This material is a link to Inc. magazine's website. Specifically, an assortment of articles dealing with grassroots marketing efforts by a wide array of companies is presented.
Type of Material:
Informational website with HTML links.
Recommended Uses:
A professor might use this material to get some excellent examples of grassroots marketing to integrate into a lecture. Or this could also be used as a supplemental reading list. Instructors teaching marketing or advertising can refer to these articles. Instructors may refer to the website during in-class lecture, assign articles for individual student homework and group work exercises.
Technical Requirements:
Basic web browser capability.
Identify Major Learning Goals:
The overall goal of this material is to present examples of grassroots marketing. In essence, these articles address how a company can successfully market its product without spending large sums of money.
Target Student Population:
The material is appropriate for students at both the undergraduate and graduate level. It could be used in any principles, strategy or management class. Also, it would be appropriate for any class dealing with promotional issues.
Prerequisite Knowledge or Skills:
A basic understanding of marketing principles would make the material more meaningful.
Content Quality
Rating:
Strengths:
I loved all of the articles. Inc. magazine has presented some excellent and entertaining examples of grassroots marketing. Variety of detailed articles on these topics. The articles are presented with a casual, easy to read, tone.
Concerns:
Many of the articles are short and lack depth. There is no consistent theme that ties the articles together.
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
Students often feel that the only way to compete effectively against the "big boys" is to spend "big bucks". This website provides concrete examples of companies that have successfully competed without spending big bucks. Also, many of the companies featured are companies with which students should be familiar such as Burt's Bees and Jones Soda.
Concerns:
An instructor has to spend a lot of time reading the articles and fitting them into a curriculum. The articles provide anecdotal evidence but lack scholarly support.
Ease of Use for Both Students and Faculty
Rating:
Strengths:
The website is very user-friendly. Articles are organized by subtopic and a brief summary of each is provided. All links work.
Concerns:
I have no concerns about ease of use.
Other Issues and Comments:
This is one of the most interesting and useful teaching tools that I have found on the MERLOT website.
Creative Commons:
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