Peer Review

iPhone Perceptual Map

Material Detail page

Reviewed:: Sep 21, 2017 by Business

Bookmark

Ratings

Overall Rating:

Content Quality:

Effectiveness:

Ease of Use:

Overview:

The original perceptual map for the iPhone, as presented by Steve Jobs at the 2007 iPhone launch is presented below for student discussion.

Please note that the free Excel template to construct perceptual maps is available for students to download at All About Perceptual Maps.

Type of Material:

Assignment

Recommended Uses:

This can be used for a take-home assignment to support in-class discussion. It could also serve as an in-class exercise, if time allows.

Technical Requirements:

To view the video and website none. Excel and/or Powerpoint if the templates available at the site are going to be used.

Identify Major Learning Goals:

- To be able to produce an effective positioning map and understand the various options and types. - To demonstrate the application of a perceptual map.

Target Student Population:

Undergraduate marketing or business students.

Prerequisite Knowledge or Skills:

A basic concept of what and how a perceptual map is used by marketers will be helpful. However, this assignment could serve as an introduction to the concept as well.

Content Quality

Rating:
Strengths:: - The site is clean and nicely designed. - Materials are easily accessible. - Discussion questions provided support the concept of perceptual maps very well. - It provides some good examples of positioning maps and a template to create them. - It also provides more detail on positioning maps than is provided in most introductory marketing texts.
Concerns:: - The original iPhone was launched in 2007, meaning that current students do not have experience with the competitors depicted. - Context will need to be provided by the instructor in addition to providing assignments.

Potential Effectiveness as a Teaching Tool

Rating:
Strengths:: - This simple video and discussion provides a nice and easily understood application of a perceptual map. - Instructors could easily develop additional examples. - With the Excel and Powerpoint templates available, students could be assigned additional exercises to develop additional skills and understanding. - Examples that build progressively upon the concepts.
Concerns:: - No specific learning objectives are presented, but instructors could easily provide them to students. - The instructor will need to provide context (segmentation, targeting, and positioning information)

Ease of Use for Both Students and Faculty

Rating:
Strengths:: - This module is very easy to use. - The templates provide students the opportunity to engage in the material. - Well-designed - Easy to navigate site. - Nice discussion questions provided.
Concerns:: - The design is very basic but functional.

Other Issues and Comments:: - There are many additional materials available at this site, - Recommend a thorough review of things that instructors will find useful.
Creative Commons: