Peer Review

Internet Based Marketing Readings

Material Detail page

Reviewed:: Mar 17, 2007 by Business

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Ratings

Overall Rating:

Content Quality:

Effectiveness:

Ease of Use:

Overview:: The Internet Based Marketing Readings portal provides an extensive list of links to marketing-related readings organized by subject matter and available in full-text format free of charge via the Internet. Some topics also provide links to relevent websites. In addition to marketing-related readings, a few topics list articles related to management, decision-making, general business, and forecasting. The site appears to be updated approximately every 6 months, and archives are available for many topics. This website is designed to be a convenient portal to current, categorized, and freely accessible marketing oriented readings. These internet-based marketing readings are likely to be of interest to students and instructors in a variety of marketing courses as well as to marketing professionals wishing to conveniently access thought provoking articles on a variety of marketing topics.
Type of Material:: Reference and resource materials.
Recommended Uses:: The articles listed by the website can be assigned to students and used as supplemental reading assignments in a variety of courses, as the basis for in-class discussion, or as fodder for a "current practices" paper assignment, etc. Alternately, instructors may find examples or interesting case studies or new practices that can be incorporated into class lecture.
Technical Requirements:: A computer with an active Internet connection, and browser software.
Identify Major Learning Goals:: The primary goal as expressed by the web site administrator is to provide convenient access to thought provoking articles on a variety of marketing topics.
Target Student Population:: Professors, students, and practitioners with an interest in just about any area of marketing, interested in relating business and marketing terms to real life experiences.
Prerequisite Knowledge or Skills:: Minimal computer skills -- such as the ability to use an Internet browser -- arerequired.

Content Quality

Rating:
Strengths:: Wide coverage of essential marketing topics, as well as peripherally related subjects such as decision-making. Supplemental listings of web sites related to content area under some subjects are a plus. The links are available for each business term that pertains to marketing. The instructor or students is exposed to full articles that are current and interesting. The links futher explains the terms with examples and real life businesses.
Concerns:: Some marketing related topics are not represented (sponsorship marketing) and others are under represented given their prominence or importance in marketing(sales promotions, publicity and public relations). The selection standard used when adding readings to the list is unclear, and content is of course limited to journals and magazines offering free online access to content.

Potential Effectiveness as a Teaching Tool

Rating:
Strengths:: If integrated properly into a course, the readings offer strong potential to enhance teaching effectiveness. For the most part, articles are geared towards practitioners, and focus on interesting topics. This is an effective exercise especially in understanding the concepts of marketing and relating it to real world issues.
Concerns:: Instructors need to read articles thoroughly and determine if the content is relevent to their course, and how the article might be best used to enhance student learning.

Ease of Use for Both Students and Faculty

Rating:
Strengths:: Extremely easy for students to find information and access articles. Topics are well developed, and articles featuring elements that cross topical boundaries are cross-listed under multiple headings.
Concerns:: From an instructor standpoint, it would be helpful if each article listing was accompanied by a brief description/summary of the article content, or a list of keywords pertaining to the article content. An annotated bibliography of this type could assist instructors in eliminating certain articles from consideration, without first having to read the article in question, thus saving valuable time and enhancing the likelihood that instructors will make use of the content.

Other Issues and Comments:: This is a welcome addition to marketing classes that would like to highlight terms discussed in classes.
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