From Situational Analysis to Marketing Strategy

INTRODUCTION

While many industries have been impacted by the Internet-era, the banking sector is an industry that has faced numerous environmental challenges. They have been impacted by new competitors, changing technology, record low interest rates, different consumer buying approaches, new distribution channels, and so on.

As a result, traditional banks … Continue reading...

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...

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 Continue reading...

Core competencies

Teaching notes for this activity

This activity is designed for students of marketing strategy, or advanced marketing students. It explores the concept of core competencies and their role in the development of a marketing strategy.

It is suggested that this would be done as a small group discussion, with report … Continue reading...

Walmart and CSR (corporate social responsibility)

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is designed to be completed in small groups of students.
Student audience: This exercise is more suitable for students studying marketing ethics.
Exercise time: The group discussion time should run around 15 minutes, plus any additional class discussion time.… Continue reading...

Using the Product Levels

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is designed for small groups of students to split two products into the five product levels.
Student audience: This exercise is more suitable for students of introductory marketing.
Exercise time: The group discussion time should be around 10-15 minutes, … Continue reading...

Determining marketing mix considerations

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...

Research Bias in Focus Groups

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is designed for small groups of students to discuss the potential for market research bias stemming from focus groups
Student audience: This exercise is more suitable for students of marketing research.
Exercise time: The group discussion time should be … Continue reading...

Marketing and Ethics

 

Advertising and Ethics

The issue of advertising and ethics is often discussed in the media. Because of the need to generate advertising “cut through”, often advertising and social media campaigns are controversial, potentially offensive, possibly sexist, and sometimes misleading.

Marketers are also accused in the media from time to … Continue reading...