in an introductory marketing class, the only prerequisite skills would be basic oral and written communication skills, as well as a facility with technology (to access PowerPoint slides and the internet).
Type of Material:
The material consists of lesson plans. The "plan" for each topic includes a PowerPoint presentation that outlines the topic, a "mind map" that aggregates these points into one visual image, a suggested active learning assignment for students, learning objectives, and detailed suggestions for how to proceed with each lesson.
These lesson plans can be used by teachers of an introductory marketing course to structure and present a class. As noted earlier, while the material is targeted to high school students, it also has applications for a more advanced approach to marketing principles.
Access to the internet and to PowerPoint.
Evaluation and Observation
The content is well thought-out and comprehensive enough for an introductory marketing course. The examples are global in focus which makes them useful across different countries and cultures. It is both comprehensive for major topics and succinct; however its greatest strength is its structure. Through its succinctness, it allows the instructorr to supplement topics. Slides can be provided prior to classes so students could easily write notes on them.
As already noted, the material probably is too limited to be used alone in a university course. However, the same activities and associated links could readily be expanded and extended to make them appropriate for other student audiences.
Potential Effectiveness as a Teaching Tool
For the topics covered, this material provides good exercises for students. They involve the students in assessing specific situations and applying the concepts to reach their own conclusions -- which need to be supported with reasoning. Thus students are being asked to learn the material by using it. The mind maps are a good way to help students see how the different sub-topics from each lesson all fit together.
For the instructor, time allocations are provided for specific topics to ensure all topics are adequately covered, although some allocations are extremely conservative.
A very minor point ... this material was developed in the UK for UK teachers and students. Accordingly, the language and spelling are British. US teachers, however, should have no problem "translating" the material.
Ease of Use for Both Students and Faculty
For teachers -- everything is laid out and ready to use! As noted, university faculty will need to enhance the materials,
but that should not be difficult. By using multiple tools, lecture and exercise, it overcome the inherent boredom associated with using only one technique. The links all work as well as of the date of this review.
This is not a module that a teacher would "assign" to students. Rather, the material has been developed to give teachers specific lesson plans.
Other Issues and Comments:
There is another set of exercises specifically addressing the external environment that may also be of interest. The URL is http://www.bized.ac.uk/educators/16-19/business/external/index.htm.
Additionally, biz/ed provides some syndicated content that provides up-to-date reports on what's happening (mostly in Euopre and the UK) that has an impact on business. The URL for this information is http://www.bized.ac.uk/homeinfo/feeds.htm#synd1.