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Peer Review

globalEDGE Online Module: Developing a Marketing Plan

by globalEDGE


Overall Numeric Rating:

4.5 stars
Content Quality: 4.75 stars
Effectiveness: 4.5 stars
Ease of Use: 4.25 starsstar
Reviewed: Jan 30, 2010 by Business Editorial Board
Overview: Online course module for Developing a Marketing Plan to extend a business into the international arena through exporting. This module provides audio material, complete notes of the narrative, PowerPoint slides, quiz questions, and a brief case example. The module is part of a series developed by Michigan State University CIBER and the U.S. Commercial Service and presented through the website of globalEDGE. Access to this module requires registration to globalEDGE, which is free.
Type of Material: Lecture
Recommended Uses: This self-contained module could be used with any student seeking basic guidiance on developing a marketing plan. The third party resources included would help with global research on entering an international market. For anyone that wants to understand global issues. I especially recommend this website to business, political and social sciences.
Technical Requirements: The site states "modules are best viewed with a 1024 x 768 window resolution and work with following browsers: •Internet Explorer 6 or higher •Firefox 2 or higher Flash is required to view all modules."
Identify Major Learning Goals: To understand the importance of developing a written marketing plan for a business to export their product. To provide information on many of the domestic and foreign governmental resources available for businesses entering the international marketplace.
Target Student Population: Undergraduate or Graduate students could use these basic materials; The third party resources would be helpful sources for an international assignment.
Prerequisite Knowledge or Skills: Only a basic understanding of business concepts (such as research) is needed to proceed through this module.

Evaluation and Observation

Content Quality

Rating: 4.75 stars
Strengths: While presentation from the Marketing Plan standpoint is quite basic, the quality and style of the presentation is very professional. The audio, slides, notes, questions, and short case are all well done and easy to follow. A major strength of this website is that all of the information is current. Also, the articles come from reputable sources.
Concerns: A few of the audio pronunciations are incorrect throughout the module (“prepared” rather than “prepaid”); Some of the data is a bit dated—2006.

Potential Effectiveness as a Teaching Tool

Rating: 4.5 stars
Strengths: The resources available for research are good; there are many international and/or governmental sources that the students might not know to use. It is not always easy to get current global information, therefore this website would have a positive effect on individuals that use it for researching secondary data.
Concerns: The depth of information related to marketing planning is weak and primarily stresses the importance of creating a written plan. More details about what should be included in a in international marketing plan would be helpful.

Ease of Use for Both Students and Faculty

Rating: 4.25 stars
Strengths: Quite easy to follow; the links let you move forwards or backwards easily with help from an index of of the slides; The variety of the tools is very helpful in making the module easy to follow.
Concerns: The only problem that I had was giving my personal information such as: city and state, email address, my business, all to get a username and password. However, once I saw the wealth of information I was pleased. I just feel some individuals may not like filling out the information. If they do decide not to log in they will miss out on some valuable information that could enhance their global education. Near the end of the module and in mid-sentence, the screen shows a listing of websites and I was unable view the last 3 slides or get the slide show to move forward to the end.

Other Issues and Comments: This site, globalEDGE, could be a wonderful resource for understanding exporting especially for undergraduate students since much of the information is relatively basic. This module is only one of the sections students might find useful.