This is a free, online workshop that is based on a book by the author. Although it is a commercial site that tries to sell the book, one can access the ten chapters that help someone develop and learn "How to Use the Internet to Become a Celebrity or Expert in Your Field."
Type of Material:
Tutorial
Recommended Uses:
The content in this workshop could be used as supplementary material in a marketing principles course or a course specific to branding or internet marketing. It could be assigned as homework.
Technical Requirements:
Browser
Identify Major Learning Goals:
Understand the basics of branding online. Students will learn to establish a presence online through the branding principles of positioning, focusing your product or service, and name recognition.
Target Student Population:
Undergraduate marketing or business students.
Prerequisite Knowledge or Skills:
None, although a basic understanding of marketing principles would be helpful.
Content Quality
Rating:
Strengths:
This is a very concise tutorial that applies scholarly research on branding to an online presence. Very good tips and pointers about branding your product or service online. Material is well written and easy to browse through. Flow from one lesson to another is structured well and real world examples are given to illustrate concepts.
Concerns:
Material is a teaser to purchase the entire book. Students should be assured they can view the lessons without having to purchase anything. The content is dated. The examples given would not resonate with a millennial student. It includes information on choosing a url and using e-mail marketing, but contains no content about social media.
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
The ten chapters build progressively; each chapter is very concise. As supplementary material to branding concepts, these lessons offer some good practical advice about creating an effective online presence for a business. The ideas presented could be used as an effective teaching tool for evaluating online marketing plans or as criteria to evaluate web sites.
Concerns:
The module does not require the student to do anything, so the instructor would need to set it within context and devise some assignment or other assessment to measure comprehension. Effectiveness could be improved with some images or visual media. No scholarly sources are cited. There are many references to popular culture which make for easy reading, but students should be cautioned that the concepts presented are one man's advice.
Ease of Use for Both Students and Faculty
Rating:
Strengths:
The module is very easy to use. The chapters contain short paragraphs and bullet lists with lots of white space, so the content is easy to read on the screen. Easy to navigate web site. Students can move easily from one lesson to another using menu on the left side of the page. Web page works well in multiple browsers.
Concerns:
The module lacks interactivity and visual appeal. It is simply text and a few links.
Creative Commons:
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