Mar 012017

Introducing the  2nd Edition of the Practical Marketing Workbook This workbook now has over 250 student activities designed in a worksheet form. This means that you can print or photocopy pages for students and use them in class as individual or group activities. It is an ideal resource for flipped classroom and active learning environments. [See full activity…]

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…]

Jan 272017

This article discusses how the instructor can coordinate and manage the “logistics” of the marketing and positioning simulation game. This fun and engaging teaching activity is available for free download on this website – please see the article on the simulation game itself. Please note that this article does not discuss how the game works [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…]

Jun 172016

Please note there is now a 2nd edition of the PMW The first edition of the workbook, as discussed below, has been discontinued – click here to find out about the new 2nd edition (international version). The Practical Marketing Workbook (first edition) This workbook has over 200 student activities designed in a worksheet form. This [See full activity…]

Feb 182015

Teaching Notes for this Marketing Activity Preferred format: This teaching activity is designed for small groups of students to discuss the marketing mix implications of the consumer products classification scheme. Student audience: This exercise is more suitable for students of introductory marketing. Exercise time: The group discussion time should be around 15 minutes, plus any [See full activity…]

Feb 062015
New Coke Case Study

General Instructions for running the New Coke Case Study in class Much has been written about the New Coke new product development and launch in 1985 and there have been numerous case studies published in various textbooks, along with numerous books. But what is different about this case study for New Coke is that students [See full activity…]

Feb 062015
New Coke Case Study (Part 2)

General Instructions for running Part 2 of the New Coke Case Study in class This is Part 2 of the New Coke Case Study. It is highly recommended that student groups undertake the New Coke Case Study (Part 1), which sets the marketing environment context for Coke’s decision back in 1985. While the first part [See full activity…]

Feb 062015

These are a collection of YouTube videos that support the two New Coke case studies on this site. New Coke (Part 1) is role play discussion exercise that takes students back to 1985 in order for them to re-make Coca-Cola’s marketing strategy given the marketing environment at that time. And New Coke (Part 2) gets [See full activity…]

Jul 072012

A travel agency, with more than 100 outlets throughout Australia, views a direct and/or online marketing approach as a great opportunity to hold more clients, win new business and increase overall sales. However, they cannot agree on which particular tools to use – refer to excerpts of their manager’s meeting below – can you help [See full activity…]

Jul 072012

A chain of well-known surf wear stores is considering expanding to international markets, but they are unsure whether this is a good idea for their business – can you help them decide?   ACTIVITY/TASK Britney: Thanks everyone for coming to the meeting. As you know, the company has been considering international expansion and I would [See full activity…]

Jul 072012

Loyalty programs have become increasingly popular in recent years. In this exercise, you just need to decide whether a large (and fictitious) retail chain should implement a similar program. To help you decide, below is an excerpt from one of their manager’s meetings discussing the proposal.   ACTIVITY/TASK Larry: I think that it’s important that [See full activity…]

Jul 062012

Retailers often face the challenge of deciding between ‘everyday low pricing’ and ‘high-low’ pricing. As suggested by the names, the first approach uses a consistent low pricing approach, where the second approach utilizes higher prices combined with frequent specials/discounts. Your task is to help determine what would be the best pricing approach.   ACTIVITY/TASK Greg:              [See full activity…]

Jul 052012

The following is an excerpt from a manager’s meeting for firm that produces entertainment/game consoles (like PlayStation, Xbox, Wii). They are trying to decide whether to use a price penetration or price skimming strategy in the upcoming launch of their game console. Can you help them decide?   ACTIVITY/TASK Ken:                Thanks for coming everyone. This [See full activity…]

Jul 052012

Read the following case study on a hypothetical manufacturer and their product development activities. Review their new product development process. Identify what they appeared to do well, and identify potential improvement areas for the future. ACTIVITY/TASK Company Background West-White is a manufacturer of white-goods (e.g. washers, refrigerators) and various other household appliances. They were established [See full activity…]

Jul 022012

An insurance firm is looking to upgrade its operating software system. They are faced with three alternatives, which are listed below. In this ‘role-play’ activity, you will play the role of either:  IT manager (you would like a ‘manageable’ change) Finance manager (you want a great finance reporting fit) Marketing manager (you want a great [See full activity…]

Jul 022012

Consumers often play different roles within a family (or household) decision making unit. Your task in this activity is to identify who might be involved in the decisions below and what role that they may play in that decision. To get you started, an example has been provided for you.   ACTIVITY/TASK Purchase Decision Christmas [See full activity…]

Jul 012012

For this activity, you will play the role of a marketing consultant advising a small change of CD/music retail stores how they can best adapt to the changing lifestyle and technological macro-environment. You are presented with some introductory information regarding the key trends in this sector. What advice would you have for this firm?   [See full activity…]