Jan 222017
 

Note: Also refer to the base information on the Marketing and Positioning Simulation Game for lecturers, as well as the “how to play guide”. Teaching and discussion ideas While the simulation game is quick to learn and relatively simple for students to understand, it does provide an insight to numerous marketing concepts and topics – [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 242016
 

Teaching Notes This activity is designed to introduce students to the for/against of adapting a global firm’s product mix to meet local needs in host countries. Students first review a short video and then address specific questions on international marketing. Student task Student Discussion Questions McDonald’s is a strong global brand, does their variety of [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 152015
 
Creating and Interpreting a Perceptual Map

Teaching Notes for this Marketing Activity Preferred format: This teaching activity is designed for individual students to create the perceptual maps and then for small groups to discuss the interpretation. Student audience: Could be run with any level of marketing student, perhaps more suitable for students of introductory marketing as well as students of marketing [See full activity…]

Feb 132015
 
From Market Segmentation to Marketing Mix (Fitness Centers)

Teaching Notes for this Marketing Activity Preferred format: This teaching activity is probably more suitable to small groups. Student audience: This discussion exercise is more suitable for students in an introduction to marketing course Exercise time: This discussion activity will probably run 15 to 20 minutes. Activity variations: This exercise could also be extended beyond [See full activity…]

Feb 122015
 
Developing a Segment Profile

Teaching Notes for this Marketing Activity Preferred format: This teaching activity would work best in small groups and reporting back to the overall class. Student audience: Could be run with any level of marketing student, perhaps more suitable for advanced students. Exercise time: Given the students need to profile two different segments, group discussion time [See full activity…]

Feb 122015
 
How to Segment a Market

Teaching Notes for this Marketing Activity Preferred format: This teaching activity would work best in small groups and reporting back to the overall class. Student audience: Could be run with any level of marketing student, perhaps more suitable for advanced students. Exercise time: Given the students need to profile two different segments, group discussion time [See full activity…]

Feb 112015
 
From Market Segmentation to Marketing Mix (Drinks)

Teaching Notes for this Marketing Activity Preferred format: This teaching activity is flexible and can be run individually or in small groups with optional reporting back to the overall class. Student audience: This discussion exercise is more suitable for students in an introduction to marketing course Exercise time: This discussion activity will probably run 15 [See full activity…]

Feb 112015
 
Segmenting the Fast Food Market

Teaching Notes for this Marketing Activity Preferred format: This teaching activity is flexible and can be run individually or in small groups with optional reporting back to the overall class. Student audience: This discussion exercise is more suitable for students in an introduction to marketing course Exercise time: This discussion activity will probably run 15 [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…]

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…]

Jul 072012
 

The following statement was released by Tim Cook, the CEO of Apple. Although it was not described as a mission statement, it has been effectively framed as one. Your task here is to review it and determine what it indicates about Apple and their future direction.   ACTIVITY/TASK The statement made by Tim Cook of [See full activity…]

Jul 072012
 

In 2005, Coca-Cola introduced Coke Zero, a zero calorie version of their flagship product. This product did extraordinary well, but what launch and implementation challenges did they face?   ACTIVITY/TASK Coca-Cola first ventured into the diet soft drink market in the 1960’s with their Tab brand. In 1982 they broadened the Coke brand for the [See full activity…]

Jul 072012
 

After significant success in the local market, the company is looking to market to the more affluent markets in Asia markets. But the question is how they should do this? Which option would you recommend from the list below?   ACTIVITY/TASK “Full of Fun” fruit juices are a novel range of drinks primarily targeted at [See full activity…]