Education and Training

Marketing Education and Teaching Ideas

For marketing educator teaching marketing courses this section offers advice for course syllabi, preparation and presentation. Also, teachers will find links to many class exercises and other materials that have been used successfully by instructors around the world.

Marketing Stories for Topic Area
Brooklyn Could Get a High School for Marketers New York Times Sales by the Schoolbook (corporate help with university marketing curriculum) Sales & Marketing Management Business Schools Lack Focus on Marketing to Hispanics Dallas Star-Telegram China's B-School Boom BusinessWeek Firms Use Business Classes to Sell Products (sponsoring college classes) NPR

The Weblinks Collection

Breakeven Calculator Tool #1 *Java program that allows for entry of various cost and selling price information in order to determine breakeven points. (Note: may not work with Firefox browser without plugin).
Breakeven Calculator Tool #2 *Another breakeven tool though only allows for basic cost entry but does show results graphically. (Note: may not work with Firefox browser without plugin.)
Conjoint Analysis *Software provider Sawtooth provides a number of technical papers (from basic to highly advanced) that primarily discuss conjoint analysis. Additionally, there is limited coverage of other research methods such as perceptual mapping. Marketing research teachers may also find teaching materials here including slides and exercises covering conjoint analysis.
Customer Lifetime Value Calculator *Downloadable Excel spreadsheet that can be used as a basic guide for determining customer lifetime value applicable to many industries. In addition to use by marketing practitioners, instructors in marketing strategy or customer relationship management may also find value in using this with students.
How to Learn About an Industry or Company *Good all-around advice for getting started on a research project. Includes step-by-step research guide, learning about a company by evaluating its products and a nice list of resources by industry. However, updates are infrequent thus some links may no longer work.
How to Learn More About a Company by Examining its Products *Though this is a little old, this listing of questions used by a research company when evaluating products of clients or competitors still has value when evaluating products.
Lifetime Value of a Customer Calculator *Another online calculator that offers one method for assessing customer lifetime value via input of sales and customer data.
MarketingTeacher *Site that focuses primarily on marketing education with a growing list of short tutorials on basic marketing issues.
MERLOT *Acronym stands for Multimedia Educational Resource for Learning and Online Teaching. Site has many resources for marketing educators including cases, lecture materials, class assignments, simulations and more.
Pew Internet and American Life Project *Pew Charitable Trust has commissioned this on-going research project (mostly based on telephone interviews) that “explores the impact of the Internet on children, families, communities, the work place, schools, health care and civic/political life.” The reports produced are generally high quality and cover many different subjects. Best all these reports are FREE! Also, teachers in market research classes will find free access to datasets and their related questionnaires.
SEO Book *College professors and others teaching Internet marketing may find value in this ebook (FREE to educators) that deals with search engine optimization. Has good information that can be used within search engine marketing lectures or as supplemental reading. Also at the back of each chapter are lists of activities that can be adapted to class exercises.
The Matrix - Idea Generation Exercise *Interesting and easy to employ exercise for developing a list of product or service (or other things) ideas.