Marketing, and A Level Resource Pack

Marketing, and A Level Resource Pack

Lightfoot, N J

All the reviews published in ‘Teaching Business and Economics are now available on the TES BookFind CD ROM, published termly by Book Data Ltd., Northumberland House, 2, King Street, Twickenham, TW] 2RZ, in association with the Times Education Supplement. Reviews are linked to book titles on the CD – Ed.

A level Business Studies

Marketing, an A Level Resource Pack, Jo Nowacki, Philip Allan Publishers Ltd., 133 pages, photocopiable, L49.95, phone 01869 338652 ISBN 0 86003 213 2.

This pack is part of a series of photocopiable resource packs for A Level business studies teachers. It contains a set of one hour lessons which are said to cover the major areas within the topic. Each lesson has a set of Teacher’s notes and a lesson plan plus the necessary photocopiable overhead transparencies and/or worksheets.

It could be argued that we don’t need another resource pack for marketing, with its relatively easy access and abundance of examples, which in some respects places added pressure on materials produced for this area. However the pack seeks to offer something different: it is not just about the marketing mix and 4P’s.

The contents of the pack are listed as:

Adding Value

Market Segmentation

The Product Life Cycle

The Marketing Mix


Elasticity of demand

Niche versus Mass Marketing

Marketing Research Correlation

Asset- versus Market-led Marketing

The Marketing Model

The Marketing Plan

This pack can be used to assist the teacher directly in delivering the lesson. It presents them with a purpose built lesson plan, OHT’s etc. Alternatively it can be used to present a student centred activity, perhaps for use in the absence of the teacher. There is a requirement with some lessons that the student should access other textbooks. Teachers will need to modify or edit the tasks to ensure suitability for their students and syllabi, as is the case for all resources. Also this is a specialist pack and teachers may not be able to commit time to all of the concepts in the same detail.

The pack is very easy to use and the author appears to have thought of everything. For example Topic 5, ‘Pricing’, provides alternative OHT’s depending on the amount of time available, although the resultant photocopying bill could be prohibitive. This is the constant issue with this pack: is it a good allocation of resources for a department which may be under financial pressure?

This resource highlights the need for students to develop other skills e.g. note taking. It endeavours to integrate concepts across the syllabus. For example Topic I ‘Added Value’ suggests that the teacher might introduce Kaizen and TQM for the first time here. The theoretical approach, adopted by the pack, will reduce built in obsolescence, providing greater value for money.

Does the pack add anything new to the range of publications on the market? Are the photocopiable resources a sufficient asset to wish to pay L49.95? Personally I believe that many of these approaches are already implemented by teachers, maybe taking a case example perspective, which provides the delight of teaching this area. Greater value might be added by purchasing resources for another area of the syllabus.

Summarising, the pack can be used as a time or labour saving device. It may appeal to newly qualified teachers who need all the help that they can get in the beginning. However the analogy can be drawn with electric toothbrushes, they are a very good idea but are they really necessary?

N.J. Lightfoot All Saints RC School, Mansfield

Copyright Economics and Business Education Association Summer 1999

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