Feb 202017
 

Introducing Simbound for Interactive Learning Simbound is an online turnkey content creation and evaluation system developed to address the need of the modern digital marketing course leader which aims to go beyond a simple presentation centered approach with his or her course. Belonging to the experiential learning family of resources  it employs simulation, gaming and [See full activity…]

Feb 132017
 

Following the positive feedback on the marketing simulation game, I have decided to further develop the complexity of the game and introduce a more “advanced positioning marketing simulation game”. This is an extension of the initial game – so it has the same look and feel to students. However, it increases the complexity of decisions [See full activity…]

Feb 132017
 

Overview of the Discussion Activity This discussion activity is a variation of an existing exercise on this website, however it has been updated by the inclusion of an interactive spreadsheet to enable students to financially forecast the impact of this strategic decisions. Here is a link to the spreadsheet… Music Festival Strategy Exercise The purpose [See full activity…]

Jan 222017
 
Marketing Simulation Game: How to Play Guide

How to Play the Marketing and Positioning Simulation Game Welcome to the instructions on the Marketing and Positioning Simulation Game. This simulation game is designed for students of marketing, strategy, and business. Please note that the game is available for free download on this page… free marketing simulation game download page. Please note that this [See full activity…]

Jan 222017
 

Due to numerous requests, I have decided to develop and provide a free marketing simulation game for lecturers and instructors. One of the challenges of any simulation game is explaining, sometimes a complex set of rules, to students. Therefore, I have designed this simulation game to be simple and easy to understand, yet being complex [See full activity…]

Feb 032016
 
Monitoring Consumer Attitudes

Teaching Notes In this marketing exercise, the students will gain an understanding of the complexity of consumer attitudes by reviewing the output of a multi-attribute attitude model. Please note that a  multi-attribute attitude Excel template is available for free download at a related website. Student Activity For this task you will need to review the [See full activity…]

Feb 032016
 
Using Market Concentration

Teaching Notes for this Activity In this activity, students look at the output from a market share (market concentration) spreadsheet and attempt to interpret the results and consider the how it may affect marketing decisions. Additional Resource: Guide to Market Shares, with free Excel templates Student task Review the following table, which shows the unit [See full activity…]

Feb 032016
 
Using Market Share Information

Teaching Notes for this Activity In this activity, students look at a simple output from a market share spreadsheet and attempt to interpret the results and consider the difference between unit and revenue market share. Additional Resource: Guide to Market Shares, with free Excel templates Student task Review the following table, which shows the unit [See full activity…]

Feb 012016
 
Using scatter charts to form market segments

Teaching notes for this activity This activity introduces marketing students to the concept of forming market segments using consumer data. It is a very helpful technique for reinforcing that segments need to be similar in needs (homogeneous), yet distinctive from other market segments. Because the activity is essentially visual in nature, it appeals to a [See full activity…]

Feb 132015
 
The customer lifetime value calculation (step-by-step)

Teaching Notes for this Marketing Activity Preferred format: This teaching activity should be run in student pairs or small groups. Student audience: This discussion exercise is more suitable for advanced students studying services marketing or marketing metrics. Exercise time: This activity will probably run around 10-15 minutes. Additional resources: Please refer to the comprehensive guide [See full activity…]

Feb 132015
 
Interpreting Customer Lifetime Value

Teaching Notes for this Marketing Activity Preferred format: This teaching activity can be run individually or in student pairs. Student audience: This discussion exercise is more suitable for advanced students studying services marketing or marketing metrics. Exercise time: This activity will probably run around 10 minutes. Additional resources: Link to the free online CLV calculator, [See full activity…]

Feb 132015
 

Teaching Notes for this Marketing Activity Preferred format: This teaching activity is best suited as an individual task. Student audience: This discussion exercise is an introduction to calculating customer lifetime value, which would be suitable for students of services marketing and metrics – and perhaps some students of advertising/promotion. Exercise time: This discussion activity should [See full activity…]

Jul 072012
 

The table below contains the standard top-level website metrics that every marketer needs to be familiar with. Your task is to assess the relative performance of these websites.   ACTIVITY/TASK Site A Site B Site C Visitors 10,000 100,000 200,000 Visits 40,000 120,000 400,000 Pageviews 200,000 150,000 2,000,000 CPC budget $5,000 $40,000 $100,000 Bounce rate [See full activity…]

Jul 072012
 

The table below contains some top-level online results of a few websites that has invested in Google advertising. Your task is to determine how well they have performed and whether they should continue.   ACTIVITY/TASK Site A Site B Site C Impressions 10,000 10,000 10,000 CTR 10% 5% 1% Site visitors 1,000 500 100 Conversion [See full activity…]

Jul 072012
 

The table below highlights a firm that has dramatically increased its profitability in a few years. But they have focused on a short-term, not long-term, basis and you need to determine what impact this may have.   ACTIVITY/TASK Year 0 Year 1 Year 2 Year 3 Sales 20m 19.50m 18.6m 16m Costs 5m 4.75m 4.6m [See full activity…]

Jul 072012
 

Allocating fixed costs to products, in order to more fully assess product profitability, can be determined in different ways with different outcomes. In the following example, the firm was allocated its fixed costs equally each of its products – what impact does this have?   ACTIVITY/TASK Product  A Product  B Product  C Product D TOTAL [See full activity…]

Jul 072012
 

In this activity, you need to review the recent new product launch results across different firms. How well did their respective launches go? Can you get a sense of their relative strengths/weaknesses from these results?   ACTIVITY/TASK Firm A Firm B Firm C Firm D Target market size      1m      1m      1m   [See full activity…]

Jul 072012
 

This activity highlights the top level results from an attitudes/image market research study, comparing four different fast food chains. Your task here is to review the brand’s performance and see what the survey results have revealed.   ACTIVITY/TASK Results in %’s Brand A Brand B Brand C Brand D Lots of locations 5 15 50 [See full activity…]