The Virgin Marketer: Create Your Market Plan

I adopted The Virgin Marketer (TVM) as a supplement for my online MBA Marketing Strategy course. TVM was tremendously helpful for me and my students. TVM complements Capon’s Marketing Framework (and Managing Marketing in the 21st Century) nicely; the exercises provided my students with an opportunity to apply the frameworks to their own case studies. I selected The Virgin Marketer questions that best suited my approach to the course—they were clearly written and well-tested. I used some items for weekly team assignments, so we could see how the pieces fit together. I used other items for online group discussions. The Virgin Marketer is a great no-nonsense supplement—just thoughtful exercises. By the end of the course, students really saw how all the various frameworks work together. We traveled from insight and analysis through segmentation and positioning, and then to implementation.