Peer Review

Digital Marketing Tools

Material Detail page

Reviewed:: Oct 21, 2009 by Business

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Ratings

Overall Rating:

Content Quality:

Effectiveness:

Ease of Use:

Overview:: The site provides a comprehensive set of reference materials related to digital marketing tools. The major component of the site is an interactive section that can be accessed by clicking "enter" on the home page. This takes the viewer to a graphic highlighting the different digital tools available to marketers. Clicking on one of the sections brings up a wealth of information, including a definition of the tool, suggested considerations for implementation, examples of successful use, and other additional information. This same information is available via a PDF file that can be downloaded from the home page. Also on the home page are a short video from the site developer and a podcast. Finally, students can access an interactive "challenge" or simulation; based on the information given, students are instructed to choose from a variety of options to develop an e-marketing strategy. The effects of the strategy on ROI are then calculated, and the student is given immediate feedback. This site could be used as a reference source for students, as well as a homework assignment.
Type of Material:: Reference material
Recommended Uses:: This site might be best used in an e-commerce or e-marketing class, or in a promotions course. It could also be used to supplement a marketing strategy course. It could be assigned as required reading; homework assignments could be created easily.
Technical Requirements:: Browser, Flash, Adobe reader, Windows Media Player, and MP3 capabilities
Identify Major Learning Goals:: The purpose of the site is to provide comprehensive background information on the e-tools available to marketers, and to help students understand how their choice of e-tools might affect the bottom line (i.e., ROI).
Target Student Population:: This material would be applicable to both undergraduate and graduate student populations.
Prerequisite Knowledge or Skills:: Principles of Marketing or Marketing Management course.

Content Quality

Rating:
Strengths:: The site author has done an excellent job of providing comprehensive information on the digital tools available to marketers. Concepts are defined clearly, and additional sources are referenced in each case. Examples are current; all information appears accurate. The material could be used in several situations, such as reference material, or homework assignments. For example, the simulation could be given as a homework assignment, or used as an in-class demonstration. The site demonstrates a core concept grounded in the discipline ...is informed by scholarship ...provides accurate information ...is flexible (can be used in several situations) ...summarizes the concept well ... and integrates the concept well.
Concerns:: None

Potential Effectiveness as a Teaching Tool

Rating:
Strengths:: Although learning objectives are not identified specifically, concepts are presented clearly. Moreover, the site author shows how the different tools might work with other online and traditional marketing tools, and how the same tools could serve as a substitute to other tools in alternative situations. A lot could be learned in the estimated 90 minutes it takes to peruse the site. Instructors would have much material to work with, making it easy to write assignments.
Concerns:: Specific learning goals and prerequisite knowledge are not mentioned. It does not identify learning objectives, prerequisite knowledge, and may not easy to write assignments for some instructors.

Ease of Use for Both Students and Faculty

Rating:
Strengths:: I found the site relatively easy to use. The graphics are very slick and visually appealing, and yet the site is easy to maneuver, with just a few basic pages. The site is highly interactive, and should encourage student involvement. The simulation was fun; students receive specific feedback on the effects of their chosen marketing strategy, and are encouraged to make different choices if the effect on ROI is less than desired. It is engaging,visually appealing, and of high design quality.
Concerns:: I did have some problems with plug-ins when using Firefox; this problem might be specific to my computer, though. When I switched to Internet Explorer, the site ran perfectly. Authors may want to test using various browsers.

Other Issues and Comments:: Overall, I found this to be an outstanding site. I plan to use it in my Marketing Strategy course. Instructors should note that the site is housed in Spain, so many of the examples are European, and the simulation is based on Euros. It works best when using a broadband/highspeed connection.
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