KFC Edible Nail Polish: Brand Extension
Do your students agree with KFC’s decision to extend their brand into chicken flavored nail polish? Why/why not?
KFC Edible Nail Polish: Brand Extension Review the Teaching Activity
IMC Tools: 360 Marketing
The student activity is based around a video for a brand of healthy drinks called “neuro”. The video shows the brand being promoted using a variety of promotional tools. A great example of 36- degree marketing.
IMC Tools: 360 Marketing Review the Teaching Activity
Real Burger World (RBW) Case Study
RBW was a small hamburger chain established in the UK in the early 2000’s. Despite a significant financial investment, professional management, the use of branding consultants, and extensive media coverage, the business did not prove to be viable and closed within a few years.
Real Burger World (RBW) Case Study Review the Teaching Activity
McDonald’s Food Throughout the World
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.
EXCLUSIVE MEMBER ACTIVITY
McDonald’s Food Throughout the World Review the Teaching Activity
The Original Perceptual Map for the iPhone
The original perceptual map for the iPhone, as presented by Steve Jobs at the 2007 iPhone launch, is presented for student discussion, in terms of strategy, positioning, and innovation.
The Original Perceptual Map for the iPhone Review the Teaching Activity
Apple’s Initial Phone Strategic Alliance
This student exercise uses a YouTube video that shows Steve Jobs announcing the iTunes phone in 2005, two years before the iPhone. It introduces students to strategic alliances, competitive strategy, capabilities, and the new product process.
Apple’s Initial Phone Strategic Alliance Review the Teaching Activity
Monitoring Consumer Attitudes
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.
EXCLUSIVE MEMBER ACTIVITY
Monitoring Consumer Attitudes Review the Teaching Activity
Using Market Concentration (Market Shares)
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.
EXCLUSIVE MEMBER ACTIVITY
Using Market Concentration (Market Shares) Review the Teaching Activity
Using Market Share Information
In this activity, students will review a simple table containing market share and sales information, in order to interpret the marketplace.
EXCLUSIVE MEMBER ACTIVITY
Using Market Share Information Review the Teaching Activity
Fun Approach to Cluster Analysis
Making cluster analysis fun and easy to understand? Sure, why not? This is a good task to get students working with simple data and seeing how market segments can be formed. But note that students will need access to Excel to undertake this activity.
Fun Approach to Cluster Analysis Review the Teaching Activity