An Instructor’s Guide to running the Marketing and Positioning Simulation Game

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 … Continue reading...

Consumer Product Classifications: Marketing Challenges

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 … Continue reading...

A “too” simple view of marketing?

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity can be run in small groups or as an in-class discussion.
Student audience: This discussion exercise is designed for introductory marketing students.
Exercise time: This activity will take around 10 minutes, perhaps longer as an in-class discussion.
Notes: There … Continue reading...

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 … Continue reading...

Blendtec’s Viral Campaign Success

In this video-based mini-case, you will review two in the highly successful Blendtec collection. These YouTube videos are among the most successful viral campaigns; can you identify the reasons for their success?

 

ACTIVITY/TASK

YouTube is one of the most popular internet sites in the world. It has a vast … Continue reading...

Product Line Extension Challenge

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 … Continue reading...

Best International Market Entry Option

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 … Continue reading...

Should we expand internationally?

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 … Continue reading...

Promotional Strategy


This activity is based on a chain of fitness centers. They want to increase their ongoing level of promotional activity, but are unsure how best to promote themselves in the marketplace. Therefore, this activity requires you to determine the most appropriate promotional strategy (given the information in the following case Continue reading...

Working with Salespeople

Salespeople are part of an overall team. When a salesperson tries to work independently, the results are not always very effective. This activity highlights an ineffective situation for a mobile home loan salesman for a bank. Review the situation – what can you recommend to improve the firm’s current sales Continue reading...

Choosing a Promotional Message

This activity is based on a local regional bank that was become a little old-fashioned and behind the times. Their plan is to adopt a more modern image, whilst maintaining their strengths of being local and caring about their customers.

 One of the first initiatives that they are undertaking Continue reading...