Great Ideas for Teaching Marketing
Ideas and resources for teaching marketing
The nine-box model for the GE-McKinsey matrix is an effective tool for students to understand the relationship between business strengths and market opportunities.
This is essentially what we do when we combine strengths with opportunities in a SWOT analysis as well. It helps that firms should concentrate on business opportunities … See the full activity...
This is not necessarily a student activity, but instead, a tool that they could use for their analysis for assignments, or you could possibly structure a survey in class, that could be analyzed using the following free template that will allow your students to produce charts and run cross-tabs … See the full activity...
As we know, perceptual maps are a great way to visualize consumer’s perception of brand positions and how they evolve over time.
It is quite common for students to include one perceptual map in suitable assignments, but there are a number of misconceptions on how to best use perceptual maps.
This exercise is designed to give … See the full activity...
This activity is a variation of the Burgers Galore Brand Management exercise. In that activity, students need to consider how well a brand is being managed by reviewing sales, profit, and image data (presented in a perceptual map format).
But this data is fully provided for them – they just need to analyze the data as … See the full activity...
This activity is designed around a marketplace (such as a small city), where there are a set number of known competitors.
Student groups need to review and discuss the case materials to consider whether the firm’s performance is favorable or concerning?
“Burgers Galore” is a hypothetical fast food chain in a hypothetical … See the full activity...
This sim game is a variation of the interactive marketing game also available on this website for free download. The game runs on Excel as well, but without the component of physical interaction.
Instead, students make decisions in their teams, which are fed into the sim game template by the instructor, … See the full activity...
The ‘expert-level’ marketing and positioning Sim Game is now available. This Sim Game is suitable for more advanced students and would need to be played over several weeks or even a full semester.
There have been substantial improvements made to the game, such as an interactive menu, as shown below.
The centerpiece of the student’s decision-making … See the full activity...
SWOT Analysis often becomes a quick group brainstorming approach with marketing students, rather than a discussion of what makes up a robust and detailed SWOT.
The other problem with SWOTs is that they are quite generic, often because students start with a “blank sheet”.
To solve this problem I have designed a simple SWOT generator that runs on … See the full activity...
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 interactive e-learning functionality. The resource … See the full activity...
Here is the “advanced positioning marketing simulation game” now available for free download here…
Advanced-Positioning-Sim-Game-2020
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 by introducing a number of new rule changes, such as:
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 of this exercise is for … See the full activity...
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 linked page also includes … See the full activity...
You can download the free sim game here…
Key changes for 2020:
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.
For this task you will need to review the two following charts and then … See the full 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
Review the following table, which shows the unit market share and the market … See the full 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
Review the following table, which shows the unit market share and the revenue … See the full activity...
This activity is based around a free Excel template for quickly and easily running cluster analysis that is available at Cluster Analysis for Marketing (a related website).
One of the challenges of cluster analysis that it appears quite complex and, usually, it needs to be run using special statistical software (such as SPSS).
However, using … See the full 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 broad range of students – … See the full 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 to customer lifetime value… See the full 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, ideal for students to … See the full activity...
