Peer Review

Consumer Segmentation

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Overall Rating:

Content Quality:

Effectiveness:

Ease of Use:

Overview:: This module is a PowerPoint presentation reviewing consumer segmentation. As indicated by the author, it provides “definitions of segmentation, indicates ways that markets can be segmented, describes successful criteria for segmentation, provides advantages of segmentations, describes segmentation strategies, etc.”
Type of Material:: Presentation
Recommended Uses:: Lecture supplement, homework/review
Technical Requirements:: Browser
Identify Major Learning Goals:: To describe the concept of market segmentation and discuss segmentation strategies
Target Student Population:: High school or college level business students.
Prerequisite Knowledge or Skills:: None

Rating:
Strengths:: The presented information is of very high quality, appearing both accurate and comprehensive in the topic content. The slides build on those previously, and as such, they provide an adequate review of segmentation definitions, variables, rationale, benefits, forms, and historical trends. An expanded chapter read/class discussion would certainly explain in greater detail the concepts in the presentation, however its intention to serve as a review is appropriate and well-done. The presentation runs smoothly, slides are clear, concise and nicely designed. The topic coverage and explanation is good.
Concerns:: This critique element asks whether the module is flexible in other situations and/or uses, and for these characteristics, it is not adequate. It is simply a lecture support to the instructor or a review to students. There is no audio, even though it is set up as a presentation, so some students may think there is something wrong with the module.

Rating:
Strengths:: While no specific learning objectives are presented, it would be easy for the instructor to develop these prior to assigning and showing the presentations. The module provides a quality review of segmentation, and is therefore effective as a teaching support to students. With readability, connectedness across topics, graphics, and examples, a student could easily capture the needed content and be well-versed in the overall concept.
Concerns:: The module would need to be supported by previous content discussion due to the terminology. Embedded in the discussion of segmentation, other marketing concepts are used such as “USP,” “marketing mix,” “competitive advantage,” etc. Without this prior knowledge, the segmentation slides wouldn’t be as understandable. Additionally, the module is not connected to any specific coursework, so instructors wishing to use this in conjunction with a class assignment would need to develop that assignment.

Rating:
Strengths:: As a PowerPoint presentation, its “ease of use” is high – the document can be downloaded and either saved or printed for continual use and portability. In ensuing classes, it serves as a good reminder of this important marketing concept. Students can learn a great deal of information in a short amount of time, and it is logically and understandably presented. The module/presentation runs smoothly, loads quickly, and the slides are nicely designed, and effective in presenting the information.
Concerns:: Within this critique element are factors related to interactivity, visual appeal, etc. and these scores would be lower (in fairness, the module wasn’t designed for this purpose). What is presented is very basically designed, often with typos, with no embedded check on conceptual understanding. Lack of audio makes me wonder why it is set up as a presentation.

Other Issues and Comments:: Instructors will need to develop the background/foundation for assigning this module to students, or it could be used as a tutorial/review of the topic.
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