For this task, students are the marketing manager for a bank and planning a major new product launch. They need to develop an internal marketing program for the bank’s branch and call center staff to complete the sales.
For this exercise, students are the marketing manager for a large hotel chain, where they are asked to put together a CRM program for the hotel’s major customers.
Students help a major department store to evaluate their idea for a new CRM program. What advice do they give them?
This case study outlines a new retail store concept, which has proved somewhat disappointing for the two owners. The student task is to evaluate whether they adequately identified a viable target market and also to evaluate the appropriateness of their positioning
For this activity, students need to select the most appropriate positioning for a firm that currently home delivers pre-prepared food to people who are trying to lose weight. They have now decided to pursue an opportunity in providing a somewhat similar product, but this time, targeted at children.
For this activity, students need to determine whether the law firm will need to modify its marketing mix as they pursue another target market.
This group task is to reach a decision through consensus (by role-playing members of a firm’s executive management team). To complicate the decision, the three alternatives ‘benefit’ different functional departments.
In this mini case study, the firm is considering four promotional approaches. Each of their promotional approaches relies on a different learning theory.
The task in this exercise is to select the best radio commercial from the three presented, considering the model of perception (how consumers process information).
In this exercise, students are required to help a traditional hamburger store adapt to the new market environment of more health-conscious consumers. To help guide them, market research data has been presented.
