This is a website designed to assist marketing students develop and use a new product sales and profit forecast using the ATAR model. The website includes "how-to" videos, as well as a free Excel ATAR template for download.
Type of Material:
Reference Material
Recommended Uses:
This material could be used to support a course in new product development and management, or as a supplement to course content covering new product development and management.
Technical Requirements:
Browser; Excel will be needed to use and apply the free spreadsheet available to download.
Identify Major Learning Goals:
The website is created to support students in their understanding of the sales and profit forecasts for new products, both in utilizing the awareness-trial-availability-repeat model but also with a spreadsheet tool.
Target Student Population:
Upper level undergraduate and graduate level business and marketing students.
Prerequisite Knowledge or Skills:
A basic understanding of marketing principles should be required. The module may best be used embedded in or after a new product development course. A foundation in marketing as well as Excel knowledge to use the spreadsheet template.
Content Quality
Rating:
Strengths:
The reference material contained in this website is extensive, but not over-whelming. Developed by an instructor and practitioner, it is thoroughly grounded in the discipline and provides a wealth of information regarding the translation of actions into actionable forecasts. Through the use of several topical headers and critical content within each, users are able to understand the theory behind ATAR, its benefits, its limitations, the inputs and outputs of the calculation, suggestions for use, etc. With a free downloadable spreadsheet, including a video tutorial if needed, users would be able to obtain both a fairly comprehensive understanding of this topic and a ready-to-use tool to being implementation immediately.
Concerns:
The instructor will need to provide background and substantial support for use of the material, and will need to set the stage for its use with specific details. No specific assignments have been developed.
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
The site and material is very complete, detailed, and well organized. The content is designed in such a way that it could be used throughout a semester course, as support on a case/application assignment for introduction and management of a new product or products. An instructor could well appreciate the advantages this website/reference affords the student. With understandable wording, clear discussion of the ATAR calculation and usage, this site/tool provides students with an excellent resource for turning new product ideas into measurable numbers for analysis. The tool itself allows for manipulations in the approach, so students are able to test various plans/results. In addition to a general rationale for its use, the website offers a broader discussion on benefits vs. limitations of the formula, components parts of the formula, importance of numerical decision tools, words of warning, etc. With key content ready at hand, this site provides an excellent support to any user project.
Concerns:
As with all websites/explanations, the usefulness as a teaching tool is limited by the user’s willingness to take advantage of the information. The site developer indicates a brief “warning” in a note about accuracy/assumptions on page one, but the user would need to access further the valuable additional information provided by the site developer. It is only with this access that a full understanding of the benefits, limitations, suggestions for use, etc. can be captured and utilized to its greatest extent as an educational tool. Additionally the website is stand alone as an informative resource, but would be better utilized if done so in conjunction with an actual assignment – this assignment would need to be developed by the instructor.
While the site is an excellent reference source, the instructor would still need to design an assignment or application for students to fully apply the concepts presented.
Ease of Use for Both Students and Faculty
Rating:
Strengths:
Neat, clean site design makes navigation easy. Pull-down menus provide easy access and reading of the content. All the links work and are responsive. The videos sections has nicely done video applications of the model and spreadsheet. By embedding the content in the website, the developer has created an excellent, portable resource for the student and the downloadable Excel spreadsheet with embedded calculations allows for immediate use. The content is well laid-out, and active links surface consistently allowing one to readily jump from topic to topic. The site is colorful enough, with accurate grammar/punctuation, graphics, etc., so readability is enjoyable. The only minor deterrent is the ads positioned throughout the site, however this is a small price to pay for quality of the resource.
Concerns:
None
Creative Commons:
Search by ISBN?
It looks like you have entered an ISBN number. Would you like to search using what you have
entered as an ISBN number?
Searching for Members?
You entered an email address. Would you like to search for members? Click Yes to continue. If no, materials will be displayed first. You can refine your search with the options on the left of the results page.
Searching for Members?
You entered an email address. Would you like to search for members? Click Yes to continue. If no, materials will be displayed first. You can refine your search with the options on the left of the results page.
