This module is a free manual presented as part of the Connexions collection at Rice University. Topical areas such as How to Submit Articles the Proper Way, Internet Marketing, Marketing Your Product, SEO Basics, and Using YouTube For Marketing form the content. A very succinct introduction (less than two pages per module) is provided for marketing on the Internet. Although limited, the tools identified are powerful, and if you become proficient at them, would be extremely beneficial.
Type of Material:
Students in an Internet Marketing class. It would also be helpful as class reference material.
Identify Major Learning Goals:
Promoting products using the Internet. The learning goals are to provide clear and concise reference information on each of the sites five focal areas.
Target Student Population:
This module is most helpful to upper-level undergraduate or graduate marketing students, particularly those taking Internet Marketing, Integrated Marketing Communications, Advertising, etc.
Prerequisite Knowledge or Skills:
Understanding search engines, tags, and other Internet terms would be helpful.
The information provided on each of the focal areas is concisely written and is intended to provide an overview. As such, each provides good foundational material, either to start a further study and/or to summarize that which has already been learned. Each concept is seemingly informed by scholarship and is current/relevant to students in the marketing discipline. Many sections provided additional article links, tags and related material for further exploration.
None of the focal areas are comprehensive, and as such, they lack in integrating the concepts into a larger course and/or providing a thorough demonstration of the topic. For purposes other than assigning this as a chapter starter/review, instructors will need to further develop the module with both information and related assignments. At times not all vocabulary is as understandable to the casual user, so instructors also need to keep this in mind as well.
Potential Effectiveness as a Teaching Tool
Four of the topical areas in the module are written as a summary and therefore not intended to provide a comprehensive teaching tool for the classroom. They do provide a good deal of information in a short time, and would be helpful for student review or research. The “Marketing Your Product” area is written with classroom activities as a central feature, however, and could be utilized more readily as a teaching tool.
All of the focal areas are lacking in contextual support, i.e. no definitive order, background information, etc., though in fairness they weren’t meant to. Nevertheless, instructors must still provide and students must still learn from a primary resource. The effectiveness/helpfulness of this module, then, depends on the effectiveness of the previous instructor provided resources. For the “Marketing Your Product” area, the classroom activities are geared toward a 6th grade audience. Further development would be needed for maximum effectiveness with a college audience. Writing a persuasive timely article, PR piece, or YouTube video is difficult, which is not addressed.
Ease of Use for Both Students and Faculty
Instructors wishing to use this module for student review need do nothing more than provide the link. The site itself is navigable, and the passages that are written are easy to understand if one is familiar with the vocabulary, are enjoyable to read and are organized well. The site lacks any real visual appeal or interactivity, however the content is well-presented.
Some of the sites listed under “Example Links” were inactive, therefore decreasing the ease and effectiveness of the overall module.
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