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Peer Review

Business "Urban Legends"



Overall Numeric Rating:

4 stars
Content Quality: 3.5 stars
Effectiveness: 3.5 stars
Ease of Use: 5 stars
Reviewed: Mar 03, 2005 by Business Editorial Board
Overview: The material is about urban legends in the business area including
mistranslations, hidden persuaders, product inventions, finance legends and many
other topics. This teaches students that in the business field there are
legends passed around that may or may not have some substance to them. Includes
background to the legends, research into how they came about and other
perspectives that need to be taken into account.

This module has a comprehensive rating scheme (glossary of terms) that is
simplified by colored bullets . Features include links to related material,
Type of Material: Type of material is case studies i.e. illustrates the problem through legends
that arise in the business field using real-life examples that are explored in
depth. Also a collection of subject-specific materials; as it is a collection of
web sites. This is reference material that could be used in a class

Recommended Uses: It would encompass a very small portion of a lecture. The writing style is brief
and enjoyable.
Technical Requirements: None
Identify Major Learning Goals: Learning goals are few. It could probably be used to show how to examine
secondary data, which is an invaluable resource. From a communication
perspective, propositions are proposed on how these miscalculations may have
Target Student Population: The target is undergraduate students in an introductory marketing, business
communications, marketing research, international, or consumer behavior class.

Prerequisite Knowledge or Skills: No prerequisite academic concepts and skills are needed - students as consumers
will have heard of some of these legends. Computer and information competence
skills minimal – ability to use links.

Evaluation and Observation

Content Quality

Rating: 3.5 stars
Strengths: The site links to company websites – useful e.g. to Pocari Sweat, OscoDrug.
Students could contribute material through email contact. There is a wealth of
research and various perspectives on information.

Concerns: Copyright material e.g. Pepsi, Mitsubishi logos is included.
Examples given might not be understood by an international audience outside an
agegroup e.g. ‘Leave It to Beaver.
The banner advertising could be distracting.
It oes not differentiate in translations – e.g. Chinese - Cantonese or Mandarin
Age group aimed at – talks of past as if readers are that age and age-group e.g
‘hanging around arcades’.
There is a great deal of text that might be a weakness in sustaining interest.

Potential Effectiveness as a Teaching Tool

Rating: 3.5 stars
Strengths: (1) an explanation or description of the problems of business decision making
within national and international contexts.
(2) a demonstration or exploration of the problems faced by business decision
(3) a practice problem by setting the cases for analysis through discussion or
(4) The material facilitates learning particularly in the area of critical
thinking and decision making.
(5) The concepts, are presented with clarity, focus, and organization.
(6) It creates intrigue for students to read through various examples to see how

decision makers approached the problems.
(7) Provide examples to illustrate concepts and demonstrates relationships
between concepts of marketing.
Concerns: *Learners will only be able to effectively achieve the learning goals if
prepared to read a great deal.
*Skills to understand the material are not presented with focus.
*Amount of text might not engage the learner.
*Does not appeal to multiple learning styles and only engages through text with
a few images i.e. is not interactive.

Ease of Use for Both Students and Faculty

Rating: 5 stars
Strengths: *Easy for students and faculty to interact with the learning material.
*Information presented in ways that are familiar to students and easy to
* Self-contained and no instructions are necessary if students are familiar with
*Presentation clearly designed with no distracting design elements (e.g., color,
animation, too much on a page).
*Terms, as in the ratings, are defined.
*Related parts of the site clearly related, while parts that offer different
content areas, or audiences are clearly separated.

Concerns: *Flexibility or versatility of use depends on how a teacher wishes to use the
material e.g. to initiate discussion, set an assignment.

Other Issues and Comments: None